Insurance for Trade Show Display; During Transportation & at Show

• This section describes the type of insurance you should obtain before exhibiting to protect your investment

• Learn what is the appropriate coverage for your trade show exhibit; in case your display properties are broken, or mysteriously vanish during transportation, while in the custody of your shipping carrier or at the show

Exhibitor Liability Insurance

• Many shows will require that you provide Exhibitor Liability Insurance which protects show management & the show location from any claim’s arising from exhibitor’s activities; learn the different options & where to obtain this type of insurance certificate

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• Organization:  How & Where to Effectively Organize All of Your Trade Show Planning, Quotes, Vendor & Services Ordered Paperwork
   
• Agendas: Planning & Strategy Meetings, Booth Staff Training & Post Show Reporting/Follow Up Meeting
   
• Planning & Strategy Questions: Goals & Objectives, Marketing Strategy (Pre-Show,
  At-Show & Post-Show), Messaging & Graphics, Brochures, Demonstration, Booth Display, Public Relations, Promotional Items, Sales Letters & Best Booth Space
   
• Checklists: Comprehensive Show Planning Checklist, Supplies List, Booth Properties, Insurance, Registration, Travel & Services to Order

The Importance of Exhibiting

• Understand the value of trade show exhibiting & why it isone of the most important face-to-face marketing strategies

How to Select the Appropriate Trade Show for your Business

• With over 10,000 trade shows annually in the United States alone to choose from, learn how to evaluate & select the appropriate trade show for your business

Obtaining Approval from Upper Management

• Learn how to provide management with the targeted information about the chosen trade show, as it relates to your business objectives & target customers. You will find that the approval process goes much smoother if you know which key information to present

.....Trade shows are unlike most other sales & marketing strategies, where there are training materials & procedures in which employees must follow; when it comes to trade shows, businesses tend to "wing it" for their first show & stick with that strategy moving forward! That is why Trade Show Training is vital to the success of your trade shows.

• Customizable Templates: Budget Planning, Comprehensive Show Planning, Lead Handling, Lead Fulfillment, Lead Follow Up, Exhibitor Reference Guide, Follow Up Surveys, Post Show & ROI Reporting
   
• Booth Staff: Proven Training & Networking Guidance
   
• Planning Time Line
   
• Easy Navigation & Organization of Exhibitor Kit
   
• Trade Show Dictionary
   
• & MANY Unique Exhibiting Strategies!
   

Planning Meeting(s)

• Planning & Strategy Meeting Agenda(s) and Q & A Guides, covering ALL aspects of planning, marketing, budgeting, booth staff, etc. for your exhibit

• This section also has a checklist guide that streamlines preparation for the planning meetings; ensuring that you bring all relevant show information, opportunities, collateral, etc. that should be reviewed in the meeting(s)

Identifying Goals & Objectives

• Learn how to set relevant Goals & Objectives, based on the attendees needs

Budget Planning & Spreadsheet Guide

• You will need to set a budget before determining your marketing strategy, booth display, collateral, promotional item, etc., etc., etc.

• This section will teach you how to create a budget & provides a sample budget spreadsheet, outlining each & every item you will need to budget for!

Marketing Planning Guide; Pre-Show, At Show & Post Show

• Defining which attendees you want to reach & determining a strategy of how you will get your message across to them is imperative to achieving the objectives you have established

• This section provides a series of Marketing Planning Questions, to better understand & define your target audience & competitors; so you can effectively plan how to attract attendees to YOUR booth, not your competitors!

• Detailed descriptions of marketing opportunities for pre-show, at-show & post show, including the strategic value of each item

• Comprehensive planning for ensuring that your promotional give away is linked to your objectives & makes a big impact on attendees minds, will aid itself to future sales, ties in to current marketing theme and so on....

Show Planning & Spreadsheet Guide

• Every professional Trade Show Manager or Consultant keeps "sane" by creating a Trade Show Planning Spreadsheet Guide for each & every show; in addition to the planning binder, covered in Section 3, which holds all of the paperwork

• This section provides you with a comprehensive Trade Show Planning Checklist covering EVERY aspect of planning for your trade show step by step, including descriptions, notes & tips for each item; demonstrations, budget, booth staff, display components, insurance, marketing & promotional strategy, PR, registration, shipping, supplies, travel, etc.

• This absolutely streamlines the planning process & eliminates errors (as long as items are checked off as you complete them!)

Supplies Spreadsheet Planning Guide

• This section provides you with a comprehensive, sample Supplies Spreadsheet Planning Guide, which starts out by describing the essential supplies every "trade show kit" should always contain & how to track the quantities of these items from show to show
• Then describes additional, valuable marketing, demonstration, booth staff & "in case of emergency" items that should be incorporated into your "trade show kit" are also covered; having these items become part of your standard "trade show kit" will simplify the supplies planning for future shows, keep your booth staff healthy & ready to go & prepare you for minor "mini disasters" that can happen to your booth!
• Then ends by discussing & illustrating Banner suggestions that are economical & lightweight; these can easily fit in any boxes & be shipped with your supplies

This particular section of the training manual is very important, because often times businesses use any warm body they can find to staff their exhibits; this practice is harmful to achieving a high ROI and valuable business opportunities are squandered.

All booth staff should always be trained how to sell in the trade show environment, in addition to knowing your company's products inside & out!!

Booth Staff Selection Guidelines

• This section describes why you should carefully consider who you will have representing your company in the trade show booth & what type of employees are best suited for being your booth staff

Booth Staff Training

• The ability to attract, qualify & gather follow up data for the sales team is your booth staff’s responsibility; This section describes how to properly prepare, train & educating them

Booth Conduct

• Prospects will constantly be judging your booth staff's competence, which inevitably establishes a good or bad judgment about your company in their minds; this section will describe what items need to be addressed with booth staff, such as physical appearance, choice of words, general demeanor and the level of enthusiasm & knowledge they have for the product; all of these things will determine to the prospect whether they are powerful and persuasive or weak and ineffective

How to Engage, Qualify, Conduct Needs Analysis & “Close” with a Prospect

• Trade show attendees primarily consist of decision makers or influencers planning to make a purchase within the next 12 months; when covering this section with your booth staff, you will ensure that your booth staff is prepared to sell effectively

How to Ask “Open Ended” Questions

• If you or your booth staff are currently using the strategies in the "Booth Crime" scenario's below to obtain qualified leads, then you will need to break them of this bad habit by teaching them the "right type" of questions to ask, covered in this section, for obtaining qualifying information from attendees!!!
   

• "Booth Crime" SCENARIO #1
  Exhibitor 1: Hi, can I provide you with some information about our company?
  Attendee 1: No, I was just looking to see what your company does.
  Exhibitor 1: OK, can I please swipe your badge real quickly before you leave?
  Attendee 1: Sure
  Exhibitor 1: Thanks for stopping by our booth, have a great day!
   

• "Booth Crime" SCENARIO #2
  Attendee #2 is walking around with a bag full of give aways
  Exhibitor #2 is waving around their promotional give away in the air
  Exhibitor 2: I bet you don’t have one of these cool give aways yet?!!!
  Attendee 2: No, I don’t - What do I have to do to get one?!!!
  Exhibitor 2: Just let me swipe your badge!
  Attendee 2: OK, sure thing!
  Exhibitor 2: Swipe Badge  -  Thanks for stopping by our booth, have a great day!
  Attendee 2: You too, thanks - this give away is great!
   

• "Booth Crime" SCENARIO #3
  Exhibitor 3: Hey, thanks for stopping by our booth! So, how’s the show going for you so far? Attendee 3: I’ve seen a lot of interesting products, I’m glad I came…
  Exhibitor 3: Not as interesting as xyz exhibitor’s party last night though, huh?!!!
  Attendee 3: Oh yeah, that was great, I drank so much last night & I’m feeling it today!!!
  Exhibitor 3: Me too!!!
  Attendee 3: Well, I have to get going, it was good talking to you…
  Exhibitor 3: Good talking to you too – can I swipe your badge before you leave?
  Attendee 3: Sure, why not…
  Exhibitor 3: Thanks, see you around!
   

• The type of leads obtained from these common trade show scenario's are a waste of time for your sales team to follow up with, a waste of money for your company & a valuable opportunity lost for your business to obtain targeted, qualified leads! Once again, be sure to train your booth staff how to ask the "right questions" - covered in this section of the manual - to obtain qualified leads!

 Networking; “Why” & “How” to Do It

• A trade show lends itself to many networking opportunities, where you will find valuable business opportunities & contacts in which you can help their business & those that can help your business; this section will describe how to engage conversations with potential contacts, as well as how to build & maintain a relationship with them

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How to Create an Effective Lead Handling Process; Before, During & After the Show

• This section describes how to plan & define a process for your leads - BEFORE the show

• Guidance for determining which type of lead capture device or paper based lead collection technique is best suited for your business

• The type of information to ask attendees via your lead capture technique, to obtain qualifying information from attendees - to provide sales with qualified leads & to understand the prospect's needs, not just a stack of names to follow up with

• How to select the appropriate Lead Manager for at show & at office, who will be responsible for the leads & oversee the handling & follow up process

• The booth staff's directions for handling & processing the leads in the booth & at the end of each day

Leads - Follow Up

• This section describes what follow up materials should be prepared before the show, to allow for a quick response to leads

• Outline for what to do with leads when they are brought back to the office & the appropriate stages for following up with leads

 Lead Capture & Fulfillment Spreadsheet Guide

• This spreadsheet guide outlines the entire lead handling, ranking, follow up & sales reporting process, in an easy to read spreadsheet

Trade Show Booth Display Selection

• This section describes the various types of displays to choose from & which is the most effective type of display for your company’s exhibiting needs

• Including a series of planning questions

Trade Show Booth Display Messaging & Graphics Guidance

• You only have seconds to grab an attendees attention to your booth; this section describes:

• Graphics that support your key messages & where to place them on the display, so your booth staff doesn't wind up standing in front of them!

• Messaging with compelling copy that entices attendees to ask for more details

Booth Layout

• Booth Layouts which will allow for the most interaction with attendees, provide space for demonstrations & easily obtain lead information

• Budget Tips for any type of booth space

• Sample booth layouts for 10 x 10 booths & tabletop exhibits

Presentation and/or Demonstration Planning

• A presentation provides the ability to explain the benefits of your product/service to many attendees at the same time; this section will teach you how to plan a demonstration, which will draw the attendees attention to your booth, entice attendees by the energy & become interested in seeing and hearing what's happening in there!

Brochure Design & Messaging Guidance

• Learn how to design brochures that won't get tossed away!

• This section describes the type of messaging to use for the cover, to entice attendees to open & the most effective messaging to have inside the brochure for attendees to learn about your company & product benefits

Sales Letter Guidance

• Following up with attendees by sending a sales letter is a great way to have yet another opportunity to provide them with information

• Learn the simple statements that will make the mailing more likely to be opened

• Then, learn the most effective structure, type of information to include in the sales letter & use of a "call to action"

 How to Create Follow Up Surveys

• Adding a follow up survey to a sales letter or sending as a single item is a great way to get feedback on your booth staff's performance, products & determine how to better serve your customers

• Learn what type of questions to ask in your survey, how to format it & what type of incentives to use for enticing the prospects/customers to fill out & return the survey

• When you are preparing for your trade shows, you will come across many unfamiliar words; this Dictionary provides you with the definitions for many commonly used terms in the trade show industry

Post Show ROI (Return on Investment) & ROO (Return on Objectives) Reporting

• R.O.I. is quantifiable; by comparing the total show investment against the sales generated from the event

• R.O.O. is an analysis; the return from objectives, where sales are not immediately closed

• This section will describe the differences in detail & teach you how to report on both - so you can understand the value you receive from each show & know if you need to improve or cut costs in certain areas of your trade show exhibiting program

Post Show ROI & ROO Reporting Spreadsheet Guide

• This spreadsheet provides you with a guide for reporting the ROI & ROO from your Trade Shows

• When using this format, you will be able to add the results from each show you exhibit at & compare them side-by side

• Every professional Trade Show Manager or Consultant keeps "sane" by creating a Trade Show Planning Spreadsheet Guide for each & every show; in addition to the planning binder, covered in Section 3, which holds all of the paperwork

• This section provides you with a comprehensive, Customizable, Trade Show Planning Checklist, covering EVERY  aspect of planning for your trade show step-by-step, including detailed descriptions, notes & tips for each item; demonstrations, budget, booth staff, display components, insurance, marketing & promotional strategy, PR, registration, shipping, supplies, travel, etc.

• This absolutely streamlines the planning process & eliminates errors (as long as items are checked off as you complete them!!!)

• This template describes the time frame in which certain planning items should be completed
• This can be customized for your own trade show exhibit planning

Post Show Reporting Template

• This template is ready for you to fill in all of the lead data from your trade shows, to find out how much overall ROI per lead you achieved
• Including, drilling down to find out cost per qualified lead, cost per purchasing time frame, cost per product interest & cost per total attendees
• When using this format, you will be able to add the results from each show you exhibit at & compare them side-by side

Lead Fulfillment Planning Template

• This customizable template is for defining all of the steps involved in your lead process; outlining the entire lead handling, ranking, follow up & sales reporting process, in an easy to read spreadsheet

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Budget Checklist & Template

• You will need to set a budget before determining your marketing strategy, booth display, collateral, promotional item, etc., etc., etc.

• This section will teach you how to create a budget & provides a sample budget spreadsheet, outlining each & every item you will need to budget for, including how to keep track of payments, etc.

Binder Tabs Template

• This template lists the binder tabs you should create, to organize the colossal amount of paperwork you will need to keep track of when planning your trade show exhibit!

Planning & Strategy Meeting Checklist

• This checklist helps you prepare for your planning & strategy meetings; by listing all of the items you will need to review & bring with you to these meetings

Marketing Planning Checklist & Template

• Defining which attendees you want to reach & determining a strategy of how you will get your message across to them is imperative to achieving the objectives you have established
• This planning checklist & template describes the type of marketing opportunities available          pre-show, at-show & post show; and outlines the strategic benefits of each strategy

Follow Up Survey Template

• This customizable template can be sent with your follow up materials to receive feedback on anything from booth staff performance to products and so on

Supplies Checklist & Template

• This section provides you with a comprehensive, sample Supplies Spreadsheet Planning Guide, which starts out by describing the essential supplies every "trade show kit" should always contain & how to track the quantities of these items from show to show
• Then describes additional, valuable marketing, demonstration, booth staff & "in case of emergency" items that should be incorporated into your "trade show kit" are also covered; having these items become part of your standard "trade show kit" will simplify the supplies planning for future shows, keep your booth staff healthy & ready to go & prepare you for minor "mini disasters" that can happen to your booth!
• Then ends by discussing & illustrating Banner suggestions that are economical & lightweight; these can easily fit in any boxes & be shipped with your supplies