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.
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Great advice Howard! Many of us may have overlooked some of these tips, especially LOOK BUSY, not predatory. I will be sure to use these tips in the future. Also never thought of booking people on the spot, free consultation/trial anyone?