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 Industry
Trends - Getting Real with ROI
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So, you’re being asked to justify every penny that goes
into your marketing mix. And how were we all taught to meter marketing?
That’s right—Return On Investment (ROI). Unfortunately,
trade show/event budgets are often among the first to fall under
executive gun sights, even though they have repeatedly proven
to be one of the most-effective players in corporate marketing.
Why? Many organizations don’t set realistic objectives and
are not geared toward measuring sales from events quickly and
easily.
Ask yourself the following questions:
1. Are your trade show/event objectives consistent
with those of your corporate marketing plan?
2. Do you set quantifiable sales-related objectives?
3. Does your trade show/event budget integrate
a variety of communications components?
4. Do you consistently measure performance relative
to your sales and communications objectives?
If you answered “yes” to these questions, you should
be getting the most out of your event marketing dollars. In a
recent study conducted by Deloitte & Touche, organizations
that establish and measure solid objectives are substantially
more successful in accelerating the sales process.
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For more advice on how to maximize your trade show investment,
check out our free 25-page Guide to Successful Exhibiting. CLICK
HERE to download the file.
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Trade
show Tips - Focus on Follow-up
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We have all seen it happen: Your trade show team brings back leads
to feed the sales department, only to find a fraction of them
are ever contacted. But it isn’t the sales team’s
fault. Their time is money so they need to focus their time on
the best prospects.
So how can we make this all work for the better? Easy, get your
teams to talk. Find out what information the sales team needs
in order to rank qualified prospects, and build your lead forms
accordingly. Make sure your exhibit staff understands the importance
of completing the forms. Then, after the show, sort your leads
in order of priority using your pre-established ranking system,
and hand the “hot” ones over to sales immediately.
Follow-up is also critical. Partner with your sales group to map
out a solid lead follow-up strategy that involves repeated efforts—double
the follow-up will yield double the results.
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| Product
Spotlight - DesignLine™ Transforms
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Many organizations own a different display for each show format
in which they exhibit, while others may limit their contract for
space to the size and configuration of their one and only display.
But what if they could buy just one display system that could
be scaled down or expanded to work in multiple environments? Sounds
crazy?
Nonsense—introducing
DesignLine Kit DL9044.
CLICK
HERE to learn more about this kit's features and pricing.
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| Case
Study - AOL Hits the Road with Nomadic
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In launching its 9.0 Optimized platform, America Online decided
to run with a unique experiential retail launch (instead of their
traditional CD-ROM direct mail) utilizing a series of environmental
components and more-than-stunning Nomadic Display custom kiosks.
The campaign, which was unbelievably successful, received a silver
EX Award from Event Marketer Magazine.
CLICK
HERE for more information on Nomadic kiosks to support your
next road show.
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Service
Spotlight - Nomadic LifeLine Saves the Show
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“One of our clients was attending the DIA show
in D.C., and we had shipped their Nomadic display and graphics
to the advance warehouse. I received confirmation that our shipment
had been delivered, and assumed everything was ready to go for
the show. We were wrong. Upon arrival on Saturday, we found that
the skid had broken during shipment, and that four cases were
missing! We frantically tried to hunt down the missing pieces
in vain. So I called the Nomadic LifeLine—Natasha was great!
She got me in touch with Nomadic’s on-call representative,
and we were able to rent the missing equipment at a very reasonable
rate. Everything was delivered just in time for the show to open
on Sunday afternoon at 4pm! Again, Nomadic came through for us—it
is customer service like this that puts you above the rest (and
makes us look good). Thanks to everyone!!!"-
Pat Loux, Pearl Exhibit Group
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telephone
800-732-9395 fax
703-866-1869
web www.nomadicdisplay.com
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