WEBINAR #2: Strategies and Tips to Maximize your Exhibit Investment
Stephanie Houck, CEM
Theresa Ronk
Director
Exposition Operations
SPARGO, Inc.
Senior Manager
Program Management and Event Marketing
SPARGO, Inc.
Phone: (703) 679-3972
Phone: (703) 679-3970
Email: [email protected]
Email: [email protected]
Items to Review Today
 Premeeting
• Operational
• Sales/Marketing – marketing, training and coaching exhibit staff
 During Meeting/On-site
• Operational
• Sales/Marketing – booth basics, selling and lead management
 Post Meeting
• Operational
• Sales/Marketing – follow up and evaluation
Premeeting - Operational:
 Read the Exhibitor Rules, Regulations and Policies
 Review Deadlines
• Save Time and Money
 Confirm Orders and Shipment
• Confirm orders have been received and processed
• Confirm shipments sent to the advance warehouse have been received
 Register for Badges
 Hotel Confirmations
Premeeting - Operational:
 ASTRO Official Service Contractors
Each year it is brought to our attention that some exhibitors are contacted by third-party companies
misrepresenting themselves as official ASTRO contractors. This practice, commonly referred to as
"poaching," seems to have increased in recent years. When in doubt about the legitimacy of a
contractor, please don't hesitate to contact us.
American Building Maintenance (ABM)
Cleaning
Massachusetts Convention Center Authority (MCCA)
Electrical, internet, plumbing and telephone services
Christie's Photographic Solutions
Photography
Multiview
RO Marketplace advertising
GES
General service contractor (booth furnishings, labor, etc.)
PSAV
Audio visual and computer equipment
JCALPRO
Rigging and overhead lighting services
SPARGO, Inc.
Exhibit sales/management, registration, housing and lead retrieval
Levy Restaurants
Catering
Stapleton Floral
Floral
Lincoln Security Services
Security
Triple Threat Media
Print, online, journal advertising and ASTRO Dailies
To learn more about these contractors' services, visit the Exhibitor Resource Center and go to Order Booth Services.
Premeeting – Marketing:
 Exhibitor Listing – Deadline Wednesday, July 13
• Printed Exhibitor Directory
• Online Conference Planner
• ASTROmobile – official meeting app
• Interactive Map Kiosk
 Expand Your Presence Before, During and After the Meeting
• Upgrade Your Listing Today
 Print/Online Advertising Opportunities
• ASTROnews Annual Meeting Special Edition, ASTROnews, ASTROgram and
online at ASTRO.org
Premeeting – Marketing:
 Mailing Lists
•
Preshow Attendee Mailing List
•
•
Please visit the Exhibitor Resource Center for further information
Membership Mailing List
•
Please contact Todd Karstaedt with ASTRO for further information
 Hotel Room Door Drop $5,000
•
Distributed to approximately 4,000 attendees! Purchase an insert by
submitting your application today.
Premeeting – Marketing:
• Become a promotional supporter or advertiser and enjoy the
increased exposure associated with a specific activity, service
or function at the Annual Meeting.
• Great Branding Opportunities!
 Hotel Key Cards
 ASTRO Connect
 Nurses Luncheon
 Exhibitor Directory and more…
2016 Annual Meeting Advertising and Support Opportunities Brochure
For additional information please contact: Joanne DiCesare
Senior Manager of Development &
Corporate Relations
Phone: 703-839-7398
[email protected]
If you do what you have always done…
Premeeting – Training and Coaching:
 Send the right people
•
•
•
•
•
•
Outgoing and enthusiastic
Good attitude and approachable
Excellent listener and communicator
Polite to “shoppers” and can work a crowd
Knowledgeable on your product and your competitors
Not afraid of rejection
 Provide information and strategy
 Coach for successful boothmanship
Premeeting – Selling:
Your Space and Your Team
 Review Meeting and Staffing Goals
 Create and Communicate a Schedule
 Review Exhibiting Competitors
 Accountability for Lead Generation
 Trained to Use Your System
During Meeting/On-site – Operational:
 Have copies of your orders with you
 Bring shipment tracking information to show site
 Confirm arrangements for outbound shipping
 Review your invoices before you leave the meeting site
During Meeting/On-site – The Basics:
 Appearance
 Attitude
 Body Language
During Meeting/On-site – Selling:
“Tradeshow” Selling is Different
 Limited Time
 Information Overload
 Exhaustion
 Partial Engagement
During Meeting/On-site – Selling:
Attendees Expect Exhibitors To…
 Talk to them
 Be prepared and present
 Want to be at the meeting
 Listen to their needs
 Be able to answer questions
During Meeting/On-site – Selling:
The 4 Step Selling Process
1.
Engage
2.
Qualify
3.
Present
4.
Close
The 4 Step Selling Process:
Step 1 – Engage the Prospect
 Make eye contact
 Greet by name
 Ask open-ended questions
The 4 Step Selling Process:
Step 2 – Qualify the Prospect
 Is there a need for your product/service?
 Ask, “Tell me what you are looking for today?”
 What is the prospect’s role in the buying decision?
 When will they buy and/or make a decision?
 Is there a budget that meets the buying timeline?
 When can you follow up?
The 4 Step Selling Process:
Step 3 – Presenting your Product/Service
 Don’t show off
 Recap your understanding of their needs
 Show direct link to their needs and your product/service
 Ask more questions, if needed
The 4 Step Selling Process:
Step 4 – Closing
 Recap the connection between their needs and
your products/services
 Reconfirm your commitment to stay in touch
Lead Management Strategies:
 Define the Lead
 Train Your Staff
 Prioritize
 Create a System
 Plan the Follow-Up
Lead Management Strategies:
 Lead Services available through DirectLead
 Advance Rate available through August 25
 For more information, please refer for the Lead
Services Brochure
Lead Management Strategies:
 Define the Lead
• Who
• What
• When
Lead Management Strategies:
 Train Your Staff To:
• Use Your Form
• Be Aware of Time Limitations
• Understand Attendees Expectations
• Present to Prospect’s Needs
Lead Management Strategies:
 Prioritize the Leads
• Agree to Ranking
- A, B, C
- 1, 2, 3
• Define Rankings
• Be Consistent
Lead Management Strategies:
 Create a System
• When Will Leads be Fulfilled
• Who Will be Responsible
- Follow Up
- Reporting
Lead Management Strategies:
 Plan Your Follow-Up
• Pre-Meeting
• Timely
• To Prospect’s Needs
Lead Management Strategies:
 “B” and “C” Leads – WHAT TO DO
Post Meeting – Operational:
 Confirm that Space has been Contracted for 2017
 Confirm Housing Request for 2017 has been Submitted
 Complete the Post Meeting Survey
• We Value Your Opinion!
Post Meeting – Selling:
 Prioritize
 Time Management
 Follow-Up
Post Meeting – Follow-Up:
 Start Before the Meeting Begins
 Make Follow-Up a Priority
 Be Timely
 Identify Who Will Do What and When
Post Meeting – Evaluation/ROI:
 Team Involvement
 Subjective Review
 Objective Review
Thank you for your participation in
today’s webinar!
Please contact us with any questions:
Stephanie Houck
703-679-3972
[email protected]
Theresa Ronk
703-679-3970
[email protected]
Joanne DiCesare
703-839-7398
[email protected]
NEXT WEBINAR:
“Preparing for your Exhibit
Experience in Boston”
June 16, 2016 at 3:00 p.m. EDT