CREATING YOUR SALES & MARKETING STRATEGIC APPROACH...
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CREATING YOUR SALES & MARKETING STRATEGIC APPROACH 2014 AACC ANNUAL MEETING & CLINICAL LAB EXPO Creating Your Sales & Marketing Strategic Approach
Transcript of CREATING YOUR SALES & MARKETING STRATEGIC APPROACH...
CREATING YOUR SALES & MARKETING STRATEGIC
APPROACH
2014 AACC ANNUAL MEETING & CLINICAL LAB EXPO
Creating Your Sales & Marketing Strategic Approach
Creating Your Sales & Marketing Strategic Approach
About AACC Annual Meeting & Clinical Lab Expo Exhibitor University: • Free resource for you and your exhibiting staff • Focused on expanding exhibiting know-how and providing sales and marketing tips • Improve your company's exhibiting performance and ROI. Delivered: • E-newsletters • Social media posts • Live and re-playable exhibitor webinars
Creating Your Sales & Marketing Strategic Approach
TODAY’S PRESENTER
Ellen M. Wilson Speaker, Sales & Marketing Coach, Author
Creating Your Sales & Marketing Strategic Approach
IF YOU DO WHAT YOU’VE ALWAYS DONE…
Creating Your Sales & Marketing Strategic Approach
TODAY WE’LL COVER
Determining metrics and ROI/T for the show Linking sales and marketing efforts to your show objectives Preparing and training your booth staff for the show Setting your sights for the next step – working the booth
Determining metrics and ROI/T for the show Linking sales and marketing efforts to your show objectives Preparing and training your booth staff for the show Setting your sights for the next step – working the booth
• Determining metrics and ROI/T for the show • Linking sales and marketing efforts to your show objectives • Preparing and training your booth staff for the show • Setting your sights for the next step – working the booth
Determining Metrics & ROI/T
• 87% of tradeshow leads captured are never effectively followed up on. • 86% of companies have no organized form of post-show measurement.
Determining Metrics & ROI/T
• 80% of exhibitors do little or no targeted pre-show marketing. • 76% of exhibitors set no specific objectives for tradeshows.
Determining Metrics & ROI/T
Determining Metrics & ROI/T
Determining metrics and ROI/T for the show Linking sales and marketing efforts to your show objectives Preparing and training your booth staff for the show Setting your sights for the next step – working the booth
Determining metrics and ROI/T for the show Linking sales and marketing efforts to your show objectives Preparing and training your booth staff for the show Setting your sights for the next step – working the booth
• What are your objectives for going to this show? • What target audience will you go after during the show? • What strategies will help you meet your objectives? • How will you measure success?
WHAT’S YOUR STRATEGY?
Determining Metrics & ROI/T
Determining metrics and ROI/T for the show Linking sales and marketing efforts to your show objectives Preparing and training your booth staff for the show Setting your sights for the next step – working the booth
Determining metrics and ROI/T for the show Linking sales and marketing efforts to your show objectives Preparing and training your booth staff for the show Setting your sights for the next step – working the booth
Exhibit Space 36%
Exhibit Design 11% Show Services
17%
Shipping 10%
Travel & Entertainment 14%
Promotion 6%
Lead Management 4%
Exhibit Staff Training
1%
Other 1%
How the Exhibit Dollar is Spent
Determining Metrics & ROI/T
Determining metrics and ROI/T for the show Linking sales and marketing efforts to your show objectives Preparing and training your booth staff for the show Setting your sights for the next step – working the booth
Determining metrics and ROI/T for the show Linking sales and marketing efforts to your show objectives Preparing and training your booth staff for the show Setting your sights for the next step – working the booth
WHAT ARE YOUR OBJECTIVES?
SELECT 1 TO 3
Determining Metrics & ROI/T
Determining metrics and ROI/T for the show Linking sales and marketing efforts to your show objectives Preparing and training your booth staff for the show Setting your sights for the next step – working the booth
Determining metrics and ROI/T for the show Linking sales and marketing efforts to your show objectives Preparing and training your booth staff for the show Setting your sights for the next step – working the booth
WHAT ARE YOUR OBJECTIVES?
• Generate qualified sales leads • Introduce a new product or service • Enter a new market • Build awareness • Recruit channel partners • Sell, sign contracts, or generate RFPs • Recruit new employees
• Achieve an ROI • Support your industry • Gather new prospects for
the database for later cultivation
• Recruit strategic partners • Conduct market research
for competitive intelligence, industry trends, and customer needs
• Influence the press or financial community
Determining Metrics & ROI/T
Determining Metrics & ROI/T
WHICH METRICS WILL YOU USE?
• Activity –based • Results-based • Operational-based
Determining Metrics & ROI/T
WHAT METRICS WILL YOU USE?
Determining Metrics & ROI/T
What Metrics Will You Use?
Determining Metrics & ROI/T
Determining Metrics & ROI/T
• Attendees anticipate capital equipment purchases in excess of $1.7 billion within the next two years. • Buyers, distributors and end users from 100 countries are represented. • 60% of attendees hold management positions, with 25% holding titles of VP or higher. • 70% of attendees play a role in the purchasing process. • Attendees spend the majority of their time in the exhibit hall. • 72% of attendees have management oversight of one or more functions or sites. • 81% of clinical attendees play a major role in the acquisition of mainframe lab instrumentation and reagents. • 69% of attendees do not attend any other tradeshow.
AACC Attendee Demographics
Determining Metrics & ROI/T
AACC Attendees by Position Title
Selecting, Training, Preparing & Coaching Booth Staff
• Difference in sales between marketing • Marketing resources against metrics • At the end of the day, sales is what’s measured
Selecting, Training, Preparing & Coaching Booth Staff
Marketing Initiatives
Selecting, Training, Preparing & Coaching Booth Staff
• Send the right people? • Provide information, i.e., strategy, metrics, etc. • Coach for successful boothmanship
Preparing & Training Your Booth Staff
Send the Right People
• Good attitude • Approachable • Knowledge (your product and the competition) • Outgoing & enthusiastic • Good listener • Good communicator • Polite to “shoppers” • Not afraid of rejection • Can work a crowd
Preparing & Training Your Booth Staff
The Basics
• Appearance • Attitude • Body Language
Creating Your Sales & Marketing Strategic Approach
Completing Your Sales & Marketing Planner
Creating Your Sales & Marketing Strategic Approach
Key Takeaways
• Determine strategy, set objectives, establish metrics • Link marketing & promotion efforts to sales activity • Select, train, prepare, & coach booth staff
Creating Your Sales & Marketing Strategic Approach
Webinar Schedule (As of December 17, 2013 - Subject to change)
Maximize your Presence at AACC Annual Meeting & Clinical Lab Expo Date: Tuesday, January 21, 2014, 11:00 – 11:45 a.m. Expanding into Global Markets Date: Tuesday, February 18, 2014, 11:00 – 11:45 a.m. Exhibitor Resources available to the AACC exhibitors to plan the logistics of exhibiting/Take Advantage of Discounts Date: Tuesday, March 18, 2014, 11:00 – 11:45 a.m. Generating Sales in 2014 – The New Boothmanship Date: Tuesday, April 15, 2014, 11:00 – 11:45 a.m. Attract Attendees to the Meeting and Your Booth Date: Tuesday, May 20, 2014, 11:00 – 11:45 a.m. Exhibit Like an Expert – 5 Strategies to turn your booth into a powerful profit center Date: Tuesday, June 17, 11:00 – 11:45 a.m.
Creating Your Sales & Marketing Strategic Approach
We are here to help! EXHIBIT SALES J. Spargo & Associates, Inc. Attn: June LaMountain (Companies A-L) Dennis Tharp, CEM (Companies M-Z) Phone: 703-631-6200 E-Mail: [email protected], [email protected]
EXPOSITION MANAGEMENT J. Spargo & Associates, Inc. Attn: Steve Marshall Phone: 703-631-6200 E-Mail: [email protected]
SPONSORSHIP J. Spargo & Associates, Inc. Attn: June LaMountain (Companies A-L) Dennis Tharp, CEM (Companies M-Z) Phone: 703-631-6200 E-Mail: [email protected], [email protected]
MARKETING/EXHIBITOR UNIVERSITY J. Spargo & Associates, Inc. Attn: Theresa Ronk Phone: 703-631-6200 E-Mail: [email protected]
