From Fad to ROI

How Smart Marketers Succeed with Virtual Trade Shows

Dennis Shiao

Director of Product Marketing, INXPO

October 14, 2010

Page 2© 2010 Focus, Inc. All rights reserved.

• Introduction

• The Five Steps• Q&A

Agenda

Page 3© 2010 Focus, Inc. All rights reserved.

“We are transforming the Web from pages and files to events and destinations, where people go to meet, learn and do business.”

“Virtual trade shows can be a dream for marketers.”

Quick Introduction

@INXPO

@dshiao

Page 4© 2010 Focus, Inc. All rights reserved.

Virtual Event Continuum

Page 5© 2010 Focus, Inc. All rights reserved.

1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow up with prospects

“Don’t mistake ‘virtual’ for ‘easy’ – it’s still hard work.”

The Five Steps

Page 6© 2010 Focus, Inc. All rights reserved.

1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow up with prospects

Example: “Generate 15 engagements with the

pharmaceutical industry, who will make a purchasing

decision in 6-9 months.”

First Step

Page 7© 2010 Focus, Inc. All rights reserved.

1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow up with prospects

Good candidates: Sales, Sales Engineer, Product Marketer, Engineer, Executive

Second Step

Page 8© 2010 Focus, Inc. All rights reserved.

1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow up with prospects

Third Step

Page 9© 2010 Focus, Inc. All rights reserved.

1. Contextual content

2. Compelling tagline

3. SEO

4. Labels as headlines

5. Booth staffer images

6. Stand out from crowd

Sidebar: Tips for Building your Virtual Booth

Page 10© 2010 Focus, Inc. All rights reserved.

1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow up with prospects

For coordinated engagement, act like a team and designate a coach

Fourth Step

Page 11© 2010 Focus, Inc. All rights reserved.

1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow-up with prospects

Pre-determine your lead scoring “algorithm” – and be timely in your follow-up

Fifth Step

Page 12© 2010 Focus, Inc. All rights reserved.

1. Define mission statement

2. Assemble an all-star team

3. Build and promote your presence

4. Engage with prospects

5. Qualify and follow-up with prospects

In Summary

Page 13© 2010 Focus, Inc. All rights reserved.

White Paper

For a free copy, email me: dshiao@inxpo.com

Page 14© 2010 Focus, Inc. All rights reserved.

Time for some Q&A

Thank You.