Successful Meetings - September 2008 - (Page 37) Planner’s > On Site Workshop There are a number of ways to do this. Some broad-based approaches include placing ads or inserts in industry journals and advertising your participation on your website and industry discussion forums. Exhibitors can target their best customers—and the organizations they want to have as their best customers—with direct mail, e-mail communications, phone calls, and in-person reminders from your sales force. limited time. If the offer does not create a sense of urgency with the attendees they have no real pressing need to convert into customers. Additionally, your exhibitors should include information about their show specials in all of your organization’s pre-show promotion. Every time an attendee or would be attendee is looking at this promotion, they’re asking “What’s in it for me?” Including information about your exhibitors’ show specials can help answer that question. BIG I DE A S A N D BIG S AV I NG S C OM E NATUR A LLY IN MEXICO. 2 EXHIBITORS SHOULD SEND THEIR VERY BEST PEOPLE Your booth staffers act as your organizations’ representatives. You want to send the very best people available—individuals who have great product knowledge, strong sales skills, the ability to think on their feet, and can thrive in a high-pressure, high-stress environment. Focus on selecting staffers who are genuine and enthusiastic. An upbeat personality is definitely a plus—shy, introverted types may have superlative technical skills, yet wilt when thrust into the tradeshow spotlight. If you expect a really technical audience, it’s fine to bring your best and brightest minds to be on call to answer questions—but leave the meeting and greeting, selling and schmoozing bit of the show to your sales professionals. 4 FOCUS ON FOLLOW UP The period immediately after the show has a tremendous impact on overall show ROI. Within two days of the show A typical exhibitor is spending $261 per attendee that they speak with—a number that is up 15 percent over the last two years. The question then becomes: How do you ensure that your exhibitors get the most out of their participation? close, exhibitors need to have thank you notes in the mail to everyone they saw at the show, thanking them for stopping by. Additionally, this is the time to follow up with their hottest leads, scheduling sales calls and moving the process for- When you host a meeting with us, you can expect more. Like 10% - 15% tax-free (VAT) savings, a $100 U.S. Air credit for each guest in our resorts and a more inspiring meeting. Because, with our uniquely beautiful locations and authentic local experiences, big ideas come naturally. Locations include: Los Cabos,* Ixtapa,* Cancun,* Cozumel,* Puerto Vallarta,* Mexico City, Guadalajara, Monterrey, Merida, Puebla Do you live an InterContinental life? Do you live an InterContinental life? 3 THINK THROUGH SHOW ward. Nothing cools faster than S P E C I A L S Too often show tradeshow leads, so it is imperative to strike while the iron is hot. specials are last minute deals—“Sign up now and we’ll give you 15 percent off.” That’s not the way to handle show specials. For maximum appeal, it’s necessary to craft a show special that is appealing to your customer base; is a real savings rather than a token percentage off; easy to understand; and only available for a SUCCESSFUL MEETINGS SEPTEMBER 2008 Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, is an internationally recognized expert working with companies to increase their profitability at tradeshows. She is also the author of Riches in Niches: How to Make it Big in a Small Market and Meeting & Event Planning for Dummies. To contact her, visit www.thetradeshowcoach.com. Call +1 800 344 0548 or visit www.intercontinentalmexico.com ©2008 InterContinental Hotels Group. All rights reserved. Most hotels are independently owned and/or operated. *Air credit is available at resorts only, and is valid for800 344prior to November Call +1 bookings 0548 or 15, 2008 for groups traveling January visit www.intercontinental.com through March 2009. Minimum of four ©2008 InterContinental Hotels Group. All rights reserved. nights and 20-room reservation is required. Most hotels are independentlyare alland/or operated. Los Cabos and Ixtapa owned inclusive. *Air credit is available at beach resorts only. successfulmeetings.com http://www.intercontinentalmexico.com http://www.intercontinentalmexico.com http://www.intercontinental.com http://www.thetradeshowcoach.com http://successfulmeetings.com
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