KATHARINE CHESTNUT, DIAMOND LEVEL CTSM · 9/11/12 3 Four Objective Categories 1. Awareness – This...

SAVE THIS HANDOUT - REQUIRED STUDY MATERIAL FOR THE CTSM EXAM

C T S M R E Q U I R E D S E M I N A R

SESSION 31512

eTrak Online Seminar | SEPTEMBER 13, 2012 | 2PM ET, 1PM CT, Noon MT, 11AM PT

Integrated Marketing CommunicationsKATHARINE CHESTNUT, DIAMOND LEVEL CTSM

All Materials Copyrighted by EXHIBITOR Magazine / Katharine Chestnut, diamond level CTSM© 2012 Rochester, MN

PRODUCED BY EXHIBITOR MEDIA GROUP

9/11/12

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31512 Integrated Marketing Communications

The Basics A CTSM Required Course

Katharine Chestnut, Diamond CTSM Director, Research & Measurement – Derse

[email protected] @exhibitbabe

Integrated Marketing Communications – Katharine Chestnut, Diamond CTSM - @exhibitbabe

Katharine Chestnut, Diamond Level CTSM Director, Research & Measurement, Derse

 20+ years on client side as professional marketer  Experience within:

 Industrial  Software  Consumer Electronics  Natural Foods

 15+ years measurement program focus & development  Exhibitor Show speaker since 1998


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Essential Learning Components

1.  Defining Show Objectives 2.  Matching Show Objectives to the Right Medium 3.  Recognize Your Target Audience 4.  Identify Budget Availability 5.  Set Measurement Benchmarks 6.  Pre-Show Tactics: In the Office 7.  On-Site Tactics: Show City, Hall & In Your Booth 8.  Post- Show Tactics: After the Show 9.  Analyze Your Results


ELC 1: Defining Show Objectives

Base Objectives On: • Target audience and their needs • Company’s new or available products / technology • Company’s position in the industry • Company’s history of exhibiting at the show • Perception of the company by the target audience • Available budget for exhibit and promotional programs • Location of show • Special requirements for the show


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Four Objective Categories

1.   Awareness – This objective is intended to create and stimulate interest and awareness.

2.   Comprehension – This objective aims to inform your customers. 3.   Conviction – This objective means to ensure that your customer

understand the product benefits and see them as more beneficial than those provided by your competitors.

4.   Action – Ultimately, the desired action is a sale.


ELC 2: Matching Objectives to Tactics Pre-Event


Marketing Tactic Awareness Comprehension Conviction Action

Direct Mail X X X

Email X X X

Social Media X X X

Trade Publications

X X

Telemarketing X X X

Press Release X

Online/Web X X X

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ELC 2: Matching Objectives to Tactics At-Event - City



Airport / Mobile / Billboard

X

Hotel Ads / Room Drops

X

Social Media X

Sponsorships X

Hospitality X

ELC 2: Matching Objectives to Tactics At-Event - Hall



Show Directory / Show Daily

X

Hall Ads X

Social Media X

Press Briefings X X

Partner Exhibits / Suites

X X X

Meeting Rooms X X X

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ELC 2: Matching Objectives to Tactics At-Event - Environment



Celebrities X

Live Presentations

X X

Social Media X

Experiential Marketing

X X X

Premiums X X

ELC 2: Matching Objectives to Tactics Post-Event



Direct Mail X X

Email X X

Social Media X

Telemarketing X X

Online / Web X X

Press Release X X

Personal Follow Up

X X

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ELC 3: Know Your Target Audience

•  Titles •  Decision-making level •  Company size •  Budget size •  Product interest •  Participation level •  Travel •  Work-related problems/challenges •  Industry trends/hot buttons •  Outside interests/hobbies


Sources of Information

•  Previous Show Leads •  Sales Staff •  Customer Service Staff •  Show Management •  Show Audits from Past Years •  Pre-Registrations •  Association Demographics •  Internal/External Research •  Telemarketing •  Focus Groups


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ELC 4: Identify Budget

The average exhibitor spends 13% of their budget annually on marketing communication tactics.

Be consistent.


Managing Your Budget

•  Begin at the beginning. •  Refer to objectives frequently. •  Use historical data. •  Don’t rob Peter to pay Paul. •  Itemize for understanding. •  Changes help define expense shifts. •  Estimates are your friend. •  Document changes in the process. •  Watch for savings to be used elsewhere.


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Additional Budget Considerations

•  New product/service will need more dollars. •  The Mouse That Roared: Smaller exhibitors need more funding in

pre-show marketing dollars •  Research the show environment •  Competitive presence


ELC 5: Set Measurable Benchmarks

•  Be aware of benchmarks for different objectives. •  Plan ahead for repeatable benchmarks. •  Identify the estimated numbers for quantifiable benchmarks. •  Identify the nature of qualitative benchmarks.


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ELC 6: Pre-Event Tactics Reaching Attendees in their Offices

Define Pre-Show Tactics •  Examine each type •  Evaluate potential to meet objective(s) •  Estimate costs and prioritize (1st and 2nd tier)


Evaluate Pre-Event Tactics

Advantages Disadvantages Direct Mail Targeted Lists Limited Email Inexpensive

Targeted Lists Limited

Social Media Wide Reach Less Control Trade Publications Wide Reach Not Targeted Telemarketing Direct Person Contact /

Feedback Expensive Time-Consuming

Press Release Inexpensive Credible Voice

Less Control

Online/Web Wide Reach Not Targeted


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ELC 7: At-Event Tactics Event City, Hall and Environment

Define On-Site Tactics •  Examine available tactics (including show mgmt) •  Evaluate potential to meet objective(s) •  Evaluate ability to integrate with pre-show tactics. •  Estimate costs and prioritize (1st and 2nd tier)


Evaluate At-Event Tactics

Advantages Disadvantages Airport / Mobile / Billboard Wide Reach Limited Availability Hotel Ads / Room Drops Targeted Expensive Social Media Wide Reach Not Targeted

Less Control Sponsorships Wide Reach Not Targeted

Expensive Hospitality Targeted Expensive Show Directory / Show Daily Wide Reach Not Targeted Hall Ads Wide Reach Not Targeted

Limited Availability Press Briefings Credible Source Less Control


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Evaluate At-Event Tactics

Advantages Disadvantages Celebrities Wide Reach Not Targeted Live Presentations Wide Reach

Controlled Message Not Targeted

Experiential Marketing Very Targeted Customized Message

Need Multiple Touch Points

Premiums Wide Reach Not Targeted Frequently Misused

Partner Exhibits / Suites Broaden Reach Little Control Meeting Rooms Very Targeted Expensive


ELC 8: Post-Event Tactics After The Event

Define Post-Show Tactics •  Qualify visitor actions that lead to further contact •  Define additional programs/process for all leads •  Determine which previous tactics end w/ an on-site visit •  Evaluate ability to integrate with pre-show tactics •  Develop post-show lead process & management


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Evaluate Post-Event Tactics

Advantages Disadvantages Direct Mail Targeted Expensive Email Inexpensive

Targeted Spam Control

Social Media Wide Reach Less Control Telemarketing Very Targeted

Direct Contact & Feedback Expensive Time-Consuming

Online / Web Wide Reach Current Content Press Release Credible Voice Little Control Personal Follow Up Very Targeted

Direct Contact Close Loop Feedback Timeframe


ELC 9: Analyze Your Results

Steps to Analysis •  Collect evaluations & feedback •  Include quantifiable and qualitative •  Post-Event meeting

–  Review benchmarks, key comments & discuss •  Document


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Questions? [email protected]

@exhibitbabe


Quiz for Session 31512Integrated Marketing Communications

SAVE THIS QUIZ SHEET. You will need it to enter your quiz answers online. To start the quizprocess, go to www.CTSM.com and choose Submit Quiz Answers under Candidate Services.

1. Appropriate goals for a trade show include:A. Generating leadsB. Increasing image awareness for your company and its products.C. Seeking press attentionD. All of the above

2. Before launching your marketing program, you should:A. Check out the latest premiums catalogB. Develop your goals and budgetsC. Buy the pre-show registration list from show management

3. One important question to ask regarding your marketing program is:A. Can we get a “hot” celebrity to promote our product?B. Who is our audience for this campaign?C. What do we have in the storeroom that we can use as a giveaway?D. Should we use a baseball or a basketball theme?

4. Sources for defining your target audience and their interest are:A. Sales staffB. Show managementC. AssociationsD. All of the above

5. Effective pre-show marketing techniques for reaching attendees in their offices include:A. Mobile advertisementsB. TelemarketingC. Hotel room dropsD. Show directory advertising

6. For an in-the-hall marketing technique that offers broad exposure, consider:A. SponsorshipB. Show directory advertisingC. Show issue / trade publication advertisingD. All of the above

Quiz Continued on Next Page

7. Contests, games & drawings can draw traffic to your booth, but:A. Aren’t a good choice for new product introductionsB. Can draw too broadlyC. Can’t generate leadsD. Don’t work well as hotel campaigns

8. In-booth experiential marketing techniques help the exhibitor:A. Book salesB. Pre-schedule appointmentsC. Generate leadsD. Have a good time.

9. When seeking an effective marketing technique in the show city, consider:A. Pre-show mailB. Airport, mobile & billboard advertisingC. Press briefings / interviewsD. Celebrity appearances

10. When you come back from the show, you should:A. Request staffs to return evaluations and review all commentsB. Have a post-show meeting to review all benchmarks, highlight key discoveries and discuss way to improve future shows.C. Document show results.D. All of the above

KATHARINE CHESTNUT, DIAMOND LEVEL CTSM · 9/11/12 3 Four Objective Categories 1. Awareness – This...

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