Now is not the Time to Hide from

Now is not the Time to Hide from your Customers Rizwan iqbal Managing Partner First Trade Show Go Green Displays

Kellogg’s wins During Depression

What are the Challenges? We are in a recession n Marketing spending is tight n You need to justify every dollar of spend n Management does not understand the return from events n Non-Critical travel is limited n Tradeshow attendance is down n

Why you must be out there Your competition probably is n Customers/Prospects who can buy still need to meet you n If you go dark, your customers assume the worst n – Your competition will make sure they know it n And the best reason… 2010

What you need to do now Select the best shows for your organization n Determine your event objectives for today’s environment n Work Smarter to reduce costs n Measure the return on your events n Sell to the decision maker n

Selecting the Right Shows n n n “Just keep doing what we have been doing” Determine shows you should be at 1. Match shows to marketing objectives 2. Talk to your customers 3. Review the universe of shows 4. Evaluate opportunities 5. Make decisions Annual evaluation/Online tools

Dive Deep with Show Management Past year total and net attendance n Past and upcoming show exhibitors n Who is attending? – Titles – Companies n Educational program n Cost per sq ft n

What are my objectives? Take into account the current economic environment n Layout the quantifiable objectives n Gain agreement on qualitative objectives with team n Plan in advance and ensure your systems are up to the task n

Setting Goals n n A goal – I want to generate a lot of new customers from the show A SMART Goal – I want to generate 100 new leads at the show and convert 10 of them into new customers by the end of the year üSpecific üMeasurable üAgreed upon üRealistic üTime bound

Measurable Objectives n Total Leads – Qualified Leads – Cost per Lead n Sales at different intervals – – – n At show 1 month 3 month 6 month 1 year Have basis of comparison – Benchmark to industry – Benchmark to other sales tools – Historical

What else? n n n n n Establish/reinforce brand positioning Publicize new promotional message New Product Intro Learn about competitors Current customer relations/sales Networking within the industry Collect feedback from current customers Advance existing pipeline PR opportunities

How do you work smarter? n n What is the total cost of show participation What are your key cost drivers? Can you change your work habits? How much space do you really need for your booth?

Understand your Costs

Key Cost Components to Manage n n n Booth Materials Shipping I&D Drayage Travel & Hospitality Staffing

Break Bad Work Habits n Last minute=Higher Cost – Rush charges from suppliers – Shipping charges – Overtime I&D/Drayage n Lower weight=lower cost – Shipping decreases – Drayage decreases n Question everything…

Matching your Booth to Your Objectives n Right-Size your booth to your needs – Meetings – Demonstrations – Product Showcase n What are you communicating? – Message – Market Strength – Positioning

Does Renting Make Sense? Need a new booth, but don’t have budget? n How many shows? n Want to try before you buy? n Do you have custom needs? n

Going Green Doesn’t Have to Cost a Lot of Green is not a fad n Focus on practical green n – Cost effective green that doesn’t compromise

Increasing Trade Show Return n It’s Easy! – Reduce costs of attending trade shows – Increase revenue attributed to trade shows n Reality is much more complicated – – How do you give a value to soft benefits? How do you track it all? Are all leads worth the same to the organization? How do you reduce costs with out affecting performance?

What was the show ROI?

What was the show ROO? Define specific objective for attending a show n Weight the objectives in terms of importance n Attach a metric to each objective n Rank metrics based on importance n Score each show on common scale n

Develop a Scorecard

Was the show a success? • Perform a post show evaluation üDid it meet or exceed your goals? üDid the ROI make sense? üHow strong other benefits? v. Brand Awareness v. Competitor Insight v. Customer Retention v. Networking v. Feedback

How to sell it to management? Clearly define ROO vs. ROI n Measure it n – Web traffic landing page – Pre/post show surveys n Focus on the facts – Quantifiable Results – Measurement against Objectives

Not just a budget line… n Invite managers to show – Set up meetings with top influencers – Arrange speaking engagements Send updates from the floor n Post show write up n Do a face-to-face annual review n – Before budget time

What Does It All Mean?

Now, get out there… Friend us on Follow us on Thank You! Search for “Gogreendisplays” Search for “Go Green Displays” Gary Survis Garys@Go. Green. Displays. com 732 -602 -7799 www. First. Trade. Show. com www. Go. Green. Displays. com

Thanks… –Friend us on –Follow us on –Search for “Gogreendisplays” –Search for “Go Green Displays” –www. gogreendisplays. com – 732 -723 -7799 –Rizwan. I@Go. Green. Displays. c om