Continued from page 1
Public relations is one of
most cost-effective and successful methods for generating large volumes of direct inquiries and sales. Before show ask show management for a comprehensive media list, and find out which publications are planning a special show edition. Send out newsworthy press releases focusing on what’s new about your product/service, or highlighting a new application or market venture. Compile press kits for press office that include information about industry trends, statistics, new technology or production information. Also include good product photos and key company contacts. Have staff members at booth who are specifically assigned to interact with media 7. Differentiate Your Products/Services
Too many exhibitors are happy to use “me too” marketing approach. Examine their marketing plans and there’s an underlying sameness about them. With shows that attract hundreds of exhibitors, there are very few that seem to “stand out from crowd.” Since memorability is an integral part of a visitors’ show experience, you should be looking at what makes you different and why a prospect should buy from you. This is of particular concern with generic products in your industry. Every aspect of your exhibit marketing plan, including your promotions, your booth and your people should be aimed at making an impact and creating curiosity. 8. Use The Booth As An Effective Marketing Tool
On show floor your exhibit makes a strong statement about who your company is, what you do and how you do it. The purpose of your exhibit is to attract visitors so that you can achieve your marketing objectives. In addition to it being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to your prospect. Opt for large graphics rather than reams of copy. Pictures paint a thousand words while very few exhibitors will take time to read. Your presentations or demonstrations are a critical part of your exhibit marketing. Create an experience that allows visitors use as many of their senses as possible. This will help to enhance memorability. 9. Realize That Your People Are Your Marketing Team
Your people are your ambassadors. They represent everything your company stands for, so choose them well. Brief them beforehand and make sure that they know: why you are exhibiting; what you are exhibiting and what you expect from them. Exhibit staff training is essential for a unified and professional image. Make sure that they sell instead of tell; don’t try to do too much; understand visitor needs; don’t spend too much time; and know how to close interaction with a commitment to follow-up. Avoid overcrowding booth with company representatives. Have strict rules regarding employees visiting show and insist staffers not scheduled for booth duty stay away until their assigned time. Assign specific tasks for company executives working show. 10. Follow-Up Promptly
The key to your tradeshow success is wrapped up in lead-management process. The best time to plan for follow-up is before show. Show leads often take second place to other management activities that occur after being out of office for several days. The longer leads are left unattended, colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up. Establish a lead handling system, set time lines for follow-up, use a computerized database for tracking, make sales representatives accountable for leads given to them, and then measure your results.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.
