Presented by Shannon Morrison, Account Executive for The Image Resources Group, at the 2013 EXPOsure Exhibitor Trade Show 101 Session

1. The EXPERTISE of exhibiting
Presented by:
The 4 P’s
of exhibiting

2. TRADE SHOWS
2500 consumer Trade shows
Attended by 120 million people
Who spend 150 BILLION dollars

3. The 4 P’s
of exhibiting
Planning
People Skills
Productivity
Promotion

4. PLANNING
Know your environment
investigate the competition
build your brand
network
gather market information
reinforce client relationships
feature something newnew

5. GET LEADS
A
Jane Doe
Table top display
Show in Oct.
Just moved to town
rank leads

6. PEOPLE SKILLS
7 out of 10 companies don’t train their staff
80% of show attendees base
their opinion of your company on the
actions of your employees at the booth
The 5 steps to “E’s” booth selling
Engage-approach attendees
Excite-the benefit of doing business with you
Educate-what you do better than anyone else
Encourage-an action
Exit-so that you can talk to your next prospect

7. DISPLAY STUCTURE
MARKETING MESSAGE
MERCHANDISING METHOD
INCREASE PROFITS WITH PROMOTIONS
FOLLOW-UP LEADS EFFECTIVELY
74% OF COMPANIES COLLECT LEADS
85% NEVER FOLLOW-UP
PRODUCTIVITY-CREATE A DYNAMIC DISPLAY

9. Coordinate your entire exhibit

11. PROMOTIONS & FOLLOW-UP

12. FOLLOW-UP ON LEADS EFFECTIVELY

13. OVERVIEW:
PLANNING
SHOW SERVICES IMAGE & DESIGN SET GOALS COLLECT LEADS
PEOPLE SKILLS
TRAIN STAFF COMMUNICATION SKILLS ETIQUETTE INTERACTIVE
PRODUCTIVITY
PROMOTIONS
DEMONSTRTIONS OFFERS & GIVE-A-WAYS SAMPLES FOLLOW-UP
MESSAGE MERCHANDISING METHOD NETWORKING RESEARCH

14. THANK YOU
FOR
ATTENDING

15. The EXPERTISE of Exhibiting
Presented by: The Image Resources Group &
Wichita Metro Chamber of Commerce
PLANNING
• Know your environment-Booth location, electricity, Wi-fi.
• Set your show goals-Getting sales, leads, appointments.
• Build your brand-What makes your company unique?
• Network-Network with other exhibitors they maybe future customer or their customer’s maybe your
target customers.
• Gather Market Research-3-5 questions to ask attendee’s to gain knowledge about your potential clients
wants and needs.
• Reinforce existing client relationships-Send invites or a special offer to your top clients.
• Feature something new- what’s new, hot or trendy in your industry.
• GET LEADS- Rank your leads and follow-up effectively.
PEOPLE SKILLS
• Discuss ideas and themes
• Set goals
• Use the 5 steps to “E’s” selling
The 5 steps to “E’s” booth selling
Engage
• Be proactive
• Approach attendee
• Use questions to get customers to stop
Excite them with benefits
• Give them the benefit of doing business with you
• Tell them how you are going to help them
Educate them with the features you offer
• What it does
• Why it’s great
• Why your company is the best choice
Encourage an action
• Sell them something
• Watch a demonstration
• Fill out a survey
• Set an appointment
Exit
• Thank them for their time
• Smile, shake hands
• Give them literature or sample
• Say goodbye, disengage and move to the next prospect
• Watch a demonstration
• Fill out a survey
• Set an appointment

16. PRODUCTIVITY
• Display Structure- Choose a display type, use bright colors and updated graphics or have a theme.
• Marketing Message-Is your message clear? Can you tell by looking at your exhibit what you do and how
you do it?
• Merchandising Method-Can your products be seen? Display them in a consistent way with your booth
theme.
• Coordinate your exhibit-Dress up with a theme, have company shirts, look different from the attendees.
PROMOTIONS–Before, during and after your tradeshow
• Before-- Send emails, invitation use Social Medias.
• During- Send Tweets; give a-ways, samples, demonstrations, special offers.
• After- Follow-up on leads within 3-5 days, send a Thank you card or special offer, ask for referrals.
Thank you,
Angie Elliott Shannon Morrison
Wichita Metro Chamber of Commerce The Image Resources Group
316-268-1129 316-267-8027
@wichitachamber. smorrison@theimageresourcesgroup.com