Tips on Measuring ROI at ACE17

Transcription

1 Tips on Measuring ROI at ACE17 March 23, 2017 Webinar Moderator Vanessa Pighetti Exhibits Manager AWWA 2 Please consider the environment before printing. 1

2 Enhance Your Webinar Experience Close Programs Instant messengers Other programs not in use GoToWebinar Support 3 Webinar Survey Immediately upon closing the webinar Survey window opens Thank you 4 Please consider the environment before printing. 2

3 Points & Prizes By attending todays webinar you will earn 1 additional priority point for your 2018 booth assignment At the conclusion of the webinar we will do a random drawing for 50 additional drink tickets for the Tuesday Networking Happy Hour 5 Presenters Stephen Saber CEO Formerly CEO of New Marketing Labs, which merged with The Pulse in the spring of MBA from Harvard Business School and B.A. from Harvard. Rick Quinn Director of Client Engagement Responsible for all Enterprise and Event client relationships and operations. Leads sales, marketing and delivery teams. B.A. from UMass Amherst. 6 Please consider the environment before printing. 3

4 Ask the Presenters Stephen Saber CEO Rick Quinn Director of Client Engagement Enter your question into the question pane at the lower right hand side of the screen. 7 Overall Goal is a Lead Generation Program Your lead generation campaign is NOT just the 4 days of the event. It starts now and continues well after the event with follow-up qualifiers and nurturing. 8 Please consider the environment before printing. 4

5 Measuring Return On Investment (ROI) You can calculate the ROI to demonstrate to management the effect tradeshows have on the bottom line. Simple formula: Total show expenses / revenue from sales generated from the event. 9 Lead Generation Landscape Vastly different today vs. past 5+ years The event itself is just one part of your lead generation program Think about Goals and KPI s early and often Many tools and resources that are available now, start early: Webinars Social Media Downloadable content s and Newsletters Pre Scheduled Appointments 10 Please consider the environment before printing. 5

6 Goals and KPI s Your goals and KPI s can vary from show to show. Will (can) also be different than the booth next to you Must be short-term and measurable What is the minimum # of quality prospects I need to make to determine success? Define why you are exhibiting: Create awareness Product launch Offer new services Introduction to marketplace Etc. 11 Pre-Event (Webinars) Live and on-demand videos that connects your organization with your prospects / customers. Puts a face to the brand and with built-in polling and Q&A your audience can get the answers they want in real time. Webinar must be focused around the event to be relevant: What am I doing at the event? What am I showing? Engage. Engage. Engage. 12 Please consider the environment before printing. 6

7 Pre-Event (Social Media) Promote your participating Use the #hashtag: #AWWAACE17 We will make it easy for you with sample posts to FB/Twitter Post in the LinkedIn group Engage. Engage. Engage. 13 Sample Tweets 14 Please consider the environment before printing. 7

8 Pre-Event ( s / Website) Send s that contains a blend of downloads, curated articles and videos and original videos to foster engagement between attendees / speakers and exhibitors Speak about the event and your participation in magazine or newspaper advertising roughly a month out Include See Me at the Show verbiage in all correspondence to prospects 15 Pre-Event (Downloadable Content) Create value, then engage. What are we doing at the event that we can tell people about Whitepapers Case studies Presentations Demonstrations 16 Please consider the environment before printing. 8

9 Pre-Event (Pre-Scheduled Appointments) Contact your top prospects and invite them to your booth for a special offer or indicate your executive team will be in attendance to talk with them. Guest Passes Alerts within Lead Retrieval 17 Planning for Onsite Prepare a printed fact sheet for your sales force Keep all personnel (not just sales) informed so they can mention your participation 18 Please consider the environment before printing. 9

10 Onsite It takes more than a pretty booth to have a great event Determine who you are talking to What are their needs / qualifications / purchasing authority Tailor your dialogue to be aligned with the prospect Don t oversell Too much info is too much 19 Using Lead Retrieval: Options for Companies of all sizes TPNI Mobile Application TPNI Portable Application Exhibitor Bundles Alerts response and drip campaigns 20 Please consider the environment before printing. 10

11 Lead Follow up According to a variety of research studies 70-80% of leads gathered at conferences are never followed up on. Send Immediate response to the attendee from the show floor with links to product information and appointment setting Create drip campaigns of several communications over a period of time (typically 5-7 days) post show to drive the attendee to schedule a meeting Segment the leads based on demographic questions and product interest and provide specific follow up 21 Lead Nurturing Start planning your approach to lead follow up well before the show starts Respond within 1 hour. Time matters Further qualify Route the leads Call before they get home 22 Please consider the environment before printing. 11

12 Lead Routing Ability to send alerts to sales reps based on Geographic data Region Product Interest Company name Ability to send SMS alerts to sales reps for high quality leads based on similar information 23 Packages Silver - $1,500 2 mobile licenses for up to 6 booth staff to have on their mobile device Immediate follow-up configuration and management 1 Portable lead device for theater and booth scanning Gold - $2,500 4 mobile licenses for up to 12 booth staff to have on their mobile device Immediate follow-up configuration and management Lead Routing drip campaign configuration 1 Portable lead device for theater and booth scanning Platinum $5,000 7 mobile licenses for up to 21 booth staff to have on their mobile device Immediate follow-up configuration and management Lead Routing drip campaign configuration 3 Portable lead devices for theater and booth scanning Integration of lead app with product demonstrations 24 Please consider the environment before printing. 12

13 Ask the Presenters Enter your question into the question pane at the lower right hand side of the screen. 25 Resources Discover Philadelphia Interactive Maps & Visitor Guides Restaurants & Venues Exhibitorzone Task List & Deadlines Updating Company Information Description & Social Media Products & Services Badge Registration Conference graphics and logos Freeman Online Advertising & Sponsorship Opportunities 26 Please consider the environment before printing. 13

14 ACE17 key dates Thursday, March 30 Thursday, May 18 Thursday, May 25 Wednesday, May 31 Thursday, June 8 Company Information Due Company description, products/services and social media Discount Deadline (Freeman, Convention Center, Lead Retrieval) Order online to take advantage of maximum discounts Register Booth Staff Badges Advance Warehouse Deadline Shipments arriving after May 31 will be subject to a surcharge Show Site receiving begins: 8:00 a.m. 27 Thank You! 28 Please consider the environment before printing. 14