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New! MyAORNCongress online Replacing the exhibit guide. Your information, searchable, online, free, year round!

Best Exhibiting Practices E-Course Series Earn a priority point and service discounts. Learn to make the most of your exhibit investment!

MyAORNCongress

Best Exhibiting Practices E-Course Series

• Exhibiting at AORN - eCourses for maximum ROI

  To add value to the AORN Congress exhibit program and help exhibitors improve exhibiting performance and ROI, AORN is providing ALL exhibitors and their personnel with FREE and unlimited web-access to a series of brief, timely and relevant exhibiting e-courses. Exhibitors who view all four courses will receive a priority point for 2011 booth selection and a special coupon book offering discounts on services from our official service contractors.

  Each e-course presents important information and best practices exhibitors can use to address the key behavioral challenges facing exhibitors today:
  
  1.      Pre-show Planning: 76% of exhibitors fail to set specific exhibiting objectives.
  2.      Exhibit Marketing: 80% of exhibitors do little or no targeted pre-show marketing.
  3.      Lead Management: 87% of tradeshow leads are never effectively followed-up.
  4.      Exhibit Measurement: 86% of exhibitors have no organized form of post-show measurement.

  Click each headline below to learn more about each tutorial and view them for FREE!
  

• PRE-SHOW PLANNING: Best Practices for Exhibiting by Objectives

  Course 1:        PRE-SHOW PLANNING: Best Practices for Exhibiting by Objectives
  Length:            20 minutes
  Cost:               FREE
  Exhibition industry research finds that 76% of exhibitors fail to set clear objectives for tradeshows.
  If your company doesn’t know or isn’t clear on what you are trying to accomplish at our tradeshow, how will you ever know if you succeeded?
  The failure to set, plan for, communicate and execute around meaningful exhibiting objectives is a primary reason why many exhibitors fail to produce visible and meaningful exhibiting results. This critical exhibiting behavioral oversight can cause a misuse of precious financial and human resources, negatively impacts exhibit staff attitude and behaviors, and causes executive management to question the value of your exhibit program.
  
  View this brief 20 minute, but highly-informative e-course any time and as many times as you and your team wants. All of your team members will learn insider secrets and best practices that will make Exhibiting by Objectives a standard exhibiting operating procedure for your company.
        Topics include:
  1.    The exhibitor pre-show planning challenge.
  2.    Are you Exhibiting by Objectives or by Hope?
  3.    Learn why objectives are a critical, but overlooked method for generating tradeshow results.
  4.    Hear the top four reasons why companies exhibit and discover many other valuable reasons.
  5.    Learn how to move from reasons to goals.
  6.    Discover a four-step process for getting buy-in and support from other departments and business units.
  7.    Unleash the power of SMART exhibiting goals.
  8.    Discover the six step power planning method.
  9.    Hear best practices for communicating your goal and measuring performance and results.
  E-course includes a quick quiz to ensure knowledge transfer, a downloadable worksheet to guide you in implementing the best practices, and a sample 16 week exhibiting planning checklist.

• PRE-SHOW MARKETING: Best Practices for Exhibit Marketing

  E-Course 2:           PRE-SHOW MARKETING: Best Practices for Exhibit Marketing
  Length:                 40 minutes
  Cost:                    FREE
  Industry research finds that 80% of exhibitors do little or no targeted marketing of their exhibit for tradeshows.
  Tradeshow attendee behaviors have changed dramatically over the last several years and many exhibitors are either unaware of these changes and have not adapted their exhibit marketing practices to align with these changes.
  Failure to effectively market your exhibit limits both the quantity and the quality of booth traffic you will experience at the show. This critical exhibiting behavioral oversight can cause your exhibit to feel empty or fill it with a bunch of people who have no real interest in your products or services. Both of these negatively impact exhibit staff attitude and behavior and cause executive management to question the value of your exhibit program.
   
  View this brief but highly-informative 40 minute e-course any time and as many times as you and your team wants. All your team members will learn insider secrets and best practices to put your exhibit in the mind and on the agenda of the right attendees before the doors open.
        Topics include:
  1.    The exhibitor marketing challenge.
  2.    How to make your exhibit program deliver real value by aligning with your corporate marketing objectives.
  3.    Five attendee behavioral changes every exhibitor really needs to know.
  4.    Budgeting for results.
  5.    Calculating your Exhibit Activity Level goal.
  6.    Defining your Ideal Visitor Profile.
  7.    Identifying and building Ideal Visitor Lists.
  8.    Critical success factors to effective exhibit marketing.
  9.    Evaluating and selecting the right mix of marketing media.
  10.    An overview of typical show offered marketing opportunities.
  11.    A sample pre, at and post-show marketing campaign.
  E-course includes a quick quiz to ensure knowledge transfer and a downloadable worksheet to guide you in implementing the best exhibit marketing practices.

• LEAD MANAGEMENT: Best Practices in Tradeshow Lead

  E-Course 3:     LEAD MANAGEMENT: Best Practices in Tradeshow Lead Management
  Length:           29 minutes
  Cost:              FREE
  Exhibit Surveys annual tradeshow trend study reveals an alarming disconnect between exhibitor lead capture and attendee satisfaction with exhibitor follow-up.
  If you aren’t following up on leads or don’t know what becomes of your leads, how will you ever know if you got a return on your investment?
  The failure to effectively manage leads negatively impacts your company’s brand perceptions in the marketplace and may be quietly costing your company hundreds of thousands of dollars in unrealized sales revenue.
  
  View this brief 29 minute but highly-informative e-course any time and as many times as you and your team wants. All of your team members will learn but insider secrets and best practices for creating, improving and better managing tradeshow leads. And this will lead to a better exhibiting ROI for your company.
        Topics include:
  1.    The exhibitor lead management challenge: shocking statistics on what is really happening with tradeshow leads.
  2.    Formulas for calculating lead cost and revenue opportunity.
  3.    The three phases of a “closed-loop” lead management process.
  4.    A clear definition on what is and what isn’t a lead.
  5.    A mathematical formula for setting specific lead goals.
  6.    A sample of the best visitor information to capture.
  7.    How to get your sales team or distributors to support your lead management process.
  8.    The four generations of lead capture devices and how to choose which is best for you.
  9.    How to create an easy-to-apply lead grading system.
  10.    The critical roles of your lead captain
  11.    Strategies for improving lead routing and building accountability for follow-up and reporting.
  E-course includes a quick quiz to ensure knowledge transfer and a downloadable worksheet to guide you in implement the best lead management practices.

• EXHIBIT MEASUREMENT: Best Practices in Exhibit Performance

  E-Course 4: EXHIBIT MEASUREMENT: Best Practices in Exhibit Performance Measurement 
  Length:            42 minutes
  Cost:             FREE
  EXHIBITOR magazine research found that 86% of exhibitors lack any organized form of post-show measurement.
  With increased demand for accountability in marketing spending, if you don’t have an exhibit measurement process in place you may be in jeopardy of losing your budget.
  Developing and utilizing a consistent set of exhibit performance metrics across your show calendar provides your company with consistent analytical tools to better evaluate, justify, allocate or reallocate resources for maximum benefit and result.
  
  View this brief, 42 minute highly informative web-based e-course any time and as many times as you like to learn insider secrets and best practices to make exhibiting measurement easy and effective.
        Topics include:
  1.    The exhibitor measurement challenge.
  2.    Why should we measure exhibit performance?
  3.    What should we measure?  ROO & ROI
  4.    Expense Benchmarks:
  a.    Percentage of marketing budget allocated to event marketing.
  b.    Seven major exhibiting expense categories
  5.    Easy to apply exhibiting performance metrics:
  a.    Cost Per Lead
  b.    Cost Per Interaction
  c.    Cost Per Demo/Presentation
  d.    Cost of Hospitality/Sponsorship
  e.    Exhibit Activity Level Goal versus Actual
  f.    Exhibit Activity Level Efficiency
  g.    Exhibit Attraction Efficiency
  6.    Hard and Soft dollar return on investment (ROI) models.
  7.    12 elements of the Exhibiting Effectiveness Report.
  E-course includes an end of course quiz, a downloadable implementation planning document and FREE exhibiting cost- control spreadsheet.