Integrated Marketing Communications

Transcription

1 C T S M R E Q U I R E D S E M I N A R etrak Online Seminar SEPTEMBER 13, PM ET, 1PM CT, Noon MT, 11AM PT SESSION Integrated Marketing Communications KATHARINE CHESTNUT, DIAMOND LEVEL CTSM SAVE THIS HANDOUT - REQUIRED STUDY MATERIAL FOR THE CTSM EAM All Materials Copyrighted by EHIBITOR Magazine / Katharine Chestnut, diamond level CTSM 2012 Rochester, MN PRODUCED BY EHIBITOR MEDIA GROUP

2 31512 Integrated Marketing Communications The Basics A CTSM Required Course Katharine Chestnut, Diamond CTSM Director, Research & Measurement Derse Katharine Chestnut, Diamond Level CTSM Director, Research & Measurement, Derse 20+ years on client side as professional marketer Experience within: Industrial Software Consumer Electronics Natural Foods 15+ years measurement program focus & development Exhibitor Show speaker since

3 Essential Learning Components 1. Defining Show Objectives 2. Matching Show Objectives to the Right Medium 3. Recognize Your Target Audience 4. Identify Budget Availability 5. Set Measurement Benchmarks 6. Pre-Show Tactics: In the Office 7. On-Site Tactics: Show City, Hall & In Your Booth 8. Post- Show Tactics: After the Show 9. Analyze Your Results ELC 1: Defining Show Objectives Base Objectives On: Target audience and their needs Company s new or available products / technology Company s position in the industry Company s history of exhibiting at the show Perception of the company by the target audience Available budget for exhibit and promotional programs Location of show Special requirements for the show 2

4 Four Objective Categories 1. Awareness This objective is intended to create and stimulate interest and awareness. 2. Comprehension This objective aims to inform your customers. 3. Conviction This objective means to ensure that your customer understand the product benefits and see them as more beneficial than those provided by your competitors. 4. Action Ultimately, the desired action is a sale. ELC 2: Matching Objectives to Tactics Pre-Event Marketing Tactic Awareness Comprehension Conviction Action Direct Mail Social Media Trade Publications Telemarketing Press Release Online/Web 3

5 ELC 2: Matching Objectives to Tactics At-Event - City Marketing Tactic Awareness Comprehension Conviction Action Airport / Mobile / Billboard Hotel Ads / Room Drops Social Media Sponsorships Hospitality ELC 2: Matching Objectives to Tactics At-Event - Hall Marketing Tactic Awareness Comprehension Conviction Action Show Directory / Show Daily Hall Ads Social Media Press Briefings Partner Exhibits / Suites Meeting Rooms 4

6 ELC 2: Matching Objectives to Tactics At-Event - Environment Marketing Tactic Awareness Comprehension Conviction Action Celebrities Live Presentations Social Media Experiential Marketing Premiums ELC 2: Matching Objectives to Tactics Post-Event Marketing Tactic Awareness Comprehension Conviction Action Direct Mail Social Media Telemarketing Online / Web Press Release Personal Follow Up 5

7 ELC 3: Know Your Target Audience Titles Decision-making level Company size Budget size Product interest Participation level Travel Work-related problems/challenges Industry trends/hot buttons Outside interests/hobbies Sources of Information Previous Show Leads Sales Staff Customer Service Staff Show Management Show Audits from Past Years Pre-Registrations Association Demographics Internal/External Research Telemarketing Focus Groups 6

8 ELC 4: Identify Budget The average exhibitor spends 13% of their budget annually on marketing communication tactics. Be consistent. Managing Your Budget Begin at the beginning. Refer to objectives frequently. Use historical data. Don t rob Peter to pay Paul. Itemize for understanding. Changes help define expense shifts. Estimates are your friend. Document changes in the process. Watch for savings to be used elsewhere. 7

9 Additional Budget Considerations New product/service will need more dollars. The Mouse That Roared: Smaller exhibitors need more funding in pre-show marketing dollars Research the show environment Competitive presence ELC 5: Set Measurable Benchmarks Be aware of benchmarks for different objectives. Plan ahead for repeatable benchmarks. Identify the estimated numbers for quantifiable benchmarks. Identify the nature of qualitative benchmarks. 8

10 ELC 6: Pre-Event Tactics Reaching Attendees in their Offices Define Pre-Show Tactics Examine each type Evaluate potential to meet objective(s) Estimate costs and prioritize (1st and 2nd tier) Evaluate Pre-Event Tactics Advantages Disadvantages Direct Mail Targeted Lists Limited Inexpensive Targeted Lists Limited Social Media Wide Reach Less Control Trade Publications Wide Reach Not Targeted Telemarketing Direct Person Contact / Feedback Press Release Inexpensive Credible Voice Expensive Time-Consuming Less Control Online/Web Wide Reach Not Targeted 9

11 ELC 7: At-Event Tactics Event City, Hall and Environment Define On-Site Tactics Examine available tactics (including show mgmt) Evaluate potential to meet objective(s) Evaluate ability to integrate with pre-show tactics. Estimate costs and prioritize (1st and 2nd tier) Evaluate At-Event Tactics Advantages Disadvantages Airport / Mobile / Billboard Wide Reach Limited Availability Hotel Ads / Room Drops Targeted Expensive Social Media Wide Reach Not Targeted Less Control Sponsorships Wide Reach Not Targeted Expensive Hospitality Targeted Expensive Show Directory / Show Daily Wide Reach Not Targeted Hall Ads Wide Reach Not Targeted Limited Availability Press Briefings Credible Source Less Control 10

12 Evaluate At-Event Tactics Advantages Disadvantages Celebrities Wide Reach Not Targeted Live Presentations Experiential Marketing Wide Reach Controlled Message Very Targeted Customized Message Not Targeted Need Multiple Touch Points Premiums Wide Reach Not Targeted Frequently Misused Partner Exhibits / Suites Broaden Reach Little Control Meeting Rooms Very Targeted Expensive ELC 8: Post-Event Tactics After The Event Define Post-Show Tactics Qualify visitor actions that lead to further contact Define additional programs/process for all leads Determine which previous tactics end w/ an on-site visit Evaluate ability to integrate with pre-show tactics Develop post-show lead process & management 11

13 Evaluate Post-Event Tactics Advantages Disadvantages Direct Mail Targeted Expensive Inexpensive Targeted Spam Control Social Media Wide Reach Less Control Telemarketing Very Targeted Direct Contact & Feedback Expensive Time-Consuming Online / Web Wide Reach Current Content Press Release Credible Voice Little Control Personal Follow Up Very Targeted Direct Contact Close Loop Feedback Timeframe ELC 9: Analyze Your Results Steps to Analysis Collect evaluations & feedback Include quantifiable and qualitative Post-Event meeting Review benchmarks, key comments & discuss Document 12

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15 Quiz for Session Integrated Marketing Communications SAVE THIS QUIZ SHEET. You will need it to enter your quiz answers online. To start the quiz process, go to and choose Submit Quiz Answers under Candidate Services. 1. Appropriate goals for a trade show include: A. Generating leads B. Increasing image awareness for your company and its products. C. Seeking press attention D. All of the above 2. Before launching your marketing program, you should: A. Check out the latest premiums catalog B. Develop your goals and budgets C. Buy the pre-show registration list from show management 3. One important question to ask regarding your marketing program is: A. Can we get a hot celebrity to promote our product? B. Who is our audience for this campaign? C. What do we have in the storeroom that we can use as a giveaway? D. Should we use a baseball or a basketball theme? 4. Sources for defining your target audience and their interest are: A. Sales staff B. Show management C. Associations D. All of the above 5. Effective pre-show marketing techniques for reaching attendees in their offices include: A. Mobile advertisements B. Telemarketing C. Hotel room drops D. Show directory advertising 6. For an in-the-hall marketing technique that offers broad exposure, consider: A. Sponsorship B. Show directory advertising C. Show issue / trade publication advertising D. All of the above Quiz Continued on Next Page

16 7. Contests, games & drawings can draw traffic to your booth, but: A. Aren t a good choice for new product introductions B. Can draw too broadly C. Can t generate leads D. Don t work well as hotel campaigns 8. In-booth experiential marketing techniques help the exhibitor: A. Book sales B. Pre-schedule appointments C. Generate leads D. Have a good time. 9. When seeking an effective marketing technique in the show city, consider: A. Pre-show mail B. Airport, mobile & billboard advertising C. Press briefings / interviews D. Celebrity appearances 10. When you come back from the show, you should: A. Request staffs to return evaluations and review all comments B. Have a post-show meeting to review all benchmarks, highlight key discoveries and discuss way to improve future shows. C. Document show results. D. All of the above