Smart Marketers Guide to Trade Shows
Transcript of Smart Marketers Guide to Trade Shows
The Smart Marketers Guide to Trade Shows
Developed and Presented by Nimlok
79% of marketers believe physical events yield better ROI
Exhibit smart at your next event to maximize return on your investment.
Source: 2015 Regali(x) Research survey
Steps to Getting Smart
• Understand organizational objectives
• Understand your clients
• Define your marketing strategy
• Execute your promotional plan
Define Organizational Objectives
Understand objectives gives way to building stronger promotional strategies.
Define Organizational Objectives
• Identify organizational objectives
• Organize objectives in order of importance
EXAMPLEgoal 1: grow overall sales 10% this year
goal 2: grow rebranded division 15% in two yearsgoal 3: move clients into bigger purchases
Steps to Getting Smart
• Understand organizational objectives
• Understand your clients
• Define your marketing strategy
• Execute your promotional plan
84% of marketers identify prospecting as a key
benefit of event marketingTouch many prospects in one place in a short
amount of time with the right event.
But how do you know if your prospects will be at
the event?
Define Your Buyers
• Buyer Persona: • Research-based
depiction of an ideal buyer or prospect for your organization.
Define Your Buyers
• Demographics & Attributes• B2B vs. B2C
• Buyer demographics
• Organizational demographics (if B2B)
Define Your Buyers
• Research Behavior• Information sources
• Communication medium
Define Your Buyers
• Buying Behavior• Goals and pain points
• Disposition
• Objections
Define Your Buyers
Now you’ve developed a buyer persona!
Steps to Getting Smart
• Understand organizational objectives
• Understand your clients
• Define your marketing strategy
• Execute your promotional plan
Always begin with an objective.
What are you looking to accomplish at the event?
Develop Your Event Strategy
• Step 1: Create an Event ObjectiveEvent objectives do more than state your intentions
• Quantifiable
• Targeted
• Time-Specific
• Strategic
• Measured
Develop Your Event Strategy
Increase leads at the event.
BAD
Develop Your Event Strategy
Increase leads by 25% over last year’s event among accounting managers of small
businesses between August 14 and 18 as measured by
on-site lead retrieval machines.
Audience is comfortable being reached via digital platforms on a daily basis.
GOOD!
Develop Your Event Strategy
Increase leads by 25% over last year’s event among accounting managers of small
businesses between August 14 and 18 as measured by
on-site lead retrieval machines.
Audience is comfortable being reached via digital platforms on a daily basis.
Quantifiable TargetedTime-specific
Measured
Strategic
Develop Your Event Strategy
• Step 2: Define Your Budget
• 10-25% of overall marketing budget
• Allocate 6-10% of the event’s total budget on pre-, during- and post-show marketing
Learn more about trade show budgeting
Download Nimlok’s trade show budget worksheet
Develop Your Event Strategy
• Step 3: Review Event Details & Demographics• How many people will attend the show?
• How many of the attendees fit your buyer persona?
• What are your targeted attendees hoping to achieve at the event?
Develop Your Event Strategy
• Step 4: Develop Strategies and Tactics• Strategies: What do you want to achieve?
• Tactics: How will you achieve it?
Steps to Getting Smart
• Understand organizational objectives
• Understand your clients
• Define your marketing strategy
• Execute your promotional plan
Plan for all promotional phases of an event.
Pre-, during- and post-show
Pre-Event Promotion
• Build a strong digital home base
• Website landing page
• Google Analytics tracking
• Design and build with objectives in mind
Pre-Event Promotion
• Direct mail• Reach your audience
directly with mail, email or other direct communications methods.
Pre-Event Promotion
• Social Media• Announce event
presence/participation
• Create pre-event hashtags
• Share teaser content
• Entice readers to find you at the event
• Push traffic to digital home base to learn more
Get the Trade Show Social Media Guide
Maximize your social impact at trade shows
Pre-Event Promotion
• Advertising• Event website
• Registered attendee email blast
• Registered attendee mailers
• Event promotional guides
• Event sponsorship
Pre-Event Promotion
• Public Relations• Event participation & location
• In-booth events and promotions
• New product unveilings
• Guest speakers or talent
• Event sponsorships or hosted activities
Pre-Event Promotion
• Sales Team Outreach• Generate awareness with existing clients
• Follow-up with web leads
• Give peek into during-event promotions and activities
• Reaches clients and provide feedback to marketing for improvement
• Prospects not attending the event
During-Event Promotion
During-Event Promotion
• In-Booth Events• Product demonstrations
• Group presentations
• Contests, raffles and games
During-Event Promotion
• Promotions & Incentives• Special “show-only” rates and promotions
During-Event Promotion
• Social Media• Monitor show hashtags
• Engage with attendees
• Share relevant information
• Teaser photos and info
During-Event Promotion
• Sponsorships & Advertising Opportunities• Primary event sponsor
• Event advertising
• Special event sponsor
During-Event Promotion
• Public Relations• Attend press events
• Share worthy news
• Provide information
During-Event Promotion
• Motivate Attendees to Act• Staff training
• On-site promotions
• Stay connected after the show
Post-Event Promotion
“Airport Waiting Area” image by Chris via Flickr (CC BY 2.0)
Post-Event Promotion
• Update your digital home base• Remove outdated or irrelevant information
• Modify calls to action
• React to the event
Post-Event Promotion
• Offer new incentives• Attendee/visitor-only promotions
• Continue to reward in-show purchasers
• post-event incentive to non-attendees
Post-Event Promotion
• Direct outreach• Email
• Traditional mail
• Phone
• Social media
Post-Event Promotion
• Advertising• Attendee e-blast
• Post-event banner ads
• Event summary brochures or publications
Post-Event Promotion
• Public relations• Event-related updates or
news
• Event awards or recognitions received
• Follow-up with press contacts
Post-Event Promotion
• Sales Team• Follow-up with personal connections
• Incentivize with promotions and offers
• Connect with during-event purchasers!
• Follow-up with leads, inquiries and direct mail
• Communicate post-event promotions
• Share event news, promos or photos with non-attendees if appropriate to do so
Summary of Presentation
• Understand organizational objectives
• Understand your clients
• Define your marketing strategy
• Execute your promotional plan
Now That’s Smart Marketing
Use the Smart Marketers Guide to help you plan for and promote your next trade show or event!