Trade Show

 

Guidelines and Plan For a Successful Trade Show

 

As a way to meet many potential customers face-to-face in a short period of  time, and do so cost effectively, trade shows can't be beat, which accounts for their enormous popularity with companies of all sizes.

 

 

Trade shows help level the playing field for smaller firms, since booth space is generally not that expensive ($13 per square foot, on average, with the typical small booth covering 100 square feet - 10 x 10 feet), and even small companies can usually afford attractive displays. With creative marketing and booth design, small businesses can actually appear as substantial as much larger corporations.

 

This factor helps explain their popularity with small companies.  The Trade Show Bureau reports that of the firms exhibiting at business-to-business shows, 44 percent have fewer than 50 employees. Sophisticated exhibitors - no matter what their size - do well at trade shows; the naive and inexperienced can waste thousands of dollars and countless hours, and do even more harm than good.  Learning to use trade shows effectively takes only a little  effort and planning.

 

Trade Show Benefits

Because trade shows generally take place at a single location, have short runs (usually one to three days), and bring together thousands of exhibitors and potential customers, they are a very cost-effective marketing medium.  The Trade Show Bureau claims that the average total cost of closing a sale in the field is $1,080, while the cost of closing a sale to a qualified trade show prospect is $419.

 

Because business-to-business shows typically do not allow selling on the show floor, generating sales leads is the most common reason exhibitors participate.  At shows  which allow selling, such as consumer shows, generating sales is what exhibitors want. 

 

 

Know Why You Are There

To get the most out of a trade show, first determine what you want it to accomplish. 

Common reasons for exhibiting include:

* Generating sales leads.

* Generating actual sales at the show.

* Enhancing your image and visibility.

* Reaching a specific audience.

* Establishing a presence in the marketplace.

* Improving the effectiveness and efficiency of your marketing efforts.

* Personally meeting your customers, competitors and suppliers.

* Prospecting for new customers.

* Introducing new products and services.

* Demonstrating your product in ways not possible using other marketing channels.

* Recruiting distributors or dealers.

 

Success Templates

Below are trade show templates that will put you on a path to sales success. All you have to do is customize them for your own situation.

 

While subscription members receive all files on this site, some files from that package can be purchased individually without the need for a membership. These files are always shown with the "View Now" and "Add to Cart" buttons beside them.

 

Click Add to Cart to Buy Each Document - Download link for files provided immediately after purchase. As a reminder, subscription members receive these files in their private download area at no additional cost.

 

 

Trade Show Success Templates

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Guidelines and Tactical Plan For Trade Show Success - TS01

Trade Show Expense Budget Development Model - TS02


 

 

 


But..you may also need market & industry data from here:
* Industry Intelligence  
*
Competitive Analysis 
*
Market Research






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Download Additional Amazing Trade Show Exhibition Templates
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Template

File Description

How To Plan A Trade Show Exhibition

Gives you what you really need to develop a specific trade show exhibition plan that will cover all the bases and get everyone involved focused and in-gear (Word Document)

Trade Show Planning Checklist

Great checklist to check off the boxes and satisfy yourself that you have done everything needed to give your trade show booth a good chance of success (Excel Document)

How To Promote Your Trade Show Booth

Presents detail suggestions on ways to get large qualified traffic to your booth. It is not good enough to have an elaborate booth without a well thought out plan to drive traffic to it (Word Document)

Guide To Beat The Trade Show Deadlines

Rushing at the last minute is the sin of many trade show exhibitors. This guide will help to make sure you are not one of them (Word Document)

 

Are questions preventing you from making a decision? Contact us and we will answer them.

 

 

 

Sales Planning

 

Accurately forecasting your sales and building a sales plan can help you to avoid unforeseen cash flow problems and manage your production, staff and financing needs more effectively. A sales plan is more than having your sales force know their product pricing, features, and capabilities. In order to be successful in today's highly competitive sales world, a sales manager and individual sales person must have a plan. Our templates will help you define your own individual plan, and help you define your sales team's plan.

 

A sales forecast is an essential tool for managing a business of any size. It is a month-by-month forecast of the level of sales you expect to achieve. Most businesses draw up a sales forecast once a year. Armed with this information you can rapidly identify problems and opportunities - and do something about them.

 

While it's always wise to expect the unexpected, a well-constructed sales plan, combined with accurate sales forecasting, can allow you to spend more time developing your business rather than responding to day-to-day developments in sales and marketing. The following templates take you well on your way to developing your sales and new product/new feature plans.

 

While subscription members receive all files on this site, some files from that package can be purchased individually without the need for a membership. These files are always shown with the "View Now" and "Add to Cart" buttons beside them.

 

Click Add to Cart to Buy Each Document - Download link for files provided immediately after purchase. As a reminder, subscription members receive these files in their private download area at no additional cost.

 

 

Sales Plan & Product Launch Templates

Click Box For Free View of Each Document

Place An Order

Sales Plan Builder Tool I - REV01 

Sales Plan Builder Tool II - REV11

Sales Forecast Model I - REV02

Sales Forecast Model II - REV03

Product Requirements Definition - REV04

Product Design Document - REV05

Functional Specifications Requirement - REV06

Product Launch Sequence - REV07

Marketing Plan Document - REV08

Marketing Budget Development Model - REV10

Marketing Plan Presentation - REV09

Guidelines and Tactical Plan For Trade Show Success - TS01

Trade Show Expense Budget Development Model - TS02


 

 


 

Another Sales Plan Builder Tool - Click Here To View It

 

 

Still can't start? Use these sales and marketing workbooks.
For Annual Subscription Members Only

Sales Plan Workbook Marketing Plan Workbook
Marketing Plan Presentation Workbook Market Research Workbook
Marketing Strategy Development Model -- MUST ENABLE MACROs then click on GO buttons Marketing Strategy/Marketing Programs Completeness Audit
Marketing Analysis Model Marketing Launch Plan Template
Presentation and Report Charts and Graphics - Big Time Saver! MARKET, INDUSTRY, AND COMPANY, RESEARCH
New Business, Product, and Startup Ideas  

 

Download Additional Amazing Sales Tools
For
Annual Subscription Members Only

Sales Templates File Description
Sales Plan Presentation This template is used to communicate your sales plan in a presentation format vs. a text only document based plan (Power Point)
Sales Plan Example Example of an actual sales plan for you to compare yours with
Short Sales Plan Need to do a quick sales plan in 5 pages or less? Use this template
Simple Sales Forecast A simple sales forecasting excel model using multi-period volumes and pricing relationships
Monthly Sales Report Presentation This Power Point template is a presentation of your sales performance results. The template assumes a monthly presentation but you can change it for whatever period suits you.
Sales Pipeline Analysis Excel template to develop, analyze, and chart your sales pipeline
Sales Funnel Excel template to develop and present your sales funnel
Sales Proposal Writer This template will allow you to write excellent sales proposal to get you well on your way to closing the deal. It covers all the angles you must have to impress the decision maker. Just fill in the blanks to customize it for your deals (Word Document)
Sales Letter Templates 600+ ready to use business and sales letters and forms can be found on our Business and Sales Letters Page
How To Create A Product Presentation Step-by-step description of the details one must include when developing a product presentation to be used in the selling process. The idea is to have a presentation that presents the right information in sufficient detail to eventually close the sale (Word Document)
Product Presentation Example 1 Presentation template of the product presentation as used in the selling process. This presentation uses a software product as an example (PDF Document)
Product Presentation Example 2 Presentation template of the product presentation as used in the selling process. This presentation uses a combined product/service offering as an example (PowerPoint Document)
Channel Partner Program Development Need to develop an alternate channel partner program? This document is an example of a detailed channel partner program plan. Change the text to apply it to your situation (Word Document)
Customer Case Study Want to create great case studies for your selling presentations or sales collateral? Customize this template for your situation (Word Document)

 

Key Accounts Plan File Description
Key Account Management Basics This document provides you with the essential guides and critical steps to follow fin order to develop an excellent account management plan (Word Document)
Key Account Management Plan Builder This template is a step-by-step approach to the actual development of an account management plan. The template is in presentation style format so you can easily share the plan with others when completed (Power Point)

 

Advertising Analysis Templates Description
Advertising Costs Planning Spreadsheet This spreadsheet allows you to calculate CPM Estimates, CPRP Estimates, and Milline Rate Comparisons
Advertising, Promotion, and Sales Staff Budget Budget for advertising/promotion and sales staffing over a three year time period.
Ad Spending by Month A monthly advertising spending plan broken down into categories such as newspaper, magazine, TV, radio, and other.  Budget includes number of ads and cost.
Agency Selection This matrix can be used to measure your compatibility with a prospective agency.
Direct Mail Analysis Use this spreadsheet to run the numbers on a direct-mail campaign. The form includes a breakdown of gross margin of the product being sold, the cost of the direct mail piece, and an analysis of the profit and break-even point.
Marketing Budget The Marketing Budget spreadsheet consists of separate budgets for Advertising, Catalogs, Direct Mail, Literature, Product Launches, Public Relations, Resellers and Trade Shows. Each of these budgets can be used separately or in conjunction with the Advertising & Promotions Summary which tracks total annual marketing expenditures.

 

 

New Product Launch or New Feature Launch

 

In the most successful ventures, planning for the new product launch or new feature launch starts with preliminary design and development. Positioning, sales channels and distribution, advertising and public relations all need to be addressed and should be given as much time and energy as the development and design stage. Synchronizing marketing activities with product development is also critical for success.

 

Among the key components included in a strong product launch plan:

  • Clearly defined sales objectives
  • Assured sales channel readiness
  • Promotional functions in place (public relations/marketing/advertising)
  • Resources to track, monitor and account for execution

Positioning is not about features and specifications, it's the core message that differentiates your product from everything else in the marketplace. A unique product identity strengthens the market's perception of your product and in turn reinforces your company's overall positioning.

 

To make sure everyone is working toward the same goal, certain milestones should be established:

  • Have we identified all necessary launch channels?
  • What number of new products do we plan to sell by a specific date?
  • When will the product be ready to launch at a national trade convention?
  • Are sufficient stocking orders placed with key distributors?
  • How can we grow the product into a 5-10 percent market entrenchment by a specified date?

Break down every conceivable launch component. Identify customer databases where appropriate. Send new product samples to industry and trade publication reviewers. Do everything necessary to create a strong, functioning life-support system for that product. Planning for these activities should be as simple as possible.

 

We're not talking about writing a 50-page launch overview document. These tasks should facilitate the most favorable deployment of the new product -- that's all. Approaching the customer with the new product can be the most delicate situation of all, which is why "having your ducks in a rowŁ, is so important. If existing customers encounter design flaws in the new product, they may forgive and forget (particularly if their relationship with the company is strong enough), but it's unlikely new customers will feel the same way.

 

Also, the new product may not be the right fit with all of your current customers. Preparedness reduces the risk that the company's credibility may be damaged by missteps at launch time. In order to establish the new product's identity in the marketplace, the core message must be repeated over and over again.

 

This requires consistent positioning within all of the company's marketing communications, including:

  • New and current product literature
  • Press releases
  • Product specifications
  • Sales presentations
  • Internal communications

There is a distinction between advertising and public relations. Public relations present the new product as news which, is viewed as impartial and more reliable than advertising -- even if the news is only a company press release printed verbatim. Advertising, on the other hand, is aimed at presenting the product (specifically, its features and benefits) in the best possible light.

 

These promotional tools are most effective when used in tandem. The goal is having each activity reinforce each other to influence the market and your customers. Beyond issuing press releases, look for unique angles to interest industry opinion leaders, or try placing stories about how the new product benefits customers in trade publications.

 

Exposure to your product via both advertisements and public relations generates greater mindshare and higher perception in the marketplace. "Success breeds success." How will the new product reach customers? Are your established sales channels (sales force, distributors, dealers, etc.) up to the new challenge?

 

When introducing a new product, you need to step back and assess its fit with existing channels. For example, if the new product is a features-reduced version of an existing product that is being targeted to a mass market,

 

there are some questions you should ask:

  • Do our existing distributors serve mass marketing retail outlets?
  • Does our current pricing schedule take factors like mass market competition into consideration?
  • If we lower our price, how much can we afford to spend on the sale of each unit at this lower price?
  • Can we reach this market with our current sales force?

Determining your pricing strategy and reviewing your sales channels should be happening while the product is being positioned, as these factors will have a definite impact on the positioning message.

 

In situations where one company partners with another to introduce a new product, strict due diligence should occur before the execution phase -- thus ensuring that each partner is fully committed to the process and has the necessary financial resources and familiarity with the marketplace.

 

Whatever the circumstances, have clear-cut performance objectives in place and be ready to measure them carefully. Use the launch team to track progress and make it responsible for communicating results to senior management.

 

While subscription members receive all files on this site, some files from that package can be purchased individually without the need for a membership. These files are always shown with the "View Now" and "Add to Cart" buttons beside them.

 

Click Add to Cart to Buy Each Document - Download link for files provided immediately after purchase. As a reminder, subscription members receive these files in their private download area at no additional cost.

 

 

Sales Plan & Product Launch Templates

Click Box For Free View of Each Document

Place An Order

Product Requirements Definition - REV04

Product Design Document - REV05

Functional Specifications Requirement - REV06

Product Launch Sequence - REV07

Sales Plan Builder Tool I - REV01 

Sales Plan Builder Tool II - REV11

Sales Forecast Model I - REV02

Sales Forecast Model II - REV03

Marketing Plan Document - REV08

Marketing Budget Development Model - REV10

Marketing Plan Presentation - REV09

Guidelines and Tactical Plan For Trade Show Success - TS01

Trade Show Expense Budget Development Model - TS02


 

 

 

 

Still can't start? Use these product launch workbooks.
For Annual Subscription Members Only

Product Launch Plan Workbook Market Development Plan Workbook
Marketing Launch Plan Template MARKET, INDUSTRY, AND COMPANY, RESEARCH
Presentation and Report Charts and Graphics - Big Time Saver!  


Download Additional Amazing New Product Launch Tools
For
Annual Subscription Members Only

Product Launch Templates File Description
How To Develop A Successful Product Launch Strategy This template will guide you step-by-step in the items to be considered to develop a successful product launch strategy. You should be able to use it to draft your own document to share with you team members and superiors (Word Document)
Best Ways To Launch New Products - Kick Off Meeting Presentation Need to get everybody on the same page on what needs to be done to execute a successful product launch? This presentation is ideal to give to all involved in the process and to drive action plans, roles, and responsibilities  (PowerPoint Document)
New Product Forecasting Model A very easy to use and well laid out forecasting model is now at your fingertips for forecasting sales for new product. Use it, along with the marketing budget, to derive great ROI analyses (Excel Document)
Company and Product Launch How To This document covers the steps needed to do an effective new product or new company launch (Word Document)
Product Plan Template to identify and articulate market requirements leading to the development of a product's feature set