SESSION 514 Preparing, Developing, and Submitting …20415 41615 20615 41715 20715 52115 20915 52315...
Transcript of SESSION 514 Preparing, Developing, and Submitting …20415 41615 20615 41715 20715 52115 20915 52315...
SESSION 514
March 1-5, 2015 | Mandalay Bay Convention Center
Preparing, Developing, and Submittinga Quality CTSM Portfolio
JAN NELSON
All Materials Copyrighted by EXHIBITOR Magazine / Jan Nelson© 2015 Rochester, MN
PRODUCED BY EXHIBITOR MEDIA GROUP
Q U I Z P R O C E D U R E S F O R R E C E I V I N G C E U C R E D I T S
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C e r t i f i e d t r a d e S h o w M a r k e t e r P r o g r a M
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QUIZ PROCEDURES Submit a quiz for each CTSM-required session that you attend. Complete an affidavit of attendance for each
elective session you attend.
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514 - Preparing, Developing & Submitting a Quality CTSM Portfolio
Presenter:Jan Nelson, CTSM Executive Director of
CTSM program
Sponsored by EXHIBITOR Media Group & Affiliated with
Northern Illinois University Outreach
Jan Nelson, CTSM Director of CTSM program
Executive Director of the Certified Trade Show Marketer (CTSM) program for the past 14 years
Over ten years of marketing communication and trade show management experience in the medical manufacturing industry
Degree in education and over ten years of teaching experience One of the early graduates of the CTSM program Under her leadership the program has grown to nearly 500
graduates, with over 3200 active candidates in the program Serves on EXHIBITOR’s Executive & Advisory Board committees
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Table of Contents Based upon Essential Learning Components
ELC A: Formatting…………...pages 7-19 ELC 1: Vital Statistics…....…. pages 20-24 ELC 2: Overview……….….…pages 24-27 ELC 3: Show Schedule/
Measurable Objectives…….…pages 28-33
ELC 4: Management of ExhibitDesign/Production………….pages 34-39
ELC 5: Management of Integrated Marketing Communications
(IMC) …………………… pages 40-46
Table of Contents Based Upon Essential Learning Components
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Table of Contents Based Upon Essential Learning Components
ELC 6: Management of Results Reporting………………...... pages 47-49
ELC 7: Conclusion ……...….. page 50 ELC 8: Working with an
Advisor…………..………… pages 51-52
Table of Contents Based Upon Essential Learning Components
ELC 9: Portfolio Process….… pages 53-60 Appendix…………………….. pages 60-63
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CTSM STATUS CHECK
Where are you in the certification process? What is your role? Corporate trade show
manager, event manager, industry supplier, other?
Where will you be by EXHIBITORLIVE! 2016? What are your completion plans?
INTRODUCTION: PURPOSE OF THE CANDIDATE PORTFOLIO
Demonstrate application of required trade show/event manager skills• What are you doing better, smarter,
more efficiently, more effectively?• Have you moved from tactical to
strategic?
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INTRODUCTION: PURPOSE OF THE CANDIDATE PORTFOLIO
Demonstrate improved trade show & event results due to knowledge gained and applied• How are you managing & organizing
your shows?• How are you managing budgets?• Are you measuring results?
INTRODUCTION: PURPOSE OF THE CANDIDATE PORTFOLIO
Provide AN EXCELLENT TOOL FOR CAREER ADVANCEMENT• Most importantly, this is for YOU• It’s a concise look at who you are,
how you manage, what you have accomplished
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INTRODUCTION: PURPOSE –A CAREER TOOL FOR YOU
OVERVIEW SECTIONThis portfolio is being submitted for review as the final component in the Certified Trade Show Marketing certification that I have been enrolled in for the past 4 years. Throughout this process, I have completed all required courses and passed the final exam. This portfolio will show how I have incorporated the skills and lessons learned throughout the courses to improve my current trade show and event marketing program .
CTSM GRADUATE Sue McDonald, CTSM
“I shared my portfolio with a friend, who recommended sharing it with the Dir. of Mktg. at his company for a job opening. The director read it twice, asked questions, and made me a job offer.”
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CTSM GRADUATE Kimberly Greenberg, CTSM
“This portfolio is the single biggest accomplishment in my career. It made me realize how much I have learned, appreciate the knowledge gained, and take stock of the fantastic things I’ve implemented in my program.”
ELC A: FORMATTING Cover Page
Cover Page• Name/Title/
Company• Contact
Information• Submission Date• Photo (not
required)
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ELC A: FORMATTINGTable of Contents Example
Table of Contents (Use These Headers)Vital Statistics ……………………………………………………1Overview .......................................................…...…..............3Show Schedule/Measurable Show Objectives ……...……….5Management of Exhibit Design/Production …….……….……7Management of Integrated Marketing Communications….…11Management of Results Reporting …………………………...19Conclusion …………………………………………….………...23References ………………………………………………………25Appendices ………………………………………………………27-41
ELC A: FORMATTINGSection Headers
Section Headers• Start each key section header on new
page, using TABS as section dividers• Be consistent in font size/type (larger
than the story text)• Be consistent in any design elements
used
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ELC A: FORMATTINGSection Header Example
I. VITAL STATISTICSII. OVERVIEWIII. SHOW SCHEDULE/SHOW OBJECTIVESIV. MANAGEMENT OF EXHIBIT DESIGN
AND PRODUCTIONV. MANAGEMENT OF INTEGRATED
MARKETING COMMUNICATIONSVI. MANAGEMENT OF RESULTSVII. CONCLUSION
ELC A: FORMATTINGSection Header Example
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ELC A: FORMATTINGTabs Required - Example
ELC A: FORMATTINGTelling Your Story
Your Unique Situation Narrative – the connecting bond providing
background, rationale behind choices, explanation of processes and results
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ELC A: FORMATTINGEasy to Read
At least 12 point font Leave some white space Single or double-sided pages (watch out
with double-sided so info is in right section) Quality is better than quantity Readable length – avg. 25-45 pages
ELC A: FORMATTINGNot Easy to Read Charts
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ELC A: FORMATTINGEasy to Read Charts
ELC A: FORMATTINGEasy to Read
Pages numbered (including appendix) Organize your thoughts; then write
• Be conversational, yet professional, use proper grammar, be concise
Free from error – “second set of eyes”
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ELC A: FORMATTINGReferences
References are vital to demonstrate application of learning• Reference at least 8 required sessions and 2-3
electives• Include within your story copy throughout your
portfolio sections• Explain how/what you applied from the session
appropriately
ELC A: FORMATTINGReference Example
In Session 20312—The Nuts and Bolts of Budgeting for Results ELC# 2 (The Absolute Basics), we learned a quick “ball parking” technique to allow the organization to better plan for how much an exhibit will cost. For example, for existing inventory, Kimberly Kee recommended …
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ELC A: FORMATTINGListing of Seminar References
Include after the Conclusion section and before the Appendix (if youhave one)
List only those seminars referenced throughout your portfolio sections –not your entire CTSM curriculum
ELC A: FORMATTINGReview of Seminars to Reference
Required Listing – 23 to select from Electives – 3-digit sessions you
personally selected to meet your program needs
Resources – Handouts, CTSM web site, Required Curriculum Insert
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ELC A: FORMATTINGReview of Seminars to Reference10515 30715 6171510815 30815 6201520105 31115 6211520215 31515 7221520315 4091520415 4161520615 4171520715 5211520915 5231521315
ELC A: FORMATTINGLabeling of Visuals
Visual evidence of application is important(“Show & Tell”, Not just “Tell”)
• Photos• Graphics• Spreadsheets/Charts• Examples of Integrated Marketing• Booth Schematics• And more…
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ELC A: FORMATTINGExample: Labeling Visuals
Backlit graphic inside the convention center at ACVIM
ELC A: FORMATTINGEffective Use of Appendix
Appendix• Definition: supplementary material
usually attached at the end of a piece of writing
• Required: No• If included, it follows the seminar
reference list
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ELC A: FORMATTINGEffective Use of Appendix
What not to include:• Documents/information that are key to
your story• Examples: booth visuals or budget
numbers that belong in Section 4 What to include:
• Long support documents• Examples: multi-page show schedule,
multi-page RFP, complete survey…
ELC A: FORMATTINGProperly Reference Appendix
Appendix references• Reference by page number(s) or designated tabs• Example:
“Following is a simplified budget for the conference. (The full budget can be seen in Appendix B on page 44.)”
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ELC A: FORMATTINGBinding the Document
Variety of bindings from which to choose
Select one that looks professional
Be sure it truly binds the pages together in order
ELC A: FORMATTINGBinding Examples
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ELC A: FORMATTINGBad Binding Example
ELC A: FORMATTINGInserting Required CD or Flash Drive
CD
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ELC 1: VITAL STATISTICSSection 1 Requirements
First of Seven Key Sections • Candidate Profile• Company Profile
ELC 1: VITAL STATISTICSSection 1 Requirements
Candidate Profile• Who you are• Education• Industry experience• Your role in the company & key players
you work with• One to two pages
NOTE: this is not a resume
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ELC 1: VITAL STATISTICSExample: Your Role in Company
ELC 1: VITAL STATISTICSSection 1 Requirements
Company Profile• Company background• Location• Size• Markets• Products or Services• Mission• Competitors
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ELC 1: VITAL STATISTICSExample: Company Profile
“Blue Sea Systems was founded in 1992 in Bellingham, WA, by Scott Renne, a lifelong boater and adventurer. After returning from a three-year trans-Pacific voyage, he was certain he could design & build more reliable electrical products for boats. There are over 70 full-time employees…”
ELC 1: VITAL STATISTICSExample: Company Profile - Client
ABOUT Diamond Products One of the largest manufacturers of
diamond tools in the United States Headquartered in Elyria, Ohio Company has grown from 12
employees in the early seventies to one with over 300 employees currently
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ELC 1: VITAL STATISTICSExample: Company - Competition
Competitors:In order by market share our major competitors include:
Commercial Building:Goulds…. ………………..30%Bell & Gossett……………15%Grundfos………………… 15%TACO………………….... 10%WILO…………………..… 5%Other………………….…..25%
ELC 1: VITAL STATISTICSResources for Your Folder
Resume Company History Company Annual Report Product Brochures Company Web Site More …
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ELC 1: VITAL STATISTICSEvaluation Checklist
Have I: • Included educational background & career path• Listed my current job responsibilities and key
staff with whom I interact• Presented company history, location(s), market,
size• Demonstrated understanding of our competitors• Provided details on our products and/or
services
ELC 2: OVERVIEWSection 2 Requirements
Second of Seven Key Sections • Basic introductory remarks about your program• Any unique situations• What is your focus and why (specific show/
event, annual plan, certain client…)• Details on the show/event of focus
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ELC 2: OVERVIEWOverview Example
OVERVIEW
Unique Situations:
At this time, FreeFlight is in the process of being sold. The new buyers have indicated …
I will focus on our National Business Aviation Association (NBAA) participation …
ELC 2: OVERVIEWOverview Example–Supplier/Consultant
This portfolio focuses on one client - DIAMOND PRODUCTS. I chose this particular client project specifically because …
It is important to note that this launch was a team effort, and although certain steps may not have been personally carried out by me, the overall processes were in place. In some instances, details have been provided by the client …
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ELC 2: OVERVIEWOverview Example – Event Focus
My portfolio will focus on company hosted events, rather than tradeshows, which may be different from other portfolios. My goal is to showcase a collection of materials from the European Boiling Water Reactor (BWR) Conference. The planning and execution of this conference challenged me to …
ELC 2: OVERVIEWExample: Show BackgroundAIA (American Institute of Architects)
About AIA:The AIA Convention is an annual event with approximately 25,000 architects and building professionals gathering to see what’s new in building construction and design, as well as gain CEU’s (certified educational units) by attending some of the many seminars offered during the event.
Attendees Demographics: Charts includedTarget Audience:
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ELC 2: OVERVIEWResources for Your Folder
Show audits Show directory Show web site Documents regarding scope of your
exhibit program More …
ELC 2: OVERVIEWEvaluation Checklist
Have I: • Included basic introductory remarks• Provided background on the size and
scope of my program• Detailed the show/event (or client) of
focus• Identified any special circumstances
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ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVES
Section 3 Requirements
3rd Key Section • Annual Show Schedule (Main shows
here/reference full schedule in appendix if it’s large)
• Corporate Exhibiting Objectives• MEASURABLE Specific Show Objectives
ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVES
Schedule Example - GoodAnnual Show Schedule 2014
We will participate in 40 tradeshows this year. Below are the top five shows. The show highlighted in gold is the focus of this portfolio. See Appendix A, page 41 for full schedule.
ARC Industry Forum 2014Dates: February 10-13Location: The Renaissance Hotel, Orlando, FLBooth Size: 10x10, Type: 6 ft. tabletop
Offshore Technology Conference (OTC)Dates: May 5-8Location: The Reliant Park, Houston, TXBooth Size: 30x20, Type: Island
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ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVES
Trade Show Alphabet SoupAED BTE CPGA DSEiEAU FHVCA GIS HCAIBS JFPS KSCAHF LAIFMVC NAMS OSACT PCBCQES RRHA STMA TSAUSSC VSPP WIP XIACYPMNH ZIIEZTFE
Do you know which shows these are?Neither do we. Please explain acronyms.
ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVESExample: Measurable Objectives? No
VII. Corporate Objectives for International Coatings Show (fuzzy, too broad, not specific, not measurable)
Gather leads for future sales Launch new products Increase awareness and meet new
prospective customers
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ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVES
Example: Objectives – Approved
Measurable Objectives for International Coatings Show Gather leads for future sales - The goal was a 25%
increase, or 172 leads (138 leads were collected in 2001, 26 of these were hot, new customer leads)
Launch new products which included 3 new DrewPlusdefoamer products and 2 new ULTRALUBE wax products
Increase awareness and new prospective customers. The goal was to increase 25% over the 26 new customer leads, or 7 additional…
ELC 3: SHOW SCHEDULE/ MEASURABLE OBJECTIVES
Example: Questions to Ask
Slide credit : Ashley Backhus, CTSM
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ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVES
Where Do You Start If You’re Not Measuring
Measurable Objectives for Los Angeles County Fair Challenge – none of our objectives had metrics; none of
our stakeholders could specify what is “success” Looked at last year’s results to start goal setting
• Budget of $92,000 brought 5218 customer interactions
Request 30% more budget, expect 30% more interactions
Set a bar of 20% of total interactions for other goals
ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVES
Example: Objectives – Approved
Measurable Objectives for Los Angeles County Fair
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ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVES
What Can You Measure?
Pre-set customer meetings Pre-show web site hits Direct mail pieces returned for gift Press connections, post-show articles Leads (A,B,C) Attendees at your event or presentations Sales conversion rate or cost per sale More…
ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVES
Helpful Chart for Objective Setting
Overall Strategies
Tactics Assessment Method
Measurable Goals (Include #s)
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ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVES
Resources for Your Folder
Annual show/event schedule Trade show justification/eval form Show/event planning document Corporate exhibiting goals & strategies Show/event specific objectives – numbers
to measure against More …
ELC 3: SHOW SCHEDULE/MEASURABLE OBJECTIVES
Evaluation Checklist
Have I: • Included an annual show/conference/event
cycle• Detailed our show or event strategies• Provided specifics on our participation in
show/event of focus• Set MEASURABLE goals and objectives
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ELC 4: MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION
Section 4 Requirements
What are you doing with respect to your space, properties, and presence at a show to help you meet the objectives set in Section 3?
• New Build or Renovation/Refurbishment• New Graphic Standards and/or Graphics• Effective Management of RFP and Budget
ELC 5: MANAGEMENT OF IMCExample: Message at Booth (IV or V)
Goal: Drive additional traffic & extend attendees’ time in the booth
Tactic: Two opinion leaders speakChallenges: Re-configuring the
booth, adding an auditorium & AV
Promotion: Advertised in a pre-show mailer and a room drop...
Results: Excellent Maximized 30 attendees/session (270 over 3-day period) Wrote 20% more leads
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ELC 4: MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION
RFP Example
TABLE OF CONTENTSManagement of Exhibit Design/Production
Deciding to Build a New Booth …………... 9Meeting with Exhibit House and Booth
Designer …………………………………. 10Pictures of Old Booth ………………….…. 10Design Pictures …………………………… 11-12Pictures of New Booth ……………………. 13-16Conclusions ……………………………....... 17
ELC 4: MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION
Needs List Example (if no RFP)
Flexible to allow options for different setups, with ease of flow throughout booth without obstacles
Storage space which we can lock
Custom product tables in the shape of the company logo
Lighting to showcase the product; add backlit projection screen/ projector
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ELC 4: MANAGEMENT OF EVENT DESIGN/PRODUCTION
Layout/Design
ELC 4: MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION
Old vs. New Booth Pictures
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ELC 4: MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION
Example: New Portable Banner Stands
Objectives:• Easy to use• Convey powerful,
professional image• Solution for multiple,
simultaneous meetings• More targeted
message
ELC 4: MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION
Example: Tent City on Many Acres
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ELC 4: MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION
Budget Example
ELC 4: MANAGEMENT OF EVENT DESIGN/PRODUCTION
Budget Using Percentages
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ELC 4: MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION
Resources for Your Folder
Design approval team members Copy of RFP Concept design Proposed budget and actuals Visuals of before and after More …
ELC 4: MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION
Evaluation Checklist Have I:
• Demonstrated how I manage the process• Included RFP and final selection process• If no RFP, do I have a “needs” list• Included production strategies• Included budget and actuals• Included visual evidence• Tied my strategies/tactics back to
objectives set in Section 3
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ELC 5: MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC)
Section 5 Requirements
How are you communicating with customers, prospects, and internal stakeholders to help meet your goals set in Section 3?
• Pre-Show: Direct Mail, Advertising, Web, Invitations, Blogs…• At-Show: Presentations/Speakers, Drawings, Sponsorships, Events…• Post-Show: Thank You Notes, Phone Calls, Sales Calls…
ELC 5: MANAGEMENT OF IMCWhat to Include
Methods of communication used & rationale for each Goals/results for each method – tied back to
overall objectives in Section 3 Effective and creative message integration Visual evidence Primarily external, but can include
internal communication
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ELC 5: MANAGEMENT OF IMCExample: IMC Targeted Audiences
Target Market One: Current MCR prospects and clients
Target Market Two: Current prospects and clients of other Harris Interactive groups
Target Market Three: Pre-registered ARF attendees (who were not 1 or 2 targets)
Target Market Four: Media covering the event Target Market Five: Harris Interactive booth
and support staff
ELC 5: MANAGEMENT OF IMCExample: IMC Targeted Audiences
3 Months in AdvanceAll Targets- Show Guides -exhibitor description & presentation synopses- Hardcopy Program - HI MCR logo, contact info, web address- Online Program (www.ARFsite.org) included MCR hyperlink
2 Months in Advance and Leading up to EventTargets One and Two- HTML email & postcard invitations in staggered waves
Asked invitees to call or email sales rep to register for FREE passes to ARF InfoPlex exhibit hall and our two ARF presentations
1 Month in Advance …
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ELC 5: MANAGEMENT OF IMCExample: Pre-Show Marketing Direct
Mail Campaign
Approximately 1,000 direct mail pieces sent
Objective = drive traffic to our booth by offering a chance to win a Palm Pilot
Response rate = excellent Expectation = 5-7%Actual = 10%
ELC 5: MANAGEMENT OF IMCExample: Message in Show City
Wrapped pre-show mailer around 3 EasiCleanse washcloths – dropped in attendees’ rooms
Try the cloths, provide feedback on the form & return form to booth to be entered in drawing for Palm Pilot
Ninety-six pieces returned – 10%
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ELC 5: MANAGEMENT OF IMCExample: Message at Booth (IV or V)
Goal: Drive additional traffic & extend attendees’ time in the booth
Tactic: Two opinion leaders speakChallenges: Re-configuring the
booth, adding an auditorium & AV
Promotion: Advertised in a pre-show mailer and a room drop...
Results: Excellent Maximized 30 attendees/session (270 over 3-day period) Wrote 20% more leads
ELC 5: MANAGEMENT OF IMCExample: Measuring IMC
Pre-Plan, Estimate Costs, What #’s Needed for Success?
Slide credit : Ashley Backhus, CTSM
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ELC 5: MANAGEMENT OF IMCExample: Measuring IMC
Pre-Plan, Estimate Costs, What #’s Needed for Success?
Slide credit : Ashley Backhus, CTSM
ELC 5: MANAGEMENT OF IMCExample: Measuring IMC
Pre-Plan, Estimate Costs, What #’s Needed for Success?
Slide credit : Ashley Backhus, CTSM
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ELC 5: MANAGEMENT OF IMCExample: IMC Strategy – How Does
it Fit with the Plan
ELC 5: MANAGEMENT OF IMCRecommended Chart for
Integrated Marketing CommunicationsCommunication Method Chosen
Rationale for Choice
TargetedAudience
How Will You
Measure
MeasurableObjective
Results Recommen-dations for
Future
Show Directory Attendees read to select booths to visit
All attendees
Lead count compared to last year
Increase visitors to our booth by 4%
Website Non costly reach of target audience
Customer base and inquiries
First time tried; calculate % of hits down-loaded
Get 6% of site visitors to download free ticket
Direct Mail Invitation
Drive traffic to booth
Customer base & registered attendees
Number of gifts given
Get 10% of invites returned for gift
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ELC 5: MANAGEMENT OF IMCResources for Your Folder
Marcom team members Media plan or creative brief Examples of your communication media Proposed budget and actuals for
communications More …
ELC 5: MANAGEMENT OF IMCEvaluation Checklist
Have I: • Included communication planning and
measurable goals for each method• Provided rationale for choices of media used• Included visuals (labeled) to demonstrate
message integration• Tied my communication plans back to
objectives set in Section 3• Provided assessment measures and results
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ELC 6: MANAGEMENT OF RESULTS REPORTING
Section 6 Requirements
How – what assessment measures used? What – ROI, ROO, leads, sales, presentation
attendance, ..? What were the results? Were these results tied back to objectives? To whom and how did you report results?
ELC 6: MANAGEMENT OF RESULTS REPORTING
Example: Results Tied to TargetsHow Results Are Measured (think back to IMC Example)
Targets One, Two, Three and Four- Counted email response rates - Counted number of appointments set in advance of show opening- Counted number & rated quality of leads collected in the booth - Counted web hits to http//:www.harrisinteractive.com/MCR- Tabulated and reviewed qualitative data collected by booth staff
and attendee surveysHow Results Are Reported
Lead sales representative & I presented a concise, numbers-driven presentation (preferred format for Drivers) to top management and the MCR team (Communicating with Others: Essentials for Success, 82300). We included a budget analysis (Appendix C, p. 36).
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ELC 6: MANAGEMENT OF RESULTS REPORTING
Example: Results Tied to Objectives
LA County Fair Example
ELC 6: MANAGEMENT OF RESULTS REPORTINGExample: Results Reporting
The post show report was sent to each of the business managers, marketing managers and the staff working the booth.
The information gathered on leads was tracked and will be included in my year-end report sent to our Executive Management team, Marketing and Sales Managers.
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ELC 6: MANAGEMENT OF RESULTS REPORTINGResources for Your Folder
Copies of your original goals from Section 3 for comparison
Documents showing results Copies of team reports & survey results Count tabulations, measurement charts Number of new sales Management reports More …
ELC 6: MANAGEMENT OF RESULTS REPORTING
Evaluation Checklist
Have I: • Included assessment measures used to get
results• Tied results back to the original objectives• Reviewed the +’s and –’s of the strategies and
results• Presented the results to upper management
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ELC 7: CONCLUSION Section 7 Requirements
Give a closing assessment of your program or show
What have you learned? What recommendations do you have for
future improvement and what strategies are in place to accomplish them?
ELC 7: CONCLUSION Conclusion Example
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REQUIREMENTS WRAP-UP
Before starting, always print most current version at www.CTSM.com
ELC 8: WORKING WITH AN ADVISOR
Preliminary Steps Completion of 28 seminars Portfolio registration online at
www.CTSM.com Payment of $195 registration/certification
fee
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ELC 8: WORKING WITH AN ADVISOR
Required: Work with an advisor Graduate advisor is assigned when you
register It will only be beneficial if you
communicate regularly
ELC 8: WORKING WITH AN ADVISOR
Benefits of an Advisor“Many thanks to my
advisor Mark for the hard work and skillful encouragement he gave me and to Jeffrey of the College Board for his careful editing.”
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ELC 9: PORTFOLIO PROCESSPrepare & Develop Your Plan
Begin pre-planning after first EXHIBITOR conference
Recall your trade show program’s growth and successes
Know your role and responsibilities Know your company and key players Get management buy-in
ELC 9: PORTFOLIO PROCESSPrepare & Develop Your Plan
Collect evidence Structure filing by Table of Contents Keep two files - paper and electronic Determine what’s missing
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ELC 9: PORTFOLIO PROCESSCompleting the Project
Seminars completed? Schedule time to write –NOW!• A section at a time, a weekend, a few hours each week,
on the plane… Work with your advisor Proof your material
• Readable and logical, free from mistakes, all required components included
ELC 8: WORKING WITH AN ADVISOR
Advice from a Top Advisor
Do 3 separate reviews: form, flow and final proof.
Use active case – takecredit for your work.
Refer back to the portfolio guidelines and other portfolios, and don’t be afraid to call Jan.
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ELC 8: WORKING WITH AN ADVISOR
Advice from a Top Advisor
Print 1 or 2 sections to check ease of readability
Have someone outside of your company review –ensuring that your portfolio can be understood by anyone
Use the evaluation form or candidate checklist to ensure all elements are included
ELC 9: PORTFOLIO PROCESSCompleting the Project
Helpful Technology Tools• Digital Camera• Scanner• Adobe Acrobat PDF Writer• Frequent back-ups on external drive• www.sendspace.com, www.yousendit.com -
DropBox or other large file transfer• Local copy shop to the rescue!
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ELC 9: PORTFOLIO PROCESSCompleting the Project
Help is always available• Your Company (Supervisor, Co-worker, IS/IT
Department)• Friend/Family Member• Portfolio Advisor• CTSM Office – Executive Director, Jan Nelson
ELC 9: PORTFOLIO PROCESSAssistance from CTSM Office
Portfolio Class (#514) at EXHIBITORLIVE! - all candidates should take this class as part of the portfolio process
Offered as a Web Session April through October in 2015
Power-Working Weekends offered in 2015: planned June, August, October, & Jan. 2016
Registration is online at www.CTSM.com
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ELC 9: PORTFOLIO PROCESSSubmitting the Project
Have advisor review final document & contact CTSM office with “Sign-off”
Publish in Adobe Acrobat PDF Format Submit 3 hardbound copies + 3 CDs/flash drives Email professional headshot of yourself to
[email protected] - instructions on web site Submit by Nov. 1, 2015, or within one year from
date of registration
ELC 9: PORTFOLIO PROCESSEvaluating the Project
Three member review committee Evaluation form
• Copy of form online at www.CTSM.com• Reviewed monthly, except Feb. & March• Reviewed section by section• Results collected by executive director &
emailed to the candidate
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ELC 9: PORTFOLIO PROCESSEvaluating the Project
The Heart of the PortfolioMeasurable goals/objectives Results tied to those goals in all sections Seminar references with application
ELC 9: PORTFOLIO PROCESSCompleting the Project
“A year from now you’ll wish you had started today.” Karen Lamb
“Procrastinating causes problems;Delaying causes disaster! ”
CTSM Advisor, Joe Ries
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YOU CAN DO THIS!
Building your portfolio is simpler than you think!Certification is right around the corner.
The rewards are great!
Start Planning Today!
Resources for You
CTSM Web Site (www.CTSM.com) Log on to MY CTSM using your email
address and your PIN Click on PORTFOLIO Registration Form, Requirements, Work in
Progress Sheet, Checklist, Evaluation Form. Portfolio Examples
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Q & A
What else would you like to know about developing your Candidate Portfolio?
Appendix
Suggested Visuals for
Event-Focused Portfolio
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Suggested Visuals for Event-Focused Portfolio
by Susan Davis, CTSM
VITAL STATISTICS – Same as for exhibit managers
OVERVIEW – Explained current role managing conferences and events; noted she was focusing on one
specific event and reasons why
SHOW SCHEDULE/MEASURABLE SHOW OBJECTIVES –
Became CONFERENCE/EVENT SCHEDULE & OBJECTIVES
Suggested Visuals for Event-Focused Portfolio
by Susan Davis, CTSMMANAGEMENT OF EXHIBIT DESIGN/PRODUCTION became
MANAGEMENT of CONFERENCE (EVENT) DESIGN & PRODUCTION
Visuals that were included in this section:1. Meeting space layout – floor plan of facility/venue2. Meeting room layout –seating arrangement 3. A/V layout 4. Exhibit hall layout (if applicable)5. Area map –– transportation, entertainment, dining6. Photographs of the event
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Suggested Visuals for Event-Focused Portfolio
by Susan Davis, CTSM
MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION
7. Comprehensive planning documents – timelines, schedules, working with CVB’s
8. Site selection process & final selection (as replacement for RFP)
9. Budget (planned vs. actual)10. Agenda development11. Speaker selection process12. Conference specifics
Suggested Visuals for Event-Focused Portfolio
by Susan Davis, CTSM
MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS
Components here included overall look and feel (theme), web site design, invite e-mail, reminder e-blasts, graphics and handouts – including visuals to demonstrate how everything tied together. Measurement was provided.
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Suggested Visuals for Event-Focused Portfolio
by Susan Davis, CTSM
MANAGEMENT OF RESULTS REPORTING –Combined both quantitative and qualitative results. Objectives were measured against Success Indicators. Post-Conference Surveys were tabulated, and budget documentation was provided.
CONCLUSION – Discussed what was learned and noted areas for improvement for next year’s conference.