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“The First in Synthetics”

Trade Shows

Dealer Business Development Tool

Notice: This document is copyrighted and cannot be reproduced in whole or in part without the express written consent from an officer of AMSOIL. It designed exclusively for use by AMSOIL Dealers. Any unauthorized copy, duplication or use in any fashion is expressly forbidden. Violations is be prosecuted to the full extent of the law.

Version: 9-12-08 AMSOIL INC.

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Table of Contents

• Overview o Trade Show Strengths o Trade Show Challenges

• Trade Show Rationale • Trade Show Selection • Creating Clarity of Purpose • Trade Show Ethics

o General Dress Attire and Personal Look Guidelines o Booth Participant Behavior

• Trade Show Preparation o Getting Organized - Checklists o Booth Location o Typical Planning Cycle

• Creating Booth Traffic • Media Interaction / Relations • Uniformity of Booth Appearance • Show Plan

o At the Show o Working and Staffing the Booth o Conversation Starters o Visiting Other Booths/Intelligence Gathering o Special Events at the Show o Trade Show Marketing Assessment Checklist

• Leads o From the Show

Dealers Preferred Customers Commercial Accounts Retail-on-the-Shelf Accounts Personal Retail Sales Catalog Customers

o International o Original Equipment Manufactures (OEMs) o Private-Label

• Post Show Follow-Up o Lead Follow-Up o Reporting

• Reporting • AMSOIL Dealer Trade Show Co-Op Program

o Rules and Guidelines o Trade Show Rental Program

Rules and Guidelines Rental Agreement

• Appendix i

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Overview

Trade shows provide AMSOIL Dealers with a setting to promote AMSOIL products and business opportunities where the prospects and leads are coming to the Dealer. Perhaps no other marketing strategy provides Dealers with such broad and visible exposure. For this reason, AMSOIL has developed this Dealer Business Development Tool to assist and guide Dealers through the trade show event. Most importantly, the Trade Show Business Development Tool will help Dealers maximize their time, efforts and results. The trade show business opportunity, like any other, has its strengths and challenges. Within this Business Development Tool, these issues and many others will be addressed. Here is a snapshot of the strengths and challenges to be considered by the Dealer utilizing the trade show business model. SSttrreennggtthhss::

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These are some broad considerations for Dealers when evaluating this business model. Throughout this tool, Dealers will be introduced to most every aspect of the business model. Each Dealer will likely envision his or her own set of strengths and challenges as the tool is reviewed.

Trade Show Rationale How do you decide if incorporating trade shows as part of your business plan is right for your independent AMSOIL Dealership? Following are common reasons for exhibiting at trade shows.

COMMON REASONS FOR EXHIBITING AT TRADE SHOWS New Customer/Dealer Acquisition

1. Reach new prospects. 2. Generate actual sales or new prospective customers. 3. Reach a specific, targeted audience.

Existing Customers

1. Personally meet existing customers, competitors and suppliers. 2. Recruit new Dealers from existing customer base.

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Marketing

1. Establish a presence in the marketplace (hang your shingle). 2. Enhance image and visibility. 3. Improve the effectiveness and efficiency of marketing efforts (rapid feedback).

Product Positioning

1. Introduce new products and services, and obtain immediate feedback. 2. Demonstrate product in ways not possible using other marketing channels. 3. Educate target audience.

When we look at all the reasons listed above, the resulting goals fall into one of two categories that will help you grow your AMSOIL Dealership. The first goal is to grow your AMSOIL Dealership through the sponsoring of new Dealers, Preferred Customers and accounts. There are very few opportunities like a trade show that put you in front of large numbers of your target market in such a short amount of time. This is your chance to tell your AMSOIL story and introduce the wholesale buying and business opportunities to many more perspective Dealers, Preferred Customers and accounts. The second goal is to make or increase actual product sales. Whether you are actually selling product at the show or identifying new customers to purchase products in the future, trade shows can help you achieve more sales. Whatever your reasons to participate in trade shows, it is important to have a plan. This should be incorporated into your business plan, and this BDT will help you formulate your plan. It is not necessary to follow the order of items in this document; you may decide to do things completely differently. But the first thing you will have to decide is what trade shows to participate in.

Trade Show Selection How do you decide which trade shows to attend? Obviously this will be your decision, but it is wise to do some research ahead of time. If possible, attend the show before getting involved. Yes, this may delay your participation up to one year, but it will allow you to experience all facets of the show which will help you make a better decision. The following is a list of items you should evaluate when deciding if the show is right for you:

1. Identify and qualify the market potential 2. Understand the profile of attendees 3. Know how many people attend 4. Buying influence 5. Potential market size 6. Audience demographics 7. Other shows that attendees participate 8. Whether the show is growing or shrinking 9. The major agenda of the attendees 10. From how far the attendees came 11. Who the current exhibitors are 12. Whether or not there are other AMSOIL Dealers exhibiting.

You may have some other considerations that will influence your decision, such as cost or travel involved. The key is to identify and evaluate the variables you think will be critical for success at the trade show.

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Creating Clarity of Purpose for the Show

SETTING GOALS FOR YOUR TRADE SHOW PARTICIPATION Trade show participation can be expensive. Consider the costs of buying or building, shipping and erecting an exhibit. Then there are the expenses of travel, hotels and food for you and members of your personal group who attend. Finally, there are your costs of time away from the office and your personal group’s time away from selling in their markets. However, trade shows executed with a plan can be excellent investments when you consider that nearly all the people you want to see will be there at one time and in one place: retailers, distributors, your personal group, brokers, key/major industry contacts and leads and the press. It's also an opportunity to see what your competition is doing, see the industry's latest products, participate in workshops and seminars and learn about new trends and important ideas. To capitalize on this opportunity it's essential you have clarity of purpose and a clear set of measurable goals for each trade show at which you participate. Here is a list of strategic initiatives that can be accomplished at trade shows: Company

1. Position AMSOIL and its products in the market 2. Enhance the public’s awareness and perception of AMSOIL quality and performance 3. Be compared to and positioned against the competition 4. Understand customer problems and supply chain obstructions 5. Introduce new promotional programs 6. Create favorable publicity.

Techniques/Tools

1. Highlight customer testimonials 2. Showcase technical or scientific support personnel 3. Seek speaking opportunities, break-out sessions 4. Create VIP events 5. Generate media coverage.

Product Specials

1. Provide hands-on demonstrations 2. Introduce new products or service benefits 3. Distribute product samples 4. Distribute product or service information 5. Open doors for personal sales calls and post-show follow-up visits 6. Appeal to special customer interests 7. Uncover unknown buying influences 8. Meet your competition and learn more about their products and staff.

Dealer’s Benefits

1. Meet potential and existing Dealers 2. Educate personal group Dealers, catalog customers and Preferred Customers 3. Develop leads for yourself and your personal group 4. Build, motivate and educate your personal group 5. Reinforce the marketing messages around AMSOIL products, (“First in Synthetics,” “The Right

Environmental Choice” and “Extended Drain Intervals”) 6. See buyers not usually accessible 7. Introduce new products 8. Understand customer attitudes

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9. Meet power buyers and key account executives 10. Promote technical data and benefits 11. Support the sponsoring organization and optimize on their merchandising programs to create greater

visibility and industry presence. Personal Group Benefits

1. Expose new Dealers to the industry 2. Educate the personal group 3. Build personal group morale 4. Introduce new selling techniques to your personal group 5. Register new Dealers 6. Register new Preferred Customers 7. Register new commercial accounts 8. Register new retail-on-the-shelf accounts.

Trade Show Ethics

GENERAL DRESS ATTIRE and PERSONAL LOOK GUIDELINES When you are participating at a trade show of any kind you are representing your independent business and AMSOIL. The old adage “dress for success” holds true at all levels of business and is certainly important at a trade show where hundreds or even tens of thousands of people will pass by your booth. If you look and act successful, you are making a statement about the success of your AMSOIL Dealership. As a general rule your personal attire should be:

• Business casual • Clean / pressed • Neat • Not frayed • Appropriate for the event • Displaying the AMSOIL name and logo • Reflective of success.

GENERAL DRESS GUIDELINES

Every show is different, but there are two very important facts: 1. A prospective new Dealer will take one look at you and in about two seconds form an impression of your success or failure. Do you think this makes an impact when you move into a sponsorship role and start talking to him or her about an AMSOIL Dealership? The key point to understand is that there are books and seminars that address nothing else but “dressing for success,” which means your attire can impact your results. Look at it this way, suppose you were interested in starting your own home based business and you go to a show to find…

• One AMSOIL Dealer is standing with a smile on his face, dressed in pressed khaki pants, a clean white AMSOIL polo shirt (or white AMSOIL button down long sleeve shirt) and sporting comfortable but polished and stylish shoes.

• The other Dealer is sitting in a fold-up chair, looking worn out and tired and wearing shorts, a short-sleeved AMSOIL t-shirt and worn tennis shoes.

Which one would you want to talk to about starting your own business and whom would you want as your sponsor?

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Note: Most shows do not require you to wear a pressed white dress shirt, blue blazer and AMSOIL lapel pin. However, at some shows you may find that optimum results are achieved with your best or optimized “dress for success” look.

2. A prospective customer will expect to be treated in a fashion that is commensurate with how you look. You can use the same identical example above and ask yourself with whom you would want to register your account. Would it be with the sloppily dressed Dealer? Or would you choose the AMSOIL Dealer that exudes confidence and success? The choice is obvious.

SHIRTS / BLAZERS

• T-shirts, in general, are not acceptable. • A nice, clean, button-down shirt with the AMSOIL logo is the preferred look. • Based upon the caliber of the prospective clientele attending the show, wearing a blazer with an AMSOIL

lapel pin is often the absolute best way to attract people to you and your booth. • One of the short-sleeved AMSOIL shirts (button-up or polo) may be appropriate based upon the show.

PANTS

• Black or tan dress pants are highly recommended. • Like the shirts, pants should be selected so they are appropriate for the show. • Clean and pressed jeans can be acceptable at a few show venues, including agricultural/farm, logging,

rodeos/horse shows, etc. • As a general rule shorts are inappropriate for virtually every show. While the attendees may come dressed

in shorts, if you want to attract new Dealers and customers to your booth and the AMSOIL opportunity, then you must dress for success.

SHOES

• Wear comfortable shoes with rubber soles that allow you to remain on your feet with minimal foot fatigue. • Your shoes should be clean and polished and reflective of the success that is you, your business and

AMSOIL. • Business casual shoes are appropriate as opposed to tennis shoes. There are many shoes available that look

attractive, which are every bit as comfortable as tennis shoes and reflect your successful business and business opportunity.

JACKETS

• Some shows are held outdoors, or in cold areas, necessitating that you wear a jacket. • AMSOIL offers jacket selections (lightweight to heavyweight) that reflect the AMSOIL.

CONDUCT AT THE BOOTH

Dealers working trade shows must, at all times, conduct themselves as professionals. It is much more than dressing appropriately. When you are in the booth you are working. Resist the temptation to eat, drink, talk on the cell phone or even check email while working the booth. Be fully prepared to hold discussions with every attendee who visits your booth. When it is time to refresh yourself take a walk through the rest of the show. This is a great time to check out the competition or find new prospects. Your next Preferred Customer or Dealer could be operating the booth next door.

Trade Show Preparation

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Trade shows can be profitable, exciting and fun, but not if you don’t prepare properly. It does not generally take a lot of work to properly prepare for a trade show, but it does take some planning. So make sure you put in the right amount of time in this phase of your trade show process. It's a good idea to keep a checklist on your desk in the weeks preceding a show. As you think of additional items or tasks that need to be accomplished, it will be easy to write them down. Be sure to review that list at least once a week until the show so nothing is forgotten. Items on your list might include confirmation of electrical and internet access, ordering enough brochures and business cards, confirm travel reservations, change outgoing voice mail message before you leave the office or change the AMSOIL lubricants in your vehicle before leaving.

GETTING ORGANIZED Prepare a trade show checklist and keep in mind that you may want to have different checklists for different shows. For example, you probably don’t need to display motorcycle oil at an agriculture show. Here is an example of a checklist a Dealer might prepare for a motorcycle show: AMSOIL Information

• Trade show booth (always check to make sure it is complete)

• 10W-49 Motorcycle Oil • 20W-50 Motorcycle Oil • Two-cycle oil product, including brochures • Dominator 2-Cylce Oil • Interceptor 2-Cylce Oil • HP Injector 2-Cylce Oil • Saber Professional 100:1 2-Cylce Oil • Saber Professional Outboard 100:1 2-Cylce

Oil

• Shock Therapy Suspension Fluid • MP Metal Protector • Gasoline Stabilizer • Power Foam • Series 2000 Racing Grease • Motorcycle filter information • AMSOIL Motorcycle Products Brochure

(G-391) • All corresponding product data bulletins

The following is a checklist for any trade show: General Trade Show Checklist

• AMSOIL Product Catalogs • AMSOIL Pens • AMSOIL Clothing for Display and Sale • AMSOIL Key Chains • AMSOIL Stickers • AMSOIL Pricelists • Show Registration Kit & ID (Issued by

show organizers) • Calendar/Appointment Book • Trade Show Appointment Schedule • Business Cards

• Contact/Phone Lists • Camera • Extension Cord • Bottled water for personal use • Stapler • Tape (duct and transparent) • Scissors • Utility Knife • Aspirin • Antacid

Again, this is simply an example. You may have additional AMSOIL products, promotional items and miscellaneous items, depending on the audience that will be attending the show. The point is you should have a checklist such as this to organize the items that you will be bringing to the show. Using such as checklist will ensure that nothing gets left behind. And as always, make sure you wear clean, professional AMSOIL clothing at the show.

TRADE SHOW BOOTH LOCATION

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Make sure that you know what the layout of the trade show floor will be and what location would best fit your needs. It is always best secure booth space in a high traffic, high visibility area such as an entrance, food area or at the end of an isle. Usually you have the opportunity to select your booth location. There are some instances when you are assigned a booth location. The key is, if given the chance to choose your location, choose wisely. In fact, you may notice most show attendees visually scan about five to ten feet in front of them as they walk down the aisle of a trade show. This means they may miss the full force of the display on the back wall of your booth. That is why it pays to have an eye-catching sign or product bordering the aisle. It steers attention into your booth. If people hesitate to study this item, they are sure to glance at the rest of your booth, which gives you the chance to establish eye contact and open conversations.

PLANNING CYCLE How soon you begin to plan your show will really depend on a number of issues. If it is the first time you have attended a particular show, you will want to spend additional time planning. You will need to determine who the audience is, who the other show participants are, what speaking opportunities there are, what networking opportunities, etc. Be sure to leave yourself plenty of time for planning, and remember to expect the unexpected, so be prepared.

Creating Traffic to Your Booth/Exhibit

BECOME AN INTENTIONAL DESTINATION FOR YOUR IDEAL PROSPECTS Once you've outlined your show goals and prepared the necessary tools, products and training, you must develop unique ways to get your ideal prospects to come to your booth, attend your meetings and look forward to attending the trade show. Put yourself in the attendees’ shoes and understand their goals and what they are trying to accomplish in the short time they are there. Understand that they are being pulled in many different directions and that there are many factors competing for their time, attention and wallet share. You need to think about what you can do to make it important for them to commit to visiting you and your booth. You have to make these reasons compelling and beneficial. You must stand out in their minds, so they pre-schedule a visit or put your booth on their priority lists. Make a database of your target prospects, as well as existing customers in advance of the show. Here is why:

• Many existing customers are likely to attend the show for personal and business reasons. • When the customer knows you will be there, they will want to seek you out at the show. • You may have an opportunity to introduce new products that the existing customers were unaware of prior

to the show. • It will be worthwhile to schedule a specific time so that you know the time will be available for you to meet

with customer. Be sure to visit with your prospects and hopefully plan a specific time for their visit also. Monitor these appointments, put them on a master calendar and send friendly reminders appointment. You may want to have your personal group involved with this strategy as they may have contacts that you may not have. Create a mini-business plan for each of these prospects. Ask yourself, "What specifically do we want to accomplish with this account at the show?" The most effective “pre-show promotions” to get attendees to your booth are:

• Personal letter with an invitation, along with the reason for their coming • Invitation by fax

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• Personal phone call • Direct mail promotion • E-vite. If you have the e-mail addresses of your prospects, send them a unique digital invitation or Flash

presentation, which stands out, intrigues them and makes them want to visit you.

Media Interaction/Relations

One of the most effective but oftentimes overlooked ways of promoting your AMSOIL trade show booth is through the media. Nearly every trade show has a media coordinator or public relations director. That person can normally you which media outlets, if any, are covering a particular show. Generally the bigger the show the more media will be covering it and the more expensive the booth cost is. AMSOIL provides innovative products that play a major role in engine performance and engine life. More and more members of the media are realizing this. Anytime a member of the media visits your trade show booth it will attract attention. Whether it’s a reporter with a notepad, a magazine editor with a tape recorder or a television crew with a video camera, the curiosity factor will generally result in traffic being drawn to your location. This type of attention can give you the reputation of being a big player in your industry. While attracting the media to your booth can be beneficial, most contact with the media at the larger trade shows takes place in pressrooms or lounges. Regardless of where you interact with the media, it is recommended that you prepare press kits. Your press kit can be as simple as the trade show press release with a business card attached. The kit can also be more elaborate, but it is recommended you stick to published AMSOIL literature and marketing tools. There is no need for you to reinvent the wheel. AMSOIL recommends the following materials in a press kit to it provides at various trade shows. Press Kits

• Product information including market specific brochures and product data bulletins. • Product Catalog (G-290). • Corporate Brochure (G-393). • Press releases found on the AMSOIL corporate website.

It is a good idea to contact the show’s public relations director prior to the show, perhaps four to six weeks to obtain the list of expected media coverage contacts. Send a press kit to the media source, preferably the individual who will be covering the show. This will allow you to get a leg up on the competition by providing your media contact with an AMSOIL background before the show has started. At the show, the media representatives normally flow in and out of a press room and work on their stories in that location, so have media kits there for them to review. Some event organizers will not allow exhibitors to remain in the press room, but you can maximize your time by saying hello to the media representatives you know while you are putting out your releases. Ask for business cards from any representative of the media you meet at the show. This sounds like a natural, but it’s easy to get distracted when too many attendees are talking to you at the same time on the exhibit floor.

Uniformity of Booth Appearance

A consistent, clean, uniform look to the AMSOIL booths is mandatory. AMSOIL has developed different booth packages available for purchase and for rent. Both the purchase and the rental program options are available to co-op to help make the trade show business model affordable. Please contact your AMSOIL regional sales manager for specifics on the different tradeshow display options available.

THE BOOTH LOOK

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Beyond the actual display, the booth look is an important aspect to consider. Booths should always be clean, professional and well organized. Of course it is important to have product and literature available, but keep extra supplies out of sight. Utilize space behind a pop-up stand or underneath tables to keep booth space uncluttered and accessible. Many Dealers at trade shows want to have product available for purchase, as well as for display. This is a great idea, but don’t try to bring all of the products to the show. A Dealer should limit the display products to trade show specific items. For example, a motorcycle show would dictate motorcycle products. Rather than having every AMSOIL product displayed, have plenty of the Retail Catalogs (G-100) available. At some shows, you may actually have a car, truck, motorcycle, ATV, or boat, etc. on display. Make sure you follow the show rules since they may mandate that all fuel must be removed. Literature is essential for successful tradeshows. Beyond account, Dealer and Preferred Customer applications, product literature is a must. This is a great opportunity for AMSOIL Dealers to introduce all of the products without having to haul all of the product around. AMSOIL will help by offering co-op on literature purchased for shows. To receive co-op on literature, a Dealer is required to be T-1 certified. For information on T-1 certification, please refer to the G-700 Business Manual.

THE BOOTH LAYOUT

See Appendix i for suggested booth layout.

Show Plan

AT THE SHOW The culmination of all your planning and preparation has finally arrived. It’s show time! After your booth is set up and you are waiting for the doors to open, this is a great time to explore your “neighborhood.” Take this time to wander the area around your booth and see who is set up around you. Say hello to the other vendors and introduce yourself. Do some networking. These are the people you will be in the trenches with for the duration of the show. Find out right away if they are familiar with AMSOIL. They can be great allies for referrals or could even be your next Preferred Customers or Dealers.

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WORKING AND STAFFING THE BOOTH

How many people should be working the booth? This is an important decision because, on one hand, when too many people are working at the same time, they end up talking among themselves. You want to make sure booth workers are interacting with the show attendees. On the other hand, if you have too few people working the booth, show attendees are not greeted and engaged as they should be, meaning that possible prospects are overlooked. When staffing your booth, consider the size of the booth. For most shows, booth size is the standard 10’ x 10’ space. In this situation, two workers at a time is an optimum staffing level. Each person has room to work in the booth, while having plenty of space to engage attendees visiting the booth. If you have secured a larger booth size, such as a 10’ x 20’, at least three people should be working at all times. Some show participants may decide to have one additional person manning the booth with this larger size. This decision is left up to the booth organizer. Finally, keep in mind that the days can be very long at trade shows. Be sure to plan accordingly. It is unrealistic to think a person can work an entire day. People need breaks to eat, use the facilities and just get away. It is recommended that you have some replacements who can pick up shifts for several hours and allow people the opportunity to get away from the booth. This helps ensure that all the folks working the booth are fresh and on top of their game.

CONVERSATION STARTERS The doors are opened and in come the attendees. There will be some people who will come right to the booth and engage you with questions and conversation. Those folks will have no problem listening to what you have to say. But there are also the “window shoppers” who are curious, but won’t come directly to you with questions. How do you get their attention? Be prepared with several different conversation starters. Here are some basic conversation starters to incorporate into your dialogue:

• Are you familiar with AMSOIL? • Would you like to buy your motor oil at wholesale cost? • Do you know about the synthetic advantage? • Have you tried a synthetic motor oil in your vehicle? • Would you like to save money with your next oil change? • Are you interested in having your own home-based business?

Even something as simple as “What kind of car do you drive?” can be a great starter, especially at an automotive show. Many attendees at these shows take great pride in their vehicles. Asking them if they want the best for the cars is a great door opener to the benefits of using AMSOIL.

VISITING OTHER BOOTHS/INTELLIGENCE GATHERING After many hours of manning the booth, you will probably need to get away for a break. What is your booth back up plan? Typically you’ll have more than just you working the booth, so have a plan. Take this opportunity to see the other exhibitors. With this exploration, take note of the competition you may have at the show. As you can imagine most competitors don’t want you in their booths, nor do they want you to take their literature. While this is typically the case, you can still conduct competitive reconnaissance. Observe their booths and ask yourself some questions:

• What are they doing and how are they promoting for their products? • What products do they offer? • What products are they promoting? • How are they displaying their products? • What synthetics do they have in their product line? • Do they advocate extended drain intervals? • Do their products carry a warranty?

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• Do they offer same as Dealer pricing? • Do they have a professional appearance? • Are they enthusiastic or are they just waiting for the day to end? • Do they have more traffic at their booths than yours? Why or why not? • Are they using samples or giveaways to attract people to their booth? If so, what are they?

It is important to know and understand what your competition is saying at the show. Observation, not confrontation, is the best. Listen closely and think about what advantages AMSOIL has over their products. It is very likely that visitors to the competition’s booth will also visit your booth and vice versa. When you know what the competition is saying, you will be prepared to respond to the claims they are making. Remember, there is never reason to badmouth the competition. You may even hear of the competition badmouthing AMSOIL. Don’t stoop to their level. They may have a good product, but the bottom line is that AMSOIL has a superior product. Tell people exactly that. Show people the results from the product testing and comparisons. Save any competitors’ literature you may have obtained to review after the show. It is a good idea to build a file on the competition and their products. In the future you will know what to expect from the competition and will be prepared the next time you run into them in the field or at a show.

SPECIAL EVENTS AT THE SHOW Oftentimes at trade shows exhibitors will have contests with giveaways as a way to entice visitors to the booth. This can be an effective tool, but there are both advantages and disadvantages to this promotion. Generally, prizes and giveaways serve two functions at a booth. The first is to help draw traffic to the booth. The second is a means of gathering attendee information, which in turn can function as a lead. Yes, giveaways and drawings do bring traffic to a booth. Registration is typically required in order to qualify for the prize or giveaway. The increased traffic to the booth is absolutely an advantage. The more people visiting the booth provide higher visibility and an opportunity to increase name recognition. Another advantage is the pool of attendee names now available for follow-up after the show. After the show, you will have more time to approach the prospect and fully educate them on the AMSOIL benefits and opportunities. This strategy also has its disadvantages. First, is the additional cost to you. Whether you invest in a special prize or buy additional promotional items to giveaway, it is an additional expense for you. You will need to decide if this is an investment worth pursuing. Another disadvantage is that the lead pool will become diluted. Many people register for the contest in order to receive something for nothing. Your lead pool in all likelihood will have the names of many attendees who really had no interest in AMSOIL. It then becomes your task to wade through the lead pool and weed out the less suitable leads. There are other special events that you can conduct at your booth. Product demonstrations are always popular. Filter cutaways and by-pass filter displays work well at trade shows. How about conducting and videotaping interviews at your booth? Interviews can include show organizers, industry leaders or perhaps celebrities in attendance. This does require forethought, planning and the proper recording equipment. The interviews will require some tie-in to AMSOIL for you to get the most mileage out of the interview. Think out of the box. Success at the show will always be predicated by your preparation. The following is a checklist to help you with the big picture before you ever get to the show and help to ensure your success.

THE TRADE SHOW MARKETING ASSESSMENT CHECKLIST

Planning 1. ___ We set realistic quantifiable goals for every show. 2. ___ We know the market we're interested in targeting. 3. ___ We have established a realistic exhibiting budget. 4. ___ Our exhibit display has a clear, concise and focused message.

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Promotion 1. ___ We know how to differentiate ourselves from our competitors. 2. ___ Our marketing message positions us as a "must see" exhibit in the minds of our prospects. 3. ___ We take advantage of all possible promotional opportunities. 4. ___ We have memorable and useful giveaways that don't break our budget. 5. ___ We know how to generate media interest in our company/exhibit.

People

1. ___ Our people are well prepared for shows and know exactly what to do on the show floor. 2. ___ Our people know how to handle window-shoppers and snooping competitors. 3. ___ Our people know how to qualify prospects who could benefit from our products/services. 4. ___ Our people know how to ask powerful questions that take prospects through the buying process. 5. ___ Our people know how to use professional closing techniques that open the door for future "touches"

with prospects. Productivity

1. ___ We have a well organized lead tracking/handling system to turn leads into sales. 2. ___ We organize constructive and productive debriefing meetings to boost staff productivity. 3. ___ We are satisfied with our return on investment. 4. ___ We use follow-up and evaluation methods to learn what worked and what didn't from both staff and

visitor points of view. 5. ___ We know how to prove that our trade show participation contributes to the bottom line

Leads At the shows you will encounter many people who are interested in AMSOIL. Those who are interested in immediately obtaining and using AMSOIL products, as well as those who are not ready to commit to using or becoming an AMSOIL Dealer, but are interested. You don’t want to forget about any of these potential customers or leads. You must employ a strategy to gather, track and follow up with these prospect leads. You want to get everything out of the shows that you can. Even though the show is over, there is business to tend to. Here are three steps to mange leads through the show. Step 1: Lead management pre-planning

• What will be collected? • How will the leads be collected? • Who will do the follow-up?

What information from the show attendee do you need to make the lead something worth pursuing? Of course you will need the essential contact information, including name, address and telephone number. Don’t forget about e-mail addresses. Many people are connected to the internet, and that number keeps growing. E-mail is a quick, easy and inexpensive form of communication that should never be overlooked. The key is getting the contact information from the show attendees. There are many ways to do this; the most common is the fish bowl approach. We have all seen this approach in the past. Oftentimes it is used with some sort of incentive for the show attendee. The incentive usually is a type of prize that is only available by putting your card in the bowl or completing a small form with the pertinent information. The fish bowl can yield many respondents, but keep in mind, many of the participants are simply in the drawing in the hope of winning a prize. A great way to help qualify show attendees and get their contact information is to use the product catalogs. Have the catalogs for display, with a sign pointing out they cost $1. If the prospect is interested and would like more information, waive the $1. cost for their contact information. You have now established a value for the catalog, built some goodwill with the prospect by giving him or her something for free and secured a solid lead.

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You can simply keep a list of the people who would like more information. Once again, be sure to get their names, addresses, telephone numbers and e-mail addresses. Was there a specific product they wanted information on or were they interested in an opportunity to have their own home-based business? Many Dealers will even bring a laptop along to the shows. That way they can enter the leads information right into their tracking system. Be sure to make note of this information, and if possible, assess their level and area of interest so that you may refer to this information after the show for follow-up. Step 2: Lead Assessment

• Categorize by urgency of follow-up. • Separate out by geography. • Separate out by industry segments.

Now that you have this pool of leads, it is very helpful to organize by categorizing the leads. Categorizing by urgency of follow-up will allow you to target the “hot list” as soon as possible after the show. It is up to you to decide which leads are hot and which are not. The key is to follow up while AMSOIL is still on the show attendees mind. Another good idea is to organize the leads by geographic locations, especially when a face-to-face meeting is required. This will allow you to group the leads that are from the same area and work them efficiently by targeting certain time frames while you will be in the area. You may also choose to categorize by industry segments. When you categorize in this manner, you can better prepare for the type of literature and information necessary to move that lead into the customer category. If you and members your Personal Group worked the show together, this will allow you to put the lead in the hands of the Dealer who has the most experience and success with that industry segment. The key with this strategy is that when your Personal Group is able to grow their business, your business will also grow. The best approach for your Dealership may include a combination of the categories noted above. This is up to you. Have a process in place so that when you follow up with the leads, you are able to maximize your time and efforts efficiently and effectively. Step 3: Lead Summaries

• Number of leads. • How many leads became customers or Dealers. • Geographic and/or industry breakdown. • New versus existing customers.

After the show and after you have followed up on the leads it is time to assess your participation in that particular trade show. To do this effectively, start with the lead summaries. This will help you assess the success of the show, and if you want to exhibit at the same show in the future.

• How many leads did you receive from the show? • How many leads were you able to convert into Customers? Dealers? • Where did they come from, geographic region or industry? • Were there existing customers at the show that now are interested in additional products?

Once you have gathered this little pot of gold, don’t let it go to waste. The key with leads is follow-up. That’s what the time after the show is for.

Post Show Follow-Up

It was a great show. The number of attendees was way up and there were lots of new exhibitors and hundreds of new or improved products on display. You sold a record amount of product and managed to register or get leads from almost a 150 new people. It’s time to tear down the booth and get back to home. If you are not traveling alone how do you use your time on the road? When you get back to your office, what’s the first order of business?

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What you do on the ride home and over the first several days after a trade show will determine one of the core measures of success. It is the creation of long-term customers or Dealers for your business. Follow-up is how you cash in on this and ensure you get the most out of every show. There are two basic types of follow-up after any trade show:

• Lead and new customer follow-up. • Organizational follow-up.

As a professional businessperson, you are aware of the importance of following up on your business contacts. The age-old adage of “strike while the iron is hot” should be your motto. Follow up is probably the most important thing you can do to maximize your trade show and sales effectiveness. Research has shown that customer retention is higher for those businesses that regularly and personally follow up with their prospects and clients. You need to make a plan to follow up with the leads or customers generated at a trade show within a reasonable amount of time. Some suggest that two days is the magic number while others think seven to ten days is sufficient. From a practical perspective you should create a system that fits in your business flow and in your personal regimen. A good method of follow-up is to utilize all of the contact information you received. First, send an e-mail to prospects. Next, send a fax to the prospects’ locations. After “prepping” them, the next step is to call them on the telephone. And finally, send them a note via the US Postal Service. Remember, create a system that you will follow. Once you have created a systematic process for following up, stick to it. You will be amazed at your success in capturing more long-term customers and Dealers simply because you took the time to personally follow up with them and show that you are truly interested in a working relationship with them.

REPORTING Reporting on a show is a practical activity that provides several benefits to you. You can use this checklist to develop your report or modify it to your specific needs. It is important to have a checklist and to use it to create your show report after every show, no matter how big or small the show may be. The following list is just an example of the benefits generated by using a show report:

• Provides clarity on what the show was really about

• Provides a gauge on the success of the show

• Provides a gauge on the merits or lack of merits for future participation

• Provides insight on the show / marketplace to other Dealers in your organization

• Provides insight on the show / marketplace to AMSOIL

• Provides a place to store gathered benchmark data on competitors at the show.

Reporting should be something you do and share with your downline, your upline and AMSOIL. It is important to each group for many different reasons and plays an important part in learning, growth and repeatable long-term success.

Downline Reporting – Helps to educate and train downline Dealers for future shows. It helps them understand the marketplace, the competitors products and their marketing pitch so they know how to address the issues in the field.

Upline Reporting – Helps to demonstrate your commitment and business savvy. Helps further your uplines understanding of the marketplace, the competitors’ products and the marketing pitch so your upline knows how to address the issues in the field.

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AMSOIL / RSM Reporting – Helps to demonstrate your commitment to AMSOIL and to building your business. Helps you focus and clarify your own understanding of the marketplace, the competitors’ products they encountered and fine-tune your marketing pitch so you can learn and pass on the information to your personal groups.

If you are having trouble in any of these areas consider contacting your sponsoring Dealer or upline Direct Jobber. If you still aren’t satisfied with your progress send an e-mail to your regional sales manger.

AMSOIL Dealer Trade Show Co-Op Program

RULES AND GUIDELINES

The AMSOIL Dealer Co-op Trade Show Program is designed to assist Dealers in the promotion of their independent AMSOIL businesses. It is a performance-based program, with AMSOIL reserving the right to approve or reject any proposal. Dealers requesting co-op assistance must complete the Trade Show Co-op Form (G-2075) and submit it to AMSOIL, allowing 45 days for processing. The following rules apply:

1) Dealers must be T-1 certified. T-1 certification materials, workbook and instructions can be found in the Dealer Business Manual (G-700).

2) The level of co-op participation by AMSOIL is based on a variety of variables, including geographic scope of the show, type of show, attendance, new business potential and booth cost.

3) A copy of the signed show contract, receipt or some other verification of payment must be submitted along with this co-op form. Co-op assistance will not be awarded without verification of payment.

4) Consideration for co-op assistance will be awarded on a "first come, first serve" basis for those shows for which co-op assistance was not provided the previous year. Dealers who have established themselves at a show (received co-op assistance the previous year) will be given "first rights" consideration for co-op assistance.

5) Only one Dealer per show will be considered for co-op support. 6) AMSOIL co-op assistance is reserved for those display booths which feature only AMSOIL products. 7) After review and upon approval, AMSOIL will provide a percentage of the booth rental cost. A check will

be issued to the co-oping Dealer. 8) AMSOIL will provide a 50 percent co-op discount on the AMSOIL literature to be distributed at the show.

TRADE SHOW BOOTH RENTAL PROGRAM

In addition to the AMSOIL Dealer Trade Show Co-Op Program, AMSOIL offers a booth Rental Program. The program was developed to help Dealers participate in trade shows and establish a consistent, professional AMSOIL look. The program is based on different levels, or tiers, dependent on trade show size and cost. This will be determined by the AMSOIL Sales Department with input from AMSOIL Sales Promotion Department. Considerations for tier assignment includes, but is not limited to, the following:

• Size and draw of the show. Is the show a national show drawing industry experts from across the nation, is the show a local event?

• The cost to participate in the show. This is often tied to the size and draw of the show. • Trade show experience of the participating Dealer. • Availability of the rental display units.

The following policies apply;

• The Dealer is responsible for the entire rental cost. • The signed rental agreement must be in place 60 days prior to the trade show.

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• No deposit is required, but the rental agreement contains a replacement cost clause for damage. • Shipping of the rental display is shared by AMSOIL and the Dealer. The Dealer is responsible for shipping

costs to the show (or Dealer’s residence) and AMSOIL is responsible for the shipping costs from the show. • Rental display scheduling requirements dictate a late fee for displays not returned within specific time

intervals (part of the rental agreement). Pictures of the available rental displays are posted in the Dealer Zone at www.amsoil.com as well as rental display costs based upon the tier rental schedule, a copy of the AMSOIL Dealer Trade Show Rental Display agreement and the Trade Show Co-op Form (G-2075).

RULES AND GUIDELINES

1. The AMSOIL Dealer must be T-1 certified. 2. The AMSOIL Dealer must complete the Display Trade Show Rental Agreement and submit it 60 days in advance of the trade show dates. 3. Rental display consideration will be on a “first come, first serve” basis. Dealers who have established themselves at a show will be given “first rights” consideration for display rental. 4. Only one Dealer per show will be considered for display rental. 5. If Dealer A has established himself/herself at a trade show and is providing his/her own booth display, and Dealer B wants to rent an AMSOIL booth display for the same show, Dealer B’s request will be denied. 6. The tier level of a specific trade show will be assigned by the regional sales managers in conjunction with the Sales Promotion Department. Tier levels will be assigned with consideration given to the size, scope (local or regional) and cost of the show.The following is a suggested “cost of participation” guideline for the tier structure:

Tier I – show registration cost of $350 or greater Tier II – show registration cost between $225 and $350 Tier III – show registration cost less than $225.

It is the desire of AMSOIL to provide, whenever possible, the Dealer a means to participate professionally and successfully in a trade show. Therefore, Dealers will not be restricted to booth display rentals that fall within the tier guidelines, but Dealers are encouraged to follow the guidelines. The tier structure was developed to help Dealers be prepared for the professional setting of each trade show. 7. A Dealer may request a specific tier display. Considerations will first be given to the items spelled out in #6 above and then upon the availability of display rentals. 8. Only AMSOIL products may be displayed in the display rental. 9. AMSOIL reserves the right to approve or reject any rental display applications. 10. Dealers must complete and sign a Display Rental Agreement. Adherence to all points on the Display Rental Agreement are required in order to maintain the level of control necessary to ensure that all booth display rentals are returned and available for rental to other AMSOIL Dealers.

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Trade show RENTAL Agreement

THIS AGREEMENT, effective as of the date signed below, is made by and between The Dealer named below (“The Dealer”) and AMSOIL INC, a Delaware Corporation, with its principal place of business at 925 Tower Avenue, Superior, Wisconsin 54880 (“AMSOIL”).

A. It is the desire of AMSOIL to assist The Dealer in the promotion and advertisement of their independent AMSOIL businesses; and

B. The Dealer would like to rent a booth display suitable for tradeshow use from AMSOIL for

promotion and advertisement purposes. The Dealer and AMSOIL agree as follows: 1. The Dealer asserts that The Dealer is T-1 certified. 2. The Dealer has submitted a completed Co-op Trade Show Program Form (G-2075) for a tradeshow ("The

Show") and has received approval for the support requested. 3. By placing an order for a booth display, whether in writing, via facsimile, e-mail, orally or in any other method,

The Dealer is agreeing to the terms and conditions of this Rental Agreement and agrees to be bound by it. 4. The Dealer will request a booth display no less than forty-five (45) days prior to The Show. 5. AMSOIL will, in its sole discretion, determine whether or not to rent a booth display to The Dealer or for The

Show. AMSOIL will, in its sole discretion, also determine the appropriate booth display for The Show. The size and attributes of the booth display selected will generally depend upon the nature and size of The Show.

6. There are a limited number of booth displays available, and AMSOIL is under no obligation to provide a booth

display. 7. Upon receipt of payment for the rental fee and shipping charges (according to AMSOIL's usual shipping fees

and schedule), AMSOIL will ship the booth display in good working condition. Wear or damage of note will be documented for The Dealer's review.

8. The Dealer will inspect the booth display and should The Dealer disagree with the documented wear/damage,

will contact AMSOIL (in the person of The Dealer's regional sales manager, or one of the other regional sales managers based on availability) to contest the condition of the booth display. Any such disagreement must be lodged within stet hours of receipt of the booth display or within twenty-four (24) hours of the show start date, whichever is later.

9. The Dealer will return the booth display to AMSOIL in the same condition in which it was received. Ordinary

wear and tear anticipated. 10. The Dealer will return the booth display within forty-eight (48) hours of The Show's end date. The Dealer will

pay an additional rental fee in the event of a late return. If the booth display has not been received by AMSOIL and there is no proof of loss by the carrier by fourteen (14) days after The Show's end date, The Dealer agrees to pay for a full replacement of the booth display. The Dealer hereby authorizes AMSOIL to bill The Dealer's account for additional rental and/or replacement as appropriate.

11. AMSOIL will pay the insured shipping rates for delivery to the Dealer. The Dealer is responsible to pay the

insured return shipping to AMSOIL. The amount of required insurance for return shipping will be based on total value of the display as printed in the (G-2171) AMSOIL Trade Show Display Booths.

12. AMSOIL will inspect the booth display upon its receipt for damage beyond ordinary wear and tear. The Dealer

authorizes AMSOIL to bill The Dealer's account for any and all damages, including labor, due to any cause whatsoever.

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13. The Dealer assumes all responsibility for injuries to persons or damages to property and agrees to hold

AMSOIL harmless for any and all claims, of whatever nature, arising out of the use of the booth display while in The Dealer's possession.

14. The Dealer agrees not to loan, sublet, or otherwise dispose of the booth display or use it at any location other

than The Show. 15. If any provision of this agreement is adjudged by any court to be void or unenforceable in whole or in part, this

adjudication shall not affect the validity of the remainder of the agreement. Each provision of this agreement is separable from every other provision and constitutes a separate and distinct covenant.

16. This agreement constitutes the entire agreement between the parties and no alteration or modification to any of

the provisions of this agreement shall be valid unless made in writing and signed by both parties. 17. If in one or more instances either party fails to insist that the other perform any of the terms of this agreement,

such failure shall not be construed as a waiver of such party of any past, present or future right granted under this agreement; the obligations of both parties under this agreement shall continue in full force and effect.

18. This agreement shall be construed, enforced and performed under the laws of the State of Wisconsin and all

court actions referable to this agreement shall be in the venue of Douglas County.

Dealer Name: ____________________________________ ZO#: _____________________

Regional Sales Manager initials: ___________ Date of Request: _______________

Show Name:_______________________________________________________________

Show Location (Facility):____________________________________________________

Show Location (City/State):__________________________Show Dates:_____________

Rental Display Tier Level requested:__________________________________________

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Appendix i; Booth Layout Options

Podium

Product

Literature

Stan

dard

8' s

how

tabl

e

Middle Booth Configuration

10x10

8'-3 7/16"

Curve Wall Display

______________________________________________________________________________

Product Literature

Podium

Stan

dard

8' s

how

tabl

e

Middle Booth Configuration

10 x 20

10'-0"

Curve Wall Display

Stan

dard

8' s

how

tabl

e