© Dr. Sanjay Gupta Participating in Trade Shows Participating in Trade Shows Some Tips for First Time Exhibitors (and old-timers too!) Sanjay Gupta Dean, Centum Learning Former Dean, NIFT

Why are you attending the Trade Show? To introduce your company to the market To present new product To support existing customers To generate new contacts To network… All efforts must be targeted towards your goal © Dr. Sanjay Gupta

How to prepare for the Show Research the Show. Is it right for you? Determine the Cost –Estimate Staff requirement, How many/ Who –Make Travel Plans Who else is participating? © Dr. Sanjay Gupta

© Dr. Sanjay Gupta, NIFT Marketing yourself for the Show What to do Before, During and After the show Pre-show –Create a complete identity!! –Send mailers/ s, existing customers, publications –Invite potential customers –Post on your website –Add a strip to all your letterheads, invoices, V-cards.. –Preserve list of past attendees and invite them

Marketing….. During show –Keep media-kit ready –Network with buyers –Pick up literature to see what’s happening at the show Post Show –Follow up on all leads via and/or mails –Send thank you notes –Use media contacts –Consolidate visitors' major interests, questions asked, strengths, weaknesses, everyday after the show closes © Dr. Sanjay Gupta

Getting customers to your Booth BazaarTradeshow You have three seconds to make an impression on those walking past in the midst of a loud, crowded exhibit hall filled with distractions and competitors. © Dr. Sanjay Gupta

Getting customers to your Booth Your overall design including display, graphics and signage must be arresting and meaningful enough to compel attendees to walk in © Dr. Sanjay Gupta

Make visitors feel comfortable Remove physical barriers to visitor exchange. Make it easy for booth visitors to enter your space and obtain the information they desire. If visitors are comfortable and want to enter your booth, it is more likely they'll listen to your sales pitch and your show will generate better © Dr. Sanjay Gupta

Key components of a good display 1.Color: Colors can help you stand out, as well as convey your message. Cool colors like blue, green and white appear slick and professional, yet may not be strong interest grabbers. Warm colors like red, orange, and yellow attract more attention, yet need to be used selectively because they can be seen as too strong or carry other connotations. © Dr. Sanjay Gupta

Key components of a good display 2. Lighting: Creative use of lighting can help draw focus to your booth. You can choose to spotlight a new product or creative a warm, inviting atmosphere that beckons attendees. © Dr. Sanjay Gupta

Key components of a good display 3. Motion: Very few people use this tool effectively. But projecting a DVD onto a large screen, having product demonstrations, using colorful streamers, or other moving objects can be highly effective. 4. Sound: Having nice music, playing nature sounds, featuring live entertainers or other sounds that appeal to auditory senses may help entice people to your booth. Sound levels shouldn’t disturb other exhibitors. © Dr. Sanjay Gupta

Planning and setting up your booth Layout your floor plan on a graph paper Estimate your needs for electrical, lighting, signage, carpeting, pipe and drape… Create a clean, clear simple booth –You get very little time to attract a buyer –Your booth shouldn’t give out a confused message. Too much display confuses –Keep it simple & concise © Dr. Sanjay Gupta

© Dr. Sanjay Gupta, NIFT

© Dr. Sanjay Gupta

Importance of Good Staff Often the difference between success and failure of a show participation is the people staffing the booth. What is needed –Positive attitude –Extrovert –Energetic –Knowledgeable –Good questioner –Great listener –Concise communicator: –Closing mentality: © Dr. Sanjay Gupta

Do’s and … –Dress appropriately –Wear your name tag at all time –Act ethically –Be punctual –Watch your language –Know your product and terms of sales –Take breaks but ensure that booth is covered –Walk the show to see what’s on display –Wear comfortable footwear –Relax and smile… © Dr. Sanjay Gupta

…Don’ts Sit around in the booth Wear strong cologne or perfume Make promises you can’t keep Talk to other booth staff or on cellphone Eat or Drink in the booth Scratch, pick or dig Talk too much © Dr. Sanjay Gupta

Have a Good Show