The Smart Marketers Guide to Trade Shows

Developed and Presented by Nimlok

79% of marketers believe physical events yield better ROI

Exhibit smart at your next event to maximize return on your investment.

Source: 2015 Regali(x) Research survey

Steps to Getting Smart

• Understand organizational objectives

• Understand your clients

• Define your marketing strategy

• Execute your promotional plan

Define Organizational Objectives

Understand objectives gives way to building stronger promotional strategies.

Define Organizational Objectives

• Identify organizational objectives

• Organize objectives in order of importance

EXAMPLEgoal 1: grow overall sales 10% this year

goal 2: grow rebranded division 15% in two yearsgoal 3: move clients into bigger purchases

Steps to Getting Smart

• Understand organizational objectives

• Understand your clients

• Define your marketing strategy

• Execute your promotional plan

84% of marketers identify prospecting as a key

benefit of event marketingTouch many prospects in one place in a short

amount of time with the right event.

But how do you know if your prospects will be at

the event?

Define Your Buyers

• Buyer Persona: • Research-based

depiction of an ideal buyer or prospect for your organization.

Define Your Buyers

• Demographics & Attributes• B2B vs. B2C

• Buyer demographics

• Organizational demographics (if B2B)

Define Your Buyers

• Research Behavior• Information sources

• Communication medium

Define Your Buyers

• Buying Behavior• Goals and pain points

• Disposition

• Objections

Define Your Buyers

Now you’ve developed a buyer persona!

Steps to Getting Smart

• Understand organizational objectives

• Understand your clients

• Define your marketing strategy

• Execute your promotional plan

Always begin with an objective.

What are you looking to accomplish at the event?

Develop Your Event Strategy

• Step 1: Create an Event ObjectiveEvent objectives do more than state your intentions

• Quantifiable

• Targeted

• Time-Specific

• Strategic

• Measured

Develop Your Event Strategy

Increase leads at the event.

BAD

Develop Your Event Strategy

Increase leads by 25% over last year’s event among accounting managers of small

businesses between August 14 and 18 as measured by

on-site lead retrieval machines.

Audience is comfortable being reached via digital platforms on a daily basis.

GOOD!

Develop Your Event Strategy

Increase leads by 25% over last year’s event among accounting managers of small

businesses between August 14 and 18 as measured by

on-site lead retrieval machines.

Audience is comfortable being reached via digital platforms on a daily basis.

Quantifiable TargetedTime-specific

Measured

Strategic

Develop Your Event Strategy

• Step 2: Define Your Budget

• 10-25% of overall marketing budget

• Allocate 6-10% of the event’s total budget on pre-, during- and post-show marketing

Learn more about trade show budgeting

Download Nimlok’s trade show budget worksheet

Develop Your Event Strategy

• Step 3: Review Event Details & Demographics• How many people will attend the show?

• How many of the attendees fit your buyer persona?

• What are your targeted attendees hoping to achieve at the event?

Develop Your Event Strategy

• Step 4: Develop Strategies and Tactics• Strategies: What do you want to achieve?

• Tactics: How will you achieve it?

Steps to Getting Smart

• Understand organizational objectives

• Understand your clients

• Define your marketing strategy

• Execute your promotional plan

Plan for all promotional phases of an event.

Pre-, during- and post-show

Pre-Event Promotion

• Build a strong digital home base

• Website landing page

• Google Analytics tracking

• Design and build with objectives in mind

Pre-Event Promotion

• Direct mail• Reach your audience

directly with mail, email or other direct communications methods.

Pre-Event Promotion

• Social Media• Announce event

presence/participation

• Create pre-event hashtags

• Share teaser content

• Entice readers to find you at the event

• Push traffic to digital home base to learn more

Get the Trade Show Social Media Guide

Maximize your social impact at trade shows

Pre-Event Promotion

• Advertising• Event website

• Registered attendee email blast

• Registered attendee mailers

• Event promotional guides

• Event sponsorship

Pre-Event Promotion

• Public Relations• Event participation & location

• In-booth events and promotions

• New product unveilings

• Guest speakers or talent

• Event sponsorships or hosted activities

Pre-Event Promotion

• Sales Team Outreach• Generate awareness with existing clients

• Follow-up with web leads

• Give peek into during-event promotions and activities

• Reaches clients and provide feedback to marketing for improvement

• Prospects not attending the event

During-Event Promotion

During-Event Promotion

• In-Booth Events• Product demonstrations

• Group presentations

• Contests, raffles and games

During-Event Promotion

• Promotions & Incentives• Special “show-only” rates and promotions

During-Event Promotion

• Social Media• Monitor show hashtags

• Engage with attendees

• Share relevant information

• Teaser photos and info

During-Event Promotion

• Sponsorships & Advertising Opportunities• Primary event sponsor

• Event advertising

• Special event sponsor

During-Event Promotion

• Public Relations• Attend press events

• Share worthy news

• Provide information

During-Event Promotion

• Motivate Attendees to Act• Staff training

• On-site promotions

• Stay connected after the show

Post-Event Promotion

“Airport Waiting Area” image by Chris via Flickr (CC BY 2.0)

Post-Event Promotion

• Update your digital home base• Remove outdated or irrelevant information

• Modify calls to action

• React to the event

Post-Event Promotion

• Offer new incentives• Attendee/visitor-only promotions

• Continue to reward in-show purchasers

• post-event incentive to non-attendees

Post-Event Promotion

• Direct outreach• Email

• Traditional mail

• Phone

• Social media

Post-Event Promotion

• Advertising• Attendee e-blast

• Post-event banner ads

• Event summary brochures or publications

Post-Event Promotion

• Public relations• Event-related updates or

news

• Event awards or recognitions received

• Follow-up with press contacts

Post-Event Promotion

• Sales Team• Follow-up with personal connections

• Incentivize with promotions and offers

• Connect with during-event purchasers!

• Follow-up with leads, inquiries and direct mail

• Communicate post-event promotions

• Share event news, promos or photos with non-attendees if appropriate to do so

Summary of Presentation

• Understand organizational objectives

• Understand your clients

• Define your marketing strategy

• Execute your promotional plan

Now That’s Smart Marketing

Use the Smart Marketers Guide to help you plan for and promote your next trade show or event!