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INTRODUCTION FOR NEW EXHIBITORS A guide containing useful tips on how to make your participation at ISE 2014 a success A joint venture partnership of
Dear Exhibitor,
Thank you for choosing to participate at Integrated Systems Europe 2014. The ISE team would like to give you a warm welcome and provide you with the’ Introduction for New Exhibitors’, a helpful guide to prepare you for the show.
In this manual you will find guidelines on how to properly prepare for the exhibition and some suggestions on how to measure the success of your participation at the event.
Please read the Introduction for New Exhibitors carefully and start your journey to a successful tradeshow!
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TABLE OF CONTENTS The Story of Integrated Systems Europe ...... 4 Introduction...... 5
PART 1: WHAT TO DO BEFORE THE SHOW...... 6 Set a SMART goal...... 6
GETTING STARTED!...... 7 Exhibitior login details...... 7 Exhibitor area...... 8 Exhibitor profile...... 8 How to promote your participation at ISE...... 9 Public profile & show guide entry...... 9 ISE Daily...... 10 The ISE Meeting Maker...... 10 Exhibitor news...... 10 Press release...... 10 ISE Registration System...... 12 ISE URL Registration on your website...... 12 How to keep track of customers...... 13 The ISE Webshop...... 14 Decorating your stand...... 15 Stand Personnel...... 16 How many people do you need?...... 16 Registering stand personnel...... 17 Build-up and Early Build-up...... 18 CEVA Logistics...... 18
PART 2: DURING THE SHOW...... 20 Collect leads with visit-connect app...... 20 Floor Managers...... 20 Exhibitor services...... 20
PART 3: AFTER THE SHOW...... 22 Measure your success...... 22 How to calculate ROI...... 22
Check list...... 23
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THE STORY OF INTEGRATED SYSTEMS EUROPE
The first Integrated Systems Europe tradeshow was held in Geneva, Switzerland in February 2004. A joint venture between InfoComm International, CEDIA and NSCA, the show attracted 120 exhibitors and just fewer than 3,500 attendees.
In its 10th year, ISE 2013 saw a record-breaking 894 exhibitors and 44,151 attendees pass through the doors of the Amsterdam RAI. This further cements ISE’s position as the world’s fastest-growing and best-attended show in the professional AV and electronic systems space, setting the benchmark for other AV industry tradeshows.
ISE 2014 will again occupy all 12 halls of the Amsterdam RAI and is set to attract more than 45,000 attendees from 140 countries. Maintaining its reputation for connecting new technolo- gies, companies and end-user industries, ISE will continue to present an exciting show floor featuring over 1000 product launches as well as a packed program full of education and events.
The 2013 edition of Integrated Systems Europe took place from 29-31 January 2013 at the Amsterdam RAI of which you can find some event figures below:
Event growth year by year
Integrated Systems Europe has demonstrated strong and sustainable growth ever since its launch in 2004. Today, ISE is one of the fastest-growing tradeshows in any industry, anywhere in the world.
These graphs plot our growth down the years in terms of attendance, exhibitor numbers and net floor space occupied.
Floor Space Exhibitors Attendees
Would you like to read more about ISE? Please click here to see the full facts and figures of ISE 2013.
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INTRODUCTION
In order to efficiently plan your participation at ISE 2014, it is necessary to take into account the activities before, during and after the show. This manual will cover every aspect regarding the preparation of the exhibition and will explain all the important steps you will need to take. This manual will help you:
• Set a clear measurable goal • Plan an effective stand that will attract customers and sell • Maximize ROI • Increase traffic on your stand by efficiently inviting attendees beforehand • Brief your staff and make them work towards the objectives set • Follow up; What to do after the show
5 Find out more. www.iseurope.org 1. WHAT TO DO
A joint venture partnership of BEFORE THE SHOW
SET A SMART GOAL
Do you plan on generating 250 new sales leads? Launch or demonstrate a new product to 200 top buyers? Find 40 new dealers? Or meet at least 45 new qualified prospects? In all cases it is extremely important to set a measurable goal.
Everything you plan to do at the event will revolve and be oriented towards the achievement of your set goals. Choosing the kind of stand design and selecting stand personnel are also influ- ential aspects during this process.
Finally, make sure you set specific, measurable, achievable, realistic and time bounded goals; the more specific the goal, the better your chances are to achieve it and measure it!
When setting your goals remember:
• Be realistic • Relate each goal to each other; it’s easier to achieve them! • Do not pick too many goals but focus on a few • Prioritize them in order of importance
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EXHIBITOR LOGIN DETAILS
Please note:
The login details will be sent to the main contact person only! In case the main contact person changes, it needs to be communicated to the Operations Department.
A main contact person of your company has been registered in our database. The main contact person has been provided with the login details, if this is not the case; please do not hesitate to contact the Operations Department at [email protected] to request it.
By accessing our website www.iseurope.org you are able to find all information regarding ISE; how to get to the RAI, information about hotels and much more.
• On the top right of the page you will find the exhibitor button:
• Click on it and then click on “exhibitor login services”. Enter your username and password.
• On the Welcome page you will see a Dashboard with an overview of all important tools that can be used to make ISE a greater success. The boxes with a cross indicate that the tool has not been used yet.
• On the left side of the page you will see the menu listing all important downloads and infor- mation about ISE (exhibitor manual, stand builder information, general information).
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EXHIBITOR AREA
Now that you know how to enter the exhibitor area, please read the following points to learn what you can do on the ISE website:
Exhibitor Profile Here you can see all the information that ISE has registered in its database. If this information is not correct please contact the Operations Department at [email protected] and provide them with the necessary amendments so they can process these accordingly.
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How to promote your participation at ISE Here you can see all the information that ISE has registered in its database. If this information is not correct please contact the Operations Department at [email protected] and provide them with the necessary amendments so they can process these accordingly.
ISE offers free invitation cards to all its exhibitors, the option to have a company description in the show guide as well as the chance to follow up all registered visitors using your company’s personal invitation code.
Tools to invite clients to visit your stand at the event!
• Fill in your exhibitor public profile • Use the Meeting maker • Add news articles and press releases • Place the ISE registration URL on your website • Send an invitation code via email • Order a hard copy of the invitation card through our marketing department • Create a digital invitation card with your logo on the iseurope.org exhibitor area (the code is incorporated in the digital card)
Public profile & show guide entry ISE’s show guide contains all information about exhibiting companies. However, it is your own responsibility to fill in this information in the exhibitor area.
On the ISE website it is possible to enter a company description that will be seen by visitors and published in the ISE show guide. Make sure to enter a short description of your company in or- der to be visible to clients, visitors and other companies. With 3 simple steps you will have your company profile published in the online and printed show guide.
• Step 1: Enter the exhibitor area with your login details. • Step 2: Click on “public profile & show guide entry”. • Step 3: Fill in your company details.
You are able to update your public profile online yourself by following the below instructions:
1. Log in to the Exhibitor Area on the ISE website with your login details. 2. Click on “Public Profile” on the left side in the Exhibitor Area Menu 3. Once you get to the public profile you are able to change or add supplementary information regarding your company. Please note that there is a max. of 500 characters for the Profile Text.
To see the ISE show guide for ISE 2013 please click here.
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ISE Daily In this section you will find information about the official ISE magazine, the ISE Daily.
Public profile & show guide entry The earlier you make your clients aware of your presence at ISE 2014, the higher the possible turn-out will be. Invite clients to schedule a meeting with you by using the Meeting Maker on the ISE website.
Remember to fill in the email address at which you prefer to receive the meeting requests from clients. This can be added in the exhibitor area:
Exhibitor news This area can be used to publish news articles. Please note that there is a maximum of 4 articles per company.
Press release It is also possible to add a press release that will appear on the website in the section “press”. Every company can add a maximum of 3 press releases.
Invitation E-cards In the exhibitor area you can create a digital invitation card by clicking “Invitation E-card” on the left menu bar. Example of ISE 2013 Invitation Card:
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On the ISE website it is possible to create your own personal invitation card to send out to clients. This invitation card can be sent by email.
Invitation cards are personalized with your company logo, booth number and invitation code. The invitation code is an unique code linked directly to your Company, it will be possible to have an overview of the number of clients that have registered with that code. The invitation code gives free access to the tradeshow and can be sent to an unlimited amount of clients.
Please note:
Be aware that informing clients that you are attending the show is very important. Promoting your participation at the show is a vital element for the success of your company.
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ISE Registration System As an exhibitor, you have access to the exhibitor registration portal which you enter via the ISE exhibitor area. Once you are on the ISE website you need to log into the exhibitor area and then click on “stand personnel registration” as shown in the image below.
ISE URL Registration on your website
On the exhibitor registration portal you will find a registration link which can STEP 2 be integrated on website, emails and signatures to STEP 1 invite potential and existing clients to the event. All attendees using your unique link will be visible in your registration system as they are directly associated with your company.
CLICK ON THE LITTE COPY SIGN TO COPY THE URL AUTOMATICALLY. NOW YOU CAN PASTE THE URL WHERE NEEDED
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How to keep track of customers Once you click on the personnel registration link you will immediately be redirected to the exhi- bitor registration portal. This portal allows you to follow up on the registrations made with your company invitation code. You will be able to see who registered with your code and view the number of registrations according to date by clicking on “registration trends”.
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The ISE Webshop You can order all necessary items in the ISE Webshop, for example, furniture, electricity and internet, but also additional services such as security, cleaning or catering.
The ISE Webshop is accessible once you are logged into the exhibitor area. In the exhibitor area you will see the menu bar on the left side of your screen, as the image below shows, you need to click on the link “click here to access the ISE Webshop”. Once you have entered the Webshop you will be required to enter your stand number. You can access the ISE Webshop by following the instructions below: 1. Log in to the exhibitor area on the ISE website with your login details. 2. Click on “ISE Webshop” on the left side in the exhibitor area menu 3. Click on “Click here to access the ISE Webshop” 4. Fill in your stand number
Please note:
For any questions regarding issues on the Webshop contact the exhibitor services at the RAI [email protected] as they will be able to help you directly
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Decorating your stand Make sure your stand reflects the goal you want to achieve. Your stand is like any other means of communication, so use it well:
• Your stand needs to be appealing to your target audience • Use words and images that are simple and that send a clear message • Use impact words like “Good”, “Free”, “New” • Avoid texts with jargon • Create a space to seat clients or a quite area where short meetings can be conducted • Allow people to touch, see, feel and try your products
Please note:
Your stand design should reflect the goals you want to achieve; it should communicate a simple and clear message within 3 seconds. Why? Because that’s how long you have before a visitor’s attention turns to another stand.
Be aware that there are rules and regulations to take into consideration when building your stand at ISE: Click here to read the ISE 2014 Building Rules and Regulations.
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Stand Personnel
Please note:
Take time to select your stand personnel; they will be representing your company during the event. Train them to what the company wants to accomplish during the show!
Putting the right people on the job is essential to reach success.
The best people to involve are your sales people and personnel with technical knowledge. Look for personnel who are:
• Enthusiastic • Motivated • Friendly • Energetic • Good listening and communication skills • Choose employees with good product knowledge and great selling skills
How many people do you need? Think about the goals you have set and estimate how many people are necessary to achieve these goals. Take into consideration that it might get very busy during the event, so it is always useful to have an extra person who can help when necessary. In addition, consider dividing the tasks among the stand personnel so that everybody knows what to do and when.
Train your stand personnel; make sure everyone knows how to handle difficult situations involving an unhappy customer, an accident on your stand or an emergency situation.
A list of DON‘Ts! A list of DO‘s!
• Do not sit when visitors are looking • Be approachable • Do not talk on the phone • Greet everyone • Do not hand out flyers to everyone • Smile who walks by • Be enthusiastic • Do not eat on the stand • Strive for excellence • Do not ignore visitors
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Registering stand personnel Once you have chosen who will be working at the exhibition, make sure they are registered in order to receive an exhibitor badge for access to the venue.
In order to register stand personnel you need to enter the registration system as explained in part 1. Once you have entered the registration portal, click on to register the staff.
You can either register your personnel one by one by clicking on “Register person” or all at once by clicking on “Import Stand personnel” as shown in the image below.
Build-up & Breakdown: Informing your suppliers
Contractor badge Everyone who needs to enter the venue during build-up needs to have a contractor badge. To register for a contractor badge visit the ISE website and click on “stand builder information”. Scroll down the page and you will see ‘registration for build-up and dismantling badges’.
CLICK HERE TO IMPORT STAND PERSONNEL
Please note:
You can only enter the venue with an exhibitor badge or a contractor badge. I f you did not receive the exhibitor badge beforehand, you will have to register for a contractor badge to enter during build-up and break down.
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Build-up and Early Build-up It is possible to apply for early build-up. If you need more time to build your stand you can contact the Operations Director Andre Hooijer at [email protected] and see if there is a possibility to start building earlier.
Please note:
If you get an early build-up date you need to inform your stand builder. The early build-up is arranged according to fixed time slots. If you miss the time slot you will have to wait for your turn as we then work on a first come first serve
CEVA Logistics ISE’s logistical partner is CEVA logistics. Therefore it is important to communicate with them about build-up, breakdown and shipping. Furthermore, express delivery companies do not deliver goods directly to exhibitors’ stands. CEVA Showfreight has therefore arranged, with the approval of Amsterdam RAI, to receive these goods on your behalf. For more information regarding CEVA please read the exhibitor manual.
Click here to read the exhibitor manual.
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The timetable below shows the build-up hours and opening hours
Build-up Thursday 30 January 07:00 – 0:00 hrs Early build-up appointed by ISE Friday 31 January 07:00 – 0:00 hrs Early build-up appointed by ISE Saturday 1 February 07:00 – 0:00 hrs Build-up for all space only exhibitors/contractors Sunday 2 February 07:00 – 0:00 hrs Build-up for all space only exhibitors/contractors Monday 3 February 07:00 – 17.00 hrs Build-up for all space only exhibitors/contractors Decoration of shell scheme stands
Show opening times Tuesday 4 February 07:00 – 19:00 hrs Venue open to exhibitors 09:00 – 18:00 hrs Show open to visitors Wednesday 5 February 07:00 – 19:00 hrs Venue open to exhibitors 09:00 – 18:00 hrs Show open to visitors Thursday 6 February 07:00 – 0:00 hrs Venue open to exhibitors 09:00 – 17:00 hrs Show open to visitors
Breakdown Thursday 6 February 17:00 – 18:00 hrs Removal of exhibits 18:00 – 0:00 hrs Dismantling of stands Friday 7 February 07:00 – 0:00 hrs Dismantling of stands Saturday 8 February 07:00 – 18:00 hrs Dismantling of stands
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COLLECT LEADS WITH VISIT-CONNECT APP
The visit-connect system allows you to easily collect, classify and directly contact leads. Watch this video to see how easy it is to collect and classify leads and to do the follow up after the show: Visit Connect Video.
Work with Visit Connect to efficiently collect your leads Visit Connect is the software that gives you total control over sales lead management process and ROI pipeline.
Do you need reassurance that you will meet the right caliber of buyer, that you will be able to capture accurate data and that you can verify your prospects for successful follow up? With Visit Connect you can: • Set sales targets and then review progress – live from the show floor • View and enhance prospect data, even as they meet • Verify leads and rate them according to pre-set status, priority, value, interests • Leads can be assigned on to colleagues there and then for rapid follow up • View the sales pipeline and monitor forecasts • Manage the follow up process and track progress at the click of a button
Visit Connect App The new Visit Connect App, enables you to take even more control of sales lead collection. Real-time lead retrieval is now a reality. Through your own device; smartphone, tablet or laptop, you can access details of your sales prospect whilst you are talking to them. You can set actions, type follow up notes and your lead will be available online instantly.
FLOOR MANAGERS
During the show, floor managers will be present in every hall of the RAI. You can approach the floor managers for any questions; they will be able to help directly or redirect you to the right person.
EXHIBITOR SERVICES
In the event that your order has not been delivered or you forgot to place an order, you can visit the Exhibitor Service Desk for assistance. Please note that placing a last minute order is not only time consuming, but also will cost you a surcharge. Therefore, make sure you have everything arranged before the show as it will save you money and time!
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Floor plan with locations of ES desk
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MEASURE YOUR SUCCESS
The event has come to an end, now it is time to follow up on all the new leads you have collected and the opportunities generated.
There are a few important steps to take once you return from the exhibition:
• Conduct an evaluation meeting with the personnel present at the show, to create an overview of what went well and where there is room for improvement. Do it straight after the show as their impressions are still fresh • Measure your results; did you collect the leads you wanted to collect? • Follow up on your leads and keep in touch with them by sending newsletters or a thank you email Please note:
Evaluate your results 3, 6 and even 9 months later. Only then can you truly determine how successful the exhibition has been for your company. So follow up, follow up and follow up!!!
HOW TO CALCULATE ROI
It is extremely important to have a clear overview of your costs in order to understand how profitable your participation at the exhibition has been.
There are two important aspects to take into account when calculating ROI: Have an overview of costs and a clear overview of the hot leads collected.
Calculate the total costs of attending ISE:
• Cost of stand • Shipping • Electricity / Internet/ Water Please note: • Lead retrieval • Pre- and post-show marketing For more information regarding how to • Stand decoration material calculate ROI visit www.iaee.com. • Staff travel, labor and other expenses • Other expenses
Now that you have a clear overview of how much was spent on the event, you can determine what leads and sales were generated during the show, and make an estimation of the sales opportunities generated with the hot leads collected.
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CHECK LIST
Here we provide you with a check list. Read through it and make sure you have checked everything before the show!
Tasks Deadline How to submit Set a clear and measurable goal Now! Read the exhibitor manual ISE exhibitor area Downloads Have the login details to enter the exhibitor area and webshop [email protected] Fill in the Public profile for the Showguide 6-1-2014 ISE exhibitor area Order printed invitation cards 11-10-2013 [email protected] Create invitation cards 3-6 weeks before the show [email protected] Send out invitation cards 3-6 weeks before the show ISE exhibitor area Fill in email adress for the meeting maker ISE exhibitor area Register stand personnel 3-6 weeks before the show ISE exhibitor area/registration Register for a constructor badge 3-6 weeks before the show ISE exhibitor area Have stand design approved bt Operations Director 29-11-2013 [email protected] Place your orders in time
AV Equipment 29-1-2014 ISE Webshop Badge Readers 29-1-2014 ISE Webshop Cabled Internet 29-1-2014 ISE Webshop Catering 29-1-2014 ISE Webshop Cleaning 29-1-2014 ISE Webshop Conference Room Rental 29-1-2014 [email protected] Double Deck Permit NL 30-11-2013 ISE Webshop Double Deck Permit Outside NL 29-11-2013 ISE Webshop Electricity 29-1-2014 ISE Webshop Exhibitor Badges 3-2-2014 ISE Webshop Floor Coverings 29-1-2014 ISE Webshop Floral Decorations 29-1-2014 ISE Webshop Freight Forwarding 28-1-2014 ISE Webshop Furniture 29-1-2014 ISE Webshop Water/Compressed Air 29-1-2014 ISE Webshop Graphics 29-1-2014 ISE Webshop Hostesses 20-1-2014 ISE Webshop Insurance 29-1-2014 ISE Webshop Lighting & Wall Socket 29-1-2014 ISE Webshop Manpower 29-1-2014 ISE Webshop Parking Passes & Lorry Parking 29-1-2014 ISE Webshop Refuse Containers / Cleaning During Build Up 29-1-2014 ISE Webshop Rigging 29-1-2014 [email protected] Security 20-1-2014 ISE Webshop Shell Scheme Fascia & Carpet 29-1-2014 ISE Webshop Suspension Wires 29-1-2014 ISE Webshop Telecommunication 29-1-2014 ISE Webshop Arrange your permits 29-1-2014 [email protected]
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CONTACT LIST
For general questions please contact: ISE Operations department Kelly Velasquez [email protected] 0031 20 240 24 68
For questions regarding items on the Webshop contact: RAI Exhibitor Services,Electricity, floor coverings, furniture, graphics, shell scheme, fascia board, Internet RAI, Parking passes RAI, AV equipment, Catering [email protected] 0031 20 549 1928
For questions regarding Shipping, build-up and breakdown contact: CEVA Freight forwarding Mr. Paul Strachan [email protected] 0044 132 231 2058
For questions regarding Registration please contact: Martica Correa Gonzalez [email protected] 0031 020 240 24 66
Would you like to have music on your stand? Please contact: Buma Stemra [email protected] 0031 23 799 7837
Would you like to have information about Photography? Please contact: ISE Marketing, Mr. Dan Goldstein [email protected] 0044 779 669 2383
For questions regarding Rigging/suspension wires please contact: Mansveld Expotech Niels van Gestel [email protected] 0031 20 312 8080
Would you like to have security on your stand? Please contact: RAI Exhibitor Services [email protected]. 0031 20 549 1928
For Stand design approval, please contact: Andre Hooijer [email protected] 0031 020 240 24 22
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