Exhibitor AcademyBuilding Brand Awareness and Booth Traffic Atlanta Jewelry ShowShop. Learn. Evolve.March 7-9, 2020August 8-10, 2020

Webinar Focus

1. Attendee behaviors and why you MUST market your exhibit to be successful.

2. AJS- Pre-Planning and Marketing Communications

3. Overview and features of AJS 2020 exhibitor marketing resources – Exhibitor Invites, Matching, Scheduling and Communication

4. Review an example of an integrated exhibit marketing

• 88% participate in trade shows to raise awareness of the company and its brand.

• 72% participate to get leads from new buyers and prospects.

• 65% attend to see current clients – it is harder to get face to face time with clients.

• The top 3 sales-related objectives at trade shows are related to relationship management and engagement.

• Just 6% of marketers believe their company converts trade show leads, contacts and conversations into customer business extremely well.

Why Exhibitors Participate In Tradeshows

Sources:

Center for Exhibition Industry Research (CEIR)

BizActions

CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget

CEIR Report ACRR 1152.12

Skyline Exhibits market research

CMO Council & E2MA

CEIR Changing Environment StudyCEIR: The Role and Value of Face to Face

The Value of Tradeshows for the AttendeeWhy attendees find value in Tradeshows

• 92% of tradeshow attendees come to see and learn about what’s new in products and services.

• 77% of executive decision makers found at least one new supplier at the last show they attended.

• 45% of attendees visit only one exhibition per year.

• 90% of expo attendees have not met face-to-face with any companies exhibiting at the show in the 12 months prior to the event.

• Over 50% of the expo attendees are there for the first time.

• 67% of all attendees represent a new prospect and potential customer for exhibiting companies.

• The average attendee spends 8.3 hours viewing trade show exhibits at an exhibition.

Attendee BehaviorSource: CEIR, Event Marketing Institute

1. Attendee behaviors and why you MUST market your exhibit to be successful.

• Attendees are registering later in the process and closer to the event

• Less time at show

• Searching for content/usable information, new products

• Visits are pre-planned – over 76% arrive with agenda

• Booth visits – approximately 30 booth visits per attendee

• 50% of exhibit visits are planned in advance by attendees

AJS 2020 Pre-Planning Process1. Get Your Goals Straight and

Measurables – Be Specific

• The Why

2. Identify and Define Ideal and Target Nurses

• The Who

• Current clients

• Prospective clients/leads

• Visitors from previous shows

• AJS 2020 Registered Attendees

3. Identify Content Plan Assets, Pain Points, Develop Content Strategy

• The What

4. Secure Your Pre-Trade Show Advertising Budget, Understanding Advertising Tactics, Develop and Execute Omnichannel, Communication --- Write it all down!

• The Where

5. Measure results

“Why” Are You Exhibiting At AJS 2020?

• Introducing your company to a new market?• Launching a new product?• Reconnecting with customers?• Generate qualified sales leads• Build awareness• Recruit channel partners• Support your industry• Gather new prospects for the database for later cultivation• Recruit strategic partners• Conduct market research for competitive intelligence,

industry trends, and customer needs

Know Your Goal! Know the “why”

“Why” Metrics for success

• General goal: To book a bunch of one-to-one meetings with AJS Attendees• Specific goal: To book 40 meetings with nurses between ten sales team members with 32

new prospects and eight current clients # of qualified leads # of social media interactions# of customer meetings # of information requests# of prospect meetings # of new bid opportunities# of demonstrations # of new sales

• Make sure everyone on your exhibit team knows what they are and what their role is in achieving them

• Meet each day to review where you are and how to adjust for better results

• Make your team accountable

Define a set of measurable metrics that will meet your objective

“Who” Ideal AJS 2020 Prospects/Clients

• Define Your Target• Current clients • Prospective clients/leads• Are there personas that you can develop to better segment the

AJS 2020 audience – specialty focus, job title, etc. • Visitors from previous shows

Define your target

Content Planning For All Channels – Getting to attendee pain points, your story, your content assets and the right communication channels

Where do you start with your content planning

“Why” – What are your AJS 2020 Goals/Objectives from list above

Who’s the “who?” – create personals of each nurse type – current, prospect, function within department

Now we can start to “Tell Your Story” - The “what?” Your content assets

Where to publish

Key metrics

Consumption metrics: How many people viewed or downloaded the content?

Sharing metrics: How often is the content shared with others?

Lead generation metrics: How often does the content result in some form of lead for the event?

Sales metrics: How often is the content resulting in scheduled meetings or sharing?

Create or link to a AJS 2020 Landing Page

Create a Landing Page And Direct All Event Promotions To The Page• Link to a landing page with a clearly marked call-to-action button. • Include information about your exhibit location on the trade show floor• Quick notes about your exhibit and what you plan to show, like product launches or

upgrades• Information about who will be staffing the exhibit• Any functions your company is hosting during the trade show• Where a client is likely to find you after-hours for a bit of networking• If you want to create more structure, provide visitors with a sign-up contact form that

allows them to make an appointment at your exhibit. This can give you the opportunity to create a separate, additional email campaign targeting those sign-ups specifically, so you can give them more information about product lines and remind them of their appointment times as the event draws near and even during the show itself.

• Retargeting campaign pixel off of the landing page for enhanced impressions/branding

Securing Pre-AJS 2020 Advertising

Advertising Pre-Show

• Over average 13% of event budget is spent on advertising and promotion –this doesn’t include cost of space and booth design

• Start 8-10 weeks out from AJS 2020

• Messaging should align with sales goals and overall event objective (new product announcement, booth traffic, brand awareness)

Road To Success –Omnichannel

Communication Plan For Pre, During

and Post Event

AJS 2020 Email Campaign • Mass Email blasts aren’t working anymore - Spammy emails are not working and can have an adverse

effect on your brand

• Make your emails relevant and personalized

• Use SECO 20/20 marketing resources. It’s controlled, it offers value with scheduling functionality, it has more content to allow for more targeted connections and messages.

• Sales team should send personal emails to connect with prospects and/or clients that haven’t yet registered

• Know that the nurses are getting emails from a lot of exhibitors and you need to connect on a personal level and stand-out

• Subject lines – Don’t use these!

• Can’t wait to see you!

• Visit us at booth #100…

• Come see us at booth #100 and win a [INSERT PRIZE here]

Social Media Plan

• Understand Your Goals And Target Audience

• Outline Your Content Sharing Plan Before AJS 2020

• Use AJS 2020 Social Buzz

• Join the conversation - #AJS2020

• Look for social media meet-ups

• Measure, Measure, Measure

• Impressions, likes, shares are all brand building

The AJS 2020 Conversation Has Already Started

Social Media Activations – Brand Extension Create opportunities for social sharing in your booth

Social Media Activations

Demonstrations

• Demonstration Content Capture

• Include #SECO2020 and booth attendees, if possible

• Connect with attendees after show using social engagements

• Make it a conversation, don’t post and run

AJS 2020 – During The Event Marketing Tips

• Having a well-groomed and friendly staff helps attendees feel comfortable with approaching your booth and will leave a lasting impression on visitors.

• Designed to align with sales goals

• In-event promotions such as giveaways, contest and games are effective at attracting crowds and helping staff engage attendees.

• Product demonstrations can help pique the interest of passersby while also providing a real-time look at your company’s capabilities. Make the booth interactive and engaging

• Speed to lead -- Send same day emails to visitors with specifics of your meeting – you can do this by using the notes with the lead retrieval -

AJS 2020 – Post Event Marketing

• Make sure your sales team quickly follows up with prospects via phone or email to keep your company top-of-mind.

• Be sure to advance the sale and make your follow up personal and relevant. Don’t take a mid-funnel prospect and move it to the top of the marketing funnel. You’ve already qualified them so advance the sale/lead

• Create content, such as blog and social media posts, to cover the highlights from AJS 2020. Don’t let the event get stale… have the content ready to send immediately from the Show.

• Measure, debrief and document adjustments for future events - Write a post-event report to outline where your staff excelled and where you need improvement for future reference.

Resources For Additional PlanningVideos to Check Out● Actionable Tips Every Exhibitor Needs to Know

● TSNN Tradeshow Tips

Articles to Bookmark

● 6 Tactics for Turning Trade Show Interactions Into On-Site Sales

● 9 Sales Follow-Up Emails the Pros Use to Engage Prospects [Free Email Templates]

● 14 Tips To Incorporate Social Media Into Event Marketing

Tools for Building Engaging Presentations

● Canva

● Prezi

● Slidebean

● Google Slides

Questions?

If you have additional questions regarding this

webinar or AJS 2020, you may reach out to:

AJS Contact: [INSERT]