Energera Trade Show Logistics

Conferences and Trade Shows | Expectations, Planning, Logistics, KPI’s and ROI

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Event planning and logistics strategy developed and implemented for Energera Sales Team by Jake Taylor in 2023.

Pre-Event Planning

Review and add upcoming events, conferences, retreats, etc. to the Events & Conferences shared Outlook calendar.

Include event details, deadlines, costs, travel details.

Plan attendance in advance (2-3 months):

• Who: Attending, Coordinating, Supporting
• Travel: Hotel, Flights, Transportation etc.
• Logistics: Registration, Tickets, Shipping
  • Registration: Attendance, Events, Sponsoring
  • Exhibiting: Booth Size & Cost
  • Shipping: Supplies

Questions to Ask:

• What is the event,
• Who’s going?
• Why should we attend?
• Who should attend?
• What do we want to get out of it?​​

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Pre-Show Logistics

What logistical planning and preparation is expected before registering for a conference/show and leading up to the event?

Planning & Preparation: Budget, goals, and objectives.

• Who should we need to invite? Send out reminders or invitations.
• Create Campaign in Salesforce.
• Internal Objectives Meeting (2 –3 weeks)

Supplies & Material:

• SWAG
• Booth Supplies (equipment, office, tools, etc.)
• Marketing Material (brochures, posters, etc.)
• Arrange shipping logistics (if applicable)​

Measuring Key Performance Indicators (KPI):

• What is the total cost of attendance?
  
• How many companies attending?
  
• How many unique invites do you plan to send out?
  
• Set goals for:
  
  • Total customer meetings
    
  • Leads/new contacts

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Event Expectations

Expectations during the event for both attending representatives and staff support.

Event Attendees:

• Track interactions (Measuring KPI’s):
  • Unique invites sent
  • New contacts made
  • Meetings had
  • Networking events attended
  • Seminars/panel discussions attended.
• Track Communications:
  • Emails (invites, inquiries, etc.)
  • Social Media Engagement (event, company, personal)
  • Phone calls (customers)

​Support Staff:

• Marketing: Comms Support & Social Media Awareness.
• Sales Team: Attendee Support as needed
• Administrative: Event Logistics and Attendee Support​

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Post-Event Expectations

Recapping of the event is expected at the next Team Meeting attended, in addition to logistical follow-up.

Event Follow Up: What was the takeaway from the event for the rep? -Who do they need to follow up with? -What went well? -What could we improve on?

• Attendee Recap: New contacts, leads, opportunities, etc. Important contact/discussions with clients at the event.
• Salesforce: Update contacts and opportunities, tagged to the appropriate campaign.

Deliverables: KPI, Event ROI:

• Attendance: How many Attended? How many did you meet with?
• Invite Responses: How many responses? How many resulted in a meeting/interaction?
• Meetings: How many?
• Leads: How many?
• Expenses: Travel, Meals, Entertainment, etc.

Materials & Logistics:

• Supplies: Returned, needs, missing, replenishment.
• Additional needs for future shows.

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