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By Guadalupe Duran
1. Set objectives and targets
2. Selection of exposure and space
3. Stand design
4. Pre-show Promotion: before exposure
5. Prospecting in the exhibition
- Address
- Evaluate
- Present
- Close
6. Managing Contacts
7. Measuring R.O.I. (ROI)
Key 1 SETTING GOALS AND TARGETS
Questions:
- Why is exhibiting?
- Who in your target visitor?
- What messages will seek to communicate?
- What would you like to bring the Expo as measurable outcomes?
Common Objectives:
- Expand the current customer relationships and increase business.
- Generate leads for new sales.
- Position the company, its products and services in the minds of visitors.
KEY 2.Propósitos of an Expo
- Close sales in the short term
- Create a list of potential customers (Leads) medium-term
- Establish new contacts long term
Needs space and personnel selection
- Take into account that staff would be the only contact the prospect will have with the company and must be sufficiently informed to meet the needs of visitors. We recommend that the owner or manager is present at exhibitions, as well as the best vendors or employees.
KEY 3. DESIGN OF THE EXHIBITOR
Mission of the exhibitor
- Capture the attention of visitors
- Support the staff in effective communication with your prospect
Basis of Design:
- Design based on your goals
- Design in mind its competitive advantages
- Keep it simple and pleasing to the eye while still being impressive.
Remember:
You only have 3 seconds to communicate: "Who are you? What do you do?
What it offers?
Your exhibitor has to say what you sell.
Competitive advantages can highlight:
- Distribution
- Technology
- Line of products or services
- Customer Service and
- Product Quality and Service
- Innovative applications
- Guarantees
- Training in the use
- Delivery time
- Credit line and so on.
How to make graphics effective?
- Clear messages
- Concise
- Guide visitors
- Images that reflect your key benefits
- Stunning images.
KEY 4. PRE-SHOW PROMOTION
- 75 percent of visitors in an exhibition with an agenda and come prepared.
- The greater the exposure there is less chance who visit.
- The pre-show promotions to increase attendance by 33 percent.
Tools Pre-Show
- Direct Mail
- Telemarketing (confirmation of activity especially during the
exposure).
- Invitation from organizer
- Promotion of new product launches
- Press Conferences
- Merchandise
- Sponsorship
- Advertise on Web, magazines, newspapers, etc..
KEY 5. PROSPECTUS IN THE EXHIBITION
Most important in prospecting for a show is that staff have:
- Positive attitude
- Open Personality
- Product knowledge
- Location right
- Experience
- Schedules defined
Review the 4 steps of prospecting:
- Address. Asking specific questions for 30 seconds.
- Evaluate. What are the prospect's needs? How much and who is buying? 2 min.
- Present. Key details of the product or service that would do. 5.7
min.
- Close. Take your data to follow up the future. 1-2 min
PROMOTION DURING THE EVENT
Activities and promotions that increase the presence of your company and attract
to their target market to your stand.
Tools:
- Display or display
- Record of Contact
- Awards and gifts
- Live Presentations
- Product Showroom
- Videos
- High-Level Signaling
- Graphics products
- Signage for the promotion
- Polls on the stand
- Promotional Offers
- Uniform staff
- Roles defined staff Staff (with different activities and times)
- Advertising in the exhibition center
KEY 6. MANAGEMENT CONTACTS
Contact sheet:
Develop a contact sheet on which to gather relevant information from the prospectus for classification and monitoring, it should be brief, with a maximum of 10 questions and be easy and fast to use by members of staff.
Find contacts and classify them into:
-A-really interested in a purchase of immediate or short term
-B-Interested in the product and learn more about and
enterprises to purchase the medium term.
-C-Little concerned and with very few options for long-term purchase
Contact Manager.
Assign a contact manager who meets the leads and to process each night to begin setting appointments working with contacts made
the next day.
* Develop master rapid response letters for those very contacts
interested in your product.
Call all contacts
- Call your contacts over the next week after the event.
- Call them again and try to do the greatest possible number of citations
- Be aware that monitoring is carried out
- Report the seller to be sampled
- Publish the results of contacts per vendor
KEY 7. MEASURING R.O.I.
- Measure all their results, contacts, appointments, sales, cash amount, any sales, etc..
* Remember that you only control what you measure
- Contact qualified
- Feedback of booth personnel
Visitors to its stand (range) = ÷ sampling people who spend 10 minutes (per cent).
Converting to sales ÷ total sales = total cost of participation in the event.
Cost per contact = Total cost of participation in the event contacts ÷ total.
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