Tracey Schropp - Exhibitor Magazine
Tracey Schropp - Exhibitor Magazine 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
inconsistencies this would have portrayed in the shared Productronica 2009 booth, we decided to continue with English only. As learned in Session 61702: “Show-Stopping Graphics – And How To Get Them”, a lot of copy on tradeshow graphics rarely, if ever, gets read. Since the video screens were already providing ample messages, I chose to have especially simple graphics to complement the booth. There was one sign needed for a machine that did not have a video monitor and was inside the booth, away from the aisle. The straightforward graphic to the right was designed to state a quick and clear message of the demo that was going on and attract attention for visitors to approach and see more. Wall sign above the DispenseMate® demo Another opportunity occurred when Nordson ASYMTEK partnered with Dymax Corporation to provide the fluid material that was being dispensed on our machine. We took advantage of a cross-promotion technique by making the following signs for each company to drive traffic to each other’s booths: Referral Sign for Asymtek’s booth Referral Sign for Dymax’s booth CTSM Portfolio – Tracey Schropp Page 29
- Page 1 and 2: CTSM Candidate Portfolio For Certif
- Page 3 and 4: VITAL STATISTICS - CANDIDATE PROFIL
- Page 5 and 6: Nordson ASYMTEK’s headquarters an
- Page 7 and 8: In order to reflect what I have lea
- Page 9 and 10: SHOW SCHEDULE / MEASURABLE OBJECTIV
- Page 11 and 12: Several concepts followed that offe
- Page 13 and 14: “The Combine Three Sister Compani
- Page 15 and 16: As a result, this was the final lay
- Page 17 and 18: YESTech’s section showing the mai
- Page 19 and 20: MANAGEMENT OF INTEGRATED MARKETING
- Page 21 and 22: Newsletter - October 2009 was sent
- Page 23 and 24: Free Registration Promotion with e-
- Page 25 and 26: The second advertisement followed o
- Page 27: Innovation Guide: A compact guide t
- Page 31 and 32: Customer Appreciation Party: As in
- Page 33 and 34: MANAGEMENT OF RESULTS REPORTING Nor
- Page 35 and 36: Application interests help target f
- Page 37 and 38: According to the “Detail Reportin
- Page 39 and 40: CONCLUSION: Nordson ASYMTEK’s eve
- Page 41 and 42: Worldwide Trade Show Schedule Nords
- Page 43 and 44: Worldwide Trade Show Schedule Nords
- Page 45 and 46: Productronica 2009 allocation plann
- Page 47 and 48: FOR RELEASE: Immediately CONTACT: R
- Page 49 and 50: FOR RELEASE: Immediately CONTACT: R
- Page 51 and 52: FOR RELEASE: Immediately CONTACT: R
- Page 53 and 54: CTSM Portfolio - Tracey Schropp Pag
- Page 55: CTSM Portfolio - Tracey Schropp Pag
inconsistencies this would have portrayed in the shared Productronica 2009 booth, we<br />
decided to continue with English only.<br />
As learned in Session 61702: “Show-Stopping Graphics – And How To Get Them”, a lot<br />
of copy on tradeshow graphics rarely, if ever, gets read. Since the video screens were<br />
already providing ample messages, I chose to have especially simple graphics to<br />
complement the booth.<br />
There was one sign needed for a<br />
machine that did not have a video<br />
monitor and was inside the booth,<br />
away from the aisle.<br />
The straightforward graphic to the<br />
right was designed to state a quick<br />
and clear message of the demo<br />
that was going on and attract<br />
attention for visitors to approach<br />
and see more.<br />
Wall sign above the DispenseMate® demo<br />
Another opportunity occurred when Nordson ASYMTEK partnered with Dymax<br />
Corporation to provide the fluid material that was being dispensed on our machine. We<br />
took advantage of a cross-promotion technique by making the following signs for each<br />
company to drive traffic to each other’s booths:<br />
Referral Sign for Asymtek’s booth<br />
Referral Sign for Dymax’s booth<br />
CTSM Portfolio – <strong>Tracey</strong> <strong>Schropp</strong> Page 29
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