Planning and Logistics

STEP BY STEP TRADE SHOW PLANNING FOR A HASSLE FREE EXPERIENCE

Published on Aug 9, 2018 5:02:25 PM

 

step by step trade show planning

 

PLAN YOUR NEXT ACTION AND YOUR NEXT ACTION WILL DICTATE YOUR BRAND TRAJECTORY.

IF YOUR NEXT ACTION DICTATES THE NEED TO PARTICIPATE AT TRADE SHOWS, MAKE IT THE ANCHOR FOR YOUR SUBSEQUENT MARKETING ACTIONS. 

 

THE FACE-TO-FACE MEETING SHOULD BE NEXUS AROUND WHICH YOU CREATE YOUR DIGITAL MARKETING EXCELLENCE

 

 

START WITH ANNUAL STRATEGIC PLAN

 

LOGISTIC PLAN

Create one overall logistics plan

Identify & manage vendors (exhibit house, shipper, etc.)

Assign a Logistics Coordinator

 

ONSITE EXPERIENCE PLAN

For largest show(s), develop a compelling activity
Assign a Coordinator to execute on-site

 

Woo Your Audience with Wow Experience

 

 

 

LEAD HANDLING PLAN

1. Identify the software used to warehouse leads/lists
2. Organize database structure (field labels, sources, etc.)
3. Develop one standard ‘fulfillment’ approach
4. Develop one standard lead distribution strategy
5. Determine metrics for measuring success
7. Assign a Lead Management Coordinator

 

Tools to Do Better Than What Our Polls Show

 

Outreach: Social Media & Marketing Plan

1. Consider Email Marketing + Social Media + Smart Phone
2. Develop a standard approach for invites & traffic
3. Select specific social media sites
4. Develop a messaging plan + editorial calendar
5. Assign a Community Manager
6. Connect Community Manager to writer/editor
(If Facebook is planned, add “Like” button everywhere)

 

SOCIAL MEDIA MARKETING FOR PROMOTING TRADE SHOWS

 

Outreach: Press & Industry Plan

1. Create a single, overall plan
2. Identify media/industry outlets + reporters to focus on
3. Create an outreach/pitch plan (newsworthy topics)
4. Anticipate/plan to create content, on-site
5. Assign a writer/editor (w/ shooting & editing abilities)

 

Outreach: Strategic Partners Plan

1. Identify partners, develop a single, overall plan
2. Assign a Strategic Partner Coordinator

 

EXECUTE THE SHOW

Pre-Show (start 3 mos. prior, per show)

1. Fine tune floorplan, graphics, products
2. Staff list + badges + attire
3. Order show services
4. Instruct staffers w/ necessary info
5. Travel & hotel arrangements
6. Arrange shipments
7. Implement 3 Outreach Plans

 

ONSITE

1. Exhibit installation + product setup
2. Staff huddle (before & after hours)
3. Engagement throughout
4. Execute ‘experience’ (party, dinner, etc.)
5. Capture the show – video & photos
6. Competitive review & mystery shopping
7. Implement 3 Outreach Plans

 

POST-SHOW

1. Coordinate logistics
2. Implement Lead Handling Plan
3. Thank your staff
4. Create a Show Report (standard format)

 

MEASURE RESULTS - 1 WEEK LATER

1. Budget Reconciliation
2. Gather metrics (against goals)
3. Insert details into Show Report
4. Review results with your team
5. What worked? What didn’t?
6. Recommendations for the next
7. Review results with Exhibit House
8. Recommendations for the next

Note: Because sales cycles can be very long, sales metrics should be formally measured end-of-year.

 

ADJUST FUTURE GOALS - RESET GOALS ANNUALLY

Annual Planning Summit

1. Budgets
2. Assemble a wide range of data assets at the customer level
3. Identify the right data to develop the necessary insights
5. Show schedule
6. Objectives

(For example: Number of booth attendees, sales impacted, Facebook fans added, Twitter followers added, derive actionable insights to drive improved customer life time value, generate significant and sustained business value.)

 

Design Your Booth – Annually (December)

 

EXHIBIT

1. First build? —   Consult exhibit house
2. Existing inventory — Map out usage

 

DESIGN AND MESSAGING

1. Key messages
2. Consistent across all
3. Unique by audience?

 

KNOW YOUR "MESSAGE TOOL BOX"

The "engagement message" is the hook, usually expressed as a problem or opportunity designed to literally engage the target audience in a dialogue.


The "solution criteria message" suggests criteria that must be met to address the problem or opportunity shown in the engagement message, regardless of the vendor selected.


The "product reinforcement message" is when you introduce the product by name. Whereas the engagement and solution messages are about the buyer, reinforcement is about our product and how it is the best option for satisfying the conditions stated in the solution message.


The "value message" is designed to show how life for the customer will be better than before by using the product. It's benefit-focused.

 

DEMOS AND ATTRACTION

1. Product demo plan
2. Staged/canned activities
3. Design activity zones
4. Giveaways? Promotions?

 

KNOW THE PSYCHOLOGY OF CONVERSION

 

If trade shows are part of your overall marketing strategy, take the necessary steps to do it right. Because, the people who attend trade shows are interested in the specific industry. They are hyper motivated, interested in the products or services your company has to offer, and often ready to commit to a deal on the spot.

Plan your way. Make today count!

 

 

Topics: Trade show lead management, trade show planning and logistics, trade show strategy

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BRING EXCELLENCE TO YOUR MARKETING CRAFT

THE PHENOMENAL growth in data and digital tools have made it POSSIBLE for BRANDS TO EXPLORE INTEGRATED customer experience, drive sales, and increase loyalty.

Data mining and journey analytics are used to identify and understand customers’ needs and behaviors.

 

 

WE HAVE EXPLORED SOME BRANDS THAT HAVE EXCELLED IN MASHING UP THEIR PHYSICAL SPACES WITH DIGITAL CALL TO ACTIONS

 

 

walt magic band

Walt Disney World takes guest satisfaction to a whole new level with wearables. Today, vacationers can purchase the Disney MagicBand, an illustrated, sensor-laden wristband to use at every turn—checking into the hotel, buying lunch, going through turnstiles, reserving seats at attractions, and more. Ofcourse, this digital tool provide guests with a simple way to enjoy the park, and it shows Disney how they can improve the experience even more. Because guests “check in” to areas of the park with their wristbands, park managers can see how to better staff rides, accommodate more guests, and more efficiently regulate inventory at shops and restaurants.

 

 

casino

Casino, a French supermarket, uses near field communication (NFC), which allows customers to use their smartphones to access information on products and pricing via NFC-enabled shelf labels and then scan items as they place them in their basket. When they’re done shopping, they can quickly pay for the already scanned items by tapping their phone on a reader attached to the cash register.

 

 

ALEX and ANI

 

This accessory retailer uses digital capabilities to extend their mission of conscious design into their in-store layouts. Bluetooth sensors drive personalized offers to customers’ devices if they’ve opted in to the brand’s push notifications. The sensors in turn track customers’ movement throughout stores, so managers are sure that their product displays make it easy for customers to discover and purchase pieces that accentuate their personal style.

 

 

starwood preferred guest

The Starwood Premier Guest loyalty program gives home away from home a whole new meaning. When registered members arrive, the hotel’s reservation system connects with their personal mobile devices, allowing them to easily check in without visiting the front desk. A code pushed to the device replaces physical keys and cards, while the room sets itself to guests’ preselected lighting, temperature, and entertainment preferences.

 

sportchek

 

Canadian retailer Sport Chek recently outfitted their 12,000-square-foot flagship store in Toronto with 140 digital touchscreens and a bevy of digital devices to enhance their customers’ in-store experiences with technology. These interactive touchscreens allow customers to design their own sunglasses, shoes, and jerseys, as well as analyze their golf swings and recommend clubs. The screens also display features when customers scan products with RFID tags at kiosks throughout the store. And if a customer who scans an RFID tag has previously downloaded the retailer’s app and opted into location sharing, the customer gets a personalized offer based on the product scanned and the customer’s purchase history. Content delivered on 226 digital signs placed throughout the store can be changed in a matter of minutes to respond to real-time events. For example, if snow begins to fall outside, managers can quickly change the signage to display cold weather gear.

source: www.adobe.com

 

 

 

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