Trade shows and expos are the bane of many business peoples life that has to contend with them, from the organising, the results required, to staffing the stall, then the logistics, the giveaways, the data base and so on.
And what if you get asked to do a talk? Ohh it can all get too hard.
The aim of the event should be rock solidly clear, perhaps it’s to gather details of people who qualify to be prospected to. Maybe its to generally spread the word about a new product or service and you want them to go to your website to find out more. Either way have an aim…
Well here are a few pointers to give things the edge, (in no particular order) Remember a trade show is all about presenting the company in a good way (PR) and getting leads (preferably QUALIFIED leads).
- Be open - Chatting to people in an open and friendly way. Hi how are you instead of “Want to see what we can offer?” Often the good guys stack questions to get you started and then can’t stop. Make it easy for people to interact with you, don’t sell them, chat to them with the aim of building the relationship.
- A give away prize of a really decent bottle of red wine… over $45 value. “ People give away cheap stuff all the time, but a good red can be a great winner for those that enjoy a red, for those that don’t, offer an alternative”. I also suggest you avoid giving away your product, after all you want the chance to sell that. Remember it’s all about selling so you can make a profit. But entice people with a decent give away. The aim is to cause them to take interest.
- A non stop talking ‘brochure’ – Female/male, model material, “sex sells…” There can be a video of the product in the background and they are the eye candy and mouth piece all rolled into one. Sorry but it works… Some will say this is sexist, yet I still see it at trade shows all over the place, some do it better than others.
Think about it, your target market may well want to chat to a young lady or guy that looks stunning rather than a stuffy suited CEO or some Sales Team sent to “prop things up” or because the “CEO wants to look good…” It’s about the company’s image not the CEO’s. Then use this relationship builder to get information from the prospect, test to see if they are interested in what you offer and then go the next step in the process and getting more data of value for a follow up, or not…
- Give these out freely-ish – Qualify the prospect first hough… A bright cap with a message and your logo, a brightly coloured lanyard with a story on a card fitted to the end (story and logo on the card). Make the card numbered for a prize every half hour or so… It causes them to want to come to your site and get one.
Swap a business card or their contact details to get any of the freebies (If they are in the market for what you provide). This builds your presence at the event for more than just a display, people see hats, lanyards, etc all over the place. Note some items you might want to give away might be passe’ (some bags, and brochures can do that!) so make it stand out, after all you want to be remembered, RIGHT?
- Think about the message you want them to remember – Perhaps the trade show is a starting point or even a midway point if you can send them info before hand (knowing that you have a niche market), “See you at the show”. It’s all about the relationship that is being built, so build it well, from start to finish.
- Create a buzz - As Seth Godin says, “Create a Buzz but have it lead somewhere…” If there is a funny or memorable thing that happened at the event that people will remember, play on that afterwards in a follow up mail, (You are going to follow up on the leads yeah?)
Want to create a techno aware buzz. use QR codes printed out on a sign, a promo gift or whatever, so when the people come by your stand you have a great way for them to link to an online demo of your product or services, or even just your website. This can make it easy fro them to keep in touch with you.
- Think “What if…” – You add a section to your web site so they can log in when they get home to discover more ways you can assist them (7 key points I did not tell you at the trade show…) they need to use a login that they can only get at the trade show and its on the lanyard. Make it valid only for 10 days on from the trade show and that’s it, so it has a sense of urgency to it, you read the stats and see how it went.
- What if those that do not go to the show but are in this niche were to see a short sharp video or power-point to get a feel for what they missed out on.
- What if they could get some other key points with another login to another section so the Co could see which one generated more leads…
- What if you offered (even those that weren’t there) a life changing opportunity if they use your services (it’s a top secret educational holiday for 10 people on a tropical Isle with a guest speaker on communication and personal development skills training, or info on shares or investing or whatever your business offers.) Obviously for big-ticket items… land, buildings etc.
Oh and what should be in the display? How about a deck chair with a sign that says gone fishing! Some of us are too busy enjoying life to be here right now, want more info ask me how, then dress the sales team in Hawaiian shirts and have them wander the place giving out freebies in exchange for their business cards. (They can ask a simple qualifying question or three to make this work well).
So take the stress out of the situation and have fun, be seen as the one to make the event a breeze, enjoyable and exciting while letting all the others stress about the situation. Be creative, be open and think about getting results not just sore feet.
#1 by David Welzman on August 14, 2007 - 2:35 am
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I think Steve, that you are mistaken on several points.
Lets have an in depth look at what you have said to try and help people- But in reality your going to cost them thousands.
Think “What if
This entire paragraph is going to cost you thousands- because you would have waisted your money.
Don’t give out stuff for a business card- because you will end up with a whole bunch of business cards and—nothing else.
You must qualify your customers before you get a business card- otherwise you may as well not get an exhibit which costs thousands- and buy a direct mail list which would save you a heap.
Sending out a CD or DVD to no shows is obviously going to cost more money- bad idea- The Gone fishing idea- is bad- All your pre show marketing should aim to have visitors at your stand- which is where you are going to conduct business- not randomly walking around the trade show.
Before investing in freebies- ask your self who you are handing them out to- before you hand them out- you have to qualify them- ask them if they are a potential customer, find out more info before giving a $5 cap to someone who is just looking for a freebie.
A non stop talking brochure
Oh God- can we please think about marketing as doing something that doesn’t blend into what everyone else does.
Hiring promtional models is a waste of your budget- they may get a look at- because guys look at that thing- but- understand that we don’t look at the product- we look at the breasts- and two they don’t study your product brochure for months before the show- The nbest people to man your stand are hose who have the product knowledge- serious customers- who are the ones you are after- want answers to their problems- a model cannot achieve this solution.
Here is one for you- it’s free
Carpet- Peoples feet hurt by walking around all day- have soft carpet to “CHANGE THE MOMENT” as the walk into the stand- they will feel better and this is a gret opener to selling.
Here’s another one.
Understand that you have 4 seconds to stop people or they would have walked past your stand,.
Trade shows are LIVE marketing- put away your plasma screen (and save $700 per day in renting) a plasma screen doesn’t stop people, and lets face it.
You are either going to stop people one on one, or you are going to stop crowds at a time.
If you stop one person at a time- use a laptop, or a folder with a flip chart, if you stop people in crowds- like what I do, then the presentation which is dynamic and engaging negates the need for the plasma screen.
And also- for those who wont listen to me with regards to a plasma screen- think about the person viewing it- if you are trying to get people to stop by using a plasma screen- spending thousands on a pro designer to design a 30 second video is a waste of time- because they walk past in 4 seconds.
Aslo you have sales staff standing in the stand- why oh why would you want a customer looking at the TV- you want to be talking and finding out information about them for follow up.
You do know what Follow up is don’t you.
After the trade show you follow up on the leads you get- Now a business card is not a lead- A lead is contact details and someone wanting your product or more info about your product.
A Lead is not a cold call- so there fore when someone gives you their card and you call them up- it feels like a cold call doesn’t it- thats because you don’t know anything about the consumer.
where as if you find out if they are a potential customer first and then ask them what they need- the follow up phone call will be a hot call and not a cold call.
#2 by Brennan Ryan on August 15, 2007 - 10:38 pm
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Some great points David.
I am constantly amazed at the amount of people who come to me wanting a pen to “have as a give away for the trade show”
“Ok”, i say , “So how are you going to qualify the recipient of the pen? What is the message? What is the goal of this trade show? What about pre-show marketing? Follow up plans? etc etc …”
Most of the time they reply “I dont know, we were just going to give away a pen to ‘get the name out there’ ”
Hmmmm, why not just give away $2 coins, it will probably be more memorable…..
Providing infotainment, qualifying leads, pre-show marketing, follow ups, all great stuff.
I would love to see some info that leads me through to a sale on your site David, i went to have a look, loved the testimonials etc, but couldn’t really see where to go from there?
#3 by Steve Gray on August 16, 2007 - 9:27 pm
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David thanks for your info… I take on board what you say and suggest that in giving info on this blog I am dealing with various businesses and some will be able to use the ideas, some will use a few others none at all.
In some instances these ideas may not work, however if they stimulate people to think more about what they do in setting up for a trade show then that’s of value.
Thanks again for your interest and feedback.
#4 by David Welzman on August 18, 2007 - 4:24 pm
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Brenna Ryan
Thanks for the web site feed back- it isn’t easy to describe what I do so I focus on the end result- It is the busy season for the events industry so I don’t have much time to fix the web site- but I will try adding a Video of me explaining it to make it easy.
Steve Gray
Sorry- sometimes I can type harsh- It comes down to passion and UI do appologise.
There is no one way to exhibit, so My reply’s are not the right or worng way- mearly “a” way of exhibiting- and maby I am biased due to the fact that I am talking about my product.
(Ok Ok I am biased).
I like and respect people who can take a Typing bashing from me and not get upset about it so cheers to you.
I have some shows to do- But I’ll get back to this blog with some more tips on exhibiting
and fix the web site
cheers
David Welzman
The Infotainer
#5 by Dale Gillham on August 18, 2007 - 6:22 pm
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I have done more expo’s than I care to remember, although I am sure my feet will never forget them.
David and Steve have some good points and I agree with Brendan about the pens. In my experience if you have brochures people take them just as fast as the pens, and in the end you get zip for the cost. I always tried to be different on our stand and that involved presentations using a plasma for content of a power point presentation. I also had a rotating power point presentation diplayed on the plasma with sound so as to have something moving on the stand between presentations. This seemed to work as an over all package. But the best trick as David so rightly said is to have knowlegable people on your stand who can qualify people, and they can drive people to stop and listen to a quality presentation.
Freebies collect names and from my experience only 10% at best are any good, therefore you can spend a lot of time following up for very little result. It is far better to get less names of higher quality. This will mean less stress on your sales team and higher conversion rates.
Regards
Dale Gillham
Wealth Within
#6 by David Welzman on August 20, 2007 - 1:01 pm
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OH NO!
Brennan Ryan – I just re read your post and maby I interpreted it wrong.
Are you saying the content isn’t any good- or That the drop down menu at the top doesn’t work?
(because if that doesn’t work I’m screwed)
#7 by Brennan Ryan on August 20, 2007 - 4:15 pm
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I thought the content was ok, i just felt there was a little more sizzle than sausage
know what i mean?
I liked the info about what you do, i liked the testimonials, but when i looked to take the next step (ok, how do i buy here?) I got a little lost.
Analogy – I imagine when you do trade show you dont just get people to come over and look at you, right? I imagine you have a process.
You draw a crowd, then go through a process of giving information and qualifying out the prospects, all of this leading to some sort of action that you want the qualified leads to take – sign up to a mailing list, enter the competition, book an appointment.
So when doing a trade show you get the leads in, qualify and inform, then use a call to action, yes?
I just felt the call to action was missing on your site. You informed, qualified, but didnt lead to some sort of action (sign up for the newsletter, make an appointment, ring etc etc)
Think of your site as an online trade show booth, you get me there, you inform, entertain and qualify, then you must lead me to an action of some sort or your previous effort is wasted.
Bren
#8 by David Welsman on August 23, 2007 - 3:49 am
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Bren
Your absolutly right!
Thanks for the info- Most people that book have seen me perform and are constant clients so I “play” with the site but don’t put enough effort into it.
I must admit- (when I cold call cough cough) Aussies really don’t know why they are exhibiting and it is sometimes tough to get them to think in terms of getting leads.
I am surprised when there are so many companies that say they are there for the exposure- I have always found the best exposure is people buying your product and talking about it, instead of putting up the banner and giving away candy with your logo printed on it.- I don’t think they fully realise the potential of the trade show.
#9 by Rum Charles on October 5, 2007 - 3:44 pm
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Hi Steve
I have read your Blog and have come to the conclusion that although there is some interesting and worthwhile information over all it is a bit old school not to mention sexist, girls in short skirts are so eighties the world has changed there are now many, many women in business who are decision makers and buyers.
Flyers and brochures are also old school, to compete competitively in a tradeshow environment today it is vital that you have a professional DVD created for the tradeshow, a standard corporate show reel will not do you or your products justice in this arena as talking heads are not exciting enough to draw people to your stand, have a look at our website to gain an idea of what you can create for your next trade show.
By Rum Charles
Indigodvd
#10 by Steve Gray on October 5, 2007 - 9:24 pm
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Thanks Rum, I have altered part of the blog article to make it a bit more politically correct. I still see brochures and fliers as being of value. I collect many from shows and flip through them afterwards, there are however few videos I have seen at trade shows that have that power. They are nice at the time but often too ho hum in the long run.
Sex sells, call me old school, but for example I remember two people at a recent trade show, a girl that was great at connecting with passers by (prospects) and a guy on another stand (because he was an idiot!) the girl was well presented, knew the product inside and out and charmed the pants off me, (oops was that the wrong thing to say?)
#11 by DAvid Welzman on March 25, 2008 - 11:04 am
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Hello Folks again,
So let me get this straight.
A girl that was great at connecting with passers- – she is doing this one on one isn’t she- then how is she stopping people and qualifying them????? or does she spend her time- stopping anyone and then after a 5 minute conversation finds out if they are qualified or not— what a waste of money. and a waste of time.
WAKE UP HUMANS there is a better way to do a trade shows.
I recently visited the Travel Expo- oh my god- huge crowds of people – who paid $13 to get into the place- which s a good pre qulaifier- (you don’t get as many people who are there for a day off) and so many big stands- FORD had a stand- big enough for 3 4 wheel drivves- they had 5 staff plus a manager- and they waited for people to come up to sign up to win a free car- so they are giving a free car away- they are paying the 5 staff and manager for 2 days and thir stand is HUGE which would hav cost HUGE dollars- and I approached them because they were not getting many sign ups- and offered to build a HUGE Crowd- they said and I remember it because it is such a stupid answer
“We are going for a soft marketing approach at this expo”
Soft Marketing??? what a Joke- they were too proud to realise they were doing terrible- there is no such thing in my book of soft marketing at a trade show- you don’t get “stay in business” results by soft marketing (even tho it was ford) Gung Ho Marketing- get hundreds and hundreds of leads- this is how you stay in business, not get 40 leads.
and before you say well it’s quality v’s quantity, they were not even qualifying- they were just getting people to sign up (anyone to sign up)
Peoples strategies today- are to stand their with brochure in one hand (and something else in the other) and try and stopp passer buyers one on one- You are wasting your time if you do this- and I don’t want to turn this into a sales plug for me (it just so happens I have a one of a kind product) but if you are exhibiting- and I cold call the exhibition asking stands if I could provide a free sample of what I do- don’t turn it down- you’ll make approx 10-15 leads in 10 minutes by doing so.
As for Corporate DVD- I do not believe that a plazma screen demo is going to attract attention- you have 4 seconds to stop people-walking past your stand how does a plazma demo do this.- if you have a 30 second demo- what happens if the people walking past catch the last 5 seconds- do they stop??? (no they don’t)
I’m goingto check out the DVD tho and get back to you
#12 by David Welzman on March 25, 2008 - 11:16 am
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OK I have checked out the site
in the opening home page you have the following text
Over the past ten years technology has changed our lives dramatically. Take a walk down any street or go to any shopping precinct and you will notice that almost every shop, café, real estate agent and service station now has a flat screen TV showcasing the goods and services that they offer
Trade shows are about standing out- not blending in to what everyone else is doing
OK I have gone to the vdeo page and I have pretty fast broadband- but it takes too long to wait for the videos because you have so many videos on the one page- perhaps in future theyu could pop up for faster download times anyway moving on.
OK checked out the label makers group video.
It simply takes too long to get to the meet- no one is going to stop for this.
You do not show client comments on how this product benefited the trade show- what do label makers say about how your product impacted the business.
I think this is a case of people who know how to put a video togeather- but really don’t understand what trade shows are all about or how to sell at trade shows.
if that vieo was playing- the first 4 seconds would lose most people it’s dull and sounds like a porno movie (just the music- not the ooohs and aahs).
Most people think you get a banner a plasma screen with a demo and this is what you need for a successful trade show- they think gettting 40 leads in a two day trade show is a success—IT’S NOT
I have a seminar for exhibitors on how to increase their effectiveness- How would I put this on- and it’s not so much to make money- but to trully help Australia exhibit because they have no idea- and these companies out there who sell semi related products are just confusing the minds of exhibitors
#13 by David Welzman on March 25, 2008 - 11:19 am
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and for steve grey…
with regards to the two people you met (girl and guy) at the trade show- You remember the girl- but do you remember the product and features and benefits?????
I think remembering the product is more important than remembering the girl who flirted with you
#14 by Brennan Ryan on March 25, 2008 - 9:34 pm
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Welcome back David, long time no see!
Great points, i admire your passion about what you do.
Bren
#15 by David Welzman on June 26, 2008 - 3:09 am
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OK I’m back (again?)
and the new trade show web site is up- well sort of- I have a new address coming in shortly- I am spending a little bit of time figuring out the best address, but for now the web site is uploaded to one of my sites you can see video of my services- instead of me trying to explain in text- you can see the video of it.
chances are this post will be deleted because I’m plugging my site but I am looking more so for advice on imporoving it- I will tell you tho that I hate:
The index page, and some of the images need to be fixed up, the seminars page needs to reworked- but mosstly I uploaded it for the video
Cheers
D
#16 by Brennan Ryan on July 1, 2008 - 1:33 pm
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HI David,
I think you would be better using the forum for getting reveiws and suggestions for improvements.
We have a forum specifically dedicated for website reviews.
Bren
#17 by Skyline Trade Show Displays on May 25, 2010 - 3:29 am
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I though they were all great point, even it you can’t do all of them. I think it gets people thinking about ways they can improve on their trade show marketing. Thanks for the article.
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