ExpoCom Trade Show Model

Client:
Performance Fibers

Situation:
Performance Fibers routinely participates in the bi-annual Techtextil Show in Frankfurt, Germany. This had become more of a tradition than an opportunity, representing a drain on the global marketing staff's energy and finances.

Solution:
JMC helped transform Techtextil into an opportunity for Performance Fibers to present a new face to the industry, generate significant sales leads, and refocus press relations. The event become a setting for meaningful on-site meetings and dialogue with customers from around the world.

Using JMC's strategic ExpoCom™ process to define objectives, create a strategy and formulate and execute an action plan, we managed all aspects of the show including booth design, press releases, collateral and other hand-outs, media and press relations, show logistics (including travel arrangements) and booth installation and dismantling. Employing our unique system for qualifying and capturing leads, we quickly transferred them to an enhanced database, which was then given to the regional sales, marketing and technical staff for immediate follow-through. To see the Performance Fibers booth, click on the images below.

Tactics:

• Booth design & installation
• Graphics
• Lead generation
• Press relations

Results:
Instead of a financial hardship and a profound drain on time and energy, the show turned into a positive opportunity for Performance Fibers' representatives to accomplish more than they could at their desks. The global sales and marketing staff, based in different areas around the world, were able to meet with many customers in one location, saving time and expense. They left the show not only with the names and addresses of new leads, but the context and the specific needs of the prospects. This allowed them to prioritize and respond intelligently to each lead.

Comment:
Many companies invest heavily in trade shows. Some realize it can be their most cost-effective sales call. Others do so just because of tradition, understanding that if their competition is there they should to be, too. Either way, they dedicate a significant amount of sales dollars to these events, without getting any real return from the investment. JMC's ExpoCom™ process helps companies look at each trade show as a communications opportunity, and sets up a strategic template for examining the show's communications potential.