How to Tune into the Most Popular Tradeshow Radio Station: 3 Steps to Pump Up Your Success Volume

WII-fm plays everywhere all the time, but on the tradeshow floor listenership is at its peak. WII-fm, better known as “What’s In It for me,” resonates loud and clear among tradeshow attendees as they walk up and down the aisles, attend educational sessions, and networking events.

The Problem:

Most exhibitors only tune into their own WII-fm channel, which means they just think about themselves, their products/services. How do I know this? It’s blatantly obvious. Nine times out of ten, when I hear an exhibitor presentation, they can’t wait to shake hands, introduce themselves (that’s already a good exhibitor), and then launch into their verbal barrage (static) of what they have to offer, giving little, or no heed to whether or not a need exists.

The Solution:

The solution, like many things, is simple, but not easy.  Here are three steps to follow to help get rid of the static and pump up the success volume:

Step 1: Lower the volume on your WII-fm channel and tune into your prospect’s WII-fm channel.

Step 2: Ask questions to uncover needs, and discover what’s most important to your prospect.

Step 3: Listen to the answers (this is tough), then take this valuable information, and tailor it to fit your product/service presentation or demonstration.

To make sure this three-step volume pumping process works successfully, use some tradeshow booth staff training prior to the show as and integral part of your pre-show planning, and preparation. Your team, like actors on a stage, need preparation, and practice (learning how to listen), which means knowing what to do, and how to do it, to help guarantee successful results. Don’t assume they know!


Five New Rules for Trade Show Technology

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This the fourth and final part of our Trends for 2010 tips. Today, I’m focusing on five rules to help you leverage technology to add to your trade show success.

1. Online is not an add-on.

The virtual component must be integral to every step of your trade-show planning.  Select the best online communities to reach your customers. And maintain your brand voice and image in every message.

2. Accessibility is key.

Make sure your trade-show web page is optimized for all the browsers, including those on smart phones. The design that looked great on Internet Explorer may be unreadable on a Droid.

3. Make your message move and speak.

Use web video, still images, and podcasting as well as text. Multimedia approaches engage more of the user’s attention. Live feeds from your booth can extend your trade show message to customers around the world, and YouTube videos can make it accessible months or years after the event is over.

4. Update often.

Keep your customers coming back to check for more. Good content may be news and links, helpful tips, community-building, or just the sense of a warm, engaging person as the face of the company.

5. Listen as well as talk.

Twitter, Facebook, and blogs offer almost instantaneous feedback on what’s working and what’s not. If a member of your booth staff was rude to a customer, you can be sure the news will be all over Twitter in five minutes. Monitor the Internet and the Twitterverse with automatic searches, and respond instantly to any problems.


4 Ways to Multiply the Impact of Your Web Video After Your Trade Show is Over

Streaming a video on your company web site is just the beginning. Long after the trade show is over, you can use that footage in creative ways to market your business.
Use these four tips to help plan an effective video campaign.

1. Optimize for search engines and the people who use them.
The standard SEO tips apply here: tag the video, make sure you use keywords in the filename, create a sitemap specifically for videos, and make sure your metadata is accurate and complete.

2. Tell the world about your video.
Embed a clip in an email to your customers. Announce its URL on social media such as Twitter and LinkedIn.  Facebook allows you to post video directly. You may wish to allow people to embed the video in their blogs or websites, too.

3. Cross-link to your site.
If you decide to post the video file on YouTube or Facebook, provide a link back to your site. These public sites can reach a broad audience, and you want to get the most from their buying power.

4. Keep track of video viewers and their purchasing decisions.
Whether you choose promotional codes or separate URLs, you need to track the ways viewers find your videos—and how they react to it.