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  • People who attend trade shows are trying to find solutions to problems, choose and purchase products, learn about the latest industry developments, and meet industry and technical experts. You can take advantage of trade shows to demonstrate, sample, and sell products & services. Trade shows are about business. Exhibiting is expensive, and without proper planning and follow up, trade shows can be a waste of money and time. Make a plan: In order to succeed you should identify your goals, schedule & coordinate all marketing activities, use creativity, and always follow up. THINK ABOUT YOUR SITUATION….WHY ARE THE ATTENDEES THERE??
  • So if you know why the attendees are there then you can decide on your approach
  • Graphics . A focal point of your graphics should be your company name, product or service details and  key benefits with signs and high quality pictures. If one main product line…make it more visible then others…use the strongest brand recognition Visibility is important so keep it simple and readable from a distance, something to draw people in. Table top displays should outline products/services with key features/benefits only….lots of white space. Should be able to read in under a minute. Look at the booth placement…traffic flow…near bathrooms, coffee, end of aisle in the middle etc Strong images tell stories that words cant Avoid using tables as barricades. Leaving the center of the exhibit open will increase traffic by 25 percent. Place tables off to the side and always have an open entry.
  • Consider having lots of inexpensive literature that can be given more generously but have more expensive, detailed information available for warmer prospects Avoid stacking brochures on counters. Usually, the exhibitor will stack homes of brochures on the counters and attendees will walk by freely grabbing brochures and then dash away with an armload of the company's brochures. Displaying only one or two copies of a brochure is more likely to create a request from the visitor.
  • You must consider your audience…is it relevant and useful?...what is the shelf life of the item? What about the cost? May use the give away as a reward for filling out a survey or watching a promotional video etc Booth entertainment models, games, golf can be used to draw people into the booth…
  • Send to customers Put on website Email out to clients Email to volunteers Include in newsletter
  • 85% of exhibitors success will lie in the performance of the booth staff 11 impressions are formed in the first 7 seconds and from 10-15 feet away Important to chose the right staff….they need to understand what we are trying to accomplish, they need to be the right fit for an students, volunteers, decision makers
  • Hi how are you… ok but lame and not as affective as an strong opening question or some type of engagement activity
  • slides

    1. 1. Community Displays/Tradeshows 101
    2. 2. Why attend a community event/tradeshow? <ul><li>Find a solution to a problem </li></ul><ul><li>Choose and purchase a product or service </li></ul><ul><li>Learn about latest industry developments </li></ul><ul><li>Meet experts in a particular field </li></ul><ul><li>May just be walking by>>> </li></ul><ul><li>May just feel obligated to attend>>> </li></ul>
    3. 3. What are you trying to accomplish? <ul><li>General awareness of services </li></ul><ul><li>Gathering prospects </li></ul><ul><li>Closing sales </li></ul><ul><li>Gathering feedback from attendees </li></ul><ul><li>Connecting with potential volunteers </li></ul><ul><li>Connecting with potential employees or agents </li></ul>
    4. 4. The “Booth” <ul><li>Company name </li></ul><ul><li>Logo </li></ul><ul><li>Tag Line </li></ul><ul><li>Product/Service </li></ul><ul><li>Key features/benefits </li></ul><ul><li>Images </li></ul><ul><li>Placement of booth </li></ul>
    5. 5. Literature <ul><li>Keep it simple…people sell services not brochures </li></ul><ul><li>Vary the height and texture </li></ul><ul><li>Business cards </li></ul><ul><li>Magazines </li></ul><ul><li>Specific articles, testimonials </li></ul><ul><li>Follow up/lead tracking </li></ul>
    6. 6. Promotional Giveaways <ul><li>Bookmarks </li></ul><ul><li>Mugs </li></ul><ul><li>Candies </li></ul><ul><li>Logo “stuff” </li></ul><ul><li>Booth entertainment </li></ul><ul><li>Business card draw </li></ul>
    7. 7. Pre Show Marketing <ul><li>Pre show mailers inviting important client so show </li></ul><ul><li>Free passes to potential clients </li></ul><ul><li>Advertise on your website </li></ul><ul><li>Advertise in show material </li></ul><ul><li>Telemarketing…customer service </li></ul><ul><li>Insert in invoice </li></ul>
    8. 8. Booth Workers <ul><li>Arrive early to set up </li></ul><ul><li>Familiarize yourself with all literature beforehand </li></ul><ul><li>Eat, drink water, not at the booth </li></ul><ul><li>Comfortable shoes, appropriate clothes </li></ul><ul><li>Wear a nametag with title </li></ul><ul><li>Handshake </li></ul><ul><li>Smile, relax, have fun </li></ul>
    9. 9. Booth Bad Behavior <ul><li>The wanderer </li></ul><ul><li>The gossip </li></ul><ul><li>The Giver </li></ul><ul><li>The Hider </li></ul><ul><li>The Radar Vision </li></ul><ul><li>The Used car salesmen </li></ul><ul><li>The Experienced </li></ul>
    10. 10. Body Language <ul><li>Where and how you stand </li></ul><ul><li>Position of arms </li></ul><ul><li>Look on face, eye contact </li></ul><ul><li>Be on the same level </li></ul><ul><li>Fresh breathe! </li></ul>
    11. 11. Staff Fears <ul><li>Stopping people </li></ul><ul><li>Where to stand in the booth </li></ul><ul><li>Fear of rejection </li></ul><ul><li>Not knowing the answers to questions </li></ul><ul><li>Fatigue…physical & emotional </li></ul>
    12. 12. Do’s and Don’t’s <ul><li>Don’t sit unless with a client </li></ul><ul><li>Smile </li></ul><ul><li>Don’t chat with colleagues, looks like a meeting </li></ul><ul><li>Don’t eat, drink or smoke </li></ul><ul><li>Don’t fold arms/legs </li></ul><ul><li>Look at people in the eye </li></ul><ul><li>Stay out of other booths esp competitors </li></ul><ul><li>Say thank you </li></ul><ul><li>Don’t stand in front of booth </li></ul>
    13. 13. Booth Interactions <ul><li>Lets develop three questions </li></ul><ul><li>Lets develop 30 sec statement about what you do </li></ul><ul><li>Lets develop 30 sec about agency in general </li></ul><ul><li>Lets list statistics that would be helpful to have to start, maintain a conversation. </li></ul>
    14. 14. Follow Up <ul><li>Do it! </li></ul>