running a successful exhibition stand theresa summerfield 25 th september 2008
TRANSCRIPT
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Running a successful exhibition stand
Theresa Summerfield
25th September 2008
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• The exhibition stand
• Visitors
• Etiquette
• Sales techniques
• Do’s and don’ts
Topics
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Pre-exhibition checklist:
• Goals
• Target visitors
• Responsibilities
• Targets
• Activities
• Dress code
• Stand – products, displays, literature, demos
• Stand location
• Stand – timings, health and safety
• Logistics – transportation, accommodation, food, set-up, breakdown
Stand
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Basic calculation to work out how many leads (contacts) you can get from an event:
• Number of staff
• Each staff member qualifies one contact every 10 minutes (6 per hour)
• Number of hours
For example:
• a 12 metre stand requires 3 members of staff
• 6 contacts per hour
• 3 day event, from 10:00 – 17:00, with an hour lunch break (6 hrs)
3 x 6 x 3 x 6 = 324
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Why exhibit?
Permissive marketing
Face-2-face contactExperiential marketing
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Give people a reason to find you
• Offer a reward / freebie
• Send contacts postcard with a map showing stand location and number
• Email existing contacts with new developments
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The average visitor walks past a stand in 3-4 seconds – we want to attract their attention, make them want to stop
Stand needs to look professional, friendly and inviting
2, 3 people on the stand at a time; maybe 4 when busy (rota)
No second chance, only 3 seconds to make an impact!
First Impressions count!
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Existing users
• Blog
• Printed material
• Technical development
• Registration
• New projects
• Schedule meetings - managers
WIIFM : What’s in it for me?
New users
• Demo site
• Take details (design a special form for the event)
• Registration
• Leaflet
Have publicity materials on display, but don’t hand them out unless they ask for them
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Categories of visitor
The really interested
The curious
The don’t want to knows
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Stand etiquette 1 : What people see
• Facial expression
• Smile
• Eye contact
• Posture
• Body language
• Clothing
• Grooming
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Stand etiquette 2 : The words we use
• Effective open questions
• Probe to extract level of detail
• Focus on features and benefits
• Be succinct, energetic and enthusiastic
• Utilise technical expertise
Thank you!
Do you use
Intute?
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Stand etiquette 3 : Stand staff
• Enthusiasm
• Professionalism
• Energy
• Positive attitude
• Reliance
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• Wear smart dress
• Body language – positive
• Smile!
• Approach people – “can I help you?”
Stand etiquette 4 : Do’s and Don’ts
• Take refreshments on the stand
• Yawn, scratch etc
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Sales technique
1
secure
approach
2 engage
34follow up
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Visitors will be thinking:
What I hear I forgetWhat I see I rememberWhat I do I understand
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Any questions?
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Thank you!