About
Trade stands & exhibits are present events all over the country and around the world, from the electorate backbencher MP at the local A&P show, to the slick marketing manager selling product at an international trade show. These stands often cost thousands of dollars in travel, man hours and marketing budget – but are they meeting their full potential?
Exhibiting Success is a one-day in-depth course that will give you the tools, techniques and skills to make the most of your organisations investment, and get the message across at any trade show, conference or event.
Key Learning Objectives:
• Gain an understanding of where tradeshows and exhibitions
• Prepare your exhibition stand for maximum impact and effectiveness
• Ensure you have the right material for the right message
• Gain the skills to effectively staff the stand
• Gain an insight into visitors intentions, needs, wants and motivations
• Effectively follow up on leads post event
Who Should Attend?
Anyone who is about to run or organise a trade show, exhibition or sponsorship stand at an event including:
• Promotional Staff
• Sales Managers
• Business Development Managers
• Marketing Managers
• Conference Organisers
• Exhibition Contractors and Suppliers
Training Methodology
This intensive one-day master class will combine tutorial sessions and case studies with interactive learning exercises. All attendees will be provided with a workbook and a certificate of completion.
Outline
Trade Shows 101
• What sort of trade shows are there?
• Why exhibit?
• Where do events fit in the marketing mix?
• Understanding the exhibition/conference environment
Setting Objectives
• Exhibiting goals and outcomes
• Understanding company objectives
• Key performance indicators
Preparing your exhibit
• Building a budget for your exhibit
• Stand location
• Designing a stand that attracts visitors
• Understanding current Audio Visual options
• Internet/wireless technology at venues
• Lighting and Presentations
• Furniture & Props
• Location, Location, Location
• Size and Layout
• Venue traffic flow
• Working with suppliers, contractors and venues
Supporting Material
• Product & service literature
• Signage
• Product samples
Manning the Stand
• Who should participate?
• Staffing and rostering
• Dressing appropriately
• Body language
• Stand etiquette
• Welcoming visitors
• Dealing with different cultures
• Pre show training
• Demonstrating effectively
Visitors
• Visitor types
• Qualifying leads – interested or potential competition?
• Understanding visitor needs – what do they want from exhibitors?
• The elevator pitch
• Giveaways and competitions that attendees want
• Keeping records
• Handling difficult questions
• Dealing with competitors
Post Event
• Following up on leads
• Post event debriefs
Facilitator
Peter S. Cooper, Managing Director, CEO, Visavant group
An American born and educated New Zealander, Peter has founded and owned a number of successful businesses, both in the USA and New Zealand. Companies he’s owned have included manufacturing, import and distribution, a commercial photographic studio, stage lighting, automotive repairs, an export development consultancy, music publishing and a direct marketing company. He has also
worked in a wide variety of industries in the USA, New Zealand, the Middle East and Europe. Peter is currently is the CEO of a number of companies, including two international business consultancies, the NZ-based visavant consulting and Dahamin Associates in Jordan, and a business soft skills operation, called visavant training.
He’s run successful marketing campaigns for a wide variety of customers in a vast range of industries. These include, publishers, both Trade and Consumer, fertiliser manufacturers, Government Departments, caterers, automotive accessories manufacturers and importers, school supplies companies, horticultural supplies companies, etc.
Participants in his many workshops around the world have given him top marks for providing them with practical, real-world skills and information in an entertaining and often challenging, interactive environment.
Peter S. Cooper is also facilitating:
In-house Training
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