Questions? ExhibitorHelp@shot.convexx.com
ON-TARGET MARKETING
2015 SHOT SHOW
Attracting the Buyers You Want to
See at Your Booth
Chuck Schwartz, CEM
Susan Schwartz, CEM
SHOT SHOW MANAGEMENT
Questions? ExhibitorHelp@shot.convexx.com
• Why Is The SHOT Show The Best Form of
Marketing for your Company?
– All the buyers in one place, at one time. The only
opportunity for face-to-face meetings with so
many people.
– Thousands of customer prospects in front of your
eyes.
– Huge cost savings to grow your business.
Questions? ExhibitorHelp@shot.convexx.com
QUIZ
SURVEY SAYS…….
Questions? ExhibitorHelp@shot.convexx.com
How Many SHOT Show Exhibitors
Have A Special SHOT Show
Marketing Plan?
25%
Questions? ExhibitorHelp@shot.convexx.com
• Why Are You Exhibiting At The SHOT Show?
– Know Your Objectives
• Branding
• New Product Introduction
• Generate Leads & New Customers
– Plan Your Work
– Work Your Plan
Questions? ExhibitorHelp@shot.convexx.com
What per cent of buyers come to the show with
a plan? 20% - 30% - 40% - 50% or more
75%
How many days does the average buyer
spend at the show? 1 - 2 - 3 - 4
3
Questions? ExhibitorHelp@shot.convexx.com
How long do you have the buyer’s attention
when walking the aisles?
3 seconds
How many booths will they visit at the
show? Up to 50? Over 50?
26
Questions? ExhibitorHelp@shot.convexx.com
How Many Minutes will they Spend in
Your Booth?
4
What Per Cent of Buyers at the SHOT
Show are Decision-Makers?
80%
Questions? ExhibitorHelp@shot.convexx.com
MARKETING PLAN 101
• How much money should you budget?
20% of show cost
• Agency, staff, IT department
• Buy A List
• Booth Design
Questions? ExhibitorHelp@shot.convexx.com
WHAT MEDIA
Exhibit
• Branding, Branding, Branding
• Signs
• Logo
• Staff
Questions? ExhibitorHelp@shot.convexx.com
WHAT MEDIA
MEDIA - Direct Mail
• Postcard – Big
• Postcard - Small
Questions? ExhibitorHelp@shot.convexx.com
Print – display ads, flyers, postcards
Questions? ExhibitorHelp@shot.convexx.com
WHAT MEDIA
MEDIA – SOCIAL MEDIA
Questions? ExhibitorHelp@shot.convexx.com
WHAT MEDIA
What resources do you have?
• Your website
• Social Media: Use what you have,
explore what you don’t
• P.R. – Press Releases
Questions? ExhibitorHelp@shot.convexx.com
WHAT MEDIA
Email
Your Database
• ConstantContact.com
• Short & Sweet
•
• Phone Calls to Key Accounts
Questions? ExhibitorHelp@shot.convexx.com
SHOW PROGRAMS
SHOT SHOW EXHIBITOR
OPPORTUNITIES
Questions? ExhibitorHelp@shot.convexx.com
SHOW PROGRAMS
Sponsorships
www.shotshow.org/ERC | www.shotshow.org/exhibitor
• Online Packages – Floor-plan
enhancements – video, logos, etc.
• Directory Listings – After today, you
can change your listing online only
Questions? ExhibitorHelp@shot.convexx.com
New Product Center
• Cabinet / Table - $695
• Floor Space - $825
Includes:
• Photo online
• Photo in printed New Product
Center Directory
Questions? ExhibitorHelp@shot.convexx.com
SHOW PROGRAMS
•
•
•
•
•
Press Releases (Silver+)
Show Special Announcements (Silver+)
Mobile App
Lead Retrieval – standard, customized
On-Site Programs:
• Press Kit Bins (FREE!)
• Press Conferences
Questions? ExhibitorHelp@shot.convexx.com
ROI – ROO - ROP
What is the right way to
measure results?
• ROI – Return on Investment
• Results on Investment
• Delivering ROI – show up and buyers will
show up
• Analytics for everything, clicks on website,
pages, ads, banners
Questions? ExhibitorHelp@shot.convexx.com
WHAT DO I DO NOW COACH?
Plan for 60 days Out – Right Now!
• Order Website Enhanced Package
• Order Press Kit Bin
• Order Press Conference
• Create Social Media Plan
• Order Uniforms
• Practice your pitch
Questions? ExhibitorHelp@shot.convexx.com
WHAT DO I DO NOW COACH?
Plan for 30 Days Out
•
•
•
•
•
•
Obtain Contacts from Dashboard
Plan Direct Mail
Launch Social Media Program
Order Printed Materials
Order Lead Retrieval Device
Send Direct Mail (20 Days Out)
Questions? ExhibitorHelp@shot.convexx.com
WHAT DO I DO NOW COACH?
Plan for 10 Days Out
•
•
•
•
Finalize Press Releases for On-Site
Email Invitations
Review All Collateral Materials
Call your key accounts
Questions? ExhibitorHelp@shot.convexx.com
WHAT DO I DO NOW COACH?
Plan For Onsite –
How Will You Stand Out?
•
•
•
•
Engage Your Plans
Review Plan Daily
Staff Input
Take Care of Business – One Chance
Questions? ExhibitorHelp@shot.convexx.com
WHAT DO I DO NOW COACH?
Plan For Post-show
The Show Is Never Over!
FOLLOW-UP
Questions? ExhibitorHelp@shot.convexx.com
WHAT DO I DO NOW COACH?
MARK YOUR CALENDAR
December 16, 2014
2:00pm (EST)
Webinar
15 WAYS THAT GUARANTEE
SHOT SHOW SUCCESS
Questions? ExhibitorHelp@shot.convexx.com
Questions?
Chuck Schwartz, CEM
cschwartz@ConvExx.com
702-216-5833 - Direct
702-303-3453 - Cell
Susan Schwartz, CEM
sschwartz@ConvExx.com
702-216-5858 – Direct
702-429-0803 - Cell
Questions? ExhibitorHelp@shot.convexx.com
Questions? ExhibitorHelp@shot.convexx.com