Tradeshow Success ... why are you here?
“The wise man doesn't give the right answers, he poses the right questions.”
- Claude Levi-Strauss
Rethinking the Giveaway
Branding a product is a great way to get your customers to forget that your competitors even exist. Just think Kleenex and Coke – for the ultimate branding. There is no better, more consistent attention-grabber than proper branding of your product or service. If your giveaway is a direct reflection of your product and service and reflects your company image that is great. However, collectors of show giveaways, who grab one or two of everything, no matter what it is, are precisely the crowd you want to avoid. Think before investing in more bobblehead dolls. Save your money.
Graphically Speaking
You have less than 7 seconds to grab attention on the tradeshow floor. Your exhibit should be eye-catching and attention-grabbing –– think big, colorful graphics.

Remember:

  • Graphics MUST announce who your company is.


  • Graphics MUST reveal what your company does.


  • Graphics should declare why you are superior to your competitors.


  • Pictures are wonderful, however you always need a limited text message.


  • Keep all text at waist level or above. Never make people look down to read.


  • Keep your copy big and short, and easy to read. Don’t write a book.


  • Make certain you have your web address prominently displayed.


  • Do the test! Ask someone who doesn’t know much about your company to quickly look at your graphic plan. Take it away and then ask if they can tell you the company name, what it does, and what they remember about it.


  • Light your booth and graphics as most exhibitors don’t bother – guaranteed this will make you stand out.


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    One Last Thought on
    Follow-Up ...
    Why do you need to follow-up after meeting with someone for 5 or 10 minutes on the showfloor and giving that person your card and literature?
    It was a great meeting and you know that you dazzled them. As-sume that your business card and brochure are in a plastic bag with 50 other companies on the floor in your prospect’s office. When your “hot” prospect has some time (NEVER) – they will get to the plastic bag. Three months later the entire bag goes into the wastebasket. That is why a quick call a week to 10 days after the show is essential.You aren’t cold-calling because you already know your prospect. Follow-up is more work, but with all the work you already invested in preparing for and going to the show, it’s a waste to not finish the job. So remember... follow-up, follow-up, follow-up!
    Why don’t more companies achieve success at trade shows?
    Tradeshow marketing is an important part of a company’s lead gathering efforts. It can also be an expensive waste of time if not correctly implemented and taken advantage of to maximize the large investment for participating in a tradeshow. The time spent preparing for and following up the tradeshow is as important as the time spent on the exhibition floor. Much too often, companies show up at their trade show with the usual exhibit display and brochures, the sales staff talks with each other as potential clients stroll by, and then everyone in the company has their take on why they never get a decent return on their tradeshow marketing budget.

    There are three simple steps to make your next trade show a success! You must prepare, qualify, and follow-up. These three ideas are so simple, but so often overlooked by so many exhibitors. To be successful you cannot try to do everything at the last minute, attempt to talk to and sell to every attendee, and then return to your office and wait for the phone to start ringing and the orders to start flowing. It simply will never work that way.
       Exhibiting successfully means pre-planning, setting goals, creating a timeline with deadlines and letting attending companies know that you will be there. At the show qualify the attendees – tradeshows are not sales calls – this is the opportunity to develop many relationships in a short period of time. Every staff member must know who they are talking to and why. Finally there is the follow-up. This is usually the most neglected aspect of attending a tradeshow. You feel like you need a vacation, at least a long weekend, after the stress and strain of tradeshow selling. Not now – now is the time to get the jump on the competition by calling all your leads that first week back – these are not cold calls, you have already met the person. It is a waste not to finish the tradeshow selling job. And that should make your tradeshow experience a success. The primary difference between successful and unsuccessful exhibitors is determined by how resources are directed and managed, not necessarily how much was spent.


    One More Time, Drumroll Please

    ... you are responsible for your
    own tradeshow success
    • Smile at everyone – even if it hurts
    • Always wear comfortable shoes
    • Stand, don’t sit – or do the one-cheek-bar-stool lean
    • Dress good, smell good, look good.
    • Bring quick, healthy food and bottled water, this is not the time for garlic or onions.
    • Don’t leave the booth empty. You know what will happen; just the person you have waited to see will appear and then go find your competitor.
    • Pay the premium for the plush padded carpet. You will notice and so will your prospects.
    • Leave the front of your booth space open so that people can easily come in.
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