This
Year's Show will be Different!
By
Mike Schoettler
Ever notice how some businesses always seem to get
more out of trade shows than the exhibitors around them? Their staff
don't appear to be working harder, yet there are more prospects'
names on their list even when the aisles aren't full.
How do they do it? Are they cheating?
At first glance it may seem so. But look closer
and you'll find it's simply a matter of...
Preparation
Most successful exhibitors go through the same process
when they decide to display at a trade show. First they agree on
their objective for attending the show. This could be to make sales,
collect leads, add distributors, or even just to train and observe
their sales staff.
Importantly, they select only one.
Then they devise a strategy to achieve the agreed
objective. They work out how they would measure daily progress and
the final result. They consider whether they'll include a free draw
to collect names, a give away to promote sales, or even create a
game to attract the right prospects.
Next comes the design of an appropriate display
to support their strategy. The staffing and materials required are
also considered, including the sponsor for the prize. Most even
train their staff to ensure everyone understands what's expected
and how it will be achieved. Hours, procedures, dress standards,
security and any special instructions receive extra attention.
And then, the master stroke.
Pre
Mail Attendees
Successful exhibitors don't intend to show up and
compete with you for the attention of trade show visitors. Instead,
they pre mail the attendees. They know who they want to meet and
what it will take to attract them. Each one gets an invitation to
visit their display. The mailing includes the basic details of where
and when, plus a powerful why.The computer industry knows how to
use this one effectively. The pre release of a new product at a
trade show always attracts keen attention.
Could you offer a special 'show price' or some other
incentive to buy from the stand?What about an expert who is available
during certain times to handle questions or assist with strategic
planning?
And successful exhibitors don't forget their existing
clients either. Their envelope includes an added bonus, such as
a redeemable coupon, to show their appreciation. They also ask whether
they'd like to make a special individual appointment at the show,
or perhaps attend a group function.
By organising clients' appointments prior to the
show, they demonstrate great respect for the value of their time.
This in turn shows an appreciation for their special relationship
and the business that results.
Of course, it also increases the time available
during the show to talk to the prospects who still need to be sold.
The
Results
When the trade show gets underway, the results of
all this preparation become immediately evident. As the attendees
and customers who have been pre mailed start arriving, other exhibitors
do all they can to catch their attention. But their efforts are
in vain. The attendees already have a personally delivered ticket
or invitation, and coupon tucked in their kit. They know exactly
where they're going and many even have an appointment in their diary.
As their smiling face reveals, their attention has
already been captured.
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