|
|
 |
|
|
|
<< Back |
|
 |
|
| |
| Finding Good Relationships at Your Next Trade Show Booth |
- How exhibiting at a trade show is a lot like dating.
By David Ehrlich, President Track Marketing Group |
| |
| As in dating, you exhibit at trade shows to meet people that "click" with you. As in dating, the process can be a little awkward at times, but ultimately you will find a good relationship - or in this case, a handful of them. |
| |
| Get Their Attention - Entice Them to Stop By. |
The first step is to promote yourself in advance of the show. Usually you can acquire a list from the show manager of the registered attendees. Since attendees will receive solicitations from multiple exhibitors, you need to stand out.
Color post cards are the perfect vehicle for reaching this audience. They are cheap, in your face, and quickly convey a few important points. One option is to offer an incentive to drop by such as a chance to win a prize. Think outside the box when selecting a prize. For awhile, many people offered a chance to win a Palm organizer. While still a good option, we had one client offer a DVD player and this was unique enough to get some good traffic into the booth. What is the hot prize that would motivate you to search out a booth?
Other than a chance to win, you could offer something for everyone who stops by. Promise something in terms of a benefit that would help in their work life (such as a free guide showing 10 tips for managing XYZ) and/or something personal (tickets for a movie - perhaps limit to the first 50 who stop by).
To further reach attendees, consider advertising in the show guide or sponsoring an item such as the show bags. Ideally, you should promote more than simply your name and booth number. Think about why would anyone take the time to plan a visit to your booth. |
| |
| Keep It Simple - Yet Stand-Out |
When designing your booth's panels, keep it simple and eye-catching. Within a few seconds on scanning the aisle and spotting your booth, it should be both eye-catching, as well as obvious what you do and how you can help your prospects.
Consider using a slogan that sums up the benefits of your offer. Avoid too much clutter or type that will confuse people. Remember that since many of your competitors are also exhibiting, you'll have to get real creative when searching for ways to stand out from the crowd. At some point, the many booths start to look alike. What makes you appear special? |
| |
| Candy, Clowns, and Massage. |
Once you are at the show, you should have items that might draw the attention of people walking the show. As an attendee, you know how this game works. Many people don't want to be pulled in - but something unusual such as a clown or free massage can get their attention.
While many people will stop by simply to "trick or treat" for candy (for their kids of course), you never know who might then say "hey - tell me more about your service". The price of candy is cheap compared to a new lead - so buy the nice chocolate and pile it high. |
| |
| Opening Lines. Enough About Me. |
As you see people walking in the aisle near you, think about your opening lines. We've successfully used "Something caught your eye?" when we sense people are scanning our display panels. We also have asked, "What is your pain? or biggest challenge right now?"
Most exhibitors are talking way too much up front. Let the prospect talk first if possible so you know who they are (are they a competitor, intern, or real prospect?) and what their interests are. You can then better speak to their issues and build rapport much quicker. If they're holding a heavy bag and they need to write something, offer to hold their stuff.
Remember your primary goal is to get as many qualified introductions as possible. Once you have your initial conversation, ask them if you can schedule an appointment or call them to follow-up. Ask them "will you remember me?" We emphasize our unusual logo of a cute dog and people do remember that when we call. Find your "cute dog" -- something that is unique about you that people will remember. |
| |
| Fellow Exhibitors |
| We have had clients come from fellow exhibitors. Consider chatting up your neighbors during the slow times and see if there are opportunities. While frowned upon at some shows, we have distributed post cards to other booths after the first day of the show. |
| |
| I Had a Wonderful Time. |
After the show, you should send a follow-up note and/or call all people you met with. If you collected cards in a fish bowl, you can mail a follow-up note. The trick is to make an offer that is unique and compelling to move the prospect toward a sale. The trade show was simply a way to meet, now it's up to you to close the sale.
Like dating, the trick is to relax, enjoy the process, and have some fun. When you least expect it, you'll find your next client! |
| Top |
| |
|
|
|
|
|
|
Home
Larger font
Smaller font
