Present Exhibitor Webinar

RSNA 2012

Exhibitor Webinar Workbook

Copyright 2012. Competitive Edge & RSNA. All rights reserved. Participant is authorized to download and print one-copy of this

workbook for each person viewing the live or replay version of the webcast.

No portion of this workbook may be reproduced without permission of Competitive Edge.

For questions or permission call 800-700-6174 or 704-814-7355.

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Exhibitor Webinar

How to Have a Positive and Productive

RSNA Exhibiting Experience

Custom

Present

Participant Learning Objectives

This web-briefing will...

1. Provide new exhibiting companies and

contacts with important information

about RSNA, attendees, and the in’s and out’s of exhibiting.

2. Inform about resources and support

available to exhibitors.

3. Present 10 keys to executing a successful

exhibit.

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About RSNA • MEMBERSHIP

o The Radiological Society of North America (RSNA®) is an international society of radiologists, medical physicists and other medical professionals with more than 48,000 members across the globe.

• MISSION

o The purpose of the Radiological Society of North America, Inc. is to promote and develop the highest standards of radiology and related sciences through education and research.

• Provides hundreds of thousands of continuing education credits toward physicians' maintenance of certification.

• Develops and offers informatics-based software solutions in support of a universal electronic health record

• Sponsors research to advance quantitative imaging biomarkers

• Conducts outreach to enhance education in developing nations.

• Provides millions of dollars in funding to young investigators, helping to build the future of the profession

• Publishes two top peer-reviewed journals: Radiology and RadioGraphics,

• Hosts the largest medical meeting in the world, drawing nearly 60,000 attendees annually to McCormick Place in Chicago.

About RSNA 2012

• 98th Annual Meeting

• Expected attendance is 58,000

• Professional attendance was 27,305 (2011)

• 11,970 RNSA members

• 16,272 were radiologists

• 35% are non-North American

International Attendees

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Total international professional registration at RSNA 2011 reached a record high—

9,642—almost 35% of professionals from over 100 countries!

Top 5 International Countries Represented

o France: 901

o Japan 826

o China: 750

o Italy: 685

o Germany: 664

Radiologic Specialties

About RSNA 2012

Attendees have many educational opportunities covering 16 radiology subspecialties: Scientific formal (oral) presentations Refresher Courses Educational Exhibits Scientific informal (poster) Presentation

Technical Exhibition

• Breast/Mammography 1,584

• Chest 599

• Cardiac Radiology 598

• Computed Tomography 1,226

• Diagnostic Radiology 6,798

• Emergency Radiology 227

• Gastrointestinal 744

• Genitourinary 207

• Head & Neck 166

• Health Policy & Practice 188

• Informatics 1,046

• Interventional 1,295

• Molecular Imaging 210

• Musculoskeletal 1,174

• Magnetic Resonance 1,645

• Nuclear Medicine 880

• Neuradiology 1,653

• Oncologic Imaging 201

• Pediatric radiology 582

• Radiobiology 304

• Radiation Oncology 451

• Radiation Physics 660

• Ultrasound 718

• Vascular 160

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RSNA Technical Exhibition

• Over 600 exhibiting companies

• Nearly 450,000 sq. ft. of exhibit space

• Three exhibit halls

• 30th largest tradeshow in the U.S.

• Largest Medical Meeting in the U.S.

Why Do They Visit the RSNA Technical Exhibition?

1. 68% of attendees say their number one reason for attending the RSNA Annual

Meeting is to see new products and developments.

2. Three-quarters (75%) indicated they have a role in purchasing products for their

institution.

3. 47% create buying plans as a result of what they’ve seen at the RSNA technical

exhibition.

RSNA Exhibitor Resources

1. RSNA Technical Exhibitor Staff

2. Monthly Newsletters

3. Weekly Email Blasts

4. Already An Exhibitor Section on website

o Rules and Regulations

o International Exhibitors

o First-time Exhibitor

o Exhibitor Service Kit

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RSNA Exhibitor Service Kit

• Official Contractors

• RSNA Service Forms

• Exhibitor Housing & Registration

• Marketing & Promotional Tools

• Shipping Information

• Meeting & Function Space

• McCormick Place & Chicago Information

Exhibitor Service Kit Tips

• Review all sections of the kit

• Refer to Deadline Date Page

• Order early to save money

• Don’t be shy, ask questions

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McCormick Place Exhibitor Bill of Rights

• Exhibitors may now perform work in a booth of any size.

• You can work within your booth using your own ladders or hand tools, cordless

tools, power tools and other tools designated by the McCormick Place.

• In addition to the work currently performed, you may also perform the

following work within your booth:

• Setting up and dismantling exhibits;

• Assembling and disassembling materials, machinery or equipment;

• Installing all signs, graphics, props, other decorative items and Exhibitor

drapery, including the skirting of Exhibitor tables;

• Delivering, setting up, plugging in, interconnecting and operating the

Exhibitor's electrical equipment, computers, audio-visual devices and other

equipment;

• Skidding, positioning and re-skidding all Exhibitor materials, machinery and

equipment using non-motorized hand trucks and dollies;

• An exhibitor and exhibitor employees are prohibited at any time from using

scooters, forklift, pallet jacks, condors, scissor lifts, scaffolding, motorized

dollies, or similar motorized or hydraulic equipment on McCormick Place

premises.

Delivering, setting up, plugging in, interconnecting and operating the Exhibitor's electrical equipment, computers, audio-visual devices and other equipment;

• Skidding, positioning and re-skidding

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Marketing Opportunities

• Online Exhibitor Listing

• New Product Announcement

• Registration List Rental

• Marketing Tools

• Logos, Banners, Brochure & Postcards

• Raffles & Giveaways

• Advertising & Promotion

• An exhibitor Important Dates

New Product Announcement October 3

Exhibitor Appointed Contractor October 12

Registration List Request Form October 17

Giveaway Request Form October 19

Raffle Notification Form October 19

Freeman Online Ordering October 29

Electrical Service (GES) October 29

Exhibitor Badge Registration October 31

Exhibitor Housing October 31

Exhibitor Function Space November 9

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Exhibition Department Staff

Here to Assist In Your Success

Georgetta Piotrowski, Assistant, Technical Exhibit Services

Direct: 1-630-571-7850, [email protected]

Lauren Giagnorio, Manager, Technical Exhibit Services


John Jaworski, Assistant Director, Technical Exhibits


Thomas Shimala, Director, Technical Exhibits

\Direct: 1-630-368-3760, [email protected]

Amanda Warnke, Assistant, Registration, Housing and Travel


Kristin Corbett, Assistant, Meeting Services


Freeman (General)

1-773-473-7080, [email protected]

GES (Electrical)

1-800-475-2098, [email protected]

mailto:[email protected]

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John’s Suggestions

for RSNA Exhibitors

1. Carefully Review the Service Kit

2. Pay Careful Attention to Deadline Dates

3. When Possible, Order in Services Advance

4. Plan, Prepare and Use Pre-show Marketing

5. Call RSNA Staff with ANY Questions

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Want to Make it BIG in Show Business?

The “Tradeshow Turnaround Artist” Can Help! "In today's changing and competitive marketing arena, exhibitions are one of your most effective media… IF done properly. However, few exhibitors truly understand how to make exhibitions payoff," says Jefferson Davis, America's

premier exhibiting expert and author of Results-Focused Exhibiting.

Described as "a burst of focused and positive, can do energy", Davis's innovative, practical and process based approach to exhibiting has helped his clients produce over 500 million dollars in exhibition sales since 1991. Over 90,000 exhibitors have attended his exhibiting success

seminars and workshops. Hundreds of companies have hired Davis as a consultant and trainer and have experienced immediate, dramatic and measurable improvement in their exhibiting results in just one

show cycle.

Is your company ready for a tradeshow turnaround?

Visit www.tradeshowturnaround.com and take our Complimentary Exhibiting Needs Assessment to find out.

Or call Jefferson Davis at 800-700-6174 to learn more about:

Exhibiting by Objectives Consulting Services High-Impact Pre-show Marketing System Development Consulting Custom Exhibit Staff Training Workshops and Coaching Solution Focused Sales Training and Development Programs Closed Loop Lead Management System Development Consulting Exhibiting Cost Control and Return on Investment Measurement Consulting

2211 Houston Branch Road Charlotte, NC 28270

Phone: 800-700-6174 Fax: 704-814-7366

www.tradeshowturnaround.com

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10 KEYS TO SUCCESS FOR FIRST-TIME EXHIBITORS With Jefferson Davis, President Competitive Edge

10 BIG Mistakes First-Time Exhibitors Make

1. Failure to read the Exhibitor Service Manual

2. Unrealistic expectations

3. Failure to set exhibiting goals

4. Failure to _______________ their exhibit

5. Ineffective exhibit design and/or layout

6. Not enough thought given to product presentation

7. Improper staff _______________

8. Taking booth down before show closes

9. Poor lead follow-up

10. Lack of time perspective in evaluating show results

The 10 Keys

1. Be Clear About What You Are Really Buying Face-to-Face Contact

Your ultimate exhibiting RESULTS will come from putting your company identity, staff and

products/services face-to-face with enough of the right people - people who influence and make buying

decisions for what you sell.

2. Success Rule for Exhibitors New to a Tradeshow

If the people attending make/influence buying decisions for what you sell

You cannot ________ the ultimate value of the show from one attempt

You must commit to at least ________ consecutive shows

Applying more of what you learn to each show

3. Know Why You Are Exhibiting & Set SMART Goals

Top Four Reasons for Exhibiting:

Market awareness, presence and visibility

Branding

Lead generation and sales

New product introduction

Set SMART Goals

Specific, Measurable, Actionable, Realistic, Time-bound

Create _________ action plans for achieving goals

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4. Invest Enough Resources

The budgeting rule of thumb is to multiply your floor space cost

________ times minimally to determine your total show budget.

5. Get “In The Mind” and “On The Agenda” of Enough of the Right Attendees

Show attendee ___________ have changed.

You cannot just rent space show-up and ___________the right buyers find you.

You MUST use targeted pre and at-show marketing.

6. Make Sure Your Exhibit Communicates Effectively

Have a professional looking exhibit.

Quickly and visually answer key questions in the mind of attendees:

What do you do?

Why should I care?

Who are you?

Make it easy for visitors to enter your exhibit.

Make it easy for visitors to physically interact with your products.

7. Staff & Work The Show Properly

Put effective staffers in your exhibit - Friendly and engaging

- Proactive versus _________

- Knowledgeable

- Asks good questions and listens well

- Can communicate _______ and persuasively

- Takes good lead information and gains commitment to the next step

-

Power tips for effectively working the show: - Be in your booth and available - the entire show

- Smile and greet people in the aisle

- Effectively engage visitors who enter your booth

- Know what ____________ you need to ask

- Know what makes your products or services unique and saleable

- Keep your presentations short and focused on the visitors key information needs

- Ask for a commitment to the next action with all qualified visitors

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8. Take Quality Leads & Follow-up Effectively The quality of a lead is in direct proportion to the clarity of the next step and the visitor’s

___________________ to take that step

Determine your follow-up plan _______ the show

Follow-up fast or in-line the visitors request

Personalize post-show messaging to address needs they stated in the

Use multiple follow-up media: email, mail, telephone, in-person, etc.

Don’t give up too quickly on leads

9. Measure Results Don’t just count ______– count ________ over time!

Develop a closed loop lead management system

Develop a simple and consistent set of performance metrics.

o (CPL) Cost Per Lead

o (CPI) Cost Per Interaction

o Total Number of leads, quality by priority, potential value

o (ROI) Return On Investment

10. Learn from Every Show and Stay Committed

During the show, make time to walk the floor and _______ from other exhibitors.

After each show do a brief post-show report and identify the top _________ learned so you can do

even better at your next show.

It takes time to build a masterpiece. Learn, apply and stay committed and success will come.

Read The Most Overlooked Key to Exhibiting Success at the THE NAFEM SHOW Exhibitor Success Center

Present Exhibitor Webinar

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