Tracey Schropp - Exhibitor Magazine

Live Product Demos in the Booth: According to Session 31504: “Integrated Promotional
Programs”, we were on track to meet objectives that demonstrated new technology and
improvements, and promoted positive product and service trends with the live product
demonstrations in the booth. As the most important element to our exhibiting at
tradeshows, this program was the backbone for accomplishing several of our objectives,
such as introducing new products, demonstrating technical expertise, and proving to our
customers that we are the preferred solution provider (Objectives 5 – 7).
As suggested in Session 413: “Thinking Outside the Hall”, assigning objectives to
individuals will help uncover opportunities. With an experienced technical engineering
staff, and sufficient planning before the tradeshow, we had machines operating four
applications and new product displays to interact with the attendees (Objective 4).
Lead Retrieval Survey: A detailed lead form for surveying each visitor to the booth
provided the most measurable objective to capture specific customer information that
enabled proper post-show follow-up (Objectives 1 – 3). The data gathered on the form
was invaluable to measure our tradeshow results, industry and market trends, and
provide for future tradeshow plans. These results are explained fully in the next section,
MANAGEMENT OF RESULTS REPORTING.
Along with customer contact information, the form reported their current practices and
applications and needs for improvement. A rating was also assigned on the form to
track the quality of the lead as to the urgency or ability for a project as portrayed during
the on-site visit. (*Please see “Lead Form in Appendix, page 53).
Giveaways: We had two types of giveaways – standard and premium:
1) Using an inexpensive pen provided a means to introduce new branding
(Objective 10), with a low cost item displaying the new Nordson ASYMTEK logo
that was to be distributed freely among the booth visitors.
2) As emphasized in Session 31504: “Integrated Promotional Programs”, we also
had flash drives as a perceived higher quality item to hand-out at the discretion of
the sales person to their select customers.
Graphics/Posters/Videos: Large flat screen monitors were placed next to most products
to serve as “signage in motion”, communicating features and benefits messages along
with video clips of applications that run on the machines. In the past, German language
translations were added to the messaging in the booth. After evaluating the
CTSM Portfolio – Tracey Schropp Page 28