Smart Marketers Guide to Trade Shows

The Smart Marketers Guide to Trade Shows

Developed and Presented by Nimlok

79% of marketers believe physical events yield better ROI

Exhibit smart at your next event to maximize return on your investment.

Source: 2015 Regali(x) Research survey

Steps to Getting Smart

• Understand organizational objectives

• Understand your clients

• Define your marketing strategy

• Execute your promotional plan

Define Organizational Objectives

Understand objectives gives way to building stronger promotional strategies.

Define Organizational Objectives

• Identify organizational objectives

• Organize objectives in order of importance

EXAMPLEgoal 1: grow overall sales 10% this year

goal 2: grow rebranded division 15% in two yearsgoal 3: move clients into bigger purchases






84% of marketers identify prospecting as a key

benefit of event marketingTouch many prospects in one place in a short

amount of time with the right event.

But how do you know if your prospects will be at

the event?

Define Your Buyers

• Buyer Persona: • Research-based

depiction of an ideal buyer or prospect for your organization.

Define Your Buyers

• Demographics & Attributes• B2B vs. B2C

• Buyer demographics

• Organizational demographics (if B2B)

Define Your Buyers

• Research Behavior• Information sources

• Communication medium

Define Your Buyers

• Buying Behavior• Goals and pain points

• Disposition

• Objections

Define Your Buyers

Now you’ve developed a buyer persona!






Always begin with an objective.

What are you looking to accomplish at the event?

Develop Your Event Strategy

• Step 1: Create an Event ObjectiveEvent objectives do more than state your intentions

• Quantifiable

• Targeted

• Time-Specific

• Strategic

• Measured


Increase leads at the event.

BAD


Increase leads by 25% over last year’s event among accounting managers of small

businesses between August 14 and 18 as measured by

on-site lead retrieval machines.

Audience is comfortable being reached via digital platforms on a daily basis.

GOOD!


Increase leads by 25% over last year’s event among accounting managers of small

businesses between August 14 and 18 as measured by

on-site lead retrieval machines.

Audience is comfortable being reached via digital platforms on a daily basis.

Quantifiable TargetedTime-specific

Measured

Strategic


• Step 2: Define Your Budget

• 10-25% of overall marketing budget

• Allocate 6-10% of the event’s total budget on pre-, during- and post-show marketing

Learn more about trade show budgeting

Download Nimlok’s trade show budget worksheet


• Step 3: Review Event Details & Demographics• How many people will attend the show?

• How many of the attendees fit your buyer persona?

• What are your targeted attendees hoping to achieve at the event?


• Step 4: Develop Strategies and Tactics• Strategies: What do you want to achieve?

• Tactics: How will you achieve it?






Plan for all promotional phases of an event.

Pre-, during- and post-show

Pre-Event Promotion

• Build a strong digital home base

• Website landing page

• Google Analytics tracking

• Design and build with objectives in mind

Pre-Event Promotion

• Direct mail• Reach your audience

directly with mail, email or other direct communications methods.

Pre-Event Promotion

• Social Media• Announce event

presence/participation

• Create pre-event hashtags

• Share teaser content

• Entice readers to find you at the event

• Push traffic to digital home base to learn more

Get the Trade Show Social Media Guide

Maximize your social impact at trade shows

Pre-Event Promotion

• Advertising• Event website

• Registered attendee email blast

• Registered attendee mailers

• Event promotional guides

• Event sponsorship

Pre-Event Promotion

• Public Relations• Event participation & location

• In-booth events and promotions

• New product unveilings

• Guest speakers or talent

• Event sponsorships or hosted activities

Pre-Event Promotion

• Sales Team Outreach• Generate awareness with existing clients

• Follow-up with web leads

• Give peek into during-event promotions and activities

• Reaches clients and provide feedback to marketing for improvement

• Prospects not attending the event

During-Event Promotion


• In-Booth Events• Product demonstrations

• Group presentations

• Contests, raffles and games


• Promotions & Incentives• Special “show-only” rates and promotions


• Social Media• Monitor show hashtags

• Engage with attendees

• Share relevant information

• Teaser photos and info


• Sponsorships & Advertising Opportunities• Primary event sponsor

• Event advertising

• Special event sponsor


• Public Relations• Attend press events

• Share worthy news

• Provide information


• Motivate Attendees to Act• Staff training

• On-site promotions

• Stay connected after the show

Post-Event Promotion

“Airport Waiting Area” image by Chris via Flickr (CC BY 2.0)


• Update your digital home base• Remove outdated or irrelevant information

• Modify calls to action

• React to the event


• Offer new incentives• Attendee/visitor-only promotions

• Continue to reward in-show purchasers

• post-event incentive to non-attendees


• Direct outreach• Email

• Traditional mail

• Phone

• Social media


• Advertising• Attendee e-blast

• Post-event banner ads

• Event summary brochures or publications


• Public relations• Event-related updates or

news

• Event awards or recognitions received

• Follow-up with press contacts


• Sales Team• Follow-up with personal connections

• Incentivize with promotions and offers

• Connect with during-event purchasers!

• Follow-up with leads, inquiries and direct mail

• Communicate post-event promotions

• Share event news, promos or photos with non-attendees if appropriate to do so

Summary of Presentation





Now That’s Smart Marketing

Use the Smart Marketers Guide to help you plan for and promote your next trade show or event!

http://www.nimlok.com/smart-marketers-guide-to-event-marketing/

http://www.nimlok.com/smart-marketers-guide-to-event-marketing/

http://www.nimloktradeshowmarketing.com/

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