ufi presentation
TRANSCRIPT
![Page 1: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/1.jpg)
Gift wrapping exhibitor training
Christophe LanduytExpo-id, Belgium
UFI Focus MeetingBest Practices in Exhibitor Training
© 2007 Expo-id
![Page 2: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/2.jpg)
Gift wrapping exhibitor training
• 1. The importance of upward migration• 2. Creating migration momentum• 3. What do exhibitors need to know?• 4. The trouble with trainers
![Page 3: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/3.jpg)
Current situation: trade shows and general audience shows
TOP EXHIBITORS
FOLLOWERS - MASS
UNDERACHIEVERS
The importance of upward migration
![Page 4: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/4.jpg)
The importance of upward migration
• Underachievers:
– Late booth reservation– Little services– Little visitor promotion– Little added value to the show
– Low ROI– Low satisfaction– Low fidelity to the show
![Page 5: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/5.jpg)
The importance of upward migration
• Followers:
– Most services ordered on time– Average visitor promotion– Average added value to the show
– Most of the budget allocated to proper booth– Average satisfaction - average involvment– Relatively high fidelity to the show
![Page 6: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/6.jpg)
The importance of upward migration
• Top exhibitors:
– Most services ordered on time– High visitor promotion (special events / niche targets)
– High added value to the show
– High budget, only part allocated to booth– High satisfaction - very high involvement– (Relatively) high fidelity to the show
![Page 7: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/7.jpg)
The importance of upwards migration
• Upwards migration =
– More satisfied and more loyal exhibitors…– … with an increasing show budget– …who buy more services and– …actively promote the show with niche visitors– …and add to the shows pizzazz.
- Extra value for visitors…- …without having to pay through the nose.
![Page 8: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/8.jpg)
The importance of upward migration
• How to communicate the urge of migration?
– Smaller companies: CEO - Owner
- Larger companies:Marketing executive
![Page 9: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/9.jpg)
The importance of upwards migration
• How to create migration momentum?
– Gift wrapping training content reduces resistance and eases acceptance.
- Adapt training content, setting and timing according to exhibitor's needs and agenda.
- Different events => different target audience=> different training content=> different outcome
![Page 10: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/10.jpg)
Creating migration momentum
• Technical & logistic briefings:
+ Low cost - easy to promoteLogical wrappingAt the right moment
- Level of participantsTime left until D-dayPerceived value
![Page 11: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/11.jpg)
Creating migration momentum
• Dedicated training events:
+ Very intensive - excellent resultsBrand extension - exhibitor valueMotivated audience
- Likely to attract best of classNumber of attendeesAvailabilityTime consuming - expensive
![Page 12: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/12.jpg)
Creating migration momentum
• Mixed (social) industry events:
+ Brand extension - brand continuityHigh attendance (eventually)Targeted audienceCommunity building
- Sandwiched training contentGradual administrationFallacy of perfection
![Page 13: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/13.jpg)
Creating migration momentum
• Some Belgian samples:
– BOSTA: Paper Show Stand allocation meeting
– Fedagrim: Agribex Exhibitor Academy
– FISA: Batibouw Building Lunch
– TMAB: (ICT2day) Exhibitions work!
![Page 14: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/14.jpg)
What do exhibitors need to know?
• First timers:– Often stuck in practical issues– How to read visitor statistics– Bridging the 2D-3D gap– Motivational issues - Team building
• Experienced exhibitors:– People related issues– Lead management– Result enhancement
![Page 15: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/15.jpg)
What do exhibitors need to know?
• People related issues are the common denominator:
– How to compose a project team– How to staff my booth– How to brief/train booth staff
– What do visitors do at shows?– How to detect visitors' needs?– How to interact efficiently with visitors?
![Page 16: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/16.jpg)
What do exhibitors need to know?
• Choose an attractive form to deliver content, adapted to the level and needs of the audience:
– Hands on– Recognizable– Light hearted
![Page 17: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/17.jpg)
What do exhibitors need to know?
© 2007 Expo-id
![Page 18: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/18.jpg)
What do exhibitors need to know?
© 2007 Expo-id
![Page 19: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/19.jpg)
What do exhibitors need to know?
- Create easy to understand and easy to use formats for training content.
- Visualize your message.
- Use real life examples/ pictures.
- Repeat your message through different channels before and after the show.
- Measure the impact or create tools to do so.
![Page 20: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/20.jpg)
The trouble with trainers
- Emerging demand and emerging (adequate) offer.
- Sales training vs. attitude training
- Shows are changing, most trainers not.
- New visitor-oriented approach
- Training trainers: who & how
![Page 21: Ufi Presentation](https://reader034.vdocument.in/reader034/viewer/2022051404/53fa42438d7f72fc4e8b9a44/html5/thumbnails/21.jpg)
© 2007 Expo-id - All rights reserved