Presentation on theme: "Exhibitor Marketing Webinar Overview Introduction Brian D. Casey President & CEO, High Point Market Authority If you have not already received your exhibitor."— Presentation transcript:
Exhibitor Marketing Webinar Overview Introduction Brian D. Casey President & CEO, High Point Market Authority If you have not already received your exhibitor promotion kit, request a copy via e-mail to email@example.com@highpointmarket.org –Provides basic promotional guidelines to help you get your message out
Agenda 1.Exhibitor Marketing Webinar Overview 2.Preparing for Market – Market Plan Development 3.Low Cost Tactics 4.Additional Marketing Tactics 5.Post-Market Follow-up with Your Showroom Visitors 6.Q & A Session
Develop a Specific Marketing Plan for Market Doesn't need to be elaborate but provides a plan for you to follow Outline for consideration I.Situational analysis II.Clear objectives and goals III.Target Audience IV.Tactics V.Budgeting VI.Measurement Preparing for Market - Marketing Activities
Situational Analysis Specific to your respective business Provides a micro/macro as well as external view Helps to articulate the opportunities as well as challenges you face in your business Provides a good base in moving forward with a strategic thought process for your trade show marketing efforts Preparing for Market - Marketing Activities
Formulate Specific Goals and Objectives for Each Market Define your target audience – (profile your most important customers) There are more than 45,000 buyers that register for market. You can’t see them all but you can work to attract those that are most important to your respective business I.By type - large, medium, small, designers, traditional furniture stores, big box retailers, international etc. II.Category and sales volume III.Identify secondary market as well
Preparing for Market - Marketing Activities Prospect Data Base Strategy Affordable Data Management Tools ACT or Goldmine (single-user or multi-user license) Online Tools – Salesforce.com, Salesnet.com I.Full contact information and demographic information II.Email address III.Current customers IV.Prospect list purchase V.Market Authority Buyers List
Preparing for Market - Marketing Activities Formulate a Tactical Plan to Attract These Customers Direct mail Advertising E-marketing Web development Telemarketing Reps (encourage your reps to convince target buyers to attend) Market Authority promotional piggy backing Special promotions PR Special events
Preparing for Market - Marketing Activities Create a Budget to Support Your Tactics Helps focus spending on most important and cost effective communications vehicles
Low Cost Tactics Through Market Authority Communications Use our exhibitor promotion kit for a guide Email Newsletter/High Point Market Live –Distributed Monthly to Market Prospects and attendees Trends, new products, business advice, market developments & events I.Provide input & tell us what is going on 1.New product introductions relevant to trends 2.Celebrity in your showroom 3.Something new and different that is of newsworthiness II.Format delivered in both written and video
Suggested Low Cost Tactics The High Point Market Media Center Gets Your Message to the Press Free press kit distribution to all trade and consumer media The Media Center issues press passes for at least 200 different publications each Market Press kits for all participating exhibitors are displayed in alphabetical order
Suggested Low Cost Tactics The High Point Market Media Center Gets Your Message to the Press Typical market attracts about 400 media representatives - efforts are underway to grow this I.Trade II.Consumer III.Broadcast IV.Internet publications V.Newspapers Use our press room services I.Special Market events, showroom openings or expansions or any other news that affects the shape and scope of Market
Suggested Low Cost Tactics The High Point Market Media Center Gets Your Message to the Press Creating a press release I.Newsworthy (new products, sustainability initiatives, appearances by leading designers or celebrities, etc) II.Brief (500 words or less) III.Written in the third person IV.Place the date, a contact name and phone number at the top V.Be sure to mention your showroom address VI.Include a brief background paragraph about your company
Suggested Low Cost Tactics The High Point Market Media Center Gets Your Message to the Press The Market Authority may feature or include your company in an official Market Authority press release Posted on our website Sent to all major industry publications It’s like getting your own PR service – for free!
Suggested Low Cost Tactics The High Point Market Media Center Gets Your Message to the Press Creating your press kit I.A package of information, assembled to make it easy for reporters and editors to cover your news II.Easy to create 1.Simple, two-pocket folder with your company name and picture of your product 2.Include your company brochure, a company fact sheet, press releases, plus slides, photographs or digital images of newsworthy products 3.Be sure to identify each slide or photograph
Suggested Low Cost Tactics The High Point Market Media Center Gets Your Message to the Press Recommended kit quantities I.50 – 75 kits recommended for smaller companies II.100 – 150 kits for larger firms Media Center hours of operation I.Press kits accepted from Monday, October 13 until Saturday, October 18 at 5:00 p.m. 1.Ship to: The Media Center High Point Theater 220 East Commerce Avenue High Point, NC 27260
Suggested Low Cost Tactics The High Point Market Media Center Gets Your Message to the Press Late Press Kits may be delivered to the Media Center in person between noon and 6 p.m. October 19, or from 7 a.m. to 6 p.m. October 20-21. Open to the press at noon Sunday, October 19. Enclose a packing slip with your kit. If sending materials for more than one company, division or product line, note this information on the packing slip.
Suggested Low Cost Tactics Official Market Directories Basic directory listing available at no charge Product previews in the Market Preview Guide series available to every exhibitor Note whether you are open to designers and/or small independent retailers. Extended listings and advertising space may be purchased for an additional fee. Contact Lee Kemp at (336) 888.3759 to make sure your showroom is listed correctly and inquire about advertising opportunities.
Suggested Low Cost Tactics Co-Branding with the High Point Market Place the official High Point Market logo on your Market-related communications to let your customers know that this is information they can use when planning their Market visit. The Market Authority makes our official logo available to you in print and digital form via the Exhibitor Marketing Kit
Consider Your Advertising Strategy Excellent means of promoting new products Requires a fairly substantial budget Numerous industry publications available; see your Exhibitor Marketing Kit for a complete listing Contact publishers to find the best vehicle for your message Market Preview issues are very popular with buyers Special Market Daily issues distributed only at Market Additional Marketing Tactics
Consider Using Promotions/Give-Aways to Stimulate Attendance to Your Showroom
Additional Marketing Tactics Consider Using Cost-Effective E-Marketing Tactics Make sure your website is up-to-date (or create one if you don’t have one) I.Your Web address (URL) should be listed in all of your communications Send emails (newsletter, product announcements) to your customer and prospect lists I.Start collecting email addresses if you haven’t already. II.Be careful with frequency and ensure messaging is of value to your customers
Post-Market Follow-up with Your Showroom Visitors
Post-Market Follow-Up Call and/or mail your key visitors and thank them for stopping by your showroom Update your prospect database with your new contacts Review performance against objectives Determine how new prospects heard of you Follow up to determine why key targets missed you and what it would take to capture them next time