Tracey Schropp - Exhibitor Magazine

Customer Appreciation Party: As in past years, we participated in an after-hours party
to enhance relationships. Mainly hosted by our distributor exhibiting across from us, the
party in 2009 was held on the second night of the tradeshow from 6 pm until 10 pm. Our
distributor supplied the band, the Bavarian beer, and some other refreshments. Nordson
ASYMTEK shared a portion of the costs and provided the invitations.
These invitations complimented the eVite and were printed for distribution at the show:
POST-SHOW:
The size was purposely made to fit 4
copies to one standard sheet of paper
to cut down on printing cost.
Lead follow-up communications: Electronic follow-up (thank you) emails sent to the
leads would include links to download brochures from our website and contact
information for a local representative in their area. The qualified leads from
Productronica 2009 also received personal contact from their regional sales manager or
local distributor. Of the 178 reported visitors to the booth, (165 qualified), there were 54
that resulted in upgrading from lead to contact status.
Post-show Demo Feedback: Demonstrating new technology and improvements and
promoting positive perception of our brand are critical to the success of a tradeshow. An
internal survey was sent to Nordson ASYMTEK engineering and sales staff in Europe to
capture feedback on the benefit of each of the 10 demos or displays that were in the
booth. The overall results communicated back for these 10 were:
‣ Good = 4 ‣ Needs Improvement = 3
‣ Fair = 2 ‣ Needs Improvement or is not useful = 1.
These results and the comments would be considered along with the customer surveys
in the planning of future tradeshows.
CTSM Portfolio – Tracey Schropp Page 31