Category : After the Show

5 Trade Show Marketing Solutions to Solve Social Media and “Face to Face” Challenges

non-social-generationHow many times do you encounter these selling challenges?

• Getting a “face to face” meeting with prospects;
• Presenting “your product advantages” to a client who currently deals with a competitor;
• Getting through to decision makers and even clients who are increasingly hard-to-reach?

Fortunately, and unlike social media, trade shows provide an immediate and effective solution to these challenges.
Trade shows are attended by decision makers who come specifically to see a wide range of solutions, new products as well as those being offered by companies they don’t currently deal with. A trade show allows you to physically demonstrate solutions and advantages that prospects may not be receiving from their current supplier.

Use the following five trade show marketing keys to increase your exhibiting success:

1. Let People Know You Are Attending and Book Appointments.

Only 20% of companies participating in trade show have a pre-show marketing program. List the shows you’re attending on your company web site, as well as in your signature line at the bottom of all outgoing emails. At a trade show make it a policy to never eat alone. Before the show, make sure you invite key clients to every meal of the day so you get  the “face to face” time to deepen relationships, and gain insights into their business.

2. Know What Your Client’s Are Looking For

Clients within a particular industry are likely to have similar requirements. Your exhibit should focus on these common challenges and illustrate how your company has a strategy or product to answer their concerns. At some shows having technical staff or senior management on the floor can help attract serious buyers.

3. Qualify Quickly.

According to the Center for Exhibit Industry Research (CEIR) the average trade show booth visitor will spend three minutes or less in your exhibit. This means that you should develop a specific set of questions to qualify a visitor to explore their need for your products/services. Once qualified, you then need to collect their contact information and create a plan for future interaction.

4. A Better Approach to Brochures.

According to trade show research, 72% of literature received at a show is discarded before leaving the building, or while packing bags for home. A better approach is to offer a “green alternative” by emailing brochures to a clients inbox. Along with being good for the environment, it allows you to collect their contact information, and further qualify their interest in your products.

5. Post Show Follow-Up.

Undoubtedly, when you return to the office after a show you have work that has “piled up” in your absence. Despite this, it’s critical you schedule a time to follow-up on those hard earned show leads before they turn cold, or are contacted by your competitors who also attended the show.

Implementing these five strategies will definitely help increase your exhibiting success.

Guest post blog by Brian Keobke, an expert on Exhibit Marketing, who has earned the CME designation, one of the highest level of professional achievement available in the exhibit industry. To schedule a review of your exhibit marketing or discuss trade show marketing solutions contact Brian by phone 604-276-2366 or 1-800-663-1737 email.

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The 3 Types of Tradeshow Exhibitors

I was inspired to write this blog today after reading a chapter in Carmine Gallo’s book “Fire Them Up!.” In it he talks about three types of communicators, “the blah, the mediocre and the inspirational.”

The first thing that popped into my mind was how this was the exact way to describe exhibitors – blah, mediocre and inspirational. Of these three types of trade show exhibitors, only one of should represent your company on the trade show floor.

You’ve all seen the “blah” exhibitors who have zero drive and enthusiasm or energy to be in the booth.  They’re on their computer, or cell phone most of the day. They’re convinced that exhibiting is a total waste of their time, and they just want to go and do their “real job” – whatever that is.

The “mediocre” exhibitor is one step better than the “blah” exhibitor. They take care of being in the booth, but aren’t really clear about what to do, and they just wing it in robotic fashion.

Finally, there’s the “inspirational” exhibitor who is energizing, engaging and electric!

What makes the difference between the three types? In a nutshell, the inspirational exhibitor wants to be at the show, knows what he or she wants to accomplish, and enjoys interacting with visitors. This person is also proud to be a company ambassador at the show, and finds real meaning (and fun) in the role they play.

If your have blah or mediocre people representing you, consider finding substitutes – people should consider it a privilege to be a company representative at the show. Plus, make sure that you provide some trade show training, so they are well-prepared with the essential exhibiting skills before they step foot in your booth.

Remember, it’s your people who can make or break relationships on the show floor, so prepare them well!

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