First-Time ABC Kids Expo Exhibitor Web-Briefing

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1 Present First-Time ABC Kids Expo Exhibitor Web-Briefing How to Have a Positive and Productive Exhibiting Experience Custom Participant Learning Objectives This briefing will Provide new exhibiting companies with important information about ABC Kids Expo, our attendees, and the ins and outs of exhibiting. 2. Inform about important resources and support available from ABC Kids Expo. 3. Present 10 strategic keys to executing a more successful exhibit. 1

2 About ABC Kids Expo ABC Kids Expo (All Baby & Child), founded in March, 2003, is a partnership between independent specialty stores and the manufacturers who support them. Our goal is to promote the continued growth and prosperity of independent retailers and manufacturers in the juvenile products industry. The main objective and purpose of the corporation is to act as a business league that helps organize and produce trade shows to be held for the benefit of juvenile products manufacturers, specialty store retailers, distributors and manufacturers' representatives of juvenile products. With more than 1000 exhibitors utilizing 3,000 booths in nearly one million square feet of exhibit space, it is among the fastest growing trade shows in the nation. About ABC Kids Expo 2014 Ranks 57 out of the 100 largest trade shows in North America exhibiting companies 1,000,000+ net square feet of show floor exhibits 14,000+ attendees from over 61 countries attended in 2013 Trade Show Executive s Fastest 50 Ranked #2 by Number of Exhibitors Ranked #5 by Attendance Ranked #18 by Net Square Feet Biggest Turnaround in 2013 Baby & Children s Readers Favorite Award: Voted #1 for Market/Trade Shows 2

3 ABC Kids Expo Attendees What Do Attendees Want? To find the latest innovations, products, and trends. Focused, relevant, and informative pre-show communications to help them plan their visit and experience. Information and interactions on-site that allow them to better understand and easily compare products and services. Interactive displays and presentations showing products in action and demonstrating capability and performance. How Do Attendees Behave? Tend to plan ahead, set agendas and visit booths with products/services that support their current and future interests and needs. Look forward to hands-on interactive experiences. Have a low tolerance for promotions and exhibits that are all sizzle, no substance. Participate in activities and education like the New Product Showcase, Inventor s Showcase, Modern Child, Naturally Kids and Maternity Square. 3

4 Pre-Marketing Your Exhibit is Critical! Marketing Opportunities Free: Company listing including one product display panel, logo, and press release on the Virtual Show (online directory and floor plan). Company listing in printed Show Directory and printed floor plan. FREE access to pre-registered press in Media Center. Participation in the Runway Show for exhibitors in Maternity Square. Free access to deliver thumb drives with exhibitor information pre-loaded to the Media Center. Free access to confirmed buyers, confirmed representatives, and confirmed media by Excel downloadable spreadsheets (with confirmed exhibitor login). First time exhibitors receive a 50% discount off of the half page ad in the Show Directory! Paid Advertising/Marketing: Pre-Show: Virtual Show Upgrades for Featured Exhibitor Listings, Product Category Sponsor, Banner Packages, and Exclusive Splash Banner T.E.A.M. Mailer (Pre-Show Mailer) Attendee enewsletter Campaign At Show: Show Directory, Addendum and Floor Plan Map Ads The Center (literature pocket distribution), Backlit Marquis Panels, Kick Panels, and Exclusive Media Wrap Tote Bag Insert Floor Logo Adhesives, Window & Door Clings ABCtv Commercial Broadcast New Product Showcase Made in USA Showcase Runway Show Post-Show: The Virtual Show upgrades for Featured Exhibitor Listings, Product Category Sponsor, Banner Packages, and Exclusive Splash Banner Paid Sponsorship: Pavilions/Special Exhibits: New Product Showcase, Media Center, Made in the USA Showcase, Naturally Kids Park Special Events: New Product Showcase Reception, Made in the U.S.A. Showcase and ABC Invention Connection Breakfast Reception, ABC Opening Networking Reception, Runway Show The Live Event! Refreshments Show Floor/Convention Center: Tote Bags, Badge Holders, Lanyards, Mobile App, Massage Garden, Cyber Café, Beer Garden, Margarita Garden, Photo Booth, Column Wraps, Recycle Bins, Stroller Test Track, Attendee Shuttles, Product Locators, ABCtv Charging Stations, Escalator Graphics, Registration Counter Inserts (kick panels), Mother s Nursing Rooms For questions or help, please contact: DeAnna Nowlin deanna@theabcshow.com (210) x103 Exhibitor Login Available online: Badge Request Form Deadline August 1st Exhibitor Service Kit Discount Deadline August 14th Exhibitor Dashboard Approve Deadline July 3rd Show Specials Form Deadline August 22nd Official Show Daily Information Download Data Excel files containing the current registrations for the confirmed buyers, sales representatives and media attendees Pay Careful Attention To: Review all sections of the Exhibitor Services Kit. Refer to the Deadline Dates. Order early to save money. Ask your sales representative questions at any time. 4

Exhibitor Kit Tips & Pages To Be Aware Of Discount Deadline: August 14, 2014 Important Dates Show Information Page 1-2 Discount Booth Order Form Page 11 Supplied Carpet Order Form Page 13

5 Exhibitor Kit Tips & Pages To Be Aware Of Discount Deadline: August 14, 2014 Important Dates Show Information Page 1-2 Discount Booth Order Form Page 11 Supplied Carpet Order Form Page 13 Standard Furniture Order Form Page Cartload Service Order Form Page 45 Fern Transportation Order Form Page 46 Material Handling Information Page 48 Shipping Labels Page ABC Kids Expo 5

6 Taylor s Suggestions for First-Time Exhibitors 1. Pay Careful Attention to Deadline Dates 2. Carefully Review the Service Kit: take advantage of ordering services early (discount deadlines) 3. Plan, Prepare and Use Pre-Show Marketing: download and SAVE the attendee list 4. Take Advantage of the FREEBIES : pre-show marketing resources 5. Utilize Social Media (#abckids14) 6. Manage your Exhibitor Dashboard: review leads & follow up 7. Keep Your Contact Information Current 8. Call your ABC Kids Expo Account Manager with ANY questions 9. Don t miss important s from ABC, make sure to add our domain to your safe senders list. Pertinent information is sent weekly. For registration and Exhibitor Login assistance: ABC Kids Expo Contacts If your company name begins with: 0-9, A-F Contact: David Rice - (210) Ext david@theabcshow.com G-M Contact: Taylor Hamman - (210) Ext taylor@theabcshow.com N-S Contact: Judi Sunden - (210) Ext judi@theabcshow.com T-Z Contact: Amanda Francis - (210) Ext amanda@theabcshow.com For marketing/sponsorship opportunities: Contact: DeAnna Nowlin - (210) Ext deanna@theabcshow.com 6

10 BIG Mistakes First-Time Exhibitors Make 1. Failure to read the Exhibitor Services Kit. 2. Unrealistic. 3. Failure to set exhibiting goals. 4. Failure to pre-market their exhibit. 5.

7 10 BIG Mistakes First-Time Exhibitors Make 1. Failure to read the Exhibitor Services Kit. 2. Unrealistic. 3. Failure to set exhibiting goals. 4. Failure to pre-market their exhibit. 5. exhibit design and/or layout. 6. Not enough thought given to product/service presentation. 7. Improper behaviors. 8. Taking booth down before show closes. 9. Poor lead follow-up. 10. Lack of time perspective in evaluating show results. Three Links of the Tradeshow Chain Not just days! At least months! PRE AT POST Four Critical Exhibiting Success Factors: 1. OUTCOMES: Use Exhibiting by Objectives to support your company marketing and sales objectives and take advantage of the many opportunities shows present. 2. ATTRACTION: Develop pre and at-show marketing processes to attract enough of the right people to your exhibit and functions. 3. EXPERIENCE: Deliver a high-quality visitor experience that secures a commitment to a next action step with qualified visitors. 4. FOLLOW-THROUGH: Follow-up to convert visitor commitments to action, ideally purchasing, and measure results. 7

8 The 10 Keys 1. Be Clear About What You Are Really Buying: Your ultimate exhibiting RESULTS will come from how well you put your company identity, staff, and products/services face-to-face with the right people to exchange information that leads to a commitment to action on the part of the visitor. Exhibit Interaction Capacity: Example Participant Exhibiting Hours Times Full-Time Exhibit Staff x 2 x Total Staff Hours 50 = Times Interactions per/hr/staffer x 3-5 x Exhibit Interaction Capacity = 2. Know Why You Are Exhibiting & Set SMART Goals Top Four Reasons for Exhibiting: Your Reasons Market awareness, presence and visibility Branding Lead generation and sales New product introduction Set SMART Goals Specific, Measurable, Actionable, Realistic, Time-bound Create action plans for achieving goals. 8

9 3. Invest Enough Resources The budgeting rule of thumb is to multiply your floor space cost times to determine your total show budget. 4. Get In The Mind and On The Agenda of Enough of the Right Attendees 1. Show attendee have changed. 2. You cannot just rent space, show-up, and the right buyers find you. 3. You MUST use targeted pre and at-show marketing. View the Driving Qualified Booth Traffic webinar replay on the Exhibitor Success & ROI Center website to learn an 8 step marketing/planning process that puts your company in the mind and on the agenda of ABC Kids Expo attendees. 5. Make Sure Your Exhibit Communicates Effectively Have a professional looking exhibit that communicates and supports your brand/identity. Quickly and visually answer three questions in the mind of attendees: do you do? should I care? are you? Make it easy for visitors to enter and exit your exhibit. Make it easy for visitors to physically with products and services. 6. Staff & Work the Show Properly Put effective staffers in your exhibit - Friendly and engaging. - Proactive versus. - Knowledgeable. - Asks good questions and listens well. - Can communicate and persuasively. - Takes good lead information and gains commitment to the next step. 9

Staff & Work the Show Properly Power tips for effectively working the show: - Be in your booth and available the entire show. - Smile and greet people in the aisle.

Be able to communicate your product/services messaging in a concise, persuasive and interactive manner. Capture more information from visitors.

10 Staff & Work the Show Properly Power tips for effectively working the show: - Be in your booth and available the entire show. - Smile and greet people in the aisle. - Effectively engage visitors who enter your booth. Know what you need to ask. Be able to deliver a short company story. Be able to communicate your product/services messaging in a concise, persuasive and interactive manner. Capture more information from visitors. Get a commitment from the visitor to the next action step. 7. Take Quality Leads & Follow-up Effectively Lead quality is in direct proportion to the clarity of the next step and visitor s to take that step. Use a lead capture system. Follow-up fast or in-line with the visitor request. Link follow-up back to the visitor request. Vary follow-up media: , telephone, in-person, etc. Determine follow-up plan the show. 8. Measure Results Don t just count count over time! Develop a simple and consistent set of performance metrics. o (CPL) Cost Per Lead o (CPI) Cost Per Interaction o Total lead count, quality by priority, potential value o (ROI) Return On Investment 10

11 Cost Per Lead (CPL): Example Participant Total Show Investment (10x10 in-line $2,000) Floor space x 3 $6,000 $ Divide by # Leads 50 Cost Per Lead $120 $ Average cost of tradeshow lead: $360 (Source: Exhibit Surveys) Cost Per Exhibit Interaction (CPI): Total Show Investment (10x10 in0line $2,000) Floor space x 3 $6,000 $ Divided by # of Exhibit Interactions 150 / Cost Per Exhibit Interaction $40 = Average Cost of a Field Sales Call: $596 (Source: CEIR) Return on Investment HARD Dollar Formula & Example* Revenue From At/Post Show Sales $ 50,000 $ Less Cost of Sales (20% Gross Margin) - 40,000 $ Gross Margin $ 10,000 $ Less Show Investment - 6,000 $ Net Exhibit Profit $ 4,000 $ Net Exhibit Profit $ 4,000 $ Divided by Show Investment $ 6,000 $ Multiplied by 100 x 100 x 100 Return on Investment 66% ROI % *This example calculation is not a promise of a specific ROI, but simply an illustration of a method for calculating exhibiting ROI. 11

12 9. Learn from Every Show and Stay Committed Make time to walk the floor and successful exhibitors. Attend educational sessions and social/networking events. Do a post-show report and identify learned so you can do even better at your next show. Be patient! It takes time to build a masterpiece. Learn, apply, and stay committed and success will come. 10. Success Rule for Exhibitors New to a Tradeshow If the people attending ABC Kids Expo influence/make buying decisions for what you sell, You cannot judge the ultimate of the show from one attempt. You must commit to at least consecutive shows, Applying more of what you learn to each show. Get Ready for a Positive & Productive ABC Kids Expo Exhibiting Experience ABC Kids Expo is one of your most effective marketing and sales media, when done properly. ABC Kids Expo gives you the resources, support and access to be as successful as you want to be. Use what you learned in this briefing and take advantage of all of the knowledge resources on the Exhibitor Success & ROI Resource Center website. Website Link: Three most important ideas I learned from this session were:

13 ABC Commitment to Exhibitor Education & Success Exhibitor Success & ROI Center Live and re-playable webinars How-to exhibiting article series Ask the Tradeshow Expert Q&A Bookmark, Share and Access at: 13

First-Time RSNA Exhibitor Web-Briefing

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