Powerful Exhibit Marketing E-Book

Barry Siskind

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 377

Veröffentlichungsjahr: 2010

Beschreibung

A complete guide to successful trade shows and exhibitions Trade shows, consumer shows, product launches, sporting events,and other opportunities to interact face-to-face with customershave become an important part of the marketing mix. Recent studiesshow that the percentage of the total marketing communicationsbudget spent on event marketing ranged from over 9% to a staggering29%. In 2003, North America alone hosted over 13,000 trade andconsumer shows, each one with hundreds of exhibitors, and thousandsof visitors. Beyond traditional trade shows, there are countlessother opportunities for exhibitors to interact with their customersdirectly and improve the bottom line, such as mall displays,corporate events, road shows, and permanent displays. Well chosen and executed events can shorten the sales cyclesignificantly and put you miles ahead of the competition, but youneed to have an exhibit plan that's well thought out, organized,and executed. While some large organizations have a dedicatedexhibit staff, often the role of exhibit management lands on thedesk of an unsuspecting, overworked, or unwilling sales ormarketing person who needs to get results from their exhibitinvestment, but doesn't know where to start. The Power ofExhibit provides the step-by-step advice you need to exhibitsuccessfully. This definitive guide to trade shows and other eventmarketing shows how to set objectives, budget for your event andmeasure its success in ROI, choose the right show and find theright audience, turn leads into business, design booths, work theshow, gather information and intelligence, and much more.

Leseprobe

Table of Contents

Praise

OTHER BOOKS BY BARRY SISKIND

Title Page

Copyright Page

Dedication

Acknowledgements

Introduction

WHAT IS EXHIBIT MANAGEMENT?

PART ONE - Managing the Fiscal Resources

CHAPTER ONE - Exhibiting Objectives

THREE LEVELS OF EXHIBIT OBJECTIVES

GET FOCUSED

QUANTIFY YOUR OBJECTIVES

IN CONCLUSION

CHAPTER TWO - Budgeting and Financial Management

CALCULATE THE AMOUNT OF EXHIBIT SPACE REQUIRED

THE FINAL BUDGET

FINANCIAL MANAGEMENT

EXHIBIT ANNUAL REPORT

IN CONCLUSION

CHAPTER THREE - Choosing the Right Event

UNDERSTAND YOUR OBJECTIVES

DEFINE YOUR AUDIENCE

ESTABLISH A CUSTOMER PROFILE

FOCUS ON YOUR MARKET

RANK YOUR CUSTOMER PROFILES IN ORDER OF PRIORITY

WHERE DO YOU FIND PLACES TO EXHIBIT?

HOW TO CHOOSE THE RIGHT EVENT

WHERE TO FIND SUITABLE EVENTS

IN CONCLUSION

PART TWO - Managing the Physical Aspects

CHAPTER FOUR - Create Your Three-Dimensional Marketing Experience

CREATING THE EXPERIENCE

INTEREST

MEMORABILITY

CONNECTIVITY

DEVELOPING YOUR DISPLAY NEEDS ANALYSIS

CREATE A REQUEST FOR PROPOSAL (RFP)

THE DESIGN SCHEDULE

IN CONCLUSION

CHAPTER FIVE - Your Display—the Nuts and Bolts

SYSTEM: CUSTOM OR HYBRID?

COLOR

LIGHTING

FLOORING

SIGNS AND GRAPHICS

TECHNOLOGY

BOOTH CONFIGURATIONS

LAYOUTS

HEIGHT

CUSTOMS AND DUTY

STORAGE

EMERGENCY SUPPLIES BOX

IN CONCLUSION

CHAPTER SIX - Enhancements

LOCATION

PLANTS AND FLOWERS

HOSPITALITY

DEMONSTRATIONS

COLLATERAL MATERIAL

DRAWS

IN-BOOTH ACTIVITIES

PROMOTIONAL PRODUCTS

SPONSORSHIPS

IN CONCLUSION

CHAPTER SEVEN - Pre-Show Promotion

INVITATIONS

PUBLIC RELATIONS

ADVERTISING

WEB ANNOUNCEMENTS

OTHER PROMOTIONAL IDEAS

IN CONCLUSION

PART THREE - Managing the Human Resources

CHAPTER EIGHT - The Pre-Show Briefing

ATTENDEES’ BEHAVIOR

BOOTH STAFF PERSONALITY

THE THIRD ELEMENT: THE TYPE OF TRAINING

IN CONCLUSION

CHAPTER NINE - The Four Stages of Boothing

STAGE 1: ENTRY LEVEL

STAGE 2: BETTER BUT STILL A LONG WAY TO GO

STAGE 3: THE FIRST SIGN OF REAL IMPROVEMENT

STAGE 4: WHERE REAL RESULTS ARE FOUND

THE SKILLS

THE SIX PEOPLE YOU ARE LIKELY TO MEET AT A TRADE SHOW

MOTIVATE THE DOERS

IN CONCLUSION

CHAPTER TEN - Breaking the Ice

DO #1: ASK OPEN QUESTIONS

DO #2: FOCUS ON BUSINESS

DON’T #1: DON’T ASK A QUESTION IF YOU DON’T WANT THE ANSWER

DON’T #2: DON’T ASK A QUESTION IF YOU DON’T KNOW WHAT TO DO WITH THE ANSWER

DON’T #3: DON’T ASK A QUESTION THAT LEADS TO A PITCH

THREE ICE-BREAKING SCENARIOS

IN CONCLUSION

CHAPTER ELEVEN - Gathering Information

IN CONCLUSION

CHAPTER TWELVE - Making Effective Show Presentations

MAINTAIN FOCUS

GOOD TIME MANAGEMENT PRACTICES

THE PRESENTATION

IN CONCLUSION

CHAPTER THIRTEEN - Disengaging

THE PRESUMPTIVE DISENGAGEMENT

THE CONCILIATORY DISENGAGEMENT

IN CONCLUSION

CHAPTER FOURTEEN - Developing Rapport with Potential Clients

WORDS

PARA-VERBAL

NONVERBAL

PRIOR TO APPROACHING

RAPPORT DURING THE ICE BREAKER

RAPPORT DURING INFORMATION GATHERING

WHAT TO LOOK FOR

MASLOW’S HIERARCHY AND THE RAPPORT-BUILDING PROCESS

RAPPORT DURING THE DISENGAGEMENT

IN CONCLUSION

CHAPTER FIFTEEN - Turning Leads into Business

SALES OBJECTIVES

SAMPLE LETTERS

CONTINUOUS FOLLOW-UP

STAY IN TOUCH

COMMUNICATION OBJECTIVES

A GUIDELINE FOR CREATING YOUR FOLLOW-UP PLAN

A NOTE ABOUT PRIVACY

IN CONCLUSION

CHAPTER SIXTEEN - Gathering Strategic Intelligence at a Show

YOUR STRATEGIC INTELLIGENCE TEAM

YOUR STRATEGIC INTELLIGENCE PLAN

IN CONCLUSION

Index

ABOUT THE AUTHOR

MORE PRAISE FORPOWERFUL EXHIBIT MARKETING

“Barry Siskind brings fresh perspective to the face-to-face marketing experience. He guides the reader through the process from start to finish and begins by looking at objectives. Barry understands that objectives form the basis of the entire process. This is a solid read for newcomers and seasoned pros looking for new insight.”

—Michael Bandy, President, Trade Show Exhibitors Association

“Managing the exhibit program is becoming more demanding. Barry’s step-by-step approach is a must read for every serious exhibitor.”

—Lili Eigl, Communications Manager, Union des Foires Internationales (UFI)

“Powerful Exhibit Marketing is an excellent primer on strategies and concepts for successful trade shows and events. Siskind offers a practical class for beginners and, at the same time, an MBA for trade show and event industry experts.”

—Anselmo Carvalho, Director, Feira&Cia Group, Publisher of the main Brazilian trade show magazine Feria&Cia (Trade Show & Co.), and Producer of Exposystems (Brazilian trade show and conference for trade shows)

OTHER BOOKS BY BARRY SISKIND

Books for business

The Successful Exhibitor

The Successful Exhibitor’s Handbook: Trade Show Techniques for Beginners & Pros

Making Contact: Master the Art of Networking to Develop New Business Needs, Uncover Hidden Opportunities & Enhance Your Career

The Power of Exhibit Marketing

Books for everyone

Bumblebees Can’t Fly: 7 Simple Strategies for Making the Impossible Possible

Eagles Must Soar: 7 Simple Strategies for Living a Life with Certainty

Copyright © 2005 by Barry Siskind

All rights reserved. No part of this work covered by the copyright herein may be reproduced or used in any form or by any means—graphic, electronic, or mechanical without the prior written permission of the publisher. Any request for photocopying, recording, taping, or information storage and retrieval systems of any part of this book shall be directed in writing to The Canadian Copyright Licensing Agency (Access Copyright). For an Access Copyright license, visit www.accesscopyright.ca or call toll free 1-800-893-5777.

Care has been taken to trace ownership of copyright material contained in this book. The publisher will gladly receive any information that will enable them to rectify any reference or credit line in subsequent editions.

Library and Archives Canada Cataloguing in Publication

Siskind, Barry, 1946-

Powerful exhibit marketing : the complete guide to successful trade shows, conferences and consumer shows / Barry Siskind.

Includes index.

eISBN : 978-0-470-67549-6

1. Trade shows. 2. Marketing. I. Title.

T396.S.1’52 C2005-900325-1

Production Credits:

Cover design: Natalia Burobina Interior text design: Adrian So R.G.D.

Printer: EPAC

John Wiley & Sons Canada Ltd. 6045 Freemont Blvd., Mississauga, Ontario L5R 4J3

For Barbara

Acknowledgments

I wonder where the image of a writer sitting in a deserted room banging away on his keyboard completely oblivious to the outside world comes from? It certainly is not my experience. To write a book like this requires the thoughts, ideas, suggestions and criticism from a multitude of people. Without my outside world I simply could not do what I do.

So, here is my partial list of people to thank. If I have left your name off the list please chalk it up to a senior moment. It was not my intention.

Robert Babcock, Michael Bandy, Karen Bassel, Nancy Carroll, Anselmo Carvalho, Rob Cohen, Bernie Colterman, Bob Dallmeyer, Douglas Ducate, Ron Gooch, Robert Harris, Jeffrey Hill, Nelson Hudes, Erin Kelly, David Lee, Anthony Lindan, Robert Mackwood, Ken Mark, John McCormick, Elizabeth McCurdy, Karen Milner, Joan McKnight, Terry Palmer, John Passalacqua, Darren Rabie, John Sanginesi, Jennifer Smith, Tina Vedovat, Paul Wigfield,

As always, Jillian, Geoffrey, Mark, Robert, Cory, Suzanne, Carol, Lynda, Aidyn, Zoë, Daniel, Shaindy, Seth, Shawn, Ilmee, Esther, Cheryl and Carl. And the hundreds of show managers and thousands of exhibiting companies who have made me part of their exhibit program.

Introduction

“Before everything else, getting ready is the secret of success.”

—Henry Ford—

WHAT IS EXHIBIT MANAGEMENT?

Congratulations! You have taken the first step to becoming an exhibit manager. Now you are probably asking, “What the heck is an exhibit manager?” Good question. Exhibiting is setting up a display at a trade show, conference, sporting event, mall, hotel lobby, or in a boardroom. The exhibit manager is the person responsible for planning, organizing, and executing the exhibit plan, which begs the question, “What exhibit plan?”

Exhibiting is face-to-face marketing at such places as trade shows, consumer shows, special events, road shows, private shows, hospitality events, product launches, seminars and professional conferences. There are two essential ingredients: the hardware, and the software. Hardware refers to the actual exhibit and materials—the physical means of creating the right image and attracting the right audience. The software includes the planning and implementation of programs required to facilitate face-to-face interaction. To do the job well, the savvy exhibit manager will carefully orchestrate both of these elements into one harmonious package with one goal in mind—results. In a nutshell, that’s what exhibit management, and this book, are all about.

Exhibit management is a relatively new corporate function. While some organizations have a dedicated exhibit staff, often the role of exhibit management lands on the desk of an unsuspecting, overworked, or unwilling sales or marketing person who feels as if he or she just bought a new car without receiving the ignition key. The car looks good, but it won’t take you where you want to go.

Exhibiting is serious business with a real payoff. You will read throughout this book about the value of exhibits in the marketing mix and learn how to realize an accurate, quantifiable return on your exhibiting investment. However, in order to bring about these benefits, there is work involved. This book is your step-by-step guide that will help you get the results you deserve.

Exhibit management is a multitasker’s fantasy. There are hundreds of bits and pieces that need to be assembled like a jigsaw puzzle, each interlocking piece carefully fitted into another. Slowly but surely, the whole picture starts to take form. When it’s complete, you sit back and enjoy it. Then you take all the pieces apart, put them back in their box, and wait for the next chance to put them together again.

The difference between building a jigsaw puzzle and multitasking is that with the puzzle, you have the luxury of focusing on one piece at a time. When you manage an exhibit program, you are required to juggle many tasks simultaneously. It requires an understanding of face-to-face marketing and the tools to create and implement a plan. The job is not as daunting as it first appears. This book is a methodical guide to creating an exhibit program that produces results.

The planning process starts nine to twelve months before an exhibition. If you give it enough time, you can eliminate the last-minute scramble to get everything done. But for those readers who like the adrenaline rush that comes with producing something as complicated as an exhibit in a few short weeks, let this book become your safety net to ensure that nothing will be overlooked.

As you go through this book, you will learn that your job as an exhibit manager has three key areas: fiscal, physical, and human. Each of these areas will be examined in detail, giving you the tools you need to be a great exhibit manager. You will learn to create the exhibits that will make you proud of your accomplishments and, more important, produce stellar results for your organization.

PART ONE

Managing the Fiscal Resources

“Give us the tools and we will finish the job.”

—Winston Churchill—

CHAPTER ONE

Exhibiting Objectives

“Great minds have purposes, others have wishes.”

—Washington Irving—

Does this sound familiar? “We’re here because we’re here, because we’re here, because we’re here.” It’s not just the jingle we all sang when the big yellow bus with vinyl seats and a sticky floor pulled into the camp parking lot. It has also become the theme song for 80 percent of all exhibitors at trade shows.

Ask exhibitors why they invest in a trade show and you will hear:

• “We always do this show.”

• “We have to be there because our competition is there.”

• “My boss thought this might be a good place to be.”

• “If we don’t go our customers will miss us.”

• “We’re here because we’re here ...”

Investing in a show without setting clear, focused, measurable objectives is like piloting an airplane without a flight plan. Without a focus for all your activities, there is no way to know if you have achieved your goal.

You must establish your objectives before doing anything else. However, it is not as easy as it sounds. You may believe exhibiting does not fall within your marketing activities; you may have conflicting goals among your exhibiting partners; you may have non-sales staff who don’t see the value. So, let’s walk through the necessary steps to ensure that your next show has a clear focus.