Did you know the NCET Expo is only a few months away? And we’re kicking it off in the best possible way: with an NCET Biz Café that will help you rock your next trade show! Join Peter Fishburn for “Tricks of the Trade(show),” a Biz Café devoted to helping you discover your max ROI at your next trade show. Fishburn has made a career in the promotional products industry, assisting clients with the creative and effective use of promotional items. This Biz Café is ideal if you’d like to see why and how a trade show can be an efficient and effective tool for your business. Fishburn will provide insights, steps, ideas, and suggestions for why an organization should create a trade show program that will attract and intrigue your audience. He will answer questions like: · What makes a good booth? · What should you do before, during and after the show? · What do attendees expect at a show? · What outcomes can you, the exhibitor, expect at the end of the show experience?

1. Trade Shows – What’s the Benefit?
WELCOME
Peter Fishburn
Brown & Bigelow

2. Trade Shows – What’s the Benefit?
 125 million people attended 13,000
conferences
 Spending exceeded 74 billion dollars
 80% In buying position or influence

3. Trade Shows – What’s the Benefit?
 90% of attendees stated trade show
their best source of buying information
 80% have not had face to face with
exhibiting company in the last 12
months

4. Trade Shows – What’s the Benefit?
 40% attendees are first time visitors.
 85% of what visitors remember about
your organization will be based on the
people they meet.

5. Trade Shows – What’s the Benefit?
 % Digital Marketing Experts Believe:
Trade Shows are Essential
90%

6. The Show
 Called a Show for a Reason
 Rules of the Stage
 Up Stage
 Project
 Face the audience
 Smile and Engage

7. What do you see?

8. What do you see?

9. What do you see?

10. What do you see?

11. What do you see?

12. Three Parts To A Successful Show
 Pre-Show Activities
 During The Show
 After The Show Follow-up

13. Planning
 Begin With The End In Mind
 What is YOUR Ultimate Customer
Goal?
 The Next Step In Your Relationship

14. Remember…..
 The buyer comes to you with an open
mind on your Terms!
 They maybe more open than any other
time of the year
 It is difficult to replicate these dynamics
through any other media

15. BEFORE THE SHOW
 Determine who is your customer
 Select a show theme
 Prepare a budget
 Plan your booth
 Create your literature

16. Trade Show Objectives
 Take Orders
 Maintain & Expand Existing Client
Relationships
 Attract new Business Opportunities
 Establish & Support Brand or Identity
 Plant Sales Leads

17. Trade Show Objectives
 Book appointments
 Launch new products
 Network with others
 Feels the pulse of the trade
 Seek new staff

18. Trade Show Objectives
 Enhance Customer Retention
 Meet Customers on a Social Level
 Create and Maintain Visibility
 What is your Trade Show Objective?

19. Convert Objectives To Goals
 Specific
 Measurable
 Attainable
 Realistic
 Timely

20. Budget
 Hotel
 Meals
 Transportation
 Shipping
 Booth
 Literature
 Promotional Items
 Uniforms

21. Traits Of A Good Staffer
 Outgoing
 Smiles
 Knowledgeable
 Articulate
 Assertive
 Personable
 Helpful
 Good Listener
 Well Prepared

22. Staffers To Avoid
 Bored
 Complaining
 Over Aggressive
 Too Busy
 Not Paying Attention
 Does Not Know The
Product Line

23. Why People Pass By a Booth
 Do Not Feel Engaged
 Not Interesting
 Too Pushy

24. Booth Design
 Cannot have 5 different objectives in
your booth.
 What are you really selling in your
booth?
Trust

25. Booth Design
 How long does it take a person to walk
in front of your booth?
 3 second rule – Stop Traffic
 How much space do we need?
 Open, accessible, zones
 Aisle view

26. Booth Design
 Keep It Simple
 How Many Words Can Be In Your
Booth?
 Ten Words
 Clear Message of who you are
 Placement of table

27. Handouts
 Promotional Items
 Literature

28. Before The Show
 Invite Customers / Prospects to the
show
 Create incentives to come to the show
 Offer free tickets
 Offer a free gift

29. People Into Your Booth
 Mail customers/prospects an offer
 Handouts at the Entrance
 Plastic Bags

30. People Into Your Booth
 Trade Show Promotions
 AD in the Program
 Activity in the Booth
 Drawing

31. Day Of The Show
 Dress for successful visibility
 Hold a daily meeting
 Create a Team Challenge
 Be ready when the doors open
 Time is enemy number one

32. Day Of The Show
 Acknowledge visitors immediately
 Do not let them get away
 Make visitors feel important, don’t look
around for another prospect
 Always tell the truth
 Never underestimate a prospect

33. Day Of The Show
 Listen, Listen, Listen
 Watch non-verbal signs
 Come to a mutual agreement
 Keep notes, follow up

34. How To Engage Attendees?
 Why are you here today?
 Tell me more about your business
 How do you use this product or
service?
 What are your future plans?

35. Some Don’ts
 Do not leave your booth empty
 Do not cluster or stalk victims
 Do not engage in personal business
 Do not complain about anything during
the show

36. Some Don’ts
 Do not sit down
 Do not eat in front of your guests
 Do not socialize with team mates
 No hiding or barriers
 No giveaways unless qualified.

37. #1 Complaint by Attendees
 Do you know what it
is?
 Cellphone

38. Steps In Buying
 Greeting People
 Welcome them to your booth
 Introduce yourself
 Get their name

39. Steps In Buying
 Start a relationship
 Get to “Yes”
 What are you looking for?
 Are they casual, lonely information
seekers, Respond to their needs.

40. Gather Actionable Data
 Open ended questions
 What brought you to the show?
 What are you looking for?
 Diagnose
 Are they a qualified prospect?

41. Be Prepared For Questions
 What’s new
 What is on sale
 Quote me
 What does it cost
 What separates you from the
competition

42. Objections
 Price
 Done that before
 Production time
 I work with someone else

43. Objections
 Tell me more
 What are you buying from competitors

44. Exhibitors Complaint
 Adult Trick or
Treaters

45. How To Release Yourself
 We agree, Have a great day, shake
hands
 Maybe I can or Maybe I know someone
who can
 Introduce them to someone else.

46. After The Show- Be Creative
 Review prospects
 Send out follow up.
 Follow up with a call
 Second follow up letter?
 Send an email
 Send newsletter

47. After The Show
 People who you invited but did not
come to the show?
 Create a special offer or extend show
special
 Load all your contacts into your CRM
 Connect with the people you met on
LinkedIn

48. Evaluate The Show
 Hold evaluation/recap meeting
 Did you meet your goals?
 Would you do the show again?
 How could it be better?
 How did the staff behave?

49. Now What Do You See?

50. Now What Do You See?

51. Now What Do You See?

52. Now What Do You See?

53. Now What Do You See?

54. Now What Do You See?

55. REMEMBER…..
 People may forget what you said
 People may forget what you did
 They never forget how you made them
feel!
 People buy from people they know and
like.

56. Questions
Thank you