March 2011

Green Exhibitor WorkshopTechniques to Make the Most of Event Participation

March 2011

Background QuestionsLast Year’s Participation

More than 5 Green Events

Products vs. Services

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Topics to Cover

• Event Strategy

» Set goals and create a plan

» Consider the event attendees

» Establish the best messaging strategy

• Display Details

» Impression of your display

» Giveaways and promotional materials

» Sweepstakes and contests

» Market Research Opportunity

• Before, During and After

» Before - Promote your participation

» During – Enjoy, Educate and Engage

» After – Follow up and follow through

March 2011

Event StrategySetting Goals, Green Consumers and Messaging

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Set Goals – No Right Answer….

• Awareness

• Lead Generation

• Sales

• Relationship Building

• Market Research

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Consider the Attendees

• The Green Lifestyle is quite broad and covers two main areas:

1. Reduce Greenhouse Gasses• Reducing your “carbon footprint” (CO2)• Conserve energy• Reduce / Reuse / Recycle

2. Reduce toxins in your life• Improve air quality in your home/office• Remove pesticides from the food you eat• Understand ingredients in personal care products

• This broader definition is sometimes referred to as LOHAS or “Lifestyle of Health and Sustainability”

• Approximately 60% of the US Population sees one or both of these issues as a priority

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New Standard of Living = Living with Less

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Green Segments – Assess Your Visitors

Create messages that will resonate with each group

Smart GreensLooking for cost-effective ideas to save money and be greener at the same time

Healthy GreensEnvironmentally responsible, actively involved in making lifestyle changes

Advocate GreensPolitical and socio-economic motivations drive this group

Hip GreensEnjoy the image and idea of being eco-conscious

Tech GreensInterested in the technologies that will advance the sustainability movement

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The Headline for Green Messaging….

March 2011

Display Details

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Everything Communicates…

Business

Identity

Print Materials

Signs

Clothing

What is your display saying?

Table Coverings

Giveaways

Product or Service

Language;Word Choice

Accessories

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Print Materials – Things to Consider

• What to Include» Just the basics – they will go to your website to learn more» Web Address» Contact Information» Event specials if applicable

• Consider size and quantity» Doesn’t need to be elaborate – smaller can be better» Print only what you need» Ensure the end product doesn’t look “wasteful”

• Paper and Printing» Many options available – Recycled content, non-paper (banana, poo, etc.)» Note – Photo paper is not recyclable» Soy or vegetable based inks» Processor-less printer plates

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Giveaways

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Other Considerations

• Sweepstakes» Ensure you have a goal for collecting names» Don’t push visitors to enter information» Commit to follow through with post-event communication

• Market Research» Shift the focus of the event» Learn from visitors» Ask the questions you wish you knew the answers to

March 2011

Before, During, and After

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Before the Event - Promote Your Participation!

• Your Marketing Materials» Place a festival web logo, link, announcement or story on your website» Send an announcement to your email to your list » Include details in your newsletters » Leverage social media. Connect through Facebook and invite your friends

to join our Facebook page: www.facebook.com/miglf» Hand out postcards to your customers and post posters at your store, office

or other prominent locations.

• Media and Press» Prepare and send a press release describing your event participation» With Earth Day coming up, position your company for a story» Submit a listing to media calendars

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During the Event – Enjoy, Engage, and Educate

• Enjoy» Relax and have fun» Demonstrate your passion for your business and your product

• Engage» Say “hello” and learn a bit about your visitors» Demonstrate your product/service in a way that is relevant to their needs» Get some input and insights on your offerings

• Educate» Teach visitors about your product and services» Promote green, healthy living» Let them know of other great vendors at the show they might want to visit

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After the Event – Evaluate and Follow Up

• Evaluate» Assess performance to your goals» What went well? What could have gone better?» Most Important – How will you adjust for the next event?

• Follow up» Connect with all contacts that were made» Thank customers for visiting» Remind them of a special offer if applicable» Ask for input on how you could improve next time