MKTG 1342 - Consumer / Trade Show Marketing (Notes)

What is BRAND?
BRAND is the perception customers have about a product or service

It's really what a prospect thinks when they hear your brand name.

What is a Trade Show?
Trade Shows are specific for an industry -generally not open to the public. Likely planned by a Professional Association.

What is a consumer show?
A Consumer Show is a large-scale showcase bringing products and services to the general public.

Questions to ask before deciding to participate in a show.
1.Is a trade or consumer show the right thing to do?

2.Do we have to have a booth, can we do something else at the show?

3.Is there anything else that we should do with our budget and resources?

SMART Objectives
Specific
Measurable
Actionable
Realistic
Time Based

Examples of Objectives
- increase sales
- support community
- enhance relationship
- employee engagment

Goals should be...
- Realistic,
- action-oriented,
- specific,
- clear,
- direct,
- measurable
- minimal

Can goals be aspirational?
Yes, goals can be aspirational.

What should trade/consumer show goals reflect?
Business goals

Can goals and objectives be similar?
Yes, goals and objectives can be similar.

After you have determined your goals and objectives, what is the next thing that must be decided?
The budget.

What can you do if you don't have much money to participate in a trade/consumer show?
Not all tactics are expensive, and when one doesn't have money, one spends time.

Budget Wisdom
Focus on your entire program, not just the booth.

Estimating the budget - Option 1
Cost estimate is 3:1

If exhibit space is $10k then total estimate is $30k

Estimating the budget - Option 2
Calculate by square foot. Avg square foot $21.76.

200 square foot space:
$21.76 x 200 = $13.056

Budget Elements
- Show Participation
- Display
- Transportation
- Promotion
- Show Services
- Booth Staff

Budget: Show Participation costs include...
- fees for booth space
- labour: electrician, florist, security

Budget: Display costs include...
- Design
- Crates & Packaging
- Furnishings
- Carpeting
- Decor
- Installation
- Takedown
- Electrical
- Storage

Budget: Transportation costs include...
- Carrier/ Shipping
- Customs
- Drayage

Budget: Promotion costs include...
- Pre-promotion: Advertising, Social Media, PR Support

- During: Sponsorship, Printing, Premiums / giveways, Hospitality event

- Post event

Budget: Show Services costs include...
- Furniture
- Carpet
- Badges
- Cleaning
- Hospitality
- Power
- Wi-Fi / Internet access

Budget: Don't forget to include....
Taxes!

How to save costs when participating in a trade/consumer show
- Pre-show visit to minimize labour costs
- Rent booth hardware
- Avoid shipping unnecessary items
- Decide & book show services early to avoid rush fees
- Consider hiring locally

What is ROI?
Return on Investment

What is the ROI based on?
ROI is based on how well you leverage your investment.

How can you measure the Return On Investment of a trade/consumer show?
- Increase in booth activity from previous year
- New prospects visiting booth
- increase in pre-show activities
- Number of qualified leads
- Survey results
- Media exposure
- Social media exposure

Once you have determined your budget, what is the next step?
Choose your show!

How do you determine which show is right for you?
1. Understand your objectives.
2. Identify your target audience: Who are they? What do we know about them? When may they be most receptive?

What should you do at least once before exhibiting at a show?
Visit the show that you're planning on taking part in.

Important things to consider when designing your booth
- Visually compelling images w/ only essential images
- Common to use only 10 images
- 3-5 secs to catch attention of passerbys
- Showcase most important products or community investment program
- Using video will give people an excuse to wait to speak w/ busy sales ppl
- Support messages with bullet points
- Images
- Look and feel is consistent
- looped PowerPoint presentation

What can you offer qualified leads?
Giveaways & promotions that appeal to your demographic.

Other than a booth, how else can you participate in a trade/consumer show?
- Speaking opportunity
- Place brand or company name on a water station
- Ask for free tickets for employees or clients
- Donate your booth space to a community partner and ask for recognition in the booth
- Sponsor the charging station

Even if you attend the same event every year, what should you always expect?
Always expect 'change' even when it's not expected.

Never miss what?
Never miss a deadline

What should you demand/make clear to your supplies, vendors, teammates, contractors?
Demand the best from your team! Be clear about your expectations

When it comes to budget, what should you always know?
Always know the current status of your budget & expenses. Don't let the details of the budget get away from you.

You are only as good as....?
You are only as good as your last event. So be great always and always be consistent

Should you take the least expensive quote from a supplier?
No! Don't take the least expensive quote from a supplier. It may look like a great deal but what you save in money you'll end up paying in TIME

Should you take risks or try new things when planning your trade/consumer show booth/participation?
Yes! If you're in a position to 'do something new' and it makes strategic sense, DO IT. But do it WELL and make it AWESOME. Take calculated risks.

Island Booth
Booth/stand space with aisles on all four sides.

Perimeter Booth
Exhibit space located on an outside wall. See BACKWALL BOOTH/STAND.

Booth layout: The Club
with closed walls and private areas, can limit walkbys

Booth Layout: Diamond Booth
strong visual but limited signage

Inline booth
Exhibit space with exhibit booths on either side and back. See INSIDE BOOTH/STAND.

Booth Layout: Random
For more than one focus

Booth Layout: Theatre
for in-booth education

Standard Booth Height
8 feet

Benefit of a Perimeter Booth
Typically allow you to go up higher for signage & visibility

Peninsula booth
A booth or exhibit with aisles on three sides.

Two Categories of Booths
1. System - built super quickly w/ interlocking parts & can literally pop up

2. Custom build booth

When setting up your booth, should you always hire an expert?
Yes! From electrical, to installers, to AV suppliers, to photography, always hire an expert.

Two categories of Signs/Graphics
1. Showstoppers
2. Informational

What is a Showstopper graphi or sign?
- Oversized picture that incites imagination
- One simple message
- If compelling enough people will enter the booth
- Tagline doesn't exceed 7 words

What is the max number of words that should be in your tagline?
Max 7 words

What is informational signage?
- graphics that help booth team with their presentations
- Helps w/ sales & memorability

Why is flooring important?
- Completes the booth experience
- Easier for staff who are on their feet all day

Do you have the right to refuse the location an show planner gives you for your booth?
Yes, you do have the right to refuse the booth location. Always make sure you confirm this before signing any contracts.

Booth locations: areas to avoid
- Dead-end aisles
- Loading docks / receiving doors
- Washrooms
- Obstacles
- Adjacent to the stage

What can help you make the most of a less than ideal booth location?
pre-promotion

Passive buyer
Avoids eye contact while meandering down the show aisle

Curious buyer
Will approach display and examine products, signs and graphics

Active buyer
More assertive, will walk into the booth, touch the products, observe, ask questions

When it comes to the visitors of your booth, what does ACTION stand for?
- AUTHORITY: what is the authority of the booth visitor? What is your role

- CAPABILITY: Does the booth visitor have capability to help achieve objectives?

- TIME: Spending excess time with a booth visitor that can't help reach objectives is a waste of time. How soon should I contact you for an appointment?

- IDENTITY: Take notes so you can remember your qualified leads details.

- OBSTACLES: Spending lots of time with a visitor only to find obstacles. Have we worked together in the past?

- NEED: Should be the first question we ask. Tell me about your situation. What are you trying to find at the show?

Para-verbal communication
message transmitted through tone, pitch, volume, and cadence of voice

Non-verbal communication
Communication using body movements, gestures & facial expressions rather than speech.

Four Steps of Conciliatory Disengagement
Step 1: Commencement of conciliation proceedings. Section 62 of the act talks about the commencement of the proceedings. ...
Step 2: Appointment of conciliators. ...
Step 3: Submission of written statement to the conciliator. ...
Step 4: Conduct of the conciliation proceedings. ...

Golden Rules for Boothers
›Don't sit ›Don't eat or drink ›Don't sit on your cellphone ›Don't chat with colleagues ›Avoid distractions
›Be well groomed - theme clothing?
›Know products
›Act professionally
›Be enthusiastic
›Eye contact
›Smile
›Act like a host
›Observe