2014 Exhibit for Success Workshop

EXPOsing Greatness 2013
A Business Expo for Greater Niles & Buchanan
Thursday, June 6
4:00pm-7:30pm
Round Room Intro
 Please State
- Name
- Business or Organization
- One or two words that describe your ideal
experience being an exhibitor
Ex: Passionate – Knowledgable – Good Listener
Lifetime Value of a Customer
 Presented by Michael Bennett, Publisher
Leader Publications
Calculating the lifetime value of your average customer
On average, what does your customer typically spend per visit?
How often does your typical customer return each year to make a purchase?
How many years are you able to retain a customer?
Average Expenditure_____x______visits per year=____________annual
expenditure
Annual Expenditure_____________x___________years as a customer
=__________________________Lifetime Value of a Customer
Overview
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Marketing Basics
Know Before You Go: Goal Setting
Key Marketing Challenge
Before, During & After the Expo
The No-No List
Expo Tool Box
Best Booth Contest
Vendor Specials
Door Prize Give Aways
1. Marketing Basics
 Branding
 What is your brand and what steps are you taking to
strengthen your brand identity?
The objectives that a good brand will achieve include:
 Deliver a clear message
 Confirm credibility
 Connects target prospects emotionally
 Motivates the buyer
 Concretes User Loyalty
Know Before You Go
 Set Expectations
 Ask Yourself
- Are you there with the intent to sell a product or
service on the spot?
- Are you interested in creating brand awareness?
- Develop customer loyalty through community
outreach?
- Are you interested in developing your contact list for
following up?
Prepare to Achieve Your Goals
 We want you to be a successful exhibitor as much as you do.
 If you want to be successful, you have to do the leg work
 Here’s How:
1.
Set a few specific, measurable goals
Examples:
- Schedule three appointments with potential customers
to discuss your service, or how you may help each other
- Sell ten e-books on how to_____?
BreakOut Session
Key Marketing Challenge
Why Do People Do Business With You Instead of Your
Competitors?
WHY?
Your Strengths Competitor 1
Competitor 2
Competitor 3
Attracting Visitors BEFORE the show!
 Spread the Word about EXPO
- Print, Digital, Radio, TV, Social, Word of Mouth
 Offer special “show prices or deals” available only at
the EXPO – advertise in advance
 Introduce or demonstrate a new product or service –
advertise in advance
 How to Create a Visually Appealing Display
- The Professional Approach
- The D.I.Y Project
Attracting Customers BEFORE the Show
 Get their attention before they ever arrive so that they seek YOU out:
- Personal Invitation
- Phone Call, Email, Visit
- Direct Mailing. Include Incentives
 Direct Mailing List: Free to exhibitors by request.
 Advertise: Take Advantage of EXPO specific Specials from Local Media
- Leader Publications
- WSMK Radio 99.1
- Craft Press Printing
 Know Your Value
- What Makes Your Business Unique or Valuable
- Special Offers, Discounts, Promotions
Let us know so we can help you promote your business
BEFORE & DURING THE SHOW
Social Media
 Facebook: Promote Your Post: Sponsored/Paid Advertising
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- Share, Tag and Create Dialogue
- Promote Special Raffle Prizes at the Expo: Enter to WIN
LinkedIn:
- Do you have a company profile on LinkedIn?
- Company Updates
Twitter:
- Tweet, tweet, tweet
YouTube: The growing trend called Vlogging
Pinterest, BlogSpot, WordPress, Flickr, etc..
DURING THE SHOW
Attracting Customers to Your Display
 A Clear Message: A clean, bright, clear display
 Signage: Use Eye Catching Signs
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New Item, Show Special, Show Special, SALE, Look
- Important Message big in physical size but short in
number of words
People & Pictures: People Attract People. Pictures of
People, Babies, Animals attract People.
Handouts: Give guests something to take home. Include
in your handout a call to action or your show special
exclusive offer. Don’t make a paper coaster, unless its
actually a coaster, with your logo on it!
Games/Prizes: Engage visitors. Show your fun side.
Raffle/Entry Prizes: Capturing Information
Creating Appeal
Clear Branding – Company Gear
Colorful Display – Front Position
Clear Eye Level Signage
Samples of Product
DURING THE SHOW
How to Stand Out in the Crowd
 Sparkle: Be on your best
 Presentation: Enthusiastic , knowledgeable
 Branding: Company shirts, pins, or other identifying items
display company pride
 Stand and Smile: (Avoid food, gum, and phone calls in the booth)
DURING THE SHOW
How to Stand Out in the Crowd
 Come out front: Don’t get stuck behind the table
 Arrange shifts to keep everyone fresh
 Dress Professional & Comfortable: Make a lasting first
impression
 Interview- Ask qualifying questions
 Listen- with an intent to understand their needs
 Network- Gather Contact Information
AFTER THE SHOW
 Follow up, Follow up, Follow up
Can You Help Me?
 Refer, Refer, Refer
Can You Introduce Me?
Transferring Credibility
Coming to a commitment…
Can we set up a meeting?
The No-No List: What Not to Do
 Send the wrong people to represent your business
- Make sure the person responsible for representing your
business or organization is a good communicator and
knowledgeable of your product or service.
 Hard Pitch: 80/20 Rule: Listen 80% - Talk 20%
 Device Distraction:* Do not be tied up on your tablet or
smart phone. You could let the lifetime value of a
customer slip away.
* Unless you are using it to set up a meeting on the spot
* Using it for a demonstration
BEFORE THE SHOW
EXPO ToolBox
 Laptop or Tablet
 Company Swag or Apparel (Brand Appeal)
 Calendar for Appointment Scheduling
 Include: Duct Tape, Pins, Velcro, Needle & Thread,
Safety Pins, Band-Aids, Breath Mints, Tylenol?
 Business Cards: At least 100, since we will be having
100 booths. (B2B Network)
 Door Prizes or Giveaways
 Take Advantage of Discounts
Best Booth Contest
 1st, 2nd, and 3rd Prizes will be given away this year to the best,
most attractive and engaging booths.
 To help you be accountable for your expo presence, we
would like you to follow up with what you will be doing to
create an award winning exhibitor booth!
1st Prize: FREE Booth Space for Next Year
2nd Prize:
3rd Prize: Leader Publication FREE ¼ Page Color Ad $79 Value
VIP Offers from Local Businesses
 Advanced Chiropractic: New patient Special $75 Off
& Massage Therapy Special: $1 Hour session for $45
 East Main Gardens Florist & Greenhouse:
SAVE 10% on cash and carry includes flowers, plants,
balloons & silk arrangements
 Martins Super Market: SAVE 10% in the Floral
Department. Includes Balloons and Flowers.
 DPM Events: FREE Photo Booth with purchase of any DJ
package for your special event
 Michiana Mobile Marketing: Free Mobile website mockup
of your main website and 25% off a custom designed mobile website. See it
and play with it before you buy
 Tippy Toes Natural Nails & Tanning: $5 Off Peppermint
Pedicure
 Ravitron: FREE Installation (up to $500) for changing to
Ravitron Equipment for telephone and internet services.
 WSMK 99.1: Get a great advertising deal, promoting your business
on the radio station playing Michiana’s Hottest Music.
Your business will receive :30 units, Plus 5 mentions
For use between May & June For Only $10/:30 unit
15 units minimum purchase
Team Up & Save! Three businesses per $150 Package
(Only $50 per Participant)
Thank You for attending
Exhibit for Success!
We Wish You The Best