Making Education Fairs Work for your ROI

Presented ByAdrian Lok

adrian.eduseed@mail.comPrincipal Consultant

EDUSEED MARKETING

An Industry Training Initiative by EDUSEED MARKETING

Training Outline

I. Understanding The Value of Education Fairs

II. Strategies for maximizing ROI

“What’s nice about face-to-face meetings is it allows you to create trust much quicker and, by establishing the trust, it allows the individual the opportunity to ask questions”

Walter GovernorNational Director of Sales

Otto Bock

I. Understanding The Value of Education Fairs

30%

77%Respondents prefer to search for

courses & HEI’s at Education Fairs- EM HE Choices Survey 2015

Lower preference by respondents for campus walk-ins to enquire

about courses- EM HE Choices Survey 2015

I. Understanding The Value of Education Fairs

35%

88%Attendees agree that exhibitions

aid in their sourcing and purchase decision

- CEIR Report 2012

Attendees will share information gathered at exhibitions with at least

1 to 3 people- CEIR Report 2012

I. Understanding The Value of Education Fairs

48%

91%Attendees agree that exhibitions are essential for comparing products &

meeting suppliers- SKYLINE Exhibits Survey 2014

Value the importance of face-to-face interactions compared to

other forms of media- CEIR Report 2012

Education Fairs are a good opportunity to:

Maximizing YourEducation Fair’s

Important Stages

Stage 1: Pre-Event Planning

Determine the Education Fair type – e.g. public, private

Who’s the target market/demography of attendees?

Budgets?

Set desired objectives – e.g. recruitment, brand awareness

Inventory – e.g. marketing materials, pens, clipboards

Pre-event marketing – e.g. postcards, SMS

Stage 2: Event Day Execution

RULE #1: Be Proactive o Never sit at your booth/counter looking disinterested

o Smile & look friendly

o Take initiative to speak with attendees

o Do not start with “What are you looking for?” Or “Can I help you?”

o Better to ask “Have you heard of XXX College?” or “Hi, we’re offering a $XXX rebate just for today” or “How are you this morning?”

o Look for eye contact with attendees

Stage 2: Event Day Execution

RULE #2: Be Attractive o Staff should be professionally & neatly dressed at all times

o Counters should be clean and clear of mess – No food on table!

o Opt for brochure stands instead – visually more attractive

o Offer an incentive for them to visit you – lucky draw or giveaways

o Having a gadget helps too! E.g. ipad, tablet, laptop

o Display student’s work or final year project (if it’s portable)

Stage 2: Event Day Execution

RULE #3: Be Efficient o Having a packed booth is not necessarily a good thing

o Spend an average of 3 minutes to quantify a prospect

o For genuine prospects, try not to exceed 15 minutes for sales talk

o Focus on needs of prospect - Do not overload them with info

o Always mention your institution’s USP (Unique Selling Point)

o Create a system of lead identification – enquirer/high prospect

Important Notes

16% of attendees did not feel comfortable with the exhibit rep

28% said no one assisted them at the stand

42% felt that the rep did not understand their needs

19% are checking out a reps attitude during an exhibition

Always be prepared – brochures, price list, photos of campus, etc.

Be informative & forthcoming with questions

Don’t take criticism personally or act defensively to comments

Take a break and wash up every hour or two to stay fresh

*Statistics are from the Incomm International Survey

Stage 3: Post-Event Management

Establish an efficient lead management system Categorize leads – e.g. enquiry/hot prospect Assign exhibition staff to respective lead management

Follow up on leads – email, social media, letters, SMS, etc.

Continuous communication helps in brand positioning

Do not let leads go unattended for more than 3-5 days

Respond to “hot” prospects in a timely manner

“People do business with people because they choose to; not because they have to. We can always find others doing the same thing or selling the same product. It’s the personal connection that makes the difference”

Connect with usAddress:1-2-1 Mayang Mall Complex

Jalan Mayang Pasir 1

11900 Bayan Lepas

Penang, Malaysia

Email:eduseed@mail.com

Web:www.eduseed.webs.com

www.eduseedfairs.webs.com

Social Media:Facebook: Eduseed Twitter: @Eduseed Pinterest: EDUSEED MARKETING