fresh summit marketing toolbox webinar - may

Achieving and Measuring Success Through Your PMA

ExhibitMay 15, 2012

Agenda

Here’s what we will cover today:

•Creating a successful marketing plan

•Achieving measurable return on investment (ROI)

•Increasing sales and enhancing branding

•Leveraging social media

What Makes a Great Marketing Plan?

Know Your Audience!

A great PMA exhibitor marketing plan begins with a good understanding of the

people attending each of the two trade shows.

Net Buying Influences (NBI)

Consistently Strong Audience at Fresh Summit

PMA 10-Year Average: 84%

NBI

Business Segments2008

%2009

%2010

%2011

%Supermarket/Mass Market 99 98 97 100Wholesaler 93 94 100 100Grower/Shipper/Processor 89 87 88 96Broker 88 80 81 93Distributor 98 93 100 92Industry Product/Service Provider 83 75 66 69

Purchasing Authority of Foodservice Attendees

Hours Spent on the Show Floor

Time spent by Business SegmentAverage Hours

Retailers 10.9

Grower/Shipper/Processor 10.5

Distributor 10.2

Broker 10.4

Wholesaler 9.3

Industry Product/Service Provider 10.5

Fresh Summit attendees spent average of 10.3 hours over 2.1 days

88% of Foodservice attendees spent 3 or more hours on the show floor (up from 76% in 2010)

What are Attendees Expecting?

Target Marketing

• Current customers• Prospects• Industry leaders• Others

WHO are you targeting?

Reaching Target Audiences

HOW are you reaching your target audience?

Increase Sales and Enhance Branding

Take Advantage of the Marketing Toolbox

Searchable Directory Listings

Don’t miss the

deadlines!!!

Don’t miss the

deadlines!!!

Set Achievable Goals

Top PMA Exhibitor Objectives: • Increase company or brand awareness• Obtain qualified sales leads• Maintain image, awareness, presence• New product introduction • Establish a presence or image

Staffing the Exhibit for Success

Team Meeting

Review Objectives

Selling is Personal

The 3 – 30 – 60 Rule

Ready to GO!

YOUR WINNING TEAM!

Classifying Leads Results in Increased ROI

 A System for Classifying Leads

A Lead: Large $$$ program & short lead timeB Lead: Small $ program & short lead time or Large $$$ program & long lead time

C Lead: Small $ program & long lead time

D Lead: Potential contact for future business

Measuring Return on Investment (ROI)

How PMA exhibitors measure ROI:

•  Potential sales• Number of qualified leads• Brand awareness• Total number of leads  

The majority of PMA exhibitors realize their ROI within the first 9 months after each show.

Leverage Social Media

 Leverage social media

for achieving customer growth and satisfaction 

Social Networking for Produce/Floral Industry

Visits to Social Media Sites

%

Visit

Frequency

Every day

Three times a week

Once a week

Once every

2 weeksOnce a month

Several times a

year

Once

a year Never

YouTube 75 (62) 5 10 17 12 16 13 225

(38)

Facebook 70 (68) 32 12 12 5 5 3 130

(42)

LinkedIn 62 (NA) 9 10 20 8 9 5 138

(NA)

Twitter 28 (17) 6 2 4 2 7 5 272

(83)

Numbers in parenthesis are 2010 scores.

Social Media Gaining in Usage – Promote Show

Demographics: Social Media Users by Job Title

Sales/Marketing functions are the heaviest social media users.

Social Media Users Combined (53%)

Sales/Marketing Managers & Associates 50%

VP Sales/Marketing 19%

President, CEO, COO, Partner, Owner 11%

Adv./Mark. Communications Manager 10%

Director New Business Development 8%

Exhibit Manager 2%

The Value of Exhibitions

Exhibitions continue to provide value: 

•Exhibitor cost to make first contact with trade show lead: $235 vs. $1,039 without a trade show lead

 •Exhibitor’s average cost to close a sale: $2,188 with a trade show lead VS $3,102 without a trade show lead

 •Exhibitor’s ROI from trade shows is $4 to $6 for every $1 invested.

Source: CEIR Research Data (2011) on Leads and ROI

Summary

Identify your target audience(s) Create a marketing plan Enhance your brand and messaging through PMA tools

and social media Follow-up on leads and with post-show communication Measure your ROI

Special Thanks

We appreciate the support of GES – our Global Experience Specialists –

for bringing us this webinar!