March 2011 Green Exhibitor Workshop Techniques to Make the Most of Event Participation.

March 2011

Green Exhibitor WorkshopTechniques to Make the Most of Event Participation

March 2011

Background QuestionsLast Year’s Participation

More than 5 Green Events

Products vs. Services

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Topics to Cover

• Event Strategy

» Set goals and create a plan

» Consider the event attendees

» Establish the best messaging strategy

• Display Details

» Impression of your display

» Giveaways and promotional materials

» Sweepstakes and contests

» Market Research Opportunity

• Before, During and After

» Before - Promote your participation

» During – Enjoy, Educate and Engage

» After – Follow up and follow through

March 2011

Event StrategySetting Goals, Green Consumers and Messaging

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Set Goals – No Right Answer….

• Awareness

• Lead Generation

• Sales

• Relationship Building

• Market Research

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Consider the Attendees

• The Green Lifestyle is quite broad and covers two main areas:

1. Reduce Greenhouse Gasses• Reducing your “carbon footprint” (CO2)• Conserve energy• Reduce / Reuse / Recycle

2. Reduce toxins in your life• Improve air quality in your home/office• Remove pesticides from the food you eat• Understand ingredients in personal care products

• This broader definition is sometimes referred to as LOHAS or “Lifestyle of Health and Sustainability”

• Approximately 60% of the US Population sees one or both of these issues as a priority

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New Standard of Living = Living with Less

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Green Segments – Assess Your Visitors

Create messages that will resonate with each group

Smart GreensLooking for cost-effective ideas to save money and be greener at the same time

Healthy GreensEnvironmentally responsible, actively involved in making lifestyle changes

Advocate GreensPolitical and socio-economic motivations drive this group

Hip GreensEnjoy the image and idea of being eco-conscious

Tech GreensInterested in the technologies that will advance the sustainability movement

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The Headline for Green Messaging….

March 2011

Display Details

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Everything Communicates…

Business

Identity

Print Materials

Signs

Clothing

What is your display saying?

Table Coverings

Giveaways

Product or Service

Language;Word Choice

Accessories

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Print Materials – Things to Consider

• What to Include» Just the basics – they will go to your website to learn more» Web Address» Contact Information» Event specials if applicable

• Consider size and quantity» Doesn’t need to be elaborate – smaller can be better» Print only what you need» Ensure the end product doesn’t look “wasteful”

• Paper and Printing» Many options available – Recycled content, non-paper (banana, poo, etc.)» Note – Photo paper is not recyclable» Soy or vegetable based inks» Processor-less printer plates

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Giveaways

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Other Considerations

• Sweepstakes» Ensure you have a goal for collecting names» Don’t push visitors to enter information» Commit to follow through with post-event communication

• Market Research» Shift the focus of the event» Learn from visitors» Ask the questions you wish you knew the answers to

March 2011

Before, During, and After

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Before the Event - Promote Your Participation!

• Your Marketing Materials» Place a festival web logo, link, announcement or story on your website» Send an announcement to your email to your list » Include details in your newsletters » Leverage social media. Connect through Facebook and invite your friends

to join our Facebook page: www.facebook.com/miglf» Hand out postcards to your customers and post posters at your store, office

or other prominent locations.

• Media and Press» Prepare and send a press release describing your event participation» With Earth Day coming up, position your company for a story» Submit a listing to media calendars

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During the Event – Enjoy, Engage, and Educate

• Enjoy» Relax and have fun» Demonstrate your passion for your business and your product

• Engage» Say “hello” and learn a bit about your visitors» Demonstrate your product/service in a way that is relevant to their needs» Get some input and insights on your offerings

• Educate» Teach visitors about your product and services» Promote green, healthy living» Let them know of other great vendors at the show they might want to visit

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After the Event – Evaluate and Follow Up

• Evaluate» Assess performance to your goals» What went well? What could have gone better?» Most Important – How will you adjust for the next event?

• Follow up» Connect with all contacts that were made» Thank customers for visiting» Remind them of a special offer if applicable» Ask for input on how you could improve next time