July 30th – August 1st, 2013 McCormick Place, Chicago, IL Integrated Tools for Lead Gathering and Post Show Follow Through.

July 30th – August 1st, 2013McCormick Place, Chicago, IL

Integrated Tools for Lead Gatheringand

Post Show Follow Through

About Your Instructor

Bob Milam, aka Trade Show Bob

A past winner of Exhibitor Magazine’s All Star Award

Has produced exhibit campaigns for the retail grocery, food ingredients, medical device, super-computing, non-profit fund raising, property management, and computer graphics industries

Contributing columnist & blogger for EXHIBITOR magazine

What will I Learn?

In a changing world – what timeless truths are there?

Why today’s lead capture systems fail What needs to change for Sales people? Revolutionary new approaches to lead capture

Timeless Truths

Trade shows are the oldest form of marketing

People have always gathered together to exchange goods and services in “marketplaces”

True in all cultures, and all eras.

Manifest now as “the trade show”

Timeless Truths

Trade shows are mis-understood

The least studied of all marketing disciplines

The level of understanding varies greatly within organizations

Try a simple experimentAsk: Why do we go to trade shows ?

“We’ve always gone” “To get new leads” “To support the industry” “My boss said I had to go” “Because our competition will be

there” “It gets me out of the office” “To meet with our customers” “I don’t see value, I don’t think we

should go” “For the parties”

Timeless Truths

If a company can’t agreeon why they go to shows,and what they hope to achieve there,

Why should expensiveexhibit campaigns continue?

Timeless Truths

To understand how true valueis created & delivered

OrganizersAttendeesExhibitors

Timeless Truths

ValueDeliver

y

Organizers

Exhibitors

Attendees

Revenue Revenue

Face-to-FaceOpportunities

Solutions

QualifiedAudience

ROI

Timeless Truths

To maintain itself, all three entities must benefit

If unbalanced, the show will eventually die.

Number of entities in each group:

Potentially many 1000’s of attendees 100’s of Exhibitors Only one Organizer

Timeless Truths

Why today's systems don't work

Out of Step – 1980’s technology

Current up-to-date solutions circumvent the organizer

Trade show are viewed as “stand alone” events, not integrated into an exhibiting company’s work flow.

Old Technology

Paper leads Distractive, unfamiliar interfaces Plug-in badge scanners Bulky table top scanners Printed out put Customization is an after-thought Requires extensive manual work post-show

New Technology – Under the Table

Fails to acknowledge Organizer’s key asset Places Exhibitors and Organizers at odds Marketed to Exhibitors as “end runs” Fails to leverage the full power of

Organizer’s asset

Trade Shows Are Not Isolated Events

Exhibitors must re-purchase a new system for each show

Social media permeates events A need for integration of tools Continuity of both messaging and tools Reduction of redundant training

redundancies Drives down expectations of show

performance

What must change

All 3 of the aforementioned areas

New Technology Support a growth-oriented

“Triangle” Integrate into a company’s normal

year round activities

Revolutionary Approaches

Mobile App based Stand alone Internet connected RFID Multiple input options Hardware/software neutral Multiple use adaptability

New Technology for Qualification

Quickly supports aisle qualification Drills down to exactly the right

spot in the right way Allows full salesmen’s

presentation capability Eliminates printed paper Works anywhere in the Hall

Integrated Fulfillment

Total flexible fulfillment Integrated into every day

presentation tools Flexibility to centrally control

content delivered Full metrics on visits,

fulfillment and following click-thru’s

Integrates with CRM systems

Reduce Exhibit Manager's Workload

Reduce staff training Use the same tools Control content Harvest metrics Tools to report to

management

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Trade shows will remain Trade shows will change All key parties must benefit Old technology holds us back New technology isn’t inclusive Trade shows are only one link in the

chain

To encourage the growth that our medium can provide, we must demand more integration from our own tools.

Summary

summary

Thanks for coming

Questions

Bob [email protected]

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