Tradeshow105 SMMS

Copyright 2011 IMC Consulting Modesto, CA

For Leaders OnlyFor Leaders Only SMSM

presentspresents

TRADESHOW 105:TRADESHOW 105:Social Marketing Secret SauceSocial Marketing Secret Sauce

Michael Loschke, Principal

Presented September 14, 2011 to the

Business Leadership Summit Exhibitors

C. 2010 IMC Consulting Modesto, CAC. 2010 IMC Consulting Modesto, CA

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Building The Skills That Build Business SM


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We will learn ABOUTWe will learn ABOUT……

““KEYSKEYS”” to avoiding costly mistakes to avoiding costly mistakes Why success starts 30 days in advanceWhy success starts 30 days in advanceStaff and Attire doStaff and Attire do’’s and dons and don’’ts ts Pre, during and postPre, during and post--show activitiesshow activitiesHow to DOUBLE foot traffic and leadsHow to DOUBLE foot traffic and leadsWhere to find Where to find ““hothot”” promotional itemspromotional itemsExhibitor contest rules and prizesExhibitor contest rules and prizes


4 WHY exhibit at all?WHY exhibit at all?


New for BLS 2011New for BLS 2011

Technology Theme Technology Theme –– innovation; improve innovation; improve production and efficiencyproduction and efficiencyTechTech--flavored flavored ““breakbreak--out sessionsout sessions””Door Prize = :30 Door Prize = :30 ““LIVELIVE”” announcement announcement ($50 minimum)($50 minimum)20 20 FREEFREE Exhibit ONLY passes per exhibitorExhibit ONLY passes per exhibitor

NOTE: 20 X 40 = 800 buyers!NOTE: 20 X 40 = 800 buyers!


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So, what is MARKETING?So, what is MARKETING?

Marketing is EVERYTHING you do to Marketing is EVERYTHING you do to promote your businesspromote your business

Frequent, consistent and cost effectiveFrequent, consistent and cost effective

EducatesEducates your buyers and your buyers and positionspositions your your business business


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Core Marketing StrategyCore Marketing Strategy


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Marketing success requiresMarketing success requires

ResearchResearchPlanningPlanningPreparingPreparingPracticePractice


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S.M.A.R.T. goals = successS.M.A.R.T. goals = success

S ____________S ____________M ___________M ___________A ____________A ____________R ____________R ____________T ____________T ____________


BEFORE the show (like now!)BEFORE the show (like now!)

1.1. EngageEngage2.2. StrategizeStrategize3.3. BudgetBudget4.4. TargetTarget5.5. LaunchLaunch6.6. ManageManage


Facts we should know• 2B

• 750M

• 200M

• 90M


Social Marketing PlanSocial Marketing Plan

EE--newsletter/flyer/press release*newsletter/flyer/press release*Event Invitation*Event Invitation*Email Survey*Email Survey*TWITTERTWITTERYouTube video YouTube video LinkedIn LinkedIn –– Tell your network Tell your network ““whatwhat’’s news new”” this yearthis yearFaceBook your Business FaceBook your Business BLOG BLOG –– Short discussion on tech topics and WIFMShort discussion on tech topics and WIFMWebsite Website

* * FREE 60FREE 60--day Constant Contact trial from IMCday Constant Contact trial from IMC


Create a winning team!Create a winning team!


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PrePre--show promotion to max trafficshow promotion to max traffic

Contact staff, clients, suppliers, mediaContact staff, clients, suppliers, mediaBuild your press kit (product launches)Build your press kit (product launches)Send postcards, letters, ESend postcards, letters, E--vite w/ booth #vite w/ booth #Make telephone callsMake telephone callsWeekly email blasts Weekly email blasts -- FREE ticketsFREE ticketsPut BLS logo on front page of websitePut BLS logo on front page of websiteUse LinkedUse Linked--in, Twitter, smoke signalsin, Twitter, smoke signals……


Things to BRINGThings to BRING15

Competitive Spirit


Make a SpreadsheetMake a Spreadsheet

Products, displays and signageProducts, displays and signageElevation, covers and material displays Elevation, covers and material displays BB--cards, brochures, price lists, portfoliocards, brochures, price lists, portfolioInteractive games, prizes, tchatchkesInteractive games, prizes, tchatchkesLead forms, pencils/pens, fish bowl, clipBLead forms, pencils/pens, fish bowl, clipB’’ssFurniture, carpet, duct tape, cord coversFurniture, carpet, duct tape, cord coversCandy, water, popcorn, food (prospects)Candy, water, popcorn, food (prospects)Camera, ext. cord, power strip, laptop, etc Camera, ext. cord, power strip, laptop, etc


Leave these employees at workLeave these employees at work17


DURING the show objectivesDURING the show objectives

1.1. Maximize neatness and visibilityMaximize neatness and visibility2.2. Build impression of demandBuild impression of demand3.3. Interactive displays, games, demosInteractive displays, games, demos4.4. Price sheets and shipping infoPrice sheets and shipping info5.5. Press kit with bio readyPress kit with bio ready6.6. Be certain of adequate staffingBe certain of adequate staffing7.7. Be/look friendly, open, excited, FUN!Be/look friendly, open, excited, FUN!


Some specific staff DOSome specific staff DO’’ss19

- SMILE -Greet

visitors w/ hand shake& introduce

yourself

C. 2010 IMC Consulting Modesto, CAC. 2010 IMC Consulting Modesto, CA20

Some DONSome DON’’TSTS


10 ways to 10 ways to KILLKILL your investmentyour investment

1.1. Eating or chewing gum in your boothEating or chewing gum in your booth2.2. Sitting in your booth (visitors only!)Sitting in your booth (visitors only!)3.3. Abandoning your boothAbandoning your booth4.4. Texting, tweeting, iTexting, tweeting, i--poding, phone callspoding, phone calls5.5. Laying materials flat on tablesLaying materials flat on tables6.6. No engaging activityNo engaging activity7.7. Ignore walkIgnore walk--by or walkby or walk--in trafficin traffic


10 Ways to 10 Ways to KILLKILL your investmentyour investment

SetSet--up late or Breakup late or Break--down earlydown earlyBlock entrance to the booth w/tableBlock entrance to the booth w/tableNot have enough materials, giveawaysNot have enough materials, giveaways

NOTE: NOTE: No real employeesNo real employees

were used for making were used for making of these slides.of these slides.


Be a Be a ““SUPERSUPER”” exhibitorexhibitor

Walk the showWalk the showNetworkNetworkTake pixTake pixGather competitor infoGather competitor infoHold a postHold a post--show celebrationshow celebration


PostPost--show activitiesshow activities

copycopySegmentSegmentStoreStoreDistribute Distribute FollowFollow--up promptlyup promptlyTrack for at least 6Track for at least 6--12 months12 months

FACT: 76% of trade show marketers do no followFACT: 76% of trade show marketers do no follow--upup


Exhibit Contest Exhibit Contest


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QUESTIONSQUESTIONS……


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Leo Tolstoy said Leo Tolstoy said ……

““Life is a place of service.Life is a place of service.””

It’s been a pleasure to serve you and the 2011 Business Leadership Summit.


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Tradeshow105 SMMS

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