effective participatio n in trade shows
TRANSCRIPT
Effective
Participatio
n in Trade
Shows
Get the most from shows and exhibits
1
Part 1:
Before You Attend That Trade Show
Trade shows can be an incredibly effective
promotion and sales tool for small
businesses. Whether you're a trade show
tyro, or an experienced trade show
participant, these tips will help you get the
best return on investment from any trade
show you attend.
3
Dr. AHMED ELADAWY
1) Do your research.
You need to choose the trade shows that will give your business the best ROI in terms of your goals. If your goal is on-site sales, having a booth at that big splashy trade show where your booth is one of a dozen that sell similar products may not be the best choice.
You want to choose a trade show that best targets the audience that you want to reach, and best suits your participation goals. Find out what the particular trade show's objectives are, and investigate and evaluate the show's audience.
2)Plan your budget and book your space.
Find out everything you can about your space, including where it is on the floor, what kind of other exhibits will be around it, whether it's a high traffic or low traffic area, and the physical conditions of the booth space, such as lighting.
4
Dr. AHMED ELADAWY
3) Plan your exhibit in terms of your audience.
Who is it that you're targeting with your trade show display? Retail customers? Wholesale buyers? Other businesses in your industry? Different audiences "shop" trade shows differently, and have different needs.
4) Advertise in advance.
Put the word out that you're participating in a particular trade show, by inviting your clients, customers, suppliers, and other contacts to attend the show. (Be sure you give them all the details, such as your booth number.) If you have one, be sure to advertise your coming trade show attendance on your Web site as well.
5
Dr. AHMED ELADAWY
Part 2:
A Good-Looking Trade Show Exhibit Isn’t Enough Building Stronger Sales and Marketing Trade Show Teams
You never get a second chance to make a first impression. It's a
saying so true that it has become cliché - a phrase used by suit salesmen and purveyors of shampoo - but it's a saying that should serve as a slogan for your trade show booth staff.
A trade show is a non-stop series of beginnings. Every moment - from the second the doors open until they blink the lights signaling the end of the day - is a moment where you could be meeting customers for the very first time.
If all goes well, these crucial first moments will launch a mutually profitable relationship that will last for years. On the other hand, if the impression you create is not so positive, you've kissed a lifetime's worth of business goodbye.
Beginning well means you're half done. Once you've established a connection with the client, once that positive foundation has been laid, the hard work of negotiating a deal and closing a sale becomes so much easier.
Here's what you need to know to create a favorable first impression time and time again, over the long hours and days that you'll be at the trade show. 6
What's for sale here? Your company might make computers or luxury automobiles. You
might sell scrub brushes. You could retail the finest gems found on the Arabia sub-continent. It doesn't really matter. When you're at a
trade show, what you're selling is you.
Today's buyers are nervous. They've been through the dot-com bubble. They've seen Enron blow up and corporate scandal follow corporate scandal. Yet they still have to do business. How do they know who they can trust?
There will always be a due-diligence component to business, but a surprising amount of decisions are made by people "trusting their guts". During those crucial first minutes where you're checking out the attendee, they're checking you out. They are, perhaps unconsciously, assessing what they perceive as your intentions and motivations. Few people believe that they can get a good deal from someone they do not believe to be a good person.
Trade Show Secret People have to 'buy' you before they can buy your products.
7
Dr. AHMED ELADAWY
Can you hear what I'm saying?
Non-verbal communication plays a huge role in creating first
impressions. Attendees are constantly watching. If your body language conveys the fact that you don't want to be at the show, would prefer not to engage with attendees, or are just going through the motions, they'll pick up on that and go elsewhere.
Standing at the corner of your trade show exhibit with your arms folded tells attendees "Stay away! I'm on guard." Sitting down, flipping through a magazine, or chatting with colleagues says "I've got better things to do." All together, it means "You're not important to me," even if you ask the attendees what you can do for them today.
Trade Show Secret People won't come in if your body language says "Go away!"
8
Dr. AHMED ELADAWY
The Wall of Noise
You have to approach attendees, engage them, welcome them into
your booths. Unfortunately, many staffers take this to mean that they must offer up a constant stream of conversation, from the welcoming hello to the assurances that "We'll be in touch!" as the attendee hurries to a calmer, quieter trade show exhibit.
Talking is important, but listening is more so. Shift the focus from your own sales speech to actually listening to the customer and you'll find your results immediately improve. Ask attendees questions, and listen to their answers. Give them your full attention. Hear what they're saying and offer appropriate responses.
The fact that you're focused on the attendee, wholly engaged with them, and committed, however briefly, to solving their problems, is one of the easiest, most effective ways to create a positive first impression. It sets a good standard, establishing how you will do business with this client further down the road. You're laying the foundation for that positive, profitable relationship.
Trade Show Secret
Focus on the attendee for maximum results. 9
Part 3:
7 Deadly Mistakes When Purchasing
Promotional Items for Trade Shows
Mistake #1: Buying “Throwaways”
Just imagine... billions of dollars are wasted every year as most exhibitors only get a fraction of the return on investment. Why? Because they spend their money on trade show giveaways and not repetitive message senders.
If your prospect has a re-usable product, your company gets seen over and over again The result? Your cost per impression goes down and your return on investment goes up. Retention is the key to maximizing effectiveness.
Get in your prospects’ houses, on their desks, in their briefcases, on their backs, and in their drawers. Every day items have the greatest return.
10
Dr. AHMED ELADAWY
Mistake #2 – Not Qualifying Recipients
It would be a simple world for you as an exhibitor if every person walking the show floor was a buyer of your product or service. The unfortunate reality is that this is not the case. So who are your “qualified” leads? Qualified recipients are the decision makers who have a need for your product or service.
Here’s a common scene at trade shows. Companies simply put out their promotional items for everyone to stop by and pick up. The result? They waste a ton of money that will never bring them a return.
Do yourself a favor; do not waste valuable time talking to unqualified leads who are talking to you solely to add to their overflowing bag of “free stuff.”
11
Dr. AHMED ELADAWY
Mistake #3 – Forgetting About Existing Customers
When most exhibitors think of promotional items and trade shows, they think of using them for one reason - using them to drive booth traffic. But I must let you in on a secret; most are overlooking one of the most powerful uses of promotional items, building customer loyalty through customer gifts. The bottom line is this... Some of your budget must be used for customer retention.
What do you think is the number one reason customers leave their current supplier? Price? Nope. Service? Nope. It is the feeling that their business is no longer appreciated.
You see not only do promotional customer gifts have the effect of the initial “thank you,” but also the product itself has staying power and reminds them of your appreciation over and over. Picture it like this. Your gift subconsciously says “thank you” every time it is used. That is the power of re-useable promotional items.
12
Dr. AHMED ELADAWY
Mistake #4 – Buying Items Based on Price
We have all been there for dreaded budget cuts. However, the problem is when people “cheapen” their search when the budget is cut. Let me be more specific. If you have $1.00 to spend, you should be buying the highest quality item you can buy for a dollar. Do not buy the cheaper version of a better quality item.
Don’t forget; every product made has a high end and a low end. When looking for promotional products to purchase for trade shows, you should be able to notice the difference. But the choice may not be as obvious as you think.
You can’t take for granted that just because an item costs more than another that it is better quality - that it’s more durable - or that it will last longer.
For instance, have you ever had a travel mug that leaks or a promotional pen that does not write? It is possible to spend a bit more on an item and still get a piece of junk. The solution is this: Do not buy cheap in a product class.
13
Dr. AHMED ELADAWY
Mistake #5 – Ordering Late
So what portion of your overall responsibility includes purchasing trade show promotional products? One percent or less? This is probably the reason why so many buyers find themselves ordering late and paying for rush service and overnight shipping.
Think about this - every promotional product sold is customized. Unlike retail products, these products aren’t just taken off shelves and shipped. The reality is that they require time to produce.
So what should you expect when it comes to timing? Well to start, you should figure on the art preparation (1 to 2 days) the production (standard 5 to 10 days) and the shipping (ground 1 to 5 days).
Here’s the worst part.
If you think paying through the nose to rush an order is your biggest problem, guess again! The fact is that rush orders have twice the risk of creating much bigger problems. Imagine getting the wrong product, having a misprint, or even missing a delivery in time for the show.
14
Dr. AHMED ELADAWY
Mistake #6 – The Show is Over – Or is it? You know feeling at the final hour, right? Phewfff... It’s over. If you
are like most exhibitors, you pack up your booth and wait until the next show to market again. But here’s the truth - companies that get the best results will market continuously to the contacts they met at the show until the start of the next show the following year.
If you think it’s nothing, think again. The most successful exhibitors continue to build on their original presentation with consistent follow up.
Whether you are going to call, postcard, mail a catalog, or set up an appointment, it is important to keep the leads warm. And there is no denying that the continuous exposure of promotional items will help.
15
Dr. AHMED ELADAWY
Mistake #7 – One Size Does Not Fit All
If you’re giving customer gifts at your show, you need to carry different levels of customer gifts to give to different customers.
Think about it this way. Say you get 80% of your business from 20% of your customers. Don’t you think those 20% deserve the most of your attention and appreciation? I can’t stress this enough. You need to give that 20% something fitting for their contribution to your success.
Think and plan ahead to reward your best customers with something that will make them feel appreciated. There are plenty of higher end executive gifts that come in small quantities.
Now keep in mind, for the average customer it may not be important to spend a lot, but it is still important to give them something nice. Remember, they are still your customers and this is a great way to secure their loyalty. And don’t forget... your competition is likely waiting somewhere around the same show looking for an opportunity to gain your old business.
16
Dr. AHMED ELADAWY
Part 4:
Trade Show Exhibit Best Practices
Pick an offbeat show. Sometimes an unrelated show to your target market can be the best exposure opportunity. Nordic Track had huge success not at fitness shows, but at dental trade shows. Choose unrelated shows, and stand out, making sure the demographics are correct.
Avoid trade show company hype. Companies running the show may over-hype their event. Talk to the businesses who have attended several trade shows. Use this information to guide your trade show exhibit attendance decision.
Never exhibit at a new trade show. New trade shows are untested venues. Small businesses have limited time and money to experiment on unknowns. Save your cash for the regular, proven shows in your industry.
Focus on quality. Invest in shows that reach the key decision-makers of your target market.
Create a buzz. Months prior to the trade show, spend time informing existing clients and your market of the upcoming show. Use the show as a platform for a new product or service launch.
17
Dr. AHMED ELADAWY
Be an attendee-not an exhibitor. If the budget is tight this year, don't spend on trade show exhibits. Capitalize on the trade show by being a speaker or a panel expert. This will add credibility to your business and attract potential leads.
Partner with the trade show`s management team. Good trade show organizers will want your business to have success and come back next year. Contact the management team for help with developing an appealing booth, staff scheduling, and marketing campaigning prior to the show kick-off.
Train your trade show team. Trade shows are unlike other sales environments. Limited time and attention of attendees requires quick qualifying, and lead generating tactics. Make sure your staff is prepared and has a clear goal for each day.
Call them while they're hot. Sales staff frequently make the mistake of contacting trade show leads, months after the show. Make sure your sales staff have extra time and incentive to follow-up with all leads within weeks of your trade show exhibit.
Make your business newsworthy. Entrepreneur, Joseph Cossman, was a master of promotion. To create a buzz around his new toy spud gun at a big toy show, the Exhibitor, ordered hundred's of pounds of potatoes and invited the local orphanage to come and play. The Spud Gun was the hit of the show. Use drama and flair to have your small business stand above the competition.
18
Dr. AHMED ELADAWY
Part 5:
Using Trade Shows to Investigate Your
Competition
Your company is in a precarious position. The marketplace is
changing daily. New companies enter the industry. Your competitors are constantly unveiling new products, new services, and/or new marketing strategies. How do you keep up with – or even better, how do you anticipate -- these changes?
Gathered in one convenient location, you should find many, if not most, of your competitors. While industrial espionage is never a good idea, there’s nothing illegal or immoral about asking the booth staff a few pointed questions.
The answers you receive can be instructive and useful, providing the type of knowledge your firm will need to time their new product launch, assess marketing strategies, and so on. Even the smallest competitive advantage can make a huge difference in your bottom line.
19 Dr. AHMED ELADAWY
Realize that some of the answers you are seeking will be provided for you, without you saying a single word. A company’s promotional literature can be a gold mine of information, as can the size, placement, design and graphics of their exhibit. Experienced show attendees can ‘read’ a booth, discerning a number of valuable facts from these factors.
Just by virtue of being at the show, your competitors are sharing the following information:
Who they are.
What their reputation and image is in the marketplace.
Part of their sales and marketing strategy.
20
Dr. AHMED ELADAWY
Now visit your competitor’s booth. Before you talk to the booth staff, try to discern the following:
Do they pose a threat to my company? Is their booth larger, better designed, more expensive, and filled with substantially more attendees than yours?
What is the depth of their product/service offerings?
What products and services are they choosing to ‘push’ at this event?
What features are they emphasizing?
21
Dr. AHMED ELADAWY
Make note of important differences between your competitors, especially if these disparities create any opportunities in the marketplace that your company could take advantage of.
Be subtle when talking with the booth staff. They don’t want to give away valuable industry information any more than you do – but you can still learn a lot during the course of a brief conversation, including the following items a general attendee would want to know:
1. Product/service features and specifications. Don’t get too technical, or you’ll scare the booth staff off.
2. Most recent product/service introductions.
3. Ease of product installation and maintenance.
4. Delivery schedule.
5. Company and branch locations.
6. Quality and service strengths and weaknesses (or what could be improved).
7. Pricing strategies: commercial, non-profit, governmental
8. Special pricing policies - do they offer: credit, discounts, incentives, consignments
9. What is their corporate and business philosophy
22
Dr. AHMED ELADAWY
After you have developed a rapport with the booth staff, you can move on to more intrusive questions, including:
1. Who are their suppliers? Are they satisfied? Would they consider switching vendors? What are their complaints and unmet needs? What are the key factors in their purchasing decisions?
2. Has the company integrated changing industry technology to create cost savings – again, be very general here.
3. If you say “Gee, have you all adopted the new X-7T die cutting laser protocol?” or some other very technical question, they’ll know you’re not just a random attendee.
4. If your competitors have made any important acquisitions over the last year, giving them a competitive advantage.
5. Who do they see as the leaders in the industry? You can tell a lot about a company by the firms it tries to emulate.
23
Dr. AHMED ELADAWY
Some questions are particularly valuable, as they will help you discover the competitor’s market share and learn a great deal about their distribution channels. Pay special attention to any markets that your competitors serve that you don’t – what can you learn from their success?
Who are their largest and most important customers?
Why do customers choose the competitor’s products and services? What do they consider most valuable about the competitor’s products?
How is their sales staff organized? Would you be dealing with a local, regional, or national sales rep?
What market efforts, above and beyond trade shows, does the company engage in? Are they equally represented in all areas of the country or are their regional strengths and weaknesses?
24
Dr. AHMED ELADAWY
Part 6:
Trade Show Tips
You're ready to sell your products at a trade
show. You've spent thousands on a space, hundreds on your hotel room, built up your stock, made your display look perfect and are now ready for some serious sales. But what's next? What should you expect? Here are some tips that will help you be prepared.
25
Dr. AHMED ELADAWY
Pricing Whether you display wholesale or retail prices at a trade show
is up to you. However, many retailers will just walk by a both and not stop without visible pricing information. You may want to check with the promoters beforehand to find out the norm for their particular event. Either way, prices need to be easy to find. If your displayed prices are retail, make sure the discount/markdown is in clear view. (A discount/markdown is the difference between your suggested retail price and what the buyer actually pays.
So if your retail price is $20 and your markdown is 50%, the buyer's cost is $10. The average buyer expects a 50% markdown from retail. This is sometimes referred to as "keystone".) If you are displaying wholesale prices, be sure your customers know before asking. The quickest way to lose a sale is to tell someone that a price they thought was retail is actually the wholesale price, therefore double what they thought their cost would be. I recommend displaying retail prices with a 50% discount.
26
Dr. AHMED ELADAWY
Terms C.O.D. and prepayment are required by many craftspeople for
first-time orders. After several reorders from an established customer, a thirty-day "credit line" is sometimes given. This is acceptable with most buyers; however, keep in mind that some buyers, especially those from larger organizations, will not prepay. They are set up to make payment on their billing schedule, which could mean thirty days, sixty days, ninety days or even longer before you get paid. While most buyers are reputable and do pay on time, many craftspeople cannot wait that long to be paid because of their overhead costs. If you cannot accept someone else's payment terms, you may be able to work something out with individual companies. Whatever you decide your terms are, know them beforehand and stick to them as closely as possible.
27
Dr. AHMED ELADAWY
Minimums A minimum is a certain dollar amount or number of products
that must be purchased initially before a wholesale order will be taken. It can be $100, 100 pieces or just one product; it's up to you to decide what it is worth for you to sell your products at a discount. I recommend using some sort of a minimum order. By doing so, you will ensure that the buyers are buying for their businesses and not just shopping for themselves. The major advantage to wholesaling is repeat business. People who are simply buying products for themselves will not reorder like a buyer who is stocking a store.
Display your minimum opening order so that buyers know without having to ask. If you do not require a minimum opening order, be sure to let customers know that too. The more information you can give without explanation the better. A few signs spread around.
28
Dr. AHMED ELADAWY
Shipping Charges
State your shipping terms up front. Wholesale customers do not like surprises when it comes to the bottom line. Shipping costs are a big concern to buyers, especially on large items like furniture that may cost quite a bit to deliver. They must take this into consideration when pricing their products, so be sure you let them know what they will be paying. If you give a total price on an order, be sure you include shipping, C.O.D. and any other charges that may apply. Also include shipping costs in any price sheets you hand out. This information will help the buyer decide if they can purchase your product. Without it, they may just order from your competitor.
29
Dr. AHMED ELADAWY
Lead Time
Give yourself enough time fill orders. Let your customers know when an order will ship and then ship it on time. Be careful not to overbook. If you can only produce 100 floppy-eared rabbits in a month, do not schedule shipments for 500 a month. . Use of a scheduling book to help you know lead times for shipments in advance, and prevent overbooking. Remember that many crafters have had to refund orders because they could not meet their shipping deadlines. Simply put, don't sell what you can't deliver.
30
Dr. AHMED ELADAWY
What to Bring
Clipboards
Clipboards are a simple way to take orders at trade shows. Use the old-fashioned carbon paper for instant customer copies of orders. It's a good idea to keep a couple of clipboards as back-ups so you won't be shuffling through paperwork in the event of back-to-back orders. Be prepared!
Literature
Wholesale buyers do not "impulse buy" like retail customers. Many prefer to browse the show, gather information and then decide what they will order. Be sure you have something to give them so they will remember your product later. Business cards, color fliers, price sheets and order forms are a must at any trade show. Shop around for your printing needs. Prices vary greatly and promotional material, while important, is a "giveaway" and should be cost effective.
Color printers make printing your own material easy and affordable too. I've seen some very nice fliers that were "homemade". However you decide to acquire your literature is up to you, but make sure you have plenty on hand.
31
Dr. AHMED ELADAWY
Calculator Not all buyers require a total on their order immediately, but some will. A several thousand-dollar order can take a long time to add up on your fingers! An inexpensive pocket calculator is indispensable at trade shows. Oh, and don't forget the batteries!
Pens Keep plenty of pens handy. Many an order has been lost because of a delay. A dead ink pen can be a long enough delay to lose an order.
Signage Have signs for prices, markdowns, minimums, shipping charges and anything else you want to immediately convey to buyers. Lots of people do not want to ask questions, and even if they do not mind asking you for details, you may be busy with another customer. Signs in various locations of your display speak for you.
Scheduling Book A scheduling book is a great way to keep track of your shipping deadlines. A simple pad of paper or a preprinted calendar will work for a scheduling book. Write down the date that an order will ship and include how many pieces will ship. This will help you know lead times for shipments in advance, and prevent overbooking.
Credit Card Material If you accept credit cards as payment, be sure you bring your credit card slips, terminal and anything else you may need to complete transactions. Consult your merchant account representative for details/rules with your institution.
32
Dr. AHMED ELADAWY
What to Say and Do
Your Sales Pitch
Buyers at trade shows differ from buyers at retail events in many ways. The most noteworthy difference is in the details they want to know about your products. Retail customers tend to want to hear about who you are, how you make your craft and how you "got started". This is usually not the case with wholesale buyers. Buyers want to know pricing information, minimums, markdowns and lead times. While "storytelling" is a great sales tactic in arts and crafts, and while many buyers are interested in your craft and its history, serious buyers are more interested ordering details. Be ready to answer these questions when they are asked.
33
Dr. AHMED ELADAWY
Acknowledge Browsers
It's important to acknowledge the presence of buyers when they are browsing
your booth. Don't mean to jump on them like a hungry used car salesman as
soon as they enter, but a smile and nod helps to let people know that you are
there if needed. If someone is spending a little longer browsing your product
line, it doesn't hurt to say something like "I will be happy to answer any
questions you may have." The point is that at trade shows, one customer can
make your show a success; make sure you don't ignore that customer!
Don't pick your Nose!
There are some things to avoid that can be offensive to buyers. Do not smoke
in your booth. Try not to eat there either if you can help it. Don't chew gum. And
don't drink alcoholic beverages while tending customers. Remember, things that
may offend your customers are things that can cost you money. Be on your best
behavior at these events, it's worth it!
Appearance Matters
While a tuxedo is not required to be presentable at a trade show, it's important
to look your best at these events. Dress casually, but not too casually. You may
even want to go out and buy a set of clothes that are strictly your "show duds".
That way, they can always be ironed, clean and ready. Whatever you wear, just
make sure you save the cutoffs for the family cook out.
34
Dr. AHMED ELADAWY
Part 7:
How to Create an Effective Communication From
your Booth Display
Advances in technology have made it easier and easier to create your
own trade show graphics. However, it’s easy to get lost in the
technology and lose sight of the basics. When it comes to creating
a trade show display, your images and messages should be simple
and your layouts clean.
Below are five basic elements that every trade show display should
include and tips for using each of these elements to create an
effective trade show display.
1. Visual
2. Headline
3. Description
4. Company name & Logo
5. Website
35
Dr. AHMED ELADAWY
1. Select your Booth graphics carefully.
Simple, bold and clear images are the most effective in creating a
memorable canvas for your selling story. Ornate, involved,
mysterious and confusing art and graphics may be great to look at
but can be distracting and much less effective as a backdrop for
your trade show message.
Tip: If possible, select simple single images.
You may want to use many images to tell a complicated story, but
often, a single simple image will serve you just as well.
If you are in the market for trade show graphics, there are several
services that offer simple searches and reasonably priced photos
and illustrations that may be used in creating trade show display
graphics. One we can recommend is www.corbis.com
36
Dr. AHMED ELADAWY
2. Create a simple and easy to remember headline.
Choose your words carefully, and keep the headline for your trade show display simple, clear and short!
Most people that did not plan to visit you at the show will simply walk past your booth. They may, at best, give your display a passing glance. This, believe it or not, is often your only chance to grab them. If your trade show display has a carefully thought out and compelling headline, they may choose to take an extra moment and learn a little more about your company.
The shorter your headline the larger it can appear on your trade show display. The larger it is on your trade show display the further your display can reach into the trade show traffic. Even a small table top display with a short bold message can be seen from several yards away.
Your choice of typeface is also important. With thousands to choose from, the task of selecting the right one can seem daunting.
Tip: Choose a simple and easy to read typeface. Next time you’re at a trade show, take notice of the displays produced by large companies. Not necessarily large booths, but even table top displays produced by large and successful companies consistently use simple bold graphics. You can and should do the same.
37
Dr. AHMED ELADAWY
3. Be careful when writing your description.
We know it's tempting to write a description for your trade show display that explains everything you want your customer to know about your product or service, but don’t!
As much as you would like them to, most trade show attendees will not want to spend much time reading about your company. If the headline and graphic of your trade show display captured their attention, they may want to read a sentence or two at most. Keep your sentences short and choppy. Make each word count.
Tip:
Use bullet points
Keep your messages short
Don’t get too technical
Less is more
If you have access to a copywriter, use one. If not, ask a friend, a school teacher, and/or someone not connected to your business to review your trade show display description. You will be amazed how at how much you can learn.
38
Dr. AHMED ELADAWY
4. Make the company name prominent.
It’s amazing how many trade show displays seem to hide their company name. You pay a lot of money to exhibit. Take a little extra effort and make certain your company’s name is easy for all to see.
Tip:
Place the company name in the header portion of your trade show display, as most trade show visitors will expect to find it there.
As for a company logo, if you don’t have one, we suggest that you create one. It is your opportunity to create an impression.
It makes you look established. Even an amateur can create a professional logo.
39
Dr. AHMED ELADAWY
5. Feature your website address.
Probably the single most important message in your whole trade show display is your website address. This is because if the show attendee saw something at your booth that interests them, they can copy your website address, even at a distance, and visit it at their leisure. If you don’t already have a website, get one.
Tip:
Try to select a website name that is both meaningful to your business and one that is easy to remember.
Follow the five basic elements outlined above to make any table top display or floor display more effective at your next trade show.
40
Dr. AHMED ELADAWY
6. Applying Technology to your Booth
Success at a trade show requires finding a way to capture
the attention of the largest number of attendees. Nothing
can catch the eye like light, sound and motion. If you want
to make the most of your trade show opportunity you need
to tap into the technology available.
Here are some effective options that clients often consider:
41
Dr. AHMED ELADAWY
1. Pre-Show Technology. Before you even set up your trade show
booth you will encounter technology options offered by the trade show
organization. Investigate what’s available and take full advantage of
those items that can maximize your effectiveness. Shows typically
offer exhibitors with sponsorship opportunities on their web site, email
lists & addresses of attendees, and contact / meeting technology that
allows the attendees to look at all the business profiles and contact
exhibitors in advance for appointments.
2. Interactive Activities. It’s a lot more fun to touch and feel
something than to passively observe a product in action. If you want
your trade show exhibit to be the show stopper you can use interactive
technology to give your prospects an opportunity to be entertained and
informed. The type of device you use will vary according to your
product line. Touch screens allow companies to gain attendees
interaction and help them to quality or disqualify them as a potential
customer. Games can be incorporated in a number of ways, such as a
prize game like slot machines, Plinko boards, Toss-N-Win games
among others, but make sure the game is tied to your product offering.
42
Dr. AHMED ELADAWY
3. Video Loops. An attention getting video will use vivid
imagery, music, color and movement. The video should
eye-catching while being concise and to the point. Make
sure the material is up-to-date — don’t use one from last
year that has out-of-date products featured. Many trade
show exhibits can hold monitors of all sizes, even portable
displays, like the Skyline Mirage with Monitor
Mount or Stratus Table Workstation.
4. DVDs and Flash drives. After you draw the viewers
into your trade show exhibit you need to have something
more than a key chain to offer qualified prospects. Be
prepared to follow-up your conversation with promise to
mail or FedEx a DVDs or flash drives that contain relevant
product presentations to give to anyone who shows more
than a passing interest. The combination of video or an
interactive digital piece is a complimentary marketing tool
to printed materials such as brochures.
44
5. Social Media. A newer addition to the trade show technology
toolbox, social media, can be a cost effective marketing
medium. Many people use smart phones — sites like Facebook,
Twitter and Foursquare allow exhibitors and attendees connect
before, during and after trade shows. Post updates about
your trade show exhibit & show experience on your Facebook
Fan Page. Follow Twitter hash tags for the show to find &
interact with attendees. Create a check-in for your booth space
for attendees to create an interactive experience.
6. iPods & Tablets. While these items are also new trade show
technology additions, they can be added to your booth
experience as more than just a giveaway. Create an app for
attendees to download on their tablets. Use iPads to demo your
web site or share product photos. Create a testimonial video
with a satisfied customer, which you can share during a
conversation. Take notes and develop a digital lead card for
booth staffers.
46
Dr. AHMED ELADAWY
Be familiar with the set up of the show so you can plan
accordingly 47
Dr. AHMED ELADAWY
Keep display in line with your branding
Company’s advertising
52
Dr. AHMED ELADAWY
Company’s display at trade show. They did a good job in coordinating color
and design!
53
Dr. AHMED ELADAWY
63
Shell Scheme (Octanorm)
Advantage
Very Cheap in cost
Speedy construction and dismantling
Shelves heights can be modified on the spot
Number of shelves can be increased or decreased at anytime of the fair
Height is limited to app. 2.0 m
Disadvantage
The total image is
very cheap
Not attractive or
eye catchy
Can decrease the
value and quality of
your product
Dr. AHMED ELADAWY
65
Upgraded Shell Scheme (eg.Maxima System)
Advantage Medium cost category
Can combine different materials of construction together like wood, aluminum, graphics etc..
Can go to heights over 2.0m
Different colors and designs can be implemented
Moderate time for construction and dismantling
Disadvantage
Cannot hook any
products on walls
Might look cheap in
some trade fairs
Dr. AHMED ELADAWY
68
Total build up (Custom Made)
Advantage
Your brand is very
clear
Chic and eye catchy
Will enrich your
product quality by
unconventional
display materials
Goes to a max height
of 6-8m
Wall Colors matches
your product lines
Disadvantage
Expensive
Long time for
installation and
dismantling
Cannot adjust any
display materials
once stand production
is done.
Dr. AHMED ELADAWY
Does Location Make A Difference At Trade Shows? Positioning Your Trade Show Exhibits For Maximum Exposure
restrooms, staircases and elevators, coffee or snack stations,
charging stations or new product displays
Any of these will be a draw and are sure to attract regular traffic your
way.
If you know which exhibitors tend to be big draws every year, get a
spot close to them and reap the rewards of being their neighbor.
Draw a triangle out from there and try to get a booth spot inside the
triangle or as close to it as possible.
Oh, and don’t assume you’re stuck with your booth spot this year. If
you’re unhappy with it, talk to the event management staff. You
never know if there’s been a no-show or a last-minute cancellation
that opens up a better booth location. Most exhibition managers will
be willing to let you switch booths. It’s in their best interests to keep
you happy and coming back to their event for years to come.
101
Dr. AHMED ELADAWY
Disabling Unanticipated Difficulties
1. If the trade show display table you have does not include a tablecloth, be sure to get one that complements your display and represents your company’s image and color scheme (without being overpowering). Even if a tablecloth is supplied, bring your own or something to add some depth to your table (i.e. a table runner). Your table will definitely stand out in a crowd.
2. If your trade show display space will allow, erect a stand-alone presentation board. On the board, you can show how clients can benefit by using your services. Be creative and make it stand out. Include pictures, if possible, and be sure your company name and logo are more than obvious.
3. If there is wall space, but your budget is minimal, use your trusty desktop publishing software to create a template of your company name. Use the template, along with bristle board, cardboard, or foam core to make a sign that you can put up on the wall behind your trade show display.
4. Arrange your trade show display table in levels. Put the larger items at the rear, shorter items in front of those, and even shorter items in front of those.
5. Develop a PowerPoint presentation to display on your table (if an electrical outlet is within reach of your booth). You can make it on your desktop computer and transfer it to a laptop, which you can rent or borrow if you don’t already have one. Your visitors will find this visually appealing and it will draw in their attention. 102
Dr. AHMED ELADAWY
Using Trade Show Giveaways 1. Have plenty of trade show giveaways, such as business cards,
brochures, pens, magnets, and anything else that has your company name and/or logo on it. Most people who attend trade shows are expecting to take home some goodies. And be sure to use display racks for showing your flyers, specials, brochures, and such.
2. Offer something a little different as a trade show giveaway… FOOD. I displayed at the "Bridges to Better Business" trade show in Brampton and included a basket of Girl Guide cookies on my table. They were a big hit; I wish I had brought more. If you can, package your food in a way that will allow you to have your company contact information on it.
3. Offer Gift Certificates for some of your services as a trade show giveaway.
4. There’s nothing better than getting a deal and when they ‘cash in’ their certificate, they will see how valuable your services are and will come back for more.
5. Have a draw for a prize. Offer a prize that in some way complements your business if possible, and appeals to anyone. Have visitors and entrants sign a guestbook, fill in a ticket, or drop their business cards into a fish bowl or gift bag. The great thing about this trade show giveaway is that you can then use this information at a later date to make a follow up contact.
103
Dr. AHMED ELADAWY
6. Have a portfolio of your work available as part of your trade show display. Print off some of your best projects, put them into plastic sheet protectors, and arrange them in a binder. Then lay out the binder where visitors can flip through the pages.
7. If the trade show will be on for an extended length of time, be sure to have assistance in manning your trade show booth so you can take a break. If you don’t have the option of having someone take over for a bit, be sure to put up a note that tells people how long you will be gone or when you will be back.
8. Most importantly, be friendly and inviting. Say "Hi" to those that turn and look toward you or your trade show booth. Strike up a conversation and be sure to have a short introductory speech ready. And… have fun!
104
Dr. AHMED ELADAWY
Part 8
5 Things Trade Show Attendees Don’t Want You to Know
Trade Show Secret #1: We're impatient.
Let's be real here.
The boss just shipped me to Orlando from the middle of a Buffalo blizzard. The last thing I want to do is spend the entire day put zing around looking at new attachments for our Widget making machine. If you show me what I want, at a reasonable price, I'm going to close the deal in a hurry and go hit the beach.
What this means to you: Understanding your buyer is crucial. When you know what your target audience needs, wants, and expects, it's easier to provide it for them. Added incentives and special savings only sweetens the pot, especially for the attendee who wants to get the business part of the business trip out of the way.
105
Dr. AHMED ELADAWY
Trade Show Secret #2: We're lazy.
Sure, it sounds like a great deal. But to get that price, I've got to go log onto the web, go to the website, enter a code, fill out a questionnaire, and then go through the purchasing process? Forget that! I'll go over here to Vendor Z. I might pay a few dollars more, but I won't have to jump through any hoops.
What this means to you: If you're going to offer a show special or promotion, focus on making it user-friendly. Buyers are willing to pay more to avoid what they perceive as 'too much' work. Each market has a different threshold point, and this varies with how much potential savings you're offering. Customers are willing to give more when they are getting more in return.
106
Dr. AHMED ELADAWY
Trade Show Secret #3: We're egotistical.
You might not realize this, but I'm the smartest person here. And the tallest. And the best looking. I'm so gosh-darned amazing, actually, that you'll find yourself compelled to give me awesome deals.
What this means to you: It's important to give your buyers recognition. "Bonus Buys" - windfall items 'spontaneously' thrown in when a purchase is made - is a fantastic way to do this. Offer discounted prices on the floor model, for the 'serious buyers only'. Exclusivity sells.
Don't start the recognition at the trade show. Reach out to your clients before hand via e-mail and direct mail marketing, letting them know what special deals can be had at your booth. A little extra effort goes a long way.
107
Dr. AHMED ELADAWY
Trade Show Secret #4: We hate math.
Okay, I don't want to look like an idiot here. But there's $25 off of Widget A, 15% off Widget A-1, and a $500 rebate if I buy now. Exactly how much is that? Is that a good deal? I hate percentages...
What this means for you: Remember the KISS acronym, especially when promoting discounts and sale prices at a trade show. You want to Keep It Super Simple! Rather than listing a complex set of discounts, focus on the total savings. Have printed price sheets where your trade show booth staffers can highlight appropriate discounted prices and write in the total savings.
108
Dr. AHMED ELADAWY
Trade Show Secret #5: We like to be pushed.
I see that this price is only good for a limited time. I've read it on the sign. You've told me during the sales presentation. I know and understand that there's a deadline.
And you know what? Chances are I'm going to forget. And when I discover that I missed out on saving hundreds of dollars, I am going to be miffed.
What this means for you: People have to experience a piece of information six times before they remember it - and that's in normal, everyday circumstances, not the hustle and bustle of a trade show floor. Remind your booth staffers to mention the deadline often. Make note of it on any follow-up correspondence, and send a reminder notice to likely prospects. The reminder nudge will spur sales.
109
Dr. AHMED ELADAWY
4 Keys after the Show Metrics to Measure
1. Budget Versus Actual
So, how close to your estimated budget did you actually spend? This
calculator lets you compare what your actual costs to what your original
estimates – and see where you had the biggest percent differences.
2. Cost Per Contact
This simple calculation lets you calculate how much each individual contact
cost you after your entire show budget is added up. Then you have a cost that
you can compare against other ways to get face-to-face contacts.
3. Cost per Lead
One of the most popular metrics, this calculator not only helps you calculate
cost per lead, which is your total trade show exhibit program investment divided
by your number of leads, but also track (and define) leads by quality, such as
“A” leads, “B” leads, and “C” leads.
4. Potential Return On Investment
While ROI is the ultimate measurement for most companies, it can take many
months, if not years to close B2B leads with their longer selling cycle. This gets
you a viable number quicker, by considering lead counts, percent of sales-likely
leads, average sales dollars, and exhibiting investment to get to a potential
ROI.
110
Dr. AHMED ELADAWY
Overlaying the Rules of Trade Shows
Trade shows also are governed by similarly
hidden, yet immutable rules. You may have
already run up against them without
realizing it, or discovered them through
arduous experience. Since forewarned is
forearmed, here are 18 hidden rules of trade
shows:
111
Dr. AHMED ELADAWY
1. The more words you put on your trade show display, the fewer times they
will be read.
2. The larger the crowd of people already in your booth, the more other people
will want to visit your booth.
3. The person who complains the most about the value of trade shows is
usually the one who knows (and tries) the least.
4. The more fun trade show attendees have in your booth during the show, the
more serious business you will do after the show.
5. The effort each booth staffer puts forth increases as the distance between
them and their boss decreases.
6. Your best booth staffers are usually the ones who talk the least and listen
the most.
7. The longer a booth staffer stretches out their break, the fewer leads they will
take when they are actually staffing the booth.
8. The colors of your trade show display will likely be determined by: 1. your
brand colors, or 2. the latest design trends or 3. your company president’s
spouse.
9. The length of time to design your exhibit expands exponentially with the
number of decision makers involved.
112
Dr. AHMED ELADAWY
10. The greater the distance a visitor has traveled to attend a trade show, the
higher the level of hospitality you should provide.
11. Carpet belongs on the floor of your trade show booth, not on the display
back wall.
12. The better-looking the booth staffer’s shoes, the more likely the staffer will
complain about sore feet.
13. The more years you exhibit at the same show, the more you will have
repeat customers visit you in your booth.
14. The more the trade show leads holder looks like a trash can, the more
likely your booth captain will end up screaming.
15. The bigger the main visual image on your trade show exhibit, the clearer
people will understand your message.
16. The older your trade show display, the less innovative your booth visitors
will perceive your company.
17. The more aisle space bordering your booth, the more opportunities your
staffers have to engage with attendees.
18. The faster you follow up your trade show leads, the greater the sales you
will generate from that show.
113
Dr. AHMED ELADAWY
