3 Trade Show Lifesavers When You’re Down to Your Last Brochure

What do you do when you’re down to your last brochure?

While it’s true that the vast majority of marketing materials distributed at trade shows and conventions wind up in the trash long before the attendee gets on a plane headed home, there’s still a clear expectation that exhibitors will have some kind of sales collateral material to hand out to interested parties at the show.  These include catalogs, brochures, spec sheets and more.
What happens if you’ve underpacked?  You’ve brought 500 spec sheets, and it turns out you have 2,000 people interested in that item.  Do you send the attendee away empty handed?

You don’t ever want to give away your last brochure!  Instead, make one booth staffer accountable for keeping track of literature supplies throughout the show.  If you start running low, it’s time to take action!  Here are your three options to ensure you don’t run out:

1. Hit the Copy Shop

If you’re running low on an easy to reproduce item, like a spec sheet or flyer, have a staffer hit the local copy shop and run off a few hundred more.

2. Call the Home Office

Catalogs, glossy brochures, and the like can’t reasonably be produced on the spur of the moment.  If you see supplies running low, call the home office and have them express ship additional supplies to the show.

3. Ship It Direct

As a last resort, collect the attendee’s contact information and promise to ship the catalog or literature to their office.  If you do this, it is absolutely critical that you keep your promise!  Make sure to have the material shipped out as soon as possible — preferably before the attendee makes it home for the show!

The Tradeshow Show is open 24/7 – come in and look around!

Susan Friedmann, CSP, The Tradeshow Coach, internationally recognized exhibit marketing expert working with companies to increase their profitability at trade shows. Author: “Riches in Niches: How to Make it BIG in a small Market,” “The Complete Idiot’s Guide to Target Marketing,” “Meeting & Event Planning for Dummies” and many other titles. For more great information on trade show marketing strategies that work, and for a complimentary copy of “Exhibiting Success,” visit http://www.thetradeshowcoach.com. Click to download the “Riches in Niches” app.


7 Passionate Ways to Fall in Love With Your Tradeshows

Let me ask you, are your tradeshows getting enough of your love and attention?
As we celebrate Valentine’s Day, love and affection is in the air, and it makes me wonder how much heart exhibitors really put into their exhibiting efforts.

I doubt that many of you take your displays into your arms and whisper sweet nothings, or gush your loving sentiments.

Chances are quite the opposite. For many companies, tradeshows are viewed as a necessary evil.  You participate because your competition does, and are scared not to, for fear that the marketplace assumes the worst – “oh dear, the XYZ company must have fallen on hard times because they’re not exhibiting.”

Well, my thought is that if you feel compelled to exhibit for whatever reason, you might as well embrace it, and give it all the love and attention it deserves.

Here are 7 ways to help you fall in love with your tradeshows:

1.  Review your show schedule, and make a vow to only participate in the shows that are worthwhile – the ones that give you a certain ROI, whatever that means for you.
2.  Reverse engineer your success, and consider the end result you’re looking to achieve. Then plan your strategy to achieve it.
3.  Fall in love with each show and make a commitment to do whatever it takes to make this union a true success.
4.  Share the love. View each and every show as the best possible opportunity to hug – make a good solid connection – with your customers and prospects.
5. Choose team members (intimate companions) who share your exhibiting passion.
6. Share the essential booth staff training skills needed.
7. Embrace all lead follow up so that your prospect union turns into a marriage made in heaven.

Wishing you a long, healthy and loving life together!


7 Steps to Tradeshow Crisis Management

The 21st Winter Olympics are about the start.  The buzz of activities and all the arrangements are reaching a crescendo in preparation for the Opening Ceremony.  However, all is not exactly as planned.  The weather is causing havoc – fog, lack of snow and rain are not what was expected to make the events run smoothly.

How similar is this to your trade show plans? Don’t you plan for the ideal situation where everything runs seamlessly? The display and your products all arrive on time, damage-free. Your literature and giveaways are there as planned, Your team makes the trip from all parts of the world with no travel hassles. If only it was that easy!

As we all know, life has its wonderful way of throwing curve balls at us to test our endurance, but most importantly to test how well we’ve planned the event.
What is your Plan B if something untoward happens unexpectedly? Do you have a Plan B and even a Plan C?

Here are seven steps for preparing for the unforeseen:

1. Brainstorm with your team what possible scenarios could occur.
2. Ask other employees for their thoughts on unpredictable situations.
3. List all possible circumstances.
4. Map out each one of the unpredictable situations outlining what and who is needed.
5. Generate a crisis planning checklist.
6. Hold a crisis meeting with everyone who needs to be involved.
7. Create a written plan of action and distribute it to all necessary team members

Follow these seven steps, and then pray very hard that you don’t need to use anything you’ve planned for.

Having a contingency plan in place will give you peace of mind so that you’ll sleep better knowing that everything is under control, whatever happens!