Free Report How to Do a Phenomenal Trade Show
March 5, 2010
Spring Time brings lots of trade shows, and trade shows can be a great opportunity to gain new clients, build relationships with other businesses, referral sources, and the media. Even though trade shows don’t always produce an incredible return on investment (sometimes they do depending on your strategy), they can be a strategic part of your overall marketing plan. The long term results of the relationships you build can be well worth the investment. Some shows will also produce immediate results as well.
Display options
Booth placement – Booth placement is very important. Generally, the closer you can get to the entrance is best. Try to be on an end if possible. A corner location is the next best option.Type of display (i.e. pop up, banner, etc.). A pop up display is a portable display that has carpeted panels. You then stick your signage on it with Velcroe strips glued to the back of the sign. Pop ups come in table top size as well as many different full size displays. If you plan on doing a lot of shows, you may purchase your own. They are a little pricy, but certainly worth it. Otherwise you can rent one. Generally the companies that sell exhibition displays also rent them. A less expensive option would be to have a vinyl banner created. **Today, there are many custom pop-up options. Full color pop-up banners are inexpensive but look really good.
Message – Use a strong headline that will attract the type of client you want. See my “How to Create Phenomenal Copy” in the Phenomenal Marketing Program.
Attraction mechanisms
Headline – A bold headline (follow the instructions in my “How to Create Phenomenal Ad Copy)Activities – In order to get people to stop at your booth, you need something that gets them to stop and take interest. Food is always a good option. Balloons for the kids. We once hired one of those balloon-tying people which created a long line of moms with kids in tow!
Give Aways – Have people register for a tv, stereo, blu-ray player, or whatever. This is simply a way to get more people in your booth and a way to develop a follow up mailing list.
Contests – You may want to develop some sort of quiz that has to be answered, or put in a cheap portable putting green. If you make it in 3 putts you get a free gift as an example.
Target Market – Your message and your strategies should match your target market. For example, in my cleaning business, we broke all the conventional rules and created a strategy just for the high end. We had a pop up display with the headline “Nobody Out Cleans Clean As A Whistle” with a subhead that said “How to Select A Professional Carpet Cleaning Company”. The words REPUTATION, EXPERIENCE, EDUCATION, SYSTEMS, AND GUARANTEE were each on separate small signs. Above each word was a large photograph. Each photograph was different – each one depicting a different aspect of our business in action. Instead of trying to drive people to our booth, we stood back a bit and waited until someone looked long enough. When they did, we simply approached and used the 5 Point Marketing Message Introduction Version and gave a Free Trial Offer in exchange for their mailing address. Carpet, electricity, tables, chairs – Most shows will charge for all of these items, so you need to decide ahead of time whether you will rent them, or bring them. Parking, set up – The most effective way to do a home show is to have at least one other person with you. Parking is always a hassle. An assistant can help man the booth as well as help get things set up. Having someone else in the booth allows for breaks, more time with prospects, and allows you to get out and network with others in the show. Strategy – You want to have a strategy for your show. It does you no good to just be there. What do you want the result to be?
Script – Train each person on what to say as people approach.
Goals – What financial or lead goals do you need to have. Communicate this to each assistant.
Follow up (get cards, and registrations) The fortune is in the follow up! The follow up can be more effective than the actual show. Especially if you had a significant conversation with the attendee.
Booth conduct!
No eating or drinking – Never eat or drink while in the booth. If you are alone, you may be able to slip a sip while no one is looking. Otherwise, step two booths down and keep an eye on your booth. If someone approaches, put your food down and go help them.Never sit! – Sitting down sends the wrong message. It says that you are too relaxed. It also tends to put you in a passive frame of mind.
Look busy – Attendees tend not to approach you if you are just standing there by yourself. If you are by yourself, and the show is slow, straighten materials on the table or something to look busy. This makes them feel that you are not waiting to pounce on them. Weird but it works.
Don’t stare them down – Staring at people makes them uncomfortable. Instead hand them something or have some sort of catch phrase to reel them in.
Be fun! Trade shows are fun environments. Don’t be too serious. Find fun catch phrases that will get people to laugh a little. Don’t be too corny, but if you can get them to chuckle a bit, you will have time to get your message across.
Create your own activity /social proof. If there are two of you, and the show is slow, have one of you act like a client. Get outside the booth and talk to the other person. As someone approaches, fan out to make room for the next prospect.
Networking! – The greatest benefit of a trade show is oftentimes the relationships that are built with the other vendors. Many times there are referral sources, the media, and sponsors of the show that are in a position to refer tons of business to you.
Literature Tri-fold brochure – The “How to Select” brochure is a great handout item Free Trial Offer Card – If you want to give a free trial, use the Free Trial Offer Card. Referral Program – If the attendees are potential referral sources, have an outline of your referral program.
Special Offers – You may want to have a home show offer if the book the appointment right away. Many times, you can book the job on the spot, so bring your appointment book with you or some way to get them on the schedule while they are in the buying mood.
Just Released! Round Table 17 Agenda!
March 5, 2010
May 12th Personally Guided Tour of My Highly Systematized, Highest Priced, $2
Million Cleaning Firm!
Arrive a day early to be taken on a private tour. See how we get our trucks ready for service, how we get the highest prices, and find out about our latest strategies we have implemented to produce MORE SALES and MORE PROFIT with less personnel and equipment. Find out how we have streamlined the company and why our staff is on FIRE! This will be a special kind of tour. You choose a one hour block of time and you will be among 10 - 15 others that will be carefully guided through our facility by Howard Partridge personally. We will cover how we market, how we sell, how we operate, and how we track. Many of our past attendees have stated that the tour alone was worth the entire trip. What will you get out of the tour?A vision for how it all fits together. A vision for your future growth, and confidence that you can grow in quality and size. Even if you want to remain an owner/operator you will pick up many strategies to make more money in your business.
Only 120 Seats! Register Now!
Day I Agenda
Thursday May 13th
7:30 Registration
8:00 “How to Become a PHENOMENAL Success Story!” by Howard Partridge In this session, you will learn how I went from a “welfare-throw-away-kid to living the “American Dream” and how you can have everything you want in life! You will discover how I built my company up from the trunk of my car to over $2.8 million per year and how you can take your company to new heights. In this session you will learn simple organization tips that will help you get more output with less input. You will learn the proven, validated and coveted 7 steps to a phenomenally successful life and business! 9:30 Break10:00 “Pure & Simple” by Tom Ziglar, Proud Son of American Legend Zig Ziglar Tom Ziglar will share the timeless wisdom of Zig Ziglar – principles that have changed lives for decades. Principles that when applied can change your life too. Plus, Tom will share how the Ziglar Corporation uses Social Media to enhance their brand and leverage one of the most valuable client lists in the information marketing industry today. 11:30 Meet Tom Ziglar Special Ziglar programs will be on sale.
12:00 Lunch
1:30 How to Transform Your Everyday Business into a Predictable, Profitable, Turn-Key Operation! – Howard Partridge In this session, Howard will share the proven steps of building a turn-key business – a business that runs smoothly and profitably while you are on a long vacation. Learn the steps of building systems, discover proven leadership skills that get your employees to do what you want when you want it, and learn how to work “on” the business instead of just “in” the business! 3:00 Break
3:30 The Latest, Greatest Marketing Strategies that Are Producing RECORD SALES! – Howard Partridge If anything, the “market” has been unpredictable the past two years. What is the difference between those who are thriving and those who are surviving? You’ll find out in this segment. You will see no less than 24 examples of marketing pieces, concepts, strategies, blogs, newsletters, cards, and systems that you can use over the next 2 years to grow a phenomenally successful business or practice!
Only 120 Seats! Register Now!
Day II Agenda
Friday May 14th
8:00 “I’m a FIP” – John Downey Founder and former owner and editor of Cleanfax Magazine, John Downey calls himself a FIP (You will learn what that means in a bit). John has enjoyed an amazing career in the carpet cleaning industry during the “good ol’ days”. After “having his cake and eating it too” by selling his magazine and keeping his job as editor, he eventually moved on to other opportunities. In this session, I think you will learn how one life can make a big difference in an industry. And that could be your life! 9:30 am Break10:00 “ Mr. Systems” John Browning John Browning one of my first members and co-founder of the Knights of the Round Table has a phenomenal business in Nashville. In this session, he will walk you through how his company grew by 500%! Find out how he just launched his Oriental Rug Cleaning operation with Ruth Travis, and how his systems keep his company rocking year after year. 11:30 Panel Discussion
Q&A with some of the cleaning industry’s most successful business owners! 12:00 Lunch
1:30pm Ken Snow President of Hagopian Cleaning Services Hagopian Cleaning Services is one of the largest independent carpet cleaning companies in the world. Ken’s company has a massive Oriental Rug Cleaning division and a huge company that sells Oriental Rugs. Ken freely shares his knowledge and insights on leadership, production and of course, rug cleaning! This is a rare opportunity and we are blessed to have Ken on deck. 2:30 Break
3:00 “Just Add Water” Spinnergy Solutions by Bridgepoint Systems With the green cleaning movement now becoming part of our everyday lives, Spinnergy pads make it easier than ever to polish marble and natural stone. With no use of chemicals, your stone cleaning becomes faster, easier and greener than ever before! 3:45 “Stone Rocks!” by Dane Gregory
Dane Greogory has an extensive background in the stone care industry. At this Round Table, Dane presents “Stone Rocks!”. In this session, you will learn how you can set up your own Stone Care System that will add phenomenal profits to your business. His presentation will include how to market your service, how to sell the service, and how to set up easy systems so that you can have a predictable, profitable, turn-key stone business! 5:00End
7:00pm Spiritual Night At Spiritual Night, we take time to share the real secrets of success. Myself and others will share how God has impacted our lives and our companies. This will NOT be a “religious” service, but rather “Spiritual”. There is a big difference. NOTICE: This session is optional. You are not required to attend it. You will not be made to feel uncomfortable if you don’t come, and you will not be made to feel uncomfortable if you do attend.
Only 120 Seats! Register Now!
Day III Agenda
Saturday May 15th
8:00 KNIGHTS OF THE ROUND TABLE MASTERMIND with The Growth Coach® If you are a Knights of the Round Table member, report to the Knights Mastermind Session for a full day of Strategic Planning.8:00 Get FIT! With Howard Partridge When you leave an event like this, you are charged up, overloaded with information, and ready to take on the world. But when Monday morning comes you are overwhelmed with the day to day problems that have plagued your growth all along and F.T.I. (Failure To Implement) sets in again. The solution to F.T.I. is get F.I.T. You Focus, Implement, and Track. 9:30 Break
10:00 Get F.I.T. Part II – Howard Partridge The rest of today is dedicated to helping you boil down everything you have learned at the conference so that you can take it back and make Monday morning a new opportunity rather than “back to the grind”. You will leave the event with your own personal action plan. 12:00 Round Table 17 Farewell
Only 120 Seats! Register Now!
Stone Rocks!
March 5, 2010
