EXHIBITION INDUSTRY
OPEN DAY
Simon Naudi
CEO
Answers Training International Ltd
AGENDA
•Why Exhibitions?
•Before
•During
•After
EVENTS
• FaceTime wanted to see how people viewed the
different media options in their ability to drive business
through the generation, persuasion and conversion of
sales leads.
•
•
•
•
80% face-to-face delivers better ROI than other media
86% exhibitions are 2nd best at generating sales leads after a company’s
own website
87% easier to communicate with people face-to-face
80% spend more money with people they have met face-to-face
2010 £16 BILLION to UK economy
A billion seconds ago it was 1959
A billion minutes ago Jesus was alive
A billion hours ago was the Stone Age
A billion days ago no-one walked on the
earth on two feet
SUMMARY
live events are one of the most effective marketing tools in the mix and
that despite technological advances, face-to-face marketing remains one
of the best ways to increase sales for your business
7 REASONS WHY EVENTS RULE!
1. Live Competes Hard Against (And Beats) TV
1 in 3 people have a positive attitude after attending an
event, versus only 1 in 4 people with a 30 second TV advert
7 REASONS WHY EVENTS RULE!
2. Live Is Best Form Of Marketing
Before a show, 32% of visitors viewed events as the 'best
marketing as you can interact and compare to others', but
this rose dramatically to 74% post-show, including an uplift
in positive sub-conscious feelings for one in five people
7 REASONS WHY EVENTS RULE!
3. Live Fuels Sales Uplift
After experiencing a brand at a trade event, 28% more
visitors indicated 'I would like to buy it' (16% implicitly), &
29% at a consumer event (19% implicitly)
7 REASONS WHY EVENTS RULE!
4. Live Informs Customers In Detail About Purchasing
Decisions
Before an event 36% of visitors say attendance 'makes it
easier to decide to buy', but after an event this doubles to
76%. Meanwhile 50% of visitors expected the event to be
the 'best place to find out new things', with this rising to 85%
after an event
7 REASONS WHY EVENTS RULE!
5. Live Turbo-Powers Brand Engagement For
Consumers
After attending an event, almost three times as many people
(74% compared to starting point of 27%) thought that events
'let you be more open minded about what brands offer'
7 REASONS WHY EVENTS RULE!
6. Live Builds And Strengthens Relationships With
Corporate Customers
An additional 37% of visitors to a trade event believed
'experiencing a business first-hand makes it more
memorable', with one in five believing this implicitly postevent
7 REASONS WHY EVENTS RULE!
7. Live Breeds Knowledge, Insight And Contacts
37% of visitors believed a trade event would be the 'best
way to meet new contacts', rising to 71% postevent. Likewise, from an opening 38% of visitors believing
they will 'find out new things', that number was
doubled to 80% post-event
VISITOR’S PERCEPTION
FIRST IMPRESSIONS COUNT!
+
-
FIRST IMPRESSIONS
YOU HAVE 12 SECONDS TO
INFLUENCE YOUR VISITORS’
FIRST IMPRESSION !!
WORDS
CHEAP
FREE
SOME ASK WHY ARE WE HERE?
• Exhibitions are the PERFECT marketing media
• All the business comes to you
• Xyz show is FANTASTIC
• 29% do not buy outside events
WHY ARE WE HERE?
100
80
60
40
20
0
91
Trade
Shows
88
Articles
86
Friends
70
Reps
70
Ads
Source of Buying %
WE’RE HERE BECAUSE. . .
• It may be their choice to visit
the show . . .
• It is NOT their role to visit
YOUR STAND!
VISITOR’S PERCEPTION
Choice
Confusing
Want to be there
OBJECTIVES
 OBJECTIVES
 VISITORS
 ROLE
COMMON OBJECTIVES
Why are you here?
- ‘cause it’s my turn!
- Murphy was ill!
- To network into a stupor!
- Dunno?!
COMMON OBJECTIVES
What is your objective?
- “to survive”!
- “to give away brochures”
AN EXERCISE !!
What are your objectives
when exhibiting?
OBJECTIVES
 LAUNCH IDEAS / SHOW NEW RANGE
 TEST MARKET
 PROMOTE IMAGE
 ASSESS COMPETITION
MEET SPECIFIC BUYERS
REAL OBJECTIVES
 12 LEADS FOR FOLLOW UP
3 DIRECT SALES
 LOGGING 25 ENQUIRIES
 18 APPOINTMENTS
GENERATE PUBLICITY
EXAMPLE.....
3 Day Show
3 Stand Staff
7 Hours in a day
4 Qualified leads per hour
Target = 3 x 3 x 7 x 4
252 leads
IN SUMMARY
Agree Objectives
Clarify & Refine Objectives
Communicate them!
Profile of a Typical Visitor to the
Show ?
• Likes
(& Dislikes)?
• Expectations at
show?
Visitor Feedback
CONSUMER RESEARCH
9%
21%
17%
2%
20%
14%
17%
Advice
General
Seminars
Research & Buy
Meet People
New Ideas
Specifics
TRADE RESEARCH
20%
19%
18%
17%
14%
1%
Up Date
New Ideas
Seminars
Research & Buy
Meet People
Other
VISITOR RESEARCH
1. What’s NEW / Latest
2. Solutions to existing problems
1. Being Sold to
2. Not knowing answers to visitor questions
BODY LANGUAGE
• Words
• Tone
7%
38 %
• Body Talk 55 %
PREDICT BEHAVIOURS
INFLUENCE BEHAVIOURS
Prediction
• Anybody can do it
• Better than Chance alone
• Behaviour & Thoughts
THE SALES PROCESS
INTRODUCTION
QUESTIONING
RECOMMENDATION
OBJECTIONS
CLOSING
££££
A LARGE GREY ELEPHANT FROM DENMARK !
KEY
INFLUENCE VISITORS AND IDENTIFY
POTENTIAL
MECHANICS
UNIFORMS
CLEAN & TIDY
FUNCTIONAL
GIMMICKS
BROCHURES
DO
Shifts / Breaks
Be Natural
Look Busy
Think up Questions
QUESTIONS
How familiar are you with our . . .
What plans are you currently . . .
How do you currently select . . .
When would you be looking to . . .
Where do you intend to apply our . . .
DON’T
 Hover / Glide / Pounce
 Hunt
 Eat / Drink / Smoke
 Sit Down
 Read papers, Use Mobiles
 Hold Meetings
 Go on the P!$$
REMEMBER
Activity over the days of
the show equates to only
a small % of your total
results
FOLLOW UP
FOLLOW UP
 Name, Address, Tel No:
 Date for Follow Up
 Buying Process/Plan
 Budget Limits
 Competitors under Consideration
 Special Features
 Rating – Hot, Warm or Icy!
IN SUMMARY
 Agree Objectives
 Utilise PR / e- Mail & Up Front Prep
 Identify Prospects/Buyers
 Encourage them onto your stand
 Capture Details
 Follow Up
Rogue’s Gallery . . . .
ONE MORE THING . . .
HAVE FUN !
BEFORE
MAILINGS
PRE-SHOW PUBLICITY
PR OPPORTUNITIES
WWW LINKS
TELEPHONE INVITES
READ THE EXHIBITOR MANUAL!
SPONSORSHIP OPPORTUNITIES
STAND DESIGN BRIEFING
SET OBJECTIVES / GOALS
TRAIN STAND STAFF
DURING
REVISIT OBJECTIVES DAILY
DEVELOP QUESTIONS
USE 12 SECOND RULE
FILTER CONTACTS
REMEMBER BODY LANGUAGE
HOUSEKEEPING
KEEP BUSY
USE CHECKLISTS
AFTER
FOLLOW UP
DEBRIEF STAND STAFF
EVALUATE VS OBJECTIVES
RESERVE STAND
POST SHOW MAILINGS
USE PR OPPORTUNITIES
PLAN IMPROVEMENTS
QUESTIONS?
For further tips on exhibiting or for a training menu visit
answers-group.com
or
answerstraining.com
Tel: +44 (0)1252 845500