Guide to

event marketing &

trade show display strategies

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The return on your investment in consumer show marketing almost always
ranks as the #1 most cost effective method for meeting and closing new Guide to
customers. Key planning is required to help you be successful. This
document should serve as a quick study in the art of exhibiting, to help event marketing &
save you time and effort and to help make you money! trade show display strategies
How to ensure your success at your
next trade or consumer show!

N AT I O N A L E V E N T M A N A G E M E N T
Why participate in a show?
Trade shows offer unique sales and marketing opportunities by
providing a forum for vendors to come face-to-face with the
highest caliber of qualified visitors with buying influence.
Research has proven that the most effective sales process is
face-to-face sales. Research has proven that face-to-face
appointments are harder to get than they used to be. Research
says that most sales people are doing less face-to-face sales
than they used to.
Even in the information age, most
business is done between people who successful
have established a relationship.
exhibitors will:
You will drive your success at a z plan for their success
show. Advanced planning is essential
to success at a show. If well planned, z support and integrate the
booth with other marketing
you will have better control, save
activities, and
yourself time and money, and provide
yourself with the opportunity to gain z provide their staff with the
significantly better results. tools and resources they
need to achieve objectives
and goals

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 value of face-to-
face interaction
z 87% of exhibitors rate face
to face interaction in
Research the Event - 4. Create an image
marketing their company’s
5. Increase exposure to a target market
Get Into the Right Show products or services to
prospects very or extremely
6. Demonstrate a specialized product
1. Does the show audience comprise your target market? important in performing
or service
their job.
2. Visit the exhibition or talk to others who have. Open your 7. Be compared to your competition
z 40% of marketing
eyes to all aspects of the opportunity. 8. Conduct market research executives indicate that the
3. Understand the expense - be sure to understand the entire 9. Address past servicing problems importance of event
marketing for their
cost of your participation in the event.
company was increasing.

N AT I O N A L E V E N T M A N A G E M E N T
4. How long has the Show Producer been producing events? Primary Goal z 76% of attendees rate face
Have they proven to have the expertise and marketing to face interaction with
ability to produce a successful advertising campaign to From the list above (or your additional potential vendors or
attract show attendees? reasons for exhibiting), determine and/or suppliers extremely
5. Realize that all shows are not created equal - just like create a measurable primary goal that important in making
achieves your reasons for exhibiting. buying decisions.
competitors in your industry; some are good, and some
are not. Never discount a show opportunity because of a z Choose an item that is most
bad experience in an unrelated event. important for you to accomplish
(x number of solid sales leads for the show)
z Let this primary goal guide you through other
decisions on booth design, booth staffing, literature
Set Objectives for Your Participation distributed, and other show decisions
z Trying to achieve too much from one exhibit may lead
The most common fault in exhibiting is not knowing what is to disappointment
trying to be achieved. Set objectives to ensure you and all
z Break this down to smaller goals to give targets to
staff involved in planning and staffing the event knows what
each person staffing your booth to get them in sync
the objectives are. with your goals for the show.
Common reasons exhibitors give for participating in shows:
1. Make sales Identify Back Up Objectives
2. Meet new potential clients
List your back up objectives to ensure you won't miss any
3. Introduce new (or modified) products or services opportunities.

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Guide to event marketing & trade show display strategies www.nationalevent.com

 Set Realistic Objectives Booth Design
If targets are too low, there is no challenge. If they are too The objective of all booth design should be to grab the
high, you end up with frustrated booth staff. Ensure all attention of attendees. The design of your booth will reflect
resources are available to booth staff to meet the objectives. directly the image of your product or service. You have 3 - 5
seconds to make an impression as a visitor walks by. MAKE
THEM STOP!

Read the Exhibitor Manual Your booth should differentiate your company from other
exhibitors and demonstrate your Unique Sales Position. Make
Your best place to start pre-planning the event is to read the

N AT I O N A L E V E N T M A N A G E M E N T
sure people coming to your booth can experience your product
exhibitors manual. All National Event Management manuals or service. Let them touch, see, feel, hear or taste it. Make
are available on line in our show website at sure there is a call to action to help you achieve your goal;
www.nationalevent.com. Show Management should have something to inspire interaction between show attendees and
provided you with an action list of things to do and important your staff.
deadlines not to miss. There will be forms and lists of
suppliers who can help you with many aspects of your exhibit Design your booth with a left to right focus - from the visitor's
and answer many questions for you. Be sure to meet all perspective. This is how they will scan the booth to determine
deadlines with show suppliers. This will save you MONEY! if they should stop.
z Get your tables out of the way! Let visitors into your
booth - make easy access for them to get into your
booth. (If you have a corner booth, keep both sides
open if possible.)
z Determine if chairs are required. If sit down meetings
will close business, strategically set chairs at the back
of the booth. If sit down meetings are unrealistic, you
may not need chairs as it will only tempt booth staff
to sit down on the job!
z Ask Show Management for help - they can direct you
to many outside resources for booth accessories and
booth marketing strategies if required (i.e. books,
videos, associations and seminars to attend).

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Guide to event marketing & trade show display strategies www.nationalevent.com

 z Ask yourself important questions like: Should you
refurbish or use your current exhibit? Is there a need
Booth Staffing
for a new exhibit? Is there a need for new graphics? Your booth staff's attitude will be the #1
What show services need to be ordered? Has booth factor in the success of your participation
installment/dismantling been organized? as an exhibitor. Have the most positive,
z You can rent from our Show service company. See approachable and outgoing people staff
our website for photos of booth rental options. Or your booth. Be sure your staff is also
also research cost-effective large format images from qualified to answer all important
local graphic design & print houses. Today, these are questions about your organization.
great options to make a major impact on show Ensure all staff who are manning the booth know the goals of

N AT I O N A L E V E N T M A N A G E M E N T
attendees without blowing your budget. the event. Hold a pre-show meeting if possible to
communicate your strategy, objectives and other opportunities
for building relationships at the event.

Pre-Show Promotion
z A well thought out promotion can produce spectacular
results. Thirty percent of visitors claim it was a pre- Selling at the Show
show invitation that brought them to the show. (Show
Management will provide your firm with some free Spend you time wisely! It is important to spend time finding
admission passes and/or discount coupons to invite the people you should be talking to, rather than "pitching" to
your clients and potential clients to the show.) everyone who walks by. The following are the key areas of
z Set appointments to meet potential clients at the dealing with people on the show floor.
show. Give that hard to meet potential client a reason
for coming to see you at the show.
z Include your participation in the show in your ads
Approach
running two weeks prior to the show. This may entice z Don't wait for people to approach you, be proactive!
clients who are reluctant to call you to come and see z Talk about their buying needs, rather than your
you in a no pressure environment at the show. products or services
z Find effective openers when they approach the booth
or when you have made eye contact with them as they
pass by the aisles. Never say: "Can I help you?"
Try: "Have you seen this product?" or "Are you
familiar with our company?"

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Guide to event marketing & trade show display strategies www.nationalevent.com

 Qualify The Prospect Relatively Quickly
Use the Action Acronym to find the six bits of information
you need:

AUTHORITY - Are they decision-makers or have influence?

CASH - Do they have the resources for your products?
TIME - Is this prospect ready to buy within your sales cycle?
IDENTITY - Use a lead card to obtain required information?
OPERATIONAL CONSTRAINTS - Is there a reason they could
not do business with you?
NEED - Does this prospect have a need for your product Disengage
or service? z Once you have finished your job…move on!
z Create a lead sheet where you can take down
Presentation pertinent information that you will need to follow up
with the customer. Make it simple for your
Teach your staff the "Trade Show Demonstration" - this is very representatives to tick off appropriate boxes for the

N AT I O N A L E V E N T M A N A G E M E N T
different from the office demonstration or "pitch." Be sure products or services that the prospect was interested
your staff can summarize and present the features and in. Asking the customer their info is another great
benefits of your products or services in less than three way to qualify the prospect, plus, completing the lead
minutes. Keep focused on the customer's need to buy rather sheet is a great way to disengage the prospect so you
than your need to sell. can move along to meet other clients during valuable
show hours.
z Use premiums, brochures or contests to help you
disengage (Be sure to have effective methods of
disengaging unqualified prospects quickly.)
z Be polite

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Guide to event marketing & trade show display strategies www.nationalevent.com

 Follow up z Find interesting and useful things to send to prospects
(not expensive); i.e. special announcements or
z Confirm your follow up plans with your prospect
invitations to other shows or events
z Thank the prospect
3. Telemarketing
z Keep your promises
z A telemarketer should have a reason for calling; i.e.
Create an effective follow up plan to take full advantage of set up an appointment or obtain customer needs
the leads generated at the show. Be sure they remember you z Telemarketers should be well trained, have product
from the show. (It should be a warm call!) knowledge, understand selling skills, communicate
well, and have a pleasant telephone manner

N AT I O N A L E V E N T M A N A G E M E N T
Three Methods of Follow Up: z All questions should be answered within twenty-four
hours. Promises should be noted and followed up
Without a well-thoughtout and well-executed follow up plan promptly
for the show, you are destined to have unsatisfactory results.
An effective follow up program is vital to the success of a
Surveys show that less than 20% of exhibitors actually
show All of your work and efforts at the show will only be
execute a follow up plan; use this to your advantage to ensure
successful if an effective follow up program is implemented.
your success! Trade shows and events are the only form of
marketing that allow you the face-to-face introduction to your Working a trade show stretches most peoples' comfort zones
best prospects; it is now your follow up methods that will and builds new sales skills and techniques. To win in today's
allow you to create a relationship with your prospects. marketplace, we have to be constantly looking for new
business and taking advantage of opportunities whenever they
1. Email
occur, and trade shows offer such opportunities!
z Nothing is more impressive than your prospect having
an email waiting for them when they return from the Be prepared, plan to be successful, and follow up on your leads!
show. Have some generic (or specific, if possible)
information on your company to refresh the prospect Best of Luck at the show!
of your meeting at the show. This will dramatically
increase your impact on the customer and get your
sales staff to the next key step in your sales process.
2. Direct Mail
z First mailing 7 - 30 days following the show
z Follow up mail on a regular basis

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Guide to event marketing & trade show display strategies www.nationalevent.com

 PRE-SHOW CHECKLIST

 Business Cards  Calendar

 Exhibitor Manual, including contract, order forms & copies of
orders sent in advance
 Review booth location on floorplan
 Letterhead & envelopes
 Pens, markers, tape & paper clips
 Appointment book to make customer appointments
 Phone contacts with existing prospects

N AT I O N A L E V E N T M A N A G E M E N T
 Lead Forms  Stapler, staple remover, & staples
 List, review & clarify show objectives
 Brochures, flyers & press releases
 Review presentation and literature
 Bills of lading for shipping

For further information, or help in making your next show SHOW CHECKLIST
more successful, please contact National Event Management.
We are here to help!
 Wear registration badge  Arrive early
 Walk the show to see competition, hall layout & show facilities
 Review exhibit layout & sales presentation
 Review staff objectives and number of sales and leads per hour
NATIONAL EVENT MANAGEMENT  Keep exhibits neat & clean (put coats and personal bags
Tel: 905-477-2677 out of sight)
Toll Free: 1-800-891-4859
Fax: 905-477-7872  Remember that you are there to generate sales and collect leads,
do everything you can to ensure your goals!
Website: www.nationalevent.com

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Guide to event marketing & trade show display strategies www.nationalevent.com

 LEADS LEADS

Name: ___________________________________________________ Name: ___________________________________________________

Address: _________________________________________________ Address: _________________________________________________

City: ____________________________________________________ City: ____________________________________________________

State/Prov., Zip/Postal Code: ________________________________ State/Prov., Zip/Postal Code: ________________________________

Phone: _________________________ Fax: _____________________ Phone: _________________________ Fax: _____________________

E-mail: __________________________________________________ E-mail: __________________________________________________

N AT I O N A L E V E N T M A N A G E M E N T
INTEREST INTEREST
product ______________________  product __________________ product ______________________  product __________________

product ______________________  product __________________ product ______________________  product __________________

WE DISCUSSED... WE DISCUSSED...
_________________________________________________________ _________________________________________________________

_________________________________________________________ _________________________________________________________

_________________________________________________________ _________________________________________________________

MY FOLLOW-UP ACTION WITH THIS PROSPECT IS: MY FOLLOW-UP ACTION WITH THIS PROSPECT IS:
_________________________________________________________ _________________________________________________________

_________________________________________________________ _________________________________________________________

_________________________________________________________ _________________________________________________________

TIME FRAME? TIME FRAME?

0 to 3 months  3 to 6 months 6 to 12 months  12 months+ 0 to 3 months  3 to 6 months 6 to 12 months  12 months+

Guide to event marketing & trade show display strategies www.nationalevent.com

 NOTES NOTES

N AT I O N A L E V E N T M A N A G E M E N T
Guide to event marketing & trade show display strategies www.nationalevent.com
 Tel: 905-477-2677
Toll Free: 1-800-891-4859
Fax: 905-477-7872

www.nationalevent.com