Category : During 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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Do New Shiny Objects Excuse Bad Old Trade Show Exhibiting Behavior?

CES Numbers-sm When new shiny objects take center stage does it matter how well trade show exhibitors behave?

Did exhibitors at this year’s Consumer Electronics Show (CES 2014), one of the largest shows in the world, make the same old exhibiting mistakes they commit at every show they attend?

According to an infographic of CES 2014 by Numbers, the social buzz from this mammoth show reached the equivalent of 40 percent of the world’s population – quite impressive to say the least. But how impressive were the more than 3,000 exhibitors? Did attendees walk away from the booths they visited wowed by people rather than shiny new objects?

Chances are that many of the exhibitors were less than well-prepared for their extremely stressful and demanding time on the show floor.

Wander the show floor at any major event and you are sure to come across numerous exhibitors who don’t have any idea of the right way to connect with their booth visitors, or precisely what they should be doing to optimize their show investment.

Regrettably, a lot of the giants in the industry are amongst the worst offenders. Company sales reps, and managers often stand about chitchatting with their co-workers, completely disregarding booth visitors. Alternatively, when they do interact, they’re more concerned about giving their sales spiel rather than taking time to ask questions to uncover exactly what their visitor is interested in.

This just shows an apparent lack of trade show training, as well as the basics smart exhibitors must have to take full advantage of their time on the trade show floorEffective trade show selling relies, not just on innovative products and services, but most of all, on the way booth staffers present them, and their company

Working a trade show demands a specific combination of expertise. Smart, experienced exhibitors recognize they need to ask questions and listen to their prospects. People attend shows looking for solutions to specific business challenges. If you’re more interested in getting your message out, you’ll never even uncover what’s going on in your prospect’s environment, much less be in a position to provide a possible solution.

The marketplace is full of competitive new shiny objects, so if your visitors don’t feel you’re interested in helping them, they’ll not tolerate bad old trade show exhibiting behavior, and just move on to track down someone who is more customer-centric.

With the new trade show season about to kick into gear, it’s time to ramp up your exhibiting skills.

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Are You Scaring the Living Daylights Out of Your Prospects?

Are you aware that there are prospects walking the trade show floor who might be afraid to walk into specific exhibits. It happens more frequently than you would imagine. In reality, it may be going on at the display right next to yours. Prospects who are fearful might blame it on some previous experience, when they might have been ‘strong-armed’ into making a purchasing decision.

How can this happen? Just what possible way could there be to bully visitors into buying something unwillingly?

The simple truth is that not all the ‘people pleasers’ at a trade show are booth staff. Quite a few are wandering the aisle, as visitors. Whenever these kinds of people come across an excessively, unrelenting salesperson, they can be bullied into a sale. That’s certainly not the method you want to advocate to do business.

Alternatively, you want educate your booth staff to use a needs-focused strategy. By simply engaging prospects in a dialogue, questioning and hearing rather than blabbing, and seriously focusing on resolving the attendee’s concerns, you are a great deal more likely to make a sale whenever the attendee is satisfied.

The key to this is five questions, the Familiar Five that really should be a part of virtually every sales discussion:

1. What:
Precisely what does the prospect need to have? Do they really have complications with their current providers? Could they be trying to make do with an item that doesn’t specifically meet
their wants? Conceivably the item runs properly, but it’s too costly. You need this answer before you start working on various other things.

2. Why:
Why would your company be the perfect one to match the prospects’ needs? When they point out persistent technical problems, do you really offer 24/7 help? Assuming they
need to have a size 4 widget, does your small business produce them?

3. Who:
Partnerships are the answer to business. At the same time, our mobile society has changed the world, and rapid staff turnover is definitely a reality of life. Two companies might have had – or come close to a business connection in the past, only to have things not work out they way they wanted. Yet this point might be completely unknown to your booth team. Provide your staff with a bit of corporate history, together with selling facts that reflect how items have developed in the meanwhile.

4. When:
Whenever your exhibit team expresses anything, prospects want to find out they are able to count on that as fact. Clients prefer to know you’ve got a background, and that you’ll maintain it once they do business with you. Feel free to use solid illustrations: While you might well be introducing new and creative products, let them know that you are still able to deliver parts, and service for previously produced products.

5. How:
The way your small business conducts itself is becoming a lot more important to several of today’s buyers. Consumers want to avoid being tainted by association with any shady organizations. If an attendee refers to a pre-existing damaging newsmaker, suppress the urge to be protective. Alternatively, respond with a comment that presents your company’s strength and leadership. “We know that those types of things happen within our market, but we’ve found the more effective method certainly is the straight and narrow. That way we can remain focused on our customer and their needs.”

Undoubtedly, it’s a challenge to adjust to doing this into the thirty seconds you’ve got to spend with the typical visitor. The temptation could be to talk a lot quicker, trying to cram in as much information as you possibly can. But don’t. Your work is to get them chatting. Once a prospect begins talking, they are far more likely to invest additional time at your booth, and definitely less inclined to be frightened away.

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