1. International Congress and Convention Association TURNING SOAR FEET INTO LEADS AT TRADE SHOWS ARNALDO NARDONE LATIN AMERICAN ICCRM Curitiba, Brazil 19-21 June 2005 iccaworld.com

2. Content.. BENEFITS OF USING TRADE SHOWS...CHOOSING THE RIGHT SHOW...WHICH GOALS AND OBJECTIVES DO YOU LOOK FOR ?..PLANNING TO GET THE BEST ROI...PROMOTION..HUMAN RESOURCES...PRESENTATIONS,LEADS AND FOLLOW UP iccaworld.com

3. BENEFITS OF USING TRADE SHOWS. TARGETED MARKETING. DIRECT PRODUCTS ADVERTISING. FACE TO FACE CONTACTS. NETWORKING. DIRECT SALES- CLIENT- EXHIBITOR. LEAD GENERATION. DIRECT CONTACT WITH DECISION MAKERS. iccaworld.com

4. BENEFITS OF USING TRADE SHOWS. NEW MARKETS PENETRATION. MARKET RESEARCH. MEET NEW SUPPLIERS. COMPARE SERVICE AND DESTINATIONS. DATABASE BUILDING AND CROSS INFORMATION. INTERNATIONAL CRM. iccaworld.com

5. CHOOSING THE RIGHT SHOW. DEFINE YOUR TARGET MARKET. DEFINE THE KIND OF SHOW OF YOUR INTEREST. ANALIZE EVENT BY EVENT OFFER IN THE GLOBAL MARKET. ANALIZE ATTENDANCE FIGURES, KIND OF VISITORS, ORGANIZERS. ANALIZE SPONSORS AND PARTNERSHIPS. CHECK WITH OTHER COLLEAGUES THE SHOW’S VALUE. TRY THE EVENT AS A CLIENT. iccaworld.com

6. CHOOSING THE RIGHT SHOW. IMEX.-FRANKFURT. - INTERNATIONAL CONVENTION,MEETING,INCENTIVE. EIBTM.-BARCELONA. -INTERNATIONAL CONVENTION,MEETING,INCENTIVE. BTC.-FLORENCE. - MEETINGS,CONVENTIONS AND INCENTIVE EXCHANGE. M&IT.-LONDON. - UK CORPORATE OR ASSOCIATION BUYER OR INTERM. IT&CMA.-KUALA LUMPUR. - INCENTIVE,MEETING PLANNER,ASSOC,CORP,USER,PCO,DMC AIME.-MELBOURNE - INTERNATIONAL MEETINGS,INCENTIVE PLANNER OR ORGANIZER ECI.-PARIS. - CONGRESSES,INCENTIVES,ASSOCIATION OR FEDERATIONS. IME.-TOKYO. - CONVENTION BUYER OR SELLER FROM JAPAN-PAN PACIFIC AREA IT&ME-CHICAGO. - NORTH AMERICAN INCENTIVE TRAVEL HOUSE OR MAJOR CORP USER. CHASE.-LONDON. - MANAGER OF AN ASSOCIATION,CHARITY OR NON GOVERNMENTAL ORG. CONFEX.-LONDON. - CORPORATE,ASSOCIATION BUYER,PCO,INCENTIVE TRAVEL HOUSE,PCO LACIME.-SAN PABLO. - CONVENTION,INCENTIVE,MEETINGS. WTM.-LONDON. FITUR.-MADRID. ITB.-BERLIN. iccaworld.com

7. CHOOSING THE RIGHT SHOW. COSTS IMPLICATIONS FLOOR RENTAL. DECORATION. TRANSPORT. HOTEL ROOM COSTS. MEALS. ADDITIONALS.(POWER, WATER, GARBAGE) ENTERTAINMENT. iccaworld.com

8. SET YOUR GOALS AND OBJECTIVES ADVANTAGES. MEASURE OF RESULTS. CLEAR BUDGET ACCORDING TO THE OBJECTIVES. REALISTIC AND CONCRETE. ESTABLISH TIME TO GET THEM. STAFFING TEAMWORK. iccaworld.com

9. SET YOUR GOALS AND OBJECTIVES INCREASE SALES. MEET CLIENTS. (CONSUMERS OR DISTRIBUTION CHANNELS) FIND YOUR TARGET CLIENTS. (ACCORDING TO DATABASE) INTRODUCE NEW PRODUCTS AND SERVICES. PENETRATE A NEW MARKET. ENHANCE YOUR COUNTRY/ORGANIZATION IMAGE iccaworld.com

10. SET YOUR GOALS AND OBJECTIVES BENCHMARKING. LEARN NEW TRENDS AND DEMANDS. LEARN WHAY IS DOING YOUR COMPETITION. FOCUS ON POTENTIAL PROSPECT AND FUTURE ONES. iccaworld.com

11. PLANNING THE SHOW Exhibition coordinator. (pre-show and stand). Draw up an exhibition timetable. Establish responsibilities and Communication. Draw up a target-oriented budget. Stand design, construction, fitting. Transport, storage. Staffing costs, accommodation, meals. iccaworld.com

12. PLANNING THE SHOW Entertaining clients. Hostesses, receptionist, interpreters. Catering and drinks. Office equipment, telephones, computers lines, stationery. Official catalogues, trade press, advertising. iccaworld.com

13. PLANNING THE SHOW iccaworld.com Space rental, venue services Stand design, construction, exhibit handling Staff costs, accommodation, entertaining

14. PROMOTION PERSUADE YOUR CLIENTS TO VISIT YOUR STAND. PRESS RELATIONS, EDITORIAL COVERAGE. DIRECT MAIL---- BEFORE AND AFTER. ADVERTISING--- BEFORE-DURING-AFTER. SPONSORSHIP DURING THE SHOW. MERCHANDISING. CATALOGUES. iccaworld.com

15. HUMAN RESOURCES 1 SALESPERSON - 30 VISITORS- A DAY. 1 SALES PERSON- 6 TO 12 VISITORS – HOUR. 1 STAFF MEMBER- 4-5 SQUARE METERS. 1 STAFF MANAGER- STAND MANAGER. iccaworld.com

16. HUMAN RESOURCES FRIENDLY. APPROACHABLE. WELL INFORMED. SALES-MARKETING ORIENTED. TRAINED PEOPLE ON THE TARGETED MARKETS. SPECIALIZED PEOPLE FOR EACH PRODUCT. SPECIALIZED PEOPLE FOR DIFFERENT PRODUCT SERVICES. FRONT LINE PEOPLE. REARGUARD PEOPLE. iccaworld.com

17. PRESENTATIONS, LEADS AND FOLLOW UP PROFESSIONAL PRESENTATIONS OF PRODUCTS. PRIORITIZE LEADS. FOLLOW UP LEADS IMMEDIATELY. PURSUE LEADS ON AN ONGOING BASIS. TRACK LEADS TO MEASURE ROI. MEASURE VISITOR AWARENESS. EXHIBITION REPORT. iccaworld.com