Exhibitor University Jan/Feb

Some interesting facts and opinions from a recent Exhibitor University webinar for SEMICON West (for replays of the webinar, click here):

-76% of exhibitors fail to set objectives for tradeshows. Source: EXHIBITOR magazine
-80% of exhibitors do little or no targeted pre-show marketing. Source: CEIR www.CEIR.org
- 87% of leads captured are never followed-up. Source: EXHIBIT SURVEYS Tradeshow Trend Study
- 86% have no organized form of post-show measurement. Source: EXHIBITOR magazine

Creating an Effective Experience
-The organizing question: “Who is our ideal booth visitor and what do we want them to experience, remember and do?”
-Is your exhibit static or interactive?
Number one key to exhibit attraction and recall? Demonstrations!
Learn how to bring your product/service to life through interactive demos/presentations.
“The goal of your exhibit is to create or change an opinion”
-Sales meetings in conference rooms reinforce old positions, not create new ones
-Face-to-face marketing is sales--exhibit marketing is immersive
-Effective booths merge information and entertainment

Marketing Your Exhibit
-80% of exhibitors do little or no targeted pre-show marketing
-You cannot just rent space show-up and “hope” the right attendees find your exhibit
-Your goal is to get “in the mind” and “on the agenda” of the right attendees before the doors open
-Targeted pre-show marketing must become a routine practice.

Seven Key Action Items
1. Think in terms of Infinite Possibilities
2. Set exhibiting objectives that support corporate objectives
3. Use targeted pre-show marketing to get “in the mind” and “on the agenda” of the right attendees before the doors open
4. Think very carefully about the message you want to deliver (what opinions to change or create)
5. Positioning – Differentiation - Integrate with other communications (new product announcements)
6. Determine how exhibit design and execution most effectively delivers that message
7. Integrate your trade shows into marketing campaigns that last throughout the year