reduce tradeshow stress - top 5 tips for publishers

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Top 5 Tips for Publishers Reduce tradeshow stress

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Page 1: Reduce tradeshow stress - Top 5 tips for Publishers

Top 5 Tips for Publishers

Reduce tradeshow stress

Page 2: Reduce tradeshow stress - Top 5 tips for Publishers

Define your Objectives

Page 3: Reduce tradeshow stress - Top 5 tips for Publishers

1. Define your Objectives

Prior to booking your stand or registering attend define exactly what

you hope to achieve from the event.

Page 4: Reduce tradeshow stress - Top 5 tips for Publishers

Plan and Organise

Page 5: Reduce tradeshow stress - Top 5 tips for Publishers

2. Plan and organise:

Book early!

Page 6: Reduce tradeshow stress - Top 5 tips for Publishers

2. Plan and organise:

Review the exhibition catalogue

• Find out where your target audience and competitors will be.

• Organise groups of meetings according to location.

• Advertise your attendance, look up your neighbours and establish

referral partnerships with them in advance.

Page 7: Reduce tradeshow stress - Top 5 tips for Publishers

2. Plan and organise:

Create buzz

Ensure your target audience know you are attending/exhibiting, give them a

compelling reason to meet you, connect with your peers on social networking

sites and build momentum in the run up to the event.

Page 8: Reduce tradeshow stress - Top 5 tips for Publishers

2. Plan and organise:

Remember it’s a marathon not a sprint

Page 9: Reduce tradeshow stress - Top 5 tips for Publishers

2. Plan and organise:

Be early

If you are exhibiting arrive the

day before to ensure

everything is going smoothly

with your build, technical

equipment, hand-outs etc.

If you are attending, go to the

stands you have identified as

most valuable first.

Page 10: Reduce tradeshow stress - Top 5 tips for Publishers

Be Prepared

Page 11: Reduce tradeshow stress - Top 5 tips for Publishers

3. Be prepared:

Brief your team

Do make sure each member

of your team attending the

tradeshow has clear goals

Do ensure they understand

your message and unique

selling points

Do master your pitch.

Practice refine and rehears

as much as possible.

Don’t forget to brief team

members on what objections

customers may have

Don’t be afraid to cut the dead

weight. If team members are

uncomfortable engaging with

attendees send them to gather

information, attend

presentations and report back

Don’t forget to capture data

Page 12: Reduce tradeshow stress - Top 5 tips for Publishers

3. Be prepared:

Achieve standout

Remember 90% of marketing material does not make it back to the

office, your displays, hand-outs, business cards or other materials

should be eye-catching, have a clear message/ proposition and contain

simple contact information.

Page 13: Reduce tradeshow stress - Top 5 tips for Publishers

3. Be prepared:

Bring a pack containing all of your daily essentials

Business Cards for multiple staff

members

Water and snacks

Tickets, contact details of the

exhibition team, transport schedules,

location information

Your meeting diary

Lead capture form or notebook to

record details of who you meet

Walking shoes

Multiple phone charger and power

cables

Freshen-up kit e.g. Toothpaste, tooth

brush, plasters

If you are exhibiting box up essentials

such as scissors, tape, pens, adhesive

putty e.g. “Blu-tac” etc and send it with

your marketing material.

Page 14: Reduce tradeshow stress - Top 5 tips for Publishers

Ask the right questions

Page 15: Reduce tradeshow stress - Top 5 tips for Publishers

4. Ask the Right Questions

• Engage: Avoid general questions such as “how are you?” or

questions that attendees can give single answers to “Are you

enjoying the exhibition?” find out why the person attended, what

they hope to get out of the event, what brought them to your

section.

• Qualify: Distinguish between potential customers, allies and

partners and those who are simply curios (or came along for your

iPad draw or goodie bag). Move on quickly and politely from those

who are not interested in your company/service.

• Wow: Once you have qualified potential customers or partners, it’s

show time. You’ve mastered your pitch, prepared your material now

it’s time to put it into action. But don’t hard sell, find out what the

attendee needs and explain the features and benefits that you can

deliver to satisfy that need.

Page 16: Reduce tradeshow stress - Top 5 tips for Publishers

Follow up

Page 17: Reduce tradeshow stress - Top 5 tips for Publishers

5. Follow up

Prepare your response strategy in advance. Ensure your follow-up

material, emails, letters, brochures etc are ready on your return from

the event. Make sure you contact your new leads and connections

within a week to 10 days of the event.

Page 18: Reduce tradeshow stress - Top 5 tips for Publishers

5. Follow up

You have already met and discussed the benefits them so a brief

email to assess their interest or reconnect is all that is needed.

Page 19: Reduce tradeshow stress - Top 5 tips for Publishers

5. Follow up

Create a team, brief them on the contacts you have made and

delegate responses to each member depending on requirements

and skills.

Page 20: Reduce tradeshow stress - Top 5 tips for Publishers

Contact Us

Tel: +44 870 8200 049 / +353 21 7304650

Email: [email protected]

Web: www.epubdirect.com