Tracey Schropp - Exhibitor Magazine

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Review of Nordson ASYMTEK’s integrated marketing communications: Communicaton Method Chosen Electronic Mailers Objective rationale for choice Inexpensive audience reach Targeted Audience Customer base; especially Europe Measurements Lead count Results 178 visitors to our booth, down 50% from 2007 Ties to which objective in Section 3: 1 e‐guest tickets Goodwill, drive traffic to booth Customer base; especially Europe No. redemptions 48 visitors redeemed vs. 31 in 2007 1; 4 Press Releases Tie Company news with show Global reach to press and readers Publicity received 3 picked up: A new patented technology, new product, and new branding 7; 8 Show Directory (Pre‐show and At‐show) Help attendees to select our booth to visit All potential attendees Lead count 178 visitors to our booth 1; 8 Innovation Guide Stand out, Show technology, drive traffic All potential attendees Acceptance and Exposure by show organizer Showcased on display in the Expo lobby 7; 8 Lead Survey Forms At‐show Live Product Demos in Booth Face‐to‐face Networking and Meetings Most important to capture data on visitors Showcase technical expertise and prove superior performance Retain customer relationships Visitors to the booth Visitors to the booth Visitors to the booth Product interests and needs Product interest captured in Lead ratings No. meetings that took place Qualified 165 of 178 leads, with ~20% identified as hot leads Identified application interests on 68 leads No meeting room to see a schedule for a count 1; 2; 3 5; 6; 7 4 Press Interviews at the booth Publicity, image awareness and market viability Editors of trade publications Press visits to our booth 13 meetings & 1 video covered 17 magazines 8 Giveaways – New logo pens Introduce new branding Visitors to the booth Amount given away Gave away all new logo pens 8; 10 CTSM Portfolio – Tracey Schropp Page 32
MANAGEMENT OF RESULTS REPORTING Nordson ASYMTEK’s overall tradeshow marketing strategy is to showcase products and technologies to specific audiences and prove to our customers that we are the preferred solutions provider. This is accomplished through various elements as listed in Section 3 - MEASURABLE OBJECTIVES. Measuring Tradeshow Objectives: As mentioned earlier, our company did not traditionally set qualitative goals to measure the success of each objective specifically. Based on what I have learned through the CTSM program and while writing this portfolio, I will be able to help improve this process. However there were measurement programs that did exist, and these enabled the reporting of some qualitative results for Productronica 2009. These measurement programs were designed around our company objectives for participating in tradeshows as learned in Session 20501: “What’s Your Show Worth Proven Tools for Measuring Show Results” and will be reviewed in more detail in this section to discuss lead capture (Objectives 1 – 3) and cost reporting (Objective 11). Other objectives to Nordson ASYMTEK’s exhibiting at tradeshows that were not measured in qualitative terms yet were still considered successful to ROO included face-to-face networking and meetings (Objective 4), and public relations surrounding the tradeshow (Objective 8). We could value the success of PR surrounding the tradeshow by the press visits. With 13 meetings with editors fulfilled at the tradeshow, plus one video shoot, together we gained exposure to a total of 17 individual trade publications, and resulting in 4 articles published after the show. Introduction of new products (Objective 5) and to prove to our customers that we are the preferred solutions provider (Objective 7), were also accomplished through the trade publication exposure and through the press releases picked-up on the Business Wires. The Innovation Guide that was placed on display in the lobby of the Expo Center was also a measure of the success of these objectives. In addition, the product demonstrations and displays backed by an experienced technical engineering staff in the booth reinforced the success of promoting our new products, proved our technical expertise, and provided the live demonstrations onsite (Objective 6). Turning the subject back to those quantitative measurement programs that were in place, the following discussions will focus on the successes and the tools that were CTSM Portfolio – Tracey Schropp Page 33
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 and 28: Innovation Guide: A compact guide t
Page 29 and 30: inconsistencies this would have por
Page 31: Customer Appreciation Party: As in
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
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