From Torture to Terrific! How to Make Tradeshows a Successful Part of Your
Marketing Strategy
 “UGH
– tradeshows! What good are they anyhow?” If you’ve ever been required to
sacrifice a day at the office to stand for 10 hours working a tradeshow
booth for your company, you may have asked yourself that question.
Thousands of people are placed in such a position every day. Some look
upon tradeshows as a waste of time. Many business owners and managers
don’t believe tradeshows work. The only reason they continue to exhibit in
them is because their competition is there and if they stop, someone might
think they were having problems.
I’m here to tell you, they do work. In fact, it has been statistically
proven that they work very well. One of the keys to success is to set
goals to accomplish at the show that will provide your company with
maximum benefits. Here are some of the ways your company can reap the
rewards from a tradeshow, job fair or any exhibit marketing event. When
the staff learns all the advantages they can gain from participating, they
will be volunteering to work the show.
Benefits & Testimonial
Most exhibitors dream of returning from a
show with thousands of dollars in sales. It’s possible, but not likely.
Closing sales at your booth is very time consuming and requires careful
planning. Committing yourself to lengthy presentations to a few people
limits your exposure to hundreds of potential prospects.
A more realistic goal would be to solicit qualified leads from as many
prospects as possible. Hold a contest, drawing or survey to obtain
names, addresses, phone numbers and internet information to follow up
with after the show. Jot a note on the back of each lead to help you
remember their needs and what was discussed. Rank the leads to
categorize those that are “hot” and need immediate follow-up, from those
that will be future prospects.
Ingredients
-
Top-notch tradeshow
-
Creative theme
-
Fun prizes and/or
give-aways
-
Personable,
energetic staff
-
Well-planned
marketing strategy
-
Professional-looking display and marketing material
Directions
-
INVESTIGATE
the competition. Take off your badge and hang out by the competition’s
exhibit. Observe the staff interacting with attendees, listen to the
sales presentation, compare prices, benefits and features. What do they
do that your company doesn’t do?
-
NETWORK.
Networking at tradeshows is an obvious objective, but extend that effort
to the other exhibitors. They are a neglected resource of valuable
information and sales.
-
FEATURE
something new at your booth. Attendees come to tradeshows to find new
innovations in the marketplace. Focus on a new product, service or
benefit. Launch it with some fanfare, create an attraction, or build
excitement to draw prospects to your booth
-
INTRODUCE
important people. Give customers a chance to meet the owner, manager,
artist, President. Give that person a spot of honor. Offer a place to
chat, shake hands and get up close and personal to the big boss. This
makes a memorable impression on prospective customers.
-
SET GOALS.
With just a few pre-assigned goals, and a request for accountability,
the staff will come away with not only sales, but useful information
that can turn into profit for the future.
-
STRATEGIZE.
Have a sales strategy in place. Make sure each person at your booth
knows how to engage prospects. Coordinate what everyone says and how
they explain company services and benefits so you can be sure the
customer is receiving the same information from each representative.
Variations and
Conclusion
Image is everything on the tradeshow
floor. An impressive display is critical to your success. Make sure
attendees can immediately see who you are, what you do and why they
should do business with you. Coordinate your display around a theme that
reinforces your company slogan, tag line, current event or the theme of
the tradeshow. Use interesting props that compliment the theme. Use
props to elevate products, hold literature or illustrate an intangible
service. Present your marketing message using large graphic images, bold
colors and intriguing text. Make sure your display reflects the same
professionalism and personality that you promote in your company
literature.
Don’t forget to follow-up. Get in touch with your prospects quickly. You
should email, fax or phone them within three days. Thank them for coming
to your booth. Give them an incentive to respond. Invite them in for a
visit or schedule a sales call.
With these few tips and adjustments to your tradeshow marketing
behavior, you will reap great rewards from every experience on the show
floor.
Time Required:
1 - 10 man hrs. per year
Author
Susan Ratliff
Exhibit Experts
4012 E. Broadway Rd. #307
Phoenix, AZ 85040-8800
602-437-3634
susan@exhibitexpertsaz.com
www.exhibitexpertsaz.com
As President of Exhibit Experts, Susan has 30 years experience in sales
and marketing. Her company has the reputation of being one of the most
responsive and creative providers of tradeshow marketing solutions in the
Valley, and is a nationally recognized authority on tradeshow selling.
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Article
Copyright 2006
This document, in full or part, may be reproduced only if the following
acknowledgement is included:
Reproduced with permission from the author, Susan Ratliff, President,
Exhibit Experts, Phoenix, Arizona |
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