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Iconic Displays

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Mid-sized, growth-oriented B2B businesses that regularly exhibit at trade shows and value a partner that manages their exhibit and logistics. They prioritize professional presence, reliability, and support over the cheapest display solution.

Audience Type

  • B2B
  • Mid-market exhibitors

Industries (if B2B)

  • Trade show exhibitors across diverse industries

Needs – Primary Buying Considerations

  • High quality, professional trade show displays
  • Full logistics support (design, shipping, installation, teardown, storage)
  • Dependable partner for recurring trade show participation

Demographics

  • Business Size: Mid-sized businesses
  • Geography: Primarily within the United States

Psychographics

  • Lifestyle: Exhibits at multiple trade shows annually
  • What they value: Professional presence, quality of service, logistical support
  • Pain Points: Trade show logistics, need reliable partner
  • Buying Behavior: Prioritize quality, service and support over cost
  • Decision-Making Roles:
  • Primary Decision Maker: Marketing Manager or Trade Show Coordinator
  • Secondary Decision Influencers: CEOs or Business Owners
  • Support Roles: Other members of the marketing team

Secondary Target Market (only if applicable)

  • Growth-oriented smaller businesses looking for scalable trade show solutions, acknowledging their future needs and increased budget possibilities.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Iconic Displays delivers SMBs and mid-market companies a hassle-free, high-impact presence at trade shows by managing design coordination, vendor logistics, and booth performance, allowing them to focus on networking and sales.

Understanding Their Pain Points

  • Stressful and complex process of handling trade show exhibits
  • Struggling to maintain a professional presence at events due to logistical challenges
  • Wrestling with managing dozens of event details while trying to focus on networking and sales

Transformation

  • Trade shows shift from stressful logistical nightmares to wellexecuted, high-impact events superior to competitors
  • Exhibiting at events becomes a confident, stress-free experience
  • Clients gain a trusted partner that manages all event logistics, allowing for focus on networking and sales growth

Unique Selling Proposition (USP)

  • Specializes in serving SMBs and mid-market companies with enterprise-level service, bringing a professional presence without enormous budget
  • Provides a full turnkey service, covering everything from design coordination to logistics, installation, and teardown
  • Focused on long-term relationships, offering personalized services tailored to each client's unique needs

Brand Values & One-Liners

  • "Crafting unforgettable trade show experiences."
  • "We ensure you stand out. Be iconic."
  • "Your hassle-free path to a high-impact trade show presence."

Tone

  • Iconic Displays embodies a trusted, empathetic and proactive personality, aiming to instill confidence, build trust, and impart a sense of calm reliability for clients.

Hero Text Idea

  • Flag Text: "United States Trade Show Experts"
  • Main Headline: "Trade Show Hassles? Leave Them to Us."
  • Sub Headline: "With Iconic Displays by your side, you focus on networking and sales. We’ll handle the logistics and ensure your booth impresses."
  • CTA: "Start Planning Your Hassle-Free Trade Show"

3. The Media I Will Use to Reach my Target Market

Website

  • Improve product photography to highlight quality and impact of trade show displays.
  • Implement high-quality video testimonials from satisfied customers.
  • Include a dedicated page featuring case studies to validate Iconic Display’s credibility.
  • Test pop-up forms for better lead generation.
  • Implement heat maps and recording software for better CRO.

Social Media

  • LinkedIn: Share industry news, display setup tutorials, and customer spotlights. Post 2x per week.
  • Instagram: Post booth setup time-lapses, behind-the-scenes at events, and client spotlight stories. Post 3x per week and use Stories regularly.
  • Facebook: Post company updates, trade show news, and share blog content. Post 2x per week.

Paid Advertising

  • Google Ads: Focus on high-intent keywords related to trade shows and exhibit rental.
  • LinkedIn Ads: Target Ads at Marketing Managers at mid-sized companies in industries known for trade shows.

Content Recommendations

  • Blog posts: Tips for effective trade show exhibiting, case studies highlighting successful clients, industry trend forecasts.

Partnerships & Outreach

  • Partner with trade show organizers or industry-specific businesses that share a similar target audience (not competitors).
  • Offer sponsored booths or giveaways for increased visibility at trade events.

SEO and Content

  • Regularly update the company blog with SEO-optimized posts based on trade show tips, industry insights.

Offline and Local Media

  • Sponsor local trade shows.
  • Network and prospect potential clients at industry-specific events.

Online Networking

  • Engage in industry forums: ExhibitionWorld, ExpoChat.
  • Join trade show specific LinkedIn groups and participate regularly.

Cold Outreach

  • Use scraped data from trade shows to target potential clients via cold outreach emails that highlight Iconic’s full-service benefits.
  • Recommend the use of software like Snov.io to streamline the process.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Trade Show Success Guide': A detailed guide offering step-by-step instructions to plan and execute a successful trade show.
  • 'Booth Design Quiz': An interactive quiz that suggests the best booth design for the user's brand and budget.
  • 'Event ROI Calculator': A tool that helps businesses calculate potential ROI for their trade show investment.

Tripwire Offer

  • 'Trade Show Starter Bundle': A mini-product offering essential trade show marketing materials at a low cost.
  • 'Introductory Consultation': A discounted consultation service offering personalized trade show strategy and booth design advice.

Welcome Sequence

  • Welcome email with soft sell, introduction to the team, and a brief overview of the process.
  • Follow-up email with trade show tips and best practices.
  • Third email sharing client success stories and testimonials.

Segmentation

  • Segment leads based on trade show frequency, budget, and booth design preferences.
  • Use tags to identify and automatically sort leads into segments.

Chatbot and Automation

  • Implement AI chatbot on website to engage visitors, answer FAQs, and funnel leads to sales team.
  • Use Hubspot's automation tools to trigger personalized email sequences based on user behavior.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Email marketing, lead management, CRM functionality
  • Recommended Improvements: Set up more advanced automation sequences

Sales CRM

  • Current platform: Hubspot
  • Pipeline tracking or handoff process: Email correspondence
  • Recommended upgrades: Set up funnel stages to track the sales process more accurately

Automated Follow-Ups

  • Types of automations: Welcome email series, check-in emails, customized responses triggered by user behavior
  • Triggers: Form submission, Inquiry form submission, email open rates, website activity

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: Industry insights, trade show tips, client success stories, Iconic updates
  • Segmentation: Segment by trade show frequency, budget, and booth design preference

Retargeting & Ads

  • Platforms and goals: Google Ads for high-intent lead generation, LinkedIn Ads for targeting specific roles within identified industries

Social Media and Content

  • Posting frequency: LinkedIn (2x per week), Instagram (3x per week, stories regularly), Facebook (2x per week)
  • Content type or campaign focus: company updates, industry news, client features

Webinars and Events

  • Suggested cadence: Host industry insights webinar quarterly, actively participate in industry-specific trade shows as a sponsor

Other Nurture Channels

  • Utilize AI chatbot on the website to engage with visitors
  • Employ tools like Snov.io to optimize cold outreach

3. Sales Conversion Strategy

Sales Process Improvements

  • Map out a formal sales process funnel including all steps from lead capture to closing.
  • Create SOPs for each step of the sales process to ensure consistency and build a repeatable, structured process.
  • Identify and address any friction points in the sales pathway.
  • Build a system for consistent follow-ups and reminders via HubSpot CRM.

Sales Assets

  • Develop a set of sales email templates for different stages of the customer journey.
  • Create a standardized proposal template that can be customized for each prospect.
  • Establish objection-handling scripts based on commonly encountered objections.

Testimonials and Case Studies

  • Implement a systematic way to collect testimonials and case study data from clients post-event.
  • Feature these testimonials and case studies prominently on the website and in proposals and sales materials.

Conversion Rate Insights

  • Establish a baseline conversion rate and set improvement goals.
  • Monitor and track conversion rate closely using HubSpot CRM tools.

Urgency and Offers

  • Develop time-bound offers (e.g., reduced pricing on off-season events) to create urgency.
  • Experiment with scarcity messaging (e.g., Limited rental pieces available, book now).

Guarantees and Risk Reversal

  • Establish a clear, confidence-boosting guarantee that addresses the common fear of logistical mishaps (e.g., if we fail to meet agreed timelines, your next exhibit rent is on us). Create an FAQ section addressing other potential concerns.

Shock and Awe

  • Send personalized thank-you notes or gifts to clients post-event.
  • Offer a complimentary mini-audit or consultation for first-time clients.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • An automated but personalized welcome email upon first inquiry or service booking.
  • A welcome kit: a digital pack containing useful trade show tips, an overview of Iconic's process, and step-by-step project timeline.
  • Kick-off call upon confirmation of services to build trust, confirm itemized plan details, and let clients put a face/voice to the service.

Communication Cadence

  • Bi-weekly updates throughout production process via client's preferred communication method (email, call).
  • Exhibit preview email with photos prior to shipping.
  • On-site and post-show call to ensure client is satisfied and to discuss any potential changes for future exhibits.

Client Education

  • Creation of an online resource center on the website - "Trade Show Success Hub" containing guides, FAQs and videos.
  • Tips for effective trade show networking and lead conversions complementing the exhibit.
  • Regular blog posts with industry insights, case studies and best practices.

Personalized Touches

  • Handwritten thank you notes included in the shipping package.
  • Birthday acknowledgements or business anniversary recognitions.
  • A courtesy check-in during the trade show, even if onsite visit isn't feasible.

Visuals and Documentation

  • Before-and-after transformation shots of the trade show space shared via email.
  • Digital exhibition event report, capturing highlights, social media visibility and anecdotal feedback from the event.
  • Access to high-quality images of their displays - for their records and use in own marketing.

Feedback and Proactive Support

  • Post-show automated feedback request email emphasizing the value of client's opinion.
  • Quick reaction to feedback with personalized resolution actions.
  • Proactively address any changes in trade show regulations that may affect client's future displays.

Guarantee or Promise

  • Satisfaction guaranteed policy as Iconic stands by the quality of its displays.
  • In an unlikely event of delivery or setup issues, assurance of immediate replacement or fix at no additional cost to the client.
  • 'Stress-Free or It's Free' promise, if logistical missteps traced back to Iconic perturb client's event experience.

Operational Excellence

  • Strict adherence to all agreed timelines, highlighted in weekly updates.
  • With the use of Hubspot CRM, ensuring no client communication or requirement falls through the cracks.
  • Appearance standards: Clean, professional packaging and presentable onsite set-up crew if required.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement an annual contract model for repeat trade show clients
  • Offer prepay discounts to incentivize multi-show or multi-year commitments

Upsells & Cross-Sells

  • Introduce additional services like premium booth design, advanced logistics management, and express teardown
  • Cross-sell partner services like professional event photography or premium collateral printing

Bundling & Packaging

  • Offer tiered booth packages that bundle common displays and services at different price levels
  • Introduce an all-inclusive package that includes every possible service for maximum ease and impact

Loyalty & Retention Programs

  • Introduce a tiered loyalty program where repeat customers earn points towards discounts or bonuses

Custom Services and Personalization

  • Offer white-glove tiers that offer personal account managers for comprehensive, tailored support

Pricing Strategy

  • Offer incentives for long-term commitment such as bulk booking discounts
  • Conduct competitor research and recommend increasing prices for premium or custom services if warranted

Customer Data and Insights

  • Utilize HubSpot to track customer engagement and identify churn or growth opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Gift cards or significant discounts for successful referrals
  • Exclusive early access to new services for referred clients

Shareable Assets

  • Customizable email templates with built-in referral codes
  • Social media shareable graphics with referral benefits highlighted

Timing and Triggers

  • Right after successful exhibition management, when client satisfaction is high
  • Automated email reminders every three months

Client Success Stories

  • A quarterly email newsletter featuring testimonials and show-stopping booth designs

Referral Contests

  • Quarterly contests with substantial prizes for the most successful referrers

Partner or Affiliate Programs

  • Partnerships with event management companies, offering them incentives for successful referrals

Thank-You Experience

  • Personalized handwritten thank-you notes for successful referrals

Take Your Marketing Plan to the Next Level

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