Leads?

To Sell Product?

Clearly both, but do not forget Network OPPORTUNITY!

Trade Shows are chalked full of opportunities to meet with potential & current customers as well as finding out where your competitors are focusing their time & energy.

This is the big picture of network marketing opportunity, building solid relationships face to face and meeting the people your products and services will help in their day to day lives.

Working with  customers at trade shows gives you the insight of what solutions you can be providing to them.  Find out what it is about your product and services that helps them along in their daily routines, using that for your future marketing efforts.

Find out from your current customers if there is something specific about your product or services that could be enhanced or improved. Look to your customers to be part of your research and development team.

Engaging potential customers in conversation regarding their “pain” points will also provide valuable information to you giving your company a better insight of how you can elevate that pain.

The value of your trade show display comes down to grabbing the attention of your prospects.  Use your trade show display to your advantage with colorful graphics and pictures that will draw attention and help bring in visitors.

Bold exhibit graphics speak clearly and can convey a simple message.  By giving a visual description of what it is your company does and incorporating how you can help them, they become more relaxed and in turn gives you a better opportunity to network.

People in general want to make their lives easier, when graphics are used to help convey these messages, people picture themselves in that graphic and an emotional response takes over.

Understanding how your company will relay its message to a trade show audience establishes the basic criteria you will need in selecting a trade show presenter. Will your criteria be scripting, podium presentation, using audiovisual technology, gimmicks, over the top presentations, or the presenter’s ability to communicate? Successful business know that each trade show has its own budget constraints, booth size and marketing objectives and not all trade show presenters are suited for every show.

The basic goal of every trade booth is to generate leads and to educate the attendee about your company’s service or product. You can accomplish this by utilizing the trade show presenter as a Vaudeville attraction or as a Broadway stage presentation.

The sideshow attraction works best in small exhibits and allows education, entertaining, and lead generation to happen when the trade show presenter networks with the attendee and inquisitively seek out essential information to assess their need level. The greater the need level, the faster the trade show presenter turns the customer over to knowledgeable sales personal.

A Broadway presentation informs customers on products and services requirements using attention-getting tactics and typically used larger booth space. High tech screens and actors are there to dazzle the audience into staying and watching the show with trade show jargon, sales presentation and information all rolled up into a 10-minute show. These typically occur 3-4 times an hour. Lead generation occurs when the trade show presenter asks the audience to enter into a drawing to qualify them for an instant discount for participating in the shows presentation.

The return on investment is what a company seeks for when hiring a trade show presenter. Accomplishing this is by knowing the companies’ specific needs and understanding what the presenter can deliver. Once the issues are address, selection of a professional trade show presenter is simple.   Dale Obrochta is a professional trade show presenter who uses promotional balloon entertainment to generate tradeshow booth traffic. He is a leading entertainer in the balloon entertainment industry who consistently works trade shows and corporate events.

Magical Balloon-dude Dale is balloon entertainment at its best!

Start with a solid pre-show advertising campaign, your participation well in advance with your prospects will keep your name and booth # fresh in their minds, keeping them up to date with glimpse’s of product announcements and teasers is a good way to peek their interest.

If you are having a new product launch, you can even offer a raffle for that product or service – what a better way to stand behind your new offerings.

If you plan on having entertainment in your trade show booth, have it set for a planned time. where you can invite your prospects, and not continuously throughout the day.  You could even have your raffle drawing at the end of the entertainment, so that you know you will get a chance to talk to your prospects.

I am wondering if there has been any research done on how often you should change your trade show booth style/graphics/etc?

Ty

I have not run across any research done on the specifics of changing up your trade show booth. Many companies change for new products, niche markets and various messages that they would like to send to their specific audience. Another major reason for changing your trade show booth style or graphics is if your company brand changes.

Thanks
Charlie

Charlie,
Skyline Displays has recently come out with a really easy to use and easy to set up Projection System. You can find more information out on this video.

After countless research, we believe in pre-show marketing and targeting your show selection.

Show selection is one point that continued to come up in many conversations and was a key factor in driving results and helping reduce costs. By targeting your “niche market” with a larger presence, your company can stand out as a leader in your market.

With more careful and earlier planning of your trade show season, you can reduce unnecessary expenses. Many exhibitors rely on online trade show management programs, that allow them access 24/7 to their booth staff, shipping and scheduling of events. This way you are not over staffing your booth, and you know when and where items will be at any given time. Reducing the last minute shipping charges for literature or missing components.

Lighter weight exhibits and modular solutions also will decrease your shipping and drayage costs drastically. With re-configurable portable solutions, you can stretch your marketing dollars.

Creating a process for follow up to measure your results to target your most successful shows will also help stretch your marketing dollars. If you notice poor performance from a certain trade show but fairly decent performance from another trade show, why not concentrate your efforts on the show that gives you the best results.

Managing your trade show leads is one of the best practices for success at trade shows. Always implement a plan for lead follow up, even before the doors to the trade show open. Whether it be outsourcing your trade show lead follow up or implementing your staff into using online software to manage and track your leads, you will see the results and see where your efforts are paying off.

We have an IT company and I was wondering what IT trade shows are in the UK, or the best way to find out where and when they are.

Thank You – Jonathan

Jonathan,

There are several resources out there for selecting trade shows, whether they are in the UK or in the USA.  Check out – http://www.exhibitions.co.uk/ for UK specific shows, as well as http://www.tsnn.com/, where you can do a location search for any country, city or state.

Start searching online for various directories, add these to a master list and fine tune it as you go.  There is good information on specific show sites as well, you can see what your other companies are saying about the value of certain trade shows.

Researching where your competitors are exhibiting  is another great way to narrow down your trade show selection.    There is not one specific site that has all of the available trade shows in any given country, it is best to gather data from a variety of sources and start your research.

I’ve heard it said that trade shows are the easiest, most difficult marketing tool to master. Like all such challenges, finding tips to make this process easier has just become easier.  Check out the latest FREE trade show seminars.  21 Seminars in 21 Days

With the 21 Seminars in 21 Days, you will meet Mike Mraz, a 25 year veteran in the trade show industry, you can find out information on show selection, booth staffing and even trade show transportation.  Getting the best outcome from your trade show is one of the goals that every exhibitor wants to achieve.

Take advantage of the 21 Seminars in 21 Days!

I am in need of a list of “Don’ts” for exhibiting. There are plenty of lists for what to do, but I cannot find any that state what not to do. I am speaking in terms of the act of exhibiting, not actual salesmanship.

Thanks
Penny

Thanks for coming to Trade Show Help Penny,

You are right there are several trade show do’s and there should be some don’ts as well.  In my opinion as a trade show attendee I dislike  when the booth staff is huddled together and you feel they are unapproachable.

It is uncomfortable to be milling around a booth trying to get someone’s attention.  I have also seen booth staff that do not say hello or welcome visitors.

I found myself one time entering into an exhibit where I knew there was a product that I felt was useful to me and my business, but the exhibitor was hosting a lunch for what appeared to be a high profile prospect.  I don’t feel it is appropriate to have food served in your booth, and if you feel it is necessary perhaps use a conference room where others don’t feel like they are intruding.

Don’t bring tons of literature, show them a sample of what you have so that you can gain a business card and get a real lead.  If you hand out literature left and right, you are wasting money on printed material as well as not gaining a true lead.

Don’t forget to follow up immediately after the show, don’t allow your competitors get to the potential clients first.  Put together a plan before the trade show begins for your after the show follow up.

Don’t overload your booth visitors, find out what solutions they are seeking and focus solely on that so they don’t feel overwhelmed.

I believe it to be a good practice to stand outside your trade show display and get peoples attention.  Invite them in for product demonstrations so they can see the solutions you have to offer.  Question them on what their needs are so that you can refine your sales pitch.

I am looking for some simple solutions for upcoming trade shows, our budget is smaller but we do not want to sacrifice our look. We will be attending smaller shows during the fall trade show season.

Is there anything out there that might help us create impact on a smaller scale?

Jennifer

Thanks for stopping in Jennifer -

There are new products hitting the trade show floor constantly, we recently visited Chicago Trade Show Displays and were a bit amazed at some of the new products that Skyline has come up with this year.

One solution that may fit your needs is what is called a Myriad Banner Stand, this can be used as a full inline display, and is lightweight. The center banner add’s an additional graphic area with no extra hardware.

I liked the look of the arc in the center, but it also is available with a flat center banner.  This unit also has an area for literature or small product displays and may be something that will fit your needs for your fall trade show season.