PRESENTATION OUTLINE
Step 1 Planning Your Participation 3-6 Month Ahead
• The greater the understanding of the objective to any action the better the results.
• At least 3 months ahead you must chose the venue & prepare your budget
• Make sure you have a clear objective on participation & set up the right marketing goals that will help you fulfill your business strategy
• Assign clear responsibles for each section of the project upon your preparations
• All the responsibles are obliged to follow the ZOHO PROJECTS, emails & meetings that are necessary for prearations.
Step 2. You should ask yourself the 6 basic questions always
Is your product or service ready to enter the market?
What are your objectives in participating in a trade show?
Who is your target market and audience?
How will this trade show complement your selling or marketing strategy?
Do you have the necessary resources: people, finance, time, commitment?
Do you have the capacity to follow-up on new leads?
Step 3: launching the Negotiations (minimum 2 months ahead)
• It is important to know who will be responsible for all the organization negotiations within the company or via outsourcing for organizational issues & paperwork with the venue organizers
• One person should be responsible for the paperwork & payments at different stages from the beginning to the end and should start the negotiations
Step 4: Working on the Brand Strategy & Concept of the Stand
Innovation & freshness as well as differentiation from the rest is what can ensure a huge success to your marketing campaign. important things to keep in mind when planning the Booth Concept is
• Tip: Avoid confusing displays.
• Ensure the design has clear working points that customers can approach and managers can work-defend
• There has to be aclear marketing message that we communicate & a clear look in ter…
Step 5: Brandbook and Stand Material ( 1-2 month ahead)
• Understanding the audience will help u prepare the right material: think of the price range, kind of services in demand & relate to those when you showcase your products
• Having the relevant material in local language will emphasize your preparedness and your effort to reach the audience
• Have in mind the product and price related material that your team needs to have ( informational leaflets, contracts for sales & other data)
• 3D lay outs, visual presentations on slide shows, Videos on corporate image & running on screen adverts are highly advised because they will help you ¨Impress¨
• Quantities & quality instructions for printing should be given to a trusted printer at least 1 month in advance to ensure a guarantee time for any delays
Step 6 : Staff training (2-3 weeks prior)
• Client forms with qualifying questions should be given /presented to staffers prior to the show.
• Trainings on products they sell should be run constantly and intensively with the stuff
• They should be able to respond to average questions approached by the customers on stand
• Avoid a scripted feel, but ensure there are guidelines on appropriate staff/attendee dialogue & a clear idea of ¨ approach¨ with client communication (passive/calm/confident/aggressive/popular)
• Experience shows that the performance of your team is one of the crucial factors that will determine customer experience and their willingness to engage
• A uniform in line with your general Brand Image will help to make a positive impression of an organized corporate spirit that you have, this will ensure trust
• Ensure that all your stuff members are capable to speak the local language and English
• Ensure that there are translators for all the members that do not Speak
• Involving general managers & Sales directors with authorative clients during your work on stand to answer some of their questions will créate a credibility and personalized approach for the customer experience
