MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

Ask your question ... sign up today! It's FREE!
Advertising/PR     
 
This question has been closed, and points have been awarded.
Need Advice For Attending Tradeshow
Posted By: patdean on 8/4/2006 11:50 AM (CST) 250 Points
Hi folks,

We have a client who is planning on attending a trade show in two months.

While we are not helping them plan for the event, we are helping them develop the messaging and collateral they will use and distribute (in some form or another) at the show.

Still though, since they are not working with any kind of events firm, and this is their first trade show, I'd like to have some sense of trade show best practices to ensure we're providing them with the most appropriate materials and to help steer them through the process as best we can.

Can anyone offer some sage advice or direct me to a tradeshow "bible" for reference?

Thanks for your help,
p

Posted by: whimziequiltz Member Response
8/4/2006 12:08 PM (CST)
Pay extra for the carpeting/padding if it's offered and wear comfortable shoes because you should never sit. Standing keeps you ready to move to a prospect and able to shake hands.

Don't set a table across the front of your booth space - it blocks you from the attendees. Set it at the back with your most important information there to draw people in. (I know its more comfortable to have the barrier there, but don't do it.)

Have a bowl of candy to get people into your booth. Yes, everyone does it, but that's because it works. Have a drawing to collect business cards for follow up. Yes, everyone does it, but that's because it works.

Don't get caught talking to someone for too long - if it's someone you know you can get into non-show conversations that keep you busy while potential contacts just walk on by or you can get cornered by someone who obviously isn't a prospect. Again, its comfortable, and natural, to do this, so have a polite 'I'm sure you're ready to move on...' speech ready.

Realize everyone is different. Some people are going to be interested in talking to you, some are going to be interested in your print materials, some aren't going to be interested at all. You'll learn to spot the difference after a while. Be gracious to all and don't push too hard.
 
Posted by: Deremiah *CPE Accepted Answer
8/4/2006 12:42 PM (CST)
Hi patdean,

hope you're having a great day!

you can investigate the archives of KHE and find plenty of information about things to do & approaches to take. Here is a link I located full of good questions and answers. I can't say it's the bible of trade show information. As a matter of fact I've never read anything about trade shows in the bible (lol...joke). Well here is the information.

YOUR INSIGHT ON TRADE SHOWS FROM: TRADESHOW TIPS AND POINTERS!

http://www.gapent.com/seminars/trade_shows_faq.htm

Remember our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future. Just know that I'm here for you if you need my help. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
 
Posted by: Peter (henna gaijin) Member Response
8/4/2006 1:22 PM (CST)
Probably too late for this, but try to reserve a corner booth (one that is at the intersection of 2 aisles) and keep the front and side open. Or, shoot for a booth that is near either the main entrance or the food court, so you get added flow of people.

Some sort of motion in the booth (outside of the people working the booth) helps draw eyes. Video screen going with something of interest, a working demo of the product or manufacturing process, etc.

Bring less hand out material, rather than more. Many attendees of trade shows (myself included) get back to our hotel rooms, do a quick sort through the bag we picked up, and toss most of it that we don't want to carry back. The best process I have seen was done by a company I worked for early on in my career. At most, they would hand out single page brochures at the show. Instead, they focused on capturing the attendees data so they could send appropriate literature to them. They would then bring this data back to a telemarketing group that would call them, qualify there need (forwarding the info to the sales channel if there was a potential need), and mail the appropriate literature out.
 
Posted by: BARQ Accepted Answer
8/4/2006 1:23 PM (CST)
Patdean:

I rarely recommend handing out expensive printed matter to show attendees. 75% of it ends up in the hotel or show hall garbage.

The most valuable thing at shows is your time. If you have an attractive exhibit, you should be spending most of your tiime taking to qualified prospects. I suggest this to my clients:

Print padded sheets for the exhibit sales staff with list of your products, features/benefits, capabilites (whatever is most appropriate for your product / audience). This is what the staff holds in their hands, like an order sheet. The body language says "I am ready to talk, do business."

When a suspect approaches, say, " Hello (name from badge-- it's why they are there!), what attracted you to our exhibit?" and listen. This is booth design and product development intelligence.

When they say "just looking" you show the pad, and ask if anything there is of interest. If not, tear off the sheet and tell them that if they ever do need these, they know where to get them (politely, of course). Then thank them for stopping and let them go. No time or brochure wasted on lookers.

When they note something in which they are interested, scan their badge (or get their card) explain the benefits and work toward taking the order, or promise to have a brochure sent to their office where they will have time to study it closely. Ask qualifying questions about purchase intent, usage, etc. -- whatever helps your sales process advance.

OF MOST IMPORTANCE, FOLLOW UP! RIGHT AWAY. 80% of companys at that show will fail to follow up in a timely manner. Be the company that cares. (It also adds to trust when you do what you say, when you say!)

Don't forget best practices at trade shows:

DON'T TALK among yourselves as staff... stand at least 2 arms length from the next staffer; you are there to sell, not discuss company issues; and polite buyers are hesitant to interrupt a conversation -- missed opportunities.

Don't stand with hands in pockets, or on hips, or with arms folded. (Bad body language. See tip above for posture.) And for goodness sake, DO NOT swing your arms, smacking one fist into the other palm! This is an obscene gesture in some cultures!

For more excellent trade show guidance, see Steve Miller at theadventure(dot)com or Candy Adams at boothmom(dot)com.

Good luck!

BARQ

SELMARQ, Brands' Best Friend
 
Posted by: W.M.M.A. Accepted Answer
8/4/2006 1:53 PM (CST)
We have worked w/several clients to manage this type of operation Pre-During-Post.

Now is the time to set pre-arranged appointments with the people they want to see. Instead of standing around, waiting for people to look at them...or, they trying to hawk for new business...tell them to assemble their list, call the prospects who are/may attend(ing)...and, set an appointment.

Send a card to them confirming the appointment, with time, booth number, and topic. Be prepared for them. And, be prepared for them to not show up. Send out as many invitations for a meeting as possible. Call to confirm...this is very important.

During show, collect as many names as possible, and follow up by having the information you want them to have, eMailed to their desktop...IMMEDIATELY...don't wait until Monday and call them. Prepare a packet, and send it to them, so when they arrive at their desk...it's there. Then, on Tuesday...call them and arrange for an appointment to discuss and close the deal.

Everyone that stops by, should have "something" of importance on their desk...that very day.

Pre-Show is important. Set appointments - confirm appointments, be prepared to close at the show.

During show, set post-show appointments - send information IMMEDIATELY.

Post-show, follow up and set appointments. If you wait too long, they will not remember who you are. But, if you're the person who responded to their needs right away, and followed up, right away, and answered their questions, right away...you will have a much better chance of a higher closing ratio.

As mentioned...a nice "something" with your logo is a good idea, as well. And, it should be something that they want to keep. Something that is informative, and that demonstrates to them that you know your business.

Don't know what that is...but, there is a vendor out there that will help you.

This is one of your TOP branding opportunities. Your brand is all you have. Do not embarrass your brand.
 
Posted by: MANSING Accepted Answer
8/4/2006 2:58 PM (CST)
Hi Patdean,

As you know tradeshows means showing and comparing products and ideas. Every company frequently underwrite elaborate displays, receptions, presentations and giveaways for trade shows in their industry. If you want to plan for the tradeshow then please consider following points.

1. Primary Preparation: Every Trade show has a schedule for Build up and breaks down. If the show is for 3 days then they use 2+3+1 formula. (6 days) 2 days for build up + 3 days for show + 1 day for break down; (But it also varies from show to show)

2. On the third day show finishes at 4 PM or 5 PM, clock so you have break down time till 10 PM and next day.

3. Transportation: Make sure that your hotel is not far from the exhibition centre.

4. Pass collection: collect your pass and contractors pass before the build up start on Day 1.

5. Food Facility: get more information from the organiser for the food facilities in the exhibition hall

6. Dead line for build up: In UK Build up dead line is 10 PM on the Day 2. You can ask organiser but they will charge according the time you want to work.

7. Space allocation: Make sure that you have consulted with the floor manager before going to start doing any work.

8. Health and Safety: Make sure that children’s (under 16) are not allowed during the build up and Break down.

9. Opening Day: Show opens at 10 AM; make sure that your stand is clear from all rubbish and unnecessary things.

10. Use chocolate and pens to attract customer or traders. Use scanners to scan there batches. Go to every stand find what they have what you don’t have.

11. Distribute your brochures to every exhibitor. Ask for their business card. Contact the event sales team for more information about the visitors and sponsors.

12. Plasma screen representation, Seminar, Evening party, Business card Pot, surprise Gift and if it suits your business bring promotion girls wearing T shirt or small mini skirts.

13. Please try to collect as much as possible business cards and business/traders details. Give all the broachers and gift item to show girl for the distribution.

14. If you are going to use small stuff; make sure that you have luggage carrying bag, trolley, cello tape and other necessary equipments

15. Make sure that you know: toilets, fire exits, organisers room and phone number, food court, parking facility, fire equipments, and security office phone number, loss property office and exhibition catalog.

16. During the break down always follow health and safety rules. People/exhibitor get mad 1 hour before finishing time. They will start break down before actual break down time. Don’t follow them.

17. Consult with Event Company if you are not sure about any thing!!!!


I hope this will help!

Regards,

M Bhor
 
Posted by: rbauman* Member Response
8/4/2006 6:55 PM (CST)
I have found it key to make sure the people manning the booth know their assignments. There should be some people who actively approach show attendees to attract them into the booth. Some people should be assigned to make sure they capture registrations - some shows give attendees badges with magnetic strips to swipe at a booth & others require the old fashioned type of registration with paper and pen.

They should have some type of gimmick to get people interested or to stop by their booth. Depending on the type of show and attendees, it might be a drawing for a prize or it might be a demo.

If your client has a hospitality room or suite in the hotel or conference center, they should use that instead of the booth for detailed or in-depth conversations.

They should debrief with all booth staff at the end of every day to determine whether they need to make any adjustments to their show strategy and booth assignments. FInally, they should make sure to follow up with all people who registered at their booth - either send a letter or email or call everyone.
 
Posted by: stlubahn Member Response
8/4/2006 9:12 PM (CST)
Many good comments here, I will only offer on thought. If possible and the budget allows, see if you can secure a sponsorship for the event. This will get you better visibility, and you can use it for pre-show publicity in your mailers. If it is a trade association, spending a little additional money can really pay back in future referrals, or better booth spots at shows, etc.

For smaller shows, a lunch sponsorship is excellent, you may even be able to secure a few minutes to speak about your company prior to lunch.

Steve
 
Posted by: alyson Accepted Answer
8/5/2006 7:09 AM (CST)
Try this:
http://sbinfocanada.about.com/cs/marketing/a/tradeshowtips.htm

Alyson
 
Posted by: Tatyiana Member Response
8/6/2006 6:43 PM (CST)
Hi!

So EVERYTHING above is excellent advice... so I will keep this short.

I HATE trade shows. WHY? Because people look at trade shows as lead generation. Sorry, folks.. sorry to burst the bubble but it is not. It CAN be successful in raising your profile, finding partnerships, making some connections with media and analysts.... which can lead to sales.

So I would say that you need to have a conversation with your with your client as to WHY they are going? Because if it is to get leads... get them to skip it, give you 100K (more than likely the budget with resource time taken into consideration) for a kick @ss lead gen program and then next year go to the show. Otherwise... if this is the first and only... its a one hit wonder that will disappoint.

cheers,

T.
 
Posted by: patdean Author Response
8/8/2006 9:15 PM (CST)
Wow, incredible. Thank you to everybody for your advice, you have all been enormously helpful.

All the best,
pat
 


Get more answers ... ReTweet this!

Would you like to post a response?
Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).




Know-How Exchange powered by MarketingProfs


Sponsored Links

Buy a Link Now

Just Released ... Download Today!
Just Released ... Download Today!
Look inside
Included with Premium Membership
User Name:
Password:
Remember Me
Forgot your password?

Top 25 KHE Experts
(Advertising/PR)
Jay Hamilton-Roth (43473)
W.M.M.A. (31505)
mgoodman (25971)
CarolBlaha (19996)
michael (17966)
thinkmor (11658)
PhilGrisolia=Results (11575)
darcy.moen (10787)
stevea (10362)
NuCoPro (9474)
Peter (henna gaijin) (9467)
telemoxie (8723)
mbarber (8199)
Mushfique Manzoor (7932)
Puru Gupta (6790)
SteveByrneBranding (6482)
Gary Bloomer (6295)
SRyan ;] (5966)
shghosh (5797)
Deremiah *CPE (5479)
Pepper Blue (5368)
ASVP/ChrisB (5176)
Tracey (5120)
Mikee (4878)
amandavega (4775)
Recently Posted Marketing Jobs
Director of Marketing and Communications
Demand Generation Manager
Marketing/Advertising Faculty
Director of Marketing
Market Analyst
Sr. Field Marketing Manager - Business Intell.
Associate Vice President of Marketing and Corporat
Marketing Manager
[more jobs]

Join over 355,000 members ... SIGN UP!

My email address is and I'd like my password to be .

Already a member? Sign In!

My email address is , and my password is .


HACKER SAFE certified sites prevent over 99.9% of hacker crime.