Maximizing our Investment Trade Shows Maximizing our Investment

You are not on an island alone Trade Shows You are not on an island alone

Trade Shows Why do we participate?

Trade Shows Why do we participate? I’ve heard comments like “I’m never doing this again, I didn’t get one spec from this show”. Do we do it out of dedication to the region or chapter? My thought is, we need to stay visible and be in the forefront of our customers minds.

Trade Shows We really have to get more serious about exhibiting. We’re investing hundreds of dollars for trade shows and we have to get a return on our investment. Whether our desired outcome is for leads, to rollout new products or just to increase brand awareness, relying on random booth traffic isn’t wise strategy. A lot of people rely on the trade show organizer to drive traffic on the show floor, we cannot leave that to the organizer, we need to take aggressive action.

Trade Shows Examples of things that you should do while hosting a trade show exhibit: Prepare engaging questions before the show Create the right first impression Encourage visitors to want to spend time at your booth Be friendly Build rapport Encourage conversation Ask open-ended questions

Trade Shows Examples of things that you should not do while hosting a trade show exhibit: Sit, read, smoke, eat or drink in the booth Ignore prospects by chatting with colleagues Use the phone while visitors are around Leave the booth unattended without having someone cover for you Be late for booth duty Stand with your back to the aisle Say “Can I help you?” Lean on booth furniture Think about what you eat or drink during the show Use inappropriate language or be unprofessional Complain about the show or about being at the show Wear new shoes or high heels Badmouth your competitors Let the booth get cluttered or untidy

“You represent the company” Trade Shows The most important thing to remember is: “You represent the company” Everything you do and say, even if it is not in the booth, reflects upon your company. You are an ambassador. Your attire should be professional. It is ok to have fun but know your limits.

Trade Shows Other recommended behaviors for staff workers in the booth: SMILE, This may sound obvious, but some staffers look bored or tired Watch your body language, Folding your arms in front of you appears to say, “don’t’ bother me”. Look your customer in the eye, when they approach the booth. Greet customers at the edge of the booth, this helps you draw them into the booth. Do not chew gum in the booth, it looks tacky Always wear your name badge where customers can read it! Watch your behavior at all times. If you are out to dinner or a bar after the show, you are still representing the company.

Trade Shows Prior to the show, send out an e-mail to your customers, give them your booth number, where you are located on the floor and ask that they please stop by to visit you in your booth!

Trade Shows Roughly 70 percent of show attendees plan a list of who they are going to visit before entering the convention doors. That number makes it plain the power and necessity of pre-show outreach. First would be to contact your regular contacts. Get a list of registered attendees for the show Mailing post cards is pretty effective and consider an odd sized post card so that it doesn’t blend in and end up in the trash. (Shape of paint can) Getting a piece of mail into a persons hand isn’t enough though. They need a solid reason to show up. (New product or special offer)

Trade Shows The whole point of face-to-face marketing is so that people can touch and feel things. Trade shows are all about connecting with attendees and promoting our products and services.

Trade Shows Drawing traffic to your booth: Look Sharp Shiny things inside the booth can draw attendees, but the booth itself can attract visitors. Don’t box in too much of your space. Make the space open and inviting.

Trade Shows I’m open to suggestions on how you think we can maximize our investment!