MAKING TRADE MAKING TRADE SHOWS PAYSHOWS PAY

PAUL KENNEDY MBEPAUL KENNEDY MBE

Kennedy Integrated Solutions

Structure for the sessionStructure for the session

• Introduction and setting the sceneIntroduction and setting the scene• Some important industry trendsSome important industry trends• The trade show and live event world-lots of choiceThe trade show and live event world-lots of choice• What and how to choose to spend money onWhat and how to choose to spend money on• Why buyers choose destinations, the minimum criteriaWhy buyers choose destinations, the minimum criteria• Why buyers choose destinations –current focusWhy buyers choose destinations –current focus• Preparing for a trade showPreparing for a trade show• Doing the right things in the right way at the eventDoing the right things in the right way at the event• Post event follow upPost event follow up• Q&AQ&A

Important industry trendsImportant industry trends

• Demand for meetings and events is increasingDemand for meetings and events is increasing• Substantial increase in supplySubstantial increase in supply• Traditional business model of DMCs and PCOs is Traditional business model of DMCs and PCOs is

changing and big international agencies at riskchanging and big international agencies at risk• ItIt’’s a buyers market s a buyers market • Increasing political recognition of the importance of the Increasing political recognition of the importance of the

meetings industry which can be measuredmeetings industry which can be measured• Major pressure on government expenditure in many Major pressure on government expenditure in many

countriescountries• A shift away from traditional print advertising to live A shift away from traditional print advertising to live

events and digital promotionevents and digital promotion

The trade show and live event The trade show and live event jungle( excl major conferences)jungle( excl major conferences)

• ConveneConvene• IMEXIMEX• EIBTMEIBTM• IMEX AmericaIMEX America• AIBTMAIBTM• GIBTMGIBTM• CIBTMCIBTM• AIMEAIME• MEEDEXMEEDEX• BTCBTC• AccessAccess• IBTM IndiaIBTM India• IT&CMIT&CM• ITCMAITCMA

• MI Forum-northMI Forum-north• MI Forum AthensMI Forum Athens• Confex RedConfex Red• Confec BlueConfec Blue• Confec GreenConfec Green• The Meetings ShowThe Meetings Show• International ConfexInternational Confex• The Conference and Hospitality The Conference and Hospitality

ShowShow• Brussels WorkshopBrussels Workshop• Meeting SpaceMeeting Space• Moulden Marketing UK workshopMoulden Marketing UK workshop• Fam Trips XXXXFam Trips XXXX• Site inspectionsSite inspections

What and how to choose what to doWhat and how to choose what to do

• Its more effective than advertisingIts more effective than advertising• Do it well or donDo it well or don’’t do itt do it• ItIt’’s a mid to long term business development strategy not a quick s a mid to long term business development strategy not a quick

sales fix-its about creating and building lasting business sales fix-its about creating and building lasting business relationshipsrelationships

• The decision to participate should be linked to clear business The decision to participate should be linked to clear business objectives which already exist!objectives which already exist!

• Fish where the fishes areFish where the fishes are• It needs senior management commitment and ideally presenceIt needs senior management commitment and ideally presence• Its about listening the majority of the time and then speaking the Its about listening the majority of the time and then speaking the

language of the buyerlanguage of the buyer• Its not a holiday on expenses!!!Its not a holiday on expenses!!!

Why buyers choose destinations and Why buyers choose destinations and venues/hotelsvenues/hotels

•

• ??

Why buyers chooses destinationsWhy buyers chooses destinations

• Accessibility of the destinations and the core Accessibility of the destinations and the core facility for the eventfacility for the event

• Price/Price flexibilityPrice/Price flexibility• Quality of facilitiesQuality of facilities• Quality of serviceQuality of service• Personal safetyPersonal safety• DifferenceDifference

Why buyers choose destinations-Why buyers choose destinations-current focuscurrent focus

• FlexibilityFlexibility• Speed of responseSpeed of response• TransparencyTransparency• Supply chain acting as oneSupply chain acting as one• Added valueAdded value• SustainabilitySustainability• CompetitivenessCompetitiveness• Partnership approachPartnership approach

Preparing for the eventPreparing for the event

??

Preparing for the eventPreparing for the event

• The administrative tasksThe administrative tasks• Who are your current clients?Who are your current clients?• Which new clients do you want to see?Which new clients do you want to see?• Who has selected a pre scheduled appointment?Who has selected a pre scheduled appointment?• Researching the aboveResearching the above

Researching the prospectsResearching the prospects

??

Researching the prospectsResearching the prospects

• Correct title and role-do you know what these areCorrect title and role-do you know what these are• Where they sit within the organisationWhere they sit within the organisation• What the company does and its structureWhat the company does and its structure• What the company values areWhat the company values are• Company financial yearCompany financial year• Company geography, client baseCompany geography, client base• Google the individual, search linked inGoogle the individual, search linked in• Types of events they doTypes of events they do• Current trends in the media affecting their businessCurrent trends in the media affecting their business

Preparing for the event what else?Preparing for the event what else?

• Communicate to your appointmentsCommunicate to your appointments• Invite existing clients and target clients to meet Invite existing clients and target clients to meet

with youwith you• Make sure you have sufficient marketing Make sure you have sufficient marketing

literature and business cardsliterature and business cards• Pack sufficient business clothes to look different Pack sufficient business clothes to look different

and fresh each dayand fresh each day

At the eventAt the event

• Be early each day and before the buyers arriveBe early each day and before the buyers arrive• Read in about your appointments before show Read in about your appointments before show

opening timesopening times• Stand and receiveStand and receive• Smile and have fresh breath!Smile and have fresh breath!• Listen, listen and then listen some more!!!Listen, listen and then listen some more!!!• Your phone is not part of your bodyYour phone is not part of your body• You must eat but ideally not on the standYou must eat but ideally not on the stand

At the event- how to conduct the At the event- how to conduct the business appointment-business appointment-

??

How to conduct the appointmentHow to conduct the appointment

• Let the buyer who is probably quite or very senior Let the buyer who is probably quite or very senior give you the information they think is importantgive you the information they think is important

• Understand clearly you are not the first sales person Understand clearly you are not the first sales person they have metthey have met

• DonDon’’t rush into a sales pitch-find out about them t rush into a sales pitch-find out about them first!first!

• Avoid claiming your product is uniqueAvoid claiming your product is unique• Ask what are the objectives of their eventsAsk what are the objectives of their events• How do they measure successHow do they measure success• WhatWhat’’s their key selection criterias their key selection criteria

continuecontinue

How to conduct the appointmentHow to conduct the appointment

• WhatWhat’’s their ideal venue/hotel/services their ideal venue/hotel/service• What is their decision making cycleWhat is their decision making cycle• How do they prefer you to follow up with themHow do they prefer you to follow up with them• Ask permission to pass your business card to them Ask permission to pass your business card to them

and offer to mail ( email or hard copy) your brochure and offer to mail ( email or hard copy) your brochure and material to them-permission marketing is very and material to them-permission marketing is very powerfulpowerful

• Only promise what you can deliverOnly promise what you can deliver• If you donIf you don’’t know the answer say so honestly and be t know the answer say so honestly and be

clear how and when you can get the answer to themclear how and when you can get the answer to them• Be culturally aware of correct protocolBe culturally aware of correct protocol

After the eventAfter the event

• Be measured and accept being precise is more Be measured and accept being precise is more important than sending out bulk next morning but important than sending out bulk next morning but certainly follow everything up within two working certainly follow everything up within two working weeksweeks

• Send what they want and nothing more unless its Send what they want and nothing more unless its directly related to the information you have obtained directly related to the information you have obtained about them or their eventsabout them or their events

• Make sure you thank them for spending their time Make sure you thank them for spending their time with you-at IMEX there are 3500 alternatives !with you-at IMEX there are 3500 alternatives !

• Understand the mid to long term nature of live event Understand the mid to long term nature of live event business development as this should influence your business development as this should influence your communication stylecommunication style

continuecontinue

After the eventAfter the event

• Follow up your follow up but do so in in a precise Follow up your follow up but do so in in a precise and personal way-treat the prospective client as a key and personal way-treat the prospective client as a key existing clientexisting client

• Understand that your ROI of exhibiting can only Understand that your ROI of exhibiting can only seriously be measured over 18-36 months each time seriously be measured over 18-36 months each time your exhibit but you can measure this exactlyyour exhibit but you can measure this exactly

• Write a full contact report for your boss including Write a full contact report for your boss including information about industry trends and key competitor information about industry trends and key competitor information-its so much more than simply the information-its so much more than simply the number of business cards obtainednumber of business cards obtained

• If you meet an international client at an overseas If you meet an international client at an overseas event get them to event get them to LithuaniaLithuania!!!!!!

Q&AQ&A

• There are no stupid questions!!!!!!!!!!There are no stupid questions!!!!!!!!!!