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Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off

Housekeeping Items Tech Issues: Go to Webinar Tech Support (855) Use your How to Guide for taking notes today Later this week you’ll receive presentation slides in pdf format in a follow up Submit questions through Go to Meeting Q&A panel on the upper right corner of your screen

1. Sellers/buyers collide successfully face to face at tradeshows 2. Trust tradeshows for your innovation – historically the worlds new innovations from GPS to tablet computers have been introduced through this venue 3. By harnessing the power of the Tradeshow Ecosystem you can get your piece of the pie – over 30 tradeshows occur per day with over 30 million attendees 4. Your budget due diligence is supported through industry stats 5. There are 23 Proven ways to Exhibit for Success Webinar: Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off January Training Recap

1. Learn the process for selecting the RIGHT shows 2. Why you should budget before you select a show 3. Get buy in from all the relevant players in the company 4. Know and understand the 10 Point Litmus Test 5. How to tie in technology with your objectives Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Today’s Takeaways

Pre Registration Survey Review 1. Industry 2. Number of employees 3. Gross revenue per year 4. How many tradeshows have you exhibited in? 5. Scope of tradeshows (local, regional, national, international) 6. Have you been happy with the results of your tradeshow experience as an exhibitor? 7. Biggest tradeshow challenge 8. Biggest tradeshow triumph 9. Who coordinates tradeshow activity at your company? (marketing manager, sales manager, special events manager or other) Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off

Live Poll Which best describes you? 1. I am new and want guidance on show selection 2. I need hints on how to get “buy in” for exhibiting 3. I need sufficient budget due diligence for management who is asking for justification for tradeshows 4. I need to know how to tie in technology 5. I want to identify our ROI objectives Why Tradeshow Marketing? Because Innovation is a Contact Sport

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Don’t Get LOST in the NOISE!

Selecting the RIGHT show means matching your exhibiting objectives with the RIGHT target audiences, the RIGHT timing to meet buyers’ purchasing patterns with the ABILITY to show and demonstrate your new products/services. Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off

Strategy Guide Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Action Items (Go to your “How to Guide” Distributed Upon Registration) Review the Strategy Objective Worksheet and Answer the Questions – NOW! 1. _________________________________________________________________ 2. _________________________________________________________________ 3. _________________________________________________________________ 4. _________________________________________________________________

THE 5-STEP SHUFFLE Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Step 1: Research Your Marketing and Sales Objectives

THE 5-STEP SHUFFLE Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Step 2: Seek Feedback From Current and Prospective Customers

Live Poll Do You Currently Seek Feedback From Current and Prospective Customers Regarding Tradeshow Participation? Answer 1.Yes 2.No Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off

Your Initial Show List Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Action Items (Go to your “How to Guide” Distributed Upon Registration) Name 5 tradeshows that you know of TODAY that you can attend in the next two years (compare this list to your final list after this training and using tools provided): 1. _________________________________________________________________ 2. _________________________________________________________________ 3. _________________________________________________________________ 4. _________________________________________________________________ 5. _________________________________________________________________

THE 5-STEP SHUFFLE Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Step 3: Create a Master List of Shows

THE 5-STEP SHUFFLE Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Step 4 : Analyze the Lengthy List

THE 5-STEP SHUFFLE Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Step 5: Create a Short List of Shows that Meet Your Expectations

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Source: Center for Exhibition Industry Research How the Exhibit Dollar is Spent

BUDGET Before You Select Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off

Effective Ways to Manage Costs Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Action Items (Go to your “How to Guide” Distributed Upon Registration) Write down the following URL to access the Budget Checklist tool:

Live Poll Name Your Biggest Budget Issues Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 1. The Unknown – Starting from scratch 2. Past tradeshow overruns/unexpected costs 3. Buy in from management on final budget number 4. Shrinking marketing budget overall 5. Other

Visualizing Your Budget Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Action Items (Go to your “How to Guide” Distributed Upon Registration) Name 3 pieces of information you/your team need to start working on now – because you know they are missing or not in the format you need - for your tradeshow budget. 1. _________________________________________________________________ 2. _________________________________________________________________ 3. _________________________________________________________________

Getting Buy In Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Measuring Success 10 Point LITMUS Test

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 1.Does exhibiting support the larger business goals and objectives of the enterprise? 10 Point LITMUS Test

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 2.Does exhibiting have the support of senior management, and have they made this known within the organization?

10 Point LITMUS Test Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 3. Is there a defined outcome expected from exhibiting?

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 4. Has the outcome been quantified through metrics? 10 Point LITMUS Test

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 5. Are the metrics approved and supported by all constituents? 10 Point LITMUS Test

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 6. Is the budget sufficient to achieve the desired outcome, or should the metrics be adjusted accordingly? 10 Point LITMUS Test

Live Poll Do you have measurable metrics for tradeshows ROI in place today? Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 1. Yes 2. No

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 7. Is there sufficient time to plan and execute a successful tradeshow project? 10 Point LITMUS Test

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 8. Are the required staff and resources available?

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 9. Is exhibiting the most efficient strategy to achieve the outcome or would other marketing mediums be more effective? 10 Point LITMUS Test

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off 10. Are the resources aligned to follow up and report back on the metrics? 10 Point LITMUS Test

Visualizing the Buy-in Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Action Items (Go to your “How to Guide” Distributed Upon Registration) Name 5 people you/your team need to buy in and sign off on your due diligence. 1. _________________________________________________________________ 2. _________________________________________________________________ 3. _________________________________________________________________ 4. _________________________________________________________________ 5. _________________________________________________________________

Tradeshow Industry Resources Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Action Items (Go to your How to Guide Distributed Upon Registration) Center for Exhibition Industry Research (CEIR): Exhibitor Magazine: Exhibit and Event Marketers Assn: Trade Show News Network (TSNN): Event Marketer Magazine: Exhibit City News: Trade Show Expo: Events in America: Conventions.net: Trade Show Advisor: Exhibit Designers & Producers Association (EDPA): Tradeshow Executive: FREE Education Whitepaper Downloads:

Show, Space & Booth Staff Selection Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Action Items (Go to your “How to Guide” Distributed Upon Registration) When you return to the office, step through this worksheet to help evaluate these key resources. 1. _________________________________________________________________ 2. _________________________________________________________________ 3. _________________________________________________________________ 4. _________________________________________________________________ 5. _________________________________________________________________

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Go to Your “How to Guide” and Write Down The Ten Things You Will Do Next With the Knowledge You Gained Today

Questions? Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Consulting & Exhibit Services Follow up consulting services that include: Review of your trade show plan and make recommendations Create a new tradeshow plan Trade Show Consulting Services Discount on design and print business collateral Discount on tradeshow tangible items

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Additional Services Strategic planning for your overall business Marketing/PR Strategy for your overall business Marketing/PR Planning for your overall business Copywriting for tradeshow collateral or PR PR media distribution and follow up

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Additional Resources Sales Training Resources – Ask us! We partner with nationally recognized experts to make your tradeshow sales more effective. Our sales expert for this web series is Alice Heiman, LLC Specialty Items – Ask us! Our vendors are on the cutting edge including the latest in desired “green” promotions. Our specialty partner for this web series is OCG Creative

Selecting the RIGHT Shows How Tradeshow Due Diligence Pays Off Contact Us DJ – or Laura– or Upcoming Webinars Notable Exhibiting Trends: Maximizing Your Visual and Verbal Communications (July 22) Making the Most of Your Tradeshow Presence: How to Tie the Ribbon Around the Package (October 21) Thank You!