Making the Most of
Total Rewards 2016
Successful Trade Show Strategies
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Our Attendees are
Your Buyers
According to the Center for Exhibition Industry Research (CEIR):
• 7 of 10 trade show attendees plan to purchase products and/or
• services in the coming year
• 72% of attendees use trade shows to influence their buying decision
• 58% attend only one trade show per year
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Six Steps to a Successful Show
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Set Objectives
Streamline Budget
Exhibit Booth Design and Floor Strategy
Booth Staffing and Training
Marketing Efforts Pre-, During, and Post-Show
Post-Show Analysis and Results
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Setting Objectives
What is your purpose for exhibiting/sponsoring?
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Branding
Lead Generation
Networking/Partnerships
Competitive Intelligence
Thought Leadership
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Setting Objectives
Make certain your objectives allow for measurable results.
Metrics include:
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Number of Impressions
Quantity of Leads, Quality of Leads
Number of Connections Made with Current & Future Clients/Partners
Number of Product Presentations Conducted
Number of Onsite Sales Generated
ROI (ratio of costs to leads converted to sales) 200 Leads x 1K Avg Sale / Cost
of Show
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Streamlining Show Budget
The standard industry cost for exhibiting at a trade show is
3X the cost of the exhibit booth.
Your budget should include:
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Travel
Hotel
Meals/Entertainment
Show Services
Shipping
Marketing
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Designing your
Exhibit Booth & Floor Plan
Attendees decide whether to stop within 30 seconds of seeing your
exhibit booth.
If engaged, the attendee will stay 5-10 minutes per visit.
Attendees visit approximately 30 booths per conference.
• Attendees need the ability to see your exhibit from a 180 degree vantage point
• Select your booth positioning based on best possible foot traffic and create
additional foot traffic yourself
• Your exhibit must tell who you are and what you do without the attendee
having to ask
• Your exhibit must have room for temporary workspace/meeting briefs
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Booth Staffing & Training
• Booth staff should be made up of your a-team
• Generally thought to be top sales personnel
• Do more than man your booth - attend education sessions and social events
for further networking opportunities
• Determine ways to capture the attendee’s attention within the first 30
seconds of them visiting your booth
• Discuss ways to qualify attendees as a lead in less than 2 minutes and
determine a strategy for managing leads after the show
• Listen in order to learn what the attendee wants/needs
• Present - “Pitch” in less than 5 minutes
• Close - Mutually discuss next steps
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Marketing Efforts
• Pre-show: Important for building traffic on the show floor
• Send postal and email offers, pre-set meetings and client dinners, as well as personalized
demonstrations and product presentations
• During: Important for achieving lead quantity and quality
• Offer giveaways, promote posts and pictures through the event mobile app and social
media outlets
• Post-show: Important for converting leads to sales
• Create a priority contact method in order to make immediate and direct follow-up based
on your exhibit booth conversations
Please note:
When using Twitter, WorldatWork encourages you to use #w@wlive in your tweets
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Marketing Efforts Through
WorldatWork
Total Rewards 2016 Sponsorship Opportunities
To review options, see our
2016 Exhibitor & Sponsor Prospectus
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Analyzing Show Results
• Gather feedback immediately from booth staff while it’s fresh in their minds
• Generate lead reports and have the sales team follow-up to include tracking
back to the show
• Analyze true and total costs for the show
• Schedule a meeting time with show organizers for feedback and future
planning
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Please reference the below links for your conference planning needs:
Total Rewards Conference & Exhibit Hall Schedule
See you in San Diego, June 6-8!
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Questions
• CONFERENCE LOGISITICS
• Jessica Blake-Lawson: [email protected]
• EXHIBITS AND SPONSORSHIPS
• Dawn Jeffers: [email protected]
• Becky Setterberg: [email protected]
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