objectives and introductions - namm.org · would like to make available to media during the show—...

Objectives and Introductions

Kevin JohnstoneDirector of TradeshowsNAMM

Melinda KendallVice President Business SolutionsFreeman

Preparing for Summer NAMM and pre-show marketing opportunities

• 2011 Summer NAMM Highlights

• 2012 Summer NAMM Features

• NAMM U, Public Day, Retail Boot Camp, Top 100 Dealer Awards

• How to Badge Your Staff and Guests

• Invite your buyers

• Difference between badges

• How badge pickup works

• Why we collect e-mail addresses

• How to manage your badge list

Objectives and Introductions

Kevin JohnstoneDirector of TradeshowsNAMM

Melinda KendallVice President Business SolutionsFreeman

• Drawing Attendees:

• Pre-show and on-site marketing opportunities

• Publicity opportunities – social media

• Online sponsorship opportunities

Current trends that attract attendees and crowds to your booth

Ways to connect with attendees beyond the booth and post-show

2013 NAMM Show

2012 Summer NAMM Features

Badging

How to badge your staff, customers and guests Invite your buyers

NAMM exhibitors who would like to invite a buyer to Summer NAMM can do so via the NAMM website

A unique e-mail address is required for each buyer to receive an invite from the exhibitor There will be a link available on the NAMM website that exhibitors can click on This is a 18 and over badge only You will enter the buyer’s e-mail address and first and last name Click “send” to send the invite—it’s that simple Exhibitors can send as many invites as they want to their buyers; invitations can be sent multiple

times More information about Summer NAMM is available at www.namm.org/summer Questions? Contact Ken Longenecker at [email protected].

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Badging

How to badge your staff, customers and guests Difference between badges

Go to http://www.namm.org/summer/2012/badges for complete badge types and allotment

How badge pickup works Each attendee provides their unique e-mail address Once the badge registration has been completed, a badge confirmation is generated and sent to the

attendee’s e-mail address You will receive confirmation reminders that contain your badge confirmation number Print and bring one these bar-coded badge confirmations with you to Nashville Badge pickup is located on Level 3 of the Nashville Convention Center Have your matching photo ID and scan or enter your confirmation number at one of the badge

pickup kiosks, and your badge will print almost instantly

Why we collect e-mail addresses We ask that you provide an e-mail address so we can send you a personalized bar-coded badge

confirmation; this bar code will be scanned on-site at Will Call, enabling us to print your badges immediately

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Trade Show Marketing Budgets

Under 10%7%

10% ‐ 25% of Budget31%

26% ‐ 50% of Budget34%

51% ‐ 75% of Budget18%

Over 75% of Budget 10%

Percentage of Marketing Budget

18 shows/year on total net average in 2011

56% exhibit at 6 or more shows a year

19% exhibit at more than 21 shows annually

8% exhibit at 50+ shows annually

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Source: Champion Exposition Services Exhibitor Trends Survey, June 2010, n=1,002

Exhibitor Goals

79%

75%

33%

32%

21%

15%

8%

5%

4%

4%

Collect leads

Create brand awareness/grow market share

Launch new products

Meet with or entertain current customers

Sell on the show floor/write orders

Stay current with what’s happening in your industry

Keep up with or psych out your competitors

Meet with the press/generate buzz

Buy from or meet with other exhibitors/suppliers

Other Q2. What are your organization’s primary goals for exhibiting at trade shows?Respondents: 892

Exhibitors looking to collect leads and create brand awareness when exhibiting at trade shows

© 2011 Freeman. All rights Reserved. Proprietary & Confidential.

Reasons for Remembering Exhibits

Source: The International Center for Exhibitor and Event Marketing, 2011

• Generate excitement in your live presence

• Learn about who is going to attend

Pre-Show

• Utilize knowledge to maximize personal engagement

• Gain more information

On-Site• Follow up with leads• Continue

conversation• Repurpose content

Post-Show

One Comprehensive Campaign

Exhibitors Promote Their Event Participation

44% send pre-show emails to their own list

27% send direct mail to their postal list

91% promote their exhibiting activities/events on their company’s website

Source: Champion Exposition Services Exhibitor Trends Survey, June 2010.

42% promote their trade show activities on their social media pages

Pre-Show and On-Site Marketing Opportunities

Direct mailing and e-mailing to buyers attending 2012 Summer NAMM

Download company contact info for buyers attending Summer NAMM @ http://www.namm.org/summer/2012

Advertise in UpBeat DailySubmit new and compelling product news to the UPBEAT DAILY magazine that is published daily during NAMM: [email protected]. Deadline for editorial is May 31st. The most compelling news and visuals get the most attention. Contact UpBeat Daily @ http://www.upbeatdaily.com/exhibitor.html

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On-site press roomDrop off material at the Summer NAMM Press Room—press releases, product photos, press kits and other promotional materials that you would like to make available to media during the show

Before the Show E-mail Jeanne O’Keefe at The Lippin Group -- [email protected] or Lora Bodmer at NAMM -- [email protected] to inform them of interesting new products or news you will be offering at the Show. They are in touch with media on a daily basis.

NAMM Media Desk Visit the NAMM Media Desk staff on-site at the Nashville Convention Center to inform them of artist or celebrity appearances, jam sessions and other interesting events that the media should be made aware of. Often, a TV crew or other media will visit the Media Desk to ask, “What’s happening now?” Help NAMM help YOU by giving us the tools needed to answer these inquiries quickly.

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Virtual press roomYou can access NAMM’s Virtual Press Room at namm.org to upload one PDF file that includes press releases, product photos, press kits and other promotional materials that you would like to make available to media during the show—with the freedom to make changes throughout the show

Trade magazinesSend press releases to the trade magazines using contact details found in the Publicity Information section of the Exhibitor Manual

Other show publicationsMake sure you utilize the share forms and additional listing forms to properly add your company and brand names to the Show Directory and Show Map

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Publicity Opportunities—Social Media

Incorporate @NAMM and

@NAMMShow Twitter and Facebook feeds

into your marketing and PR out-reach, mention your

booth number at Summer NAMM so that media can

easily find you on the show floor. Media track these

social media tags during their show coverage.


Online Sponsorship Opportunities

The NAMM Exhibitor Portal helps you promote your events and artist appearances, market your brand to buyers, post your press releases and increase traffic to your booth. In addition to online event listings and press releases, there are two sponsorship options to get maximum exposure during the show:

Option #1: Upgrade to an enhanced online directory listing for your company Upload unlimited product and information sheets to help get your company's info into buyers' hands. This option is just $25.

Option #2: Sponsor a banner ad on the 2012 Summer NAMM Smartphone App Get your company featured prominently in rotating banner ads that visitors can click through to access your company's landing page, find your booth, contact you directly or access your company’s product information. Banner ads are $250 each.

Booth Design

AttractHoldEngage

Banner Stand $412+

Table Drape $355+

Exhibit Mural: $375+

Booth Package Options start at $1250

Need Help with Graphics?Just call Stephanie.

Stephanie HowieCreative Director,Custom Exhibitor [email protected]

508-923-5367

Drawing Booth Traffic

79%

57%

38%

36%

34%

28%

15%

10%

4%

3%

Informational/marketing/product material distribution

Product demonstrations/simulations

Flash video presentations – unmanned, auto loop

Product showcases/displays (temporary storefronts)

Swag/tchotchkes/premiums

Drawings

Refreshments/food and beverage

Theater/educational presentations with live speaker and seating

Entertainment (celebrity, magician, musical act, etc.)

Other

ce: Champion Exposition Services Exhibitor Trends Survey, June 2010.

Plasma screens help draw attention and generate excitement…

Provide education to buyers

So does hands-on training

Present technical dataGive access to technical expertsSee, touch, feel

Provide Education

Showcase your programs on the latest technology

Utilize new systems to create interactive programs

Help attendees download your apps

Provide Education

Games

EngageTeachDemonstrateInvolve…

Keep the content relevant

Use celebrities to bring buyers to your booth

…and draw a crowd.

Stage/Theater Presentations

In your booth or in event product theaterKeep them:

LivelyShortHighly informativeFacts, not sales

Product Demonstrations

Appeal to:CuriosityExclusivityInvolvement

A “performance” is a public entertainment presentation and is prohibited

A “demonstration” is showing the merits of a product or service to a prospective customer

Demonstrations are permitted as long as they do not exceed 85 decibels or 5 minutes in length

Engagement

Walk-through demonstrationAttendee participationImmersiveMemorable

Giveaways

Draw to booth

Reward for engagement

Make sure they remember who gave it to them!

Consider a higher value exclusive gift

Make attendee work for it

Watch demonstration

Play product info game

Passport program of multiple stations in

booth

Result: greater interaction with qualified leads

Product Literature

Short, sweet, useful

Multiple pages for various

products?

Provide stapler or folder

Ability to attach business card

Less is more…prompt to go

online

Incorporate QR codes to send

them back to your website


Train on your product and company

Product information and key messages

When/how to refer to product expert

How to get more information

How to use giveaways

Send product experts along with salespeople

Train all booth staff beforethe event

Product/companyBoothmanship

Train on your product and company


Train on boothmanshipProactively engage attendees

Agree on 2–3 probing questionsQualifies lead

Allows to tailor conversation

What are the key indicators that you have a solution to fit needs?

Engage in conversation—find out more about their product needs, resources, purchasing timeframe, etc.

Listening is key—and write it down!

No cell phones

No computer use

No sitting down

Avoid food in booth

Never turn your back to the aisle

Give staff sufficient breaks to sit, talk, recharge OUTSIDE of your booth

Be friendly and welcoming!

Sponsorships

Increase exposure Drive attendance to boothMaximize the on-site opportunity

EducateDemonstrateBrandDrive awarenessDrive leads


Change to NS13

Participation

Go out and meet people throughout the event

Attend some of the sessions and visit other booths

Rally a group for dinner

Send updates on your event experience to social media

Following Up

Who is following up? When?Use the notes from your lead collection

Personalize your note, and recap your conversation

Use the post-event attendee list to reach those who didn’t make it to your booth

Send a post-event press release

Begin a program of year-round engagementNewsletters, e-mail communication, regional events, monthly contests, ongoing engagement with customers

Over 70% of all leads gathered

at trade shows do NOT receive any

follow up*

e: Center for Exhibition Industry Research (CEIR), 2010

Majority of Exhibitors Follow Up with Leads Within One Week after the Event

Exhibitors Are Using E-Mails and Phone Cafor Post-Show Leads

5%

2%

3%

12%

72%

6%

Don’t know

We do not typically follow up withleads

Between two to three months afterthe event

Between two weeks to a monthafter the event

Within one week after the event

Immediately during the event –using the latest web‐based lead …

2%

6%

19%

25%

65%

65%

Don’t know

Other

Lead qualification/scoring

Post‐show direct (postal) mail

Post‐show e‐mails to leads

Post‐show phone calls toleads

MEDICAL INDUS

ce: Champion Exposition Services Exhibitor Trends Survey, June 2010.

Following Up

Any questions? Type them into the question box in “Go to Meeting” now!

Have a great event!

objectives and introductions - namm.org · would like to make available to media during the show—...

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