Not too long ago, Josh Elledge of Up My Influence reached out to me and asked if I’d be a guest on The Thoughtful Entrepreneur podcast. Sure, why not? Sounds like fun!
Take a listen:
Not too long ago, Josh Elledge of Up My Influence reached out to me and asked if I’d be a guest on The Thoughtful Entrepreneur podcast. Sure, why not? Sounds like fun!
Take a listen:
Many people look to a yearly tradeshow as a single event, a one-time experience where everything is on the line. In a sense, it’s hard to argue against that viewpoint. So much is on the line. The booth rental space is expensive. It’s not cheap to get your exhibit there, or the travel costs for your booth staff.
And yes, there are a lot of moving parts. Making sure the new product samples are ready, appointments are set ahead of time, the booth staff is up to speed (or professionally trained), the lead generation and information-capture system is in place. And so on and so on.
It can get overwhelming. Which makes it easy to let a lot of things slip through the cracks. And when that happens, it’s easy to beat yourself up for not getting the results you wished for.
Let’s take another approach, especially if you’re a smaller company with limited resources and a limited number of people that can attend the show on behalf of the company.
Let’s say you have as many as 14 things that are on your list, things that are important that they get done. But because you don’t have enough people to do all of them effectively, pick just a few, maybe two or three or four things and focus on those. Give a little attention to the remaining things but pick a few and make sure you do a bang-up job on them.
Maybe you choose to focus on one in-booth activity and the follow-up details on those interested in your products or services. Let everything else come in after that. Yes, spend a little time, but make sure you do those two main things as best as you can, every single time. If you focus on those two things, you can create an in-booth activity that succeeds more than you ever hoped for. And your attention to detail on the follow up, such as when/where/who/how/what will make sure that each and every post-show phone call or email or in-person follow up is exactly what the prospect expected. Wouldn’t that be something? Wouldn’t your booth staff like that? How about your sales staff?
And if you do more than one big show a year, carry that concentration on just a few things to each of the other smaller shows, and then measure your results. Once you have figured out how to do those few things with excellence, add another item or two, such as pre-show outreach or marketing or building a tradeshow-specific landing page or checking out the competition. Doesn’t matter.
Just don’t try to do it all at once, especially if your company doesn’t have the bandwidth. Focus on a few things and grow from there.
This is a guest post by Ben Llewellyn of Ultimate Banners.
There’s no shortage of benefits that come with attending an exhibition, which is why it is something that a lot of event promoters and businesses do. However, that’s not to say that a successful exhibition is guaranteed without a level of planning and hard work. There are certain things that everyone should do before attending an exhibition, many of which first time event promoters don’t realise.
There’s a lot to think about before attending your first exhibition, which can make the entire lead up stressful. It’s never a case of turning up and hoping for the best because organizing and planning is key. Here are ten things everyone should do before going to their first industry exhibition.
1. Invest in Branded Freebies – A lot of businesses make the mistake of trying to keep the cost of attending an exhibition as low as possible and though this does make sense, it is often beneficial to spend a little. After all, spending a little can often lead to you making more in the long run. Investing in branded freebies is a great way to impress potential customers and it reflects well on the business as a whole, as branded freebies are usually associated with successful brands. Giving someone a branded freebie, such as a pen or portable charger, is also an effective way to boost brand awareness. Once the event has finished, people are still going to remember who you are and the business name will be seen by more people.
2. Set Clear Goals – Before attending any exhibition, you should be sure on what your business goals are for the day. Think about whether you are aiming to sell a product, whether you are hoping to network with other businesses or whether you are simply trying to get the brand name out there. This is especially important before attending your first exhibition, as the entire day is likely to be busy and having a plan can keep you organized and on task. Make sure that your goals are realistic and that everyone is working towards the same thing.
3. Research Competitors – It’s hugely important to stand out at an exhibition, but this can be difficult when you have an abundance of competitors to contend with. Looking at competitors and seeing what they are doing is a good way to find out what works, what doesn’t and what you could do differently. Though you will want to stand out and should avoid copying them, you should always work to industry standards and showcase yourself in a similar way. If you are new to a specific industry, researching competitors is a great way to know what’s expected of you.
4. Prepare and Plan Their Exhibition Space – Attending an exhibition can be stressful, especially when you are doing so for the first time. However, planning ahead can help massively. Consider what you will need for your exhibition space and allow adequate time to source everything before the big day. You will also want to make sure you have reserved the space, allowed enough time to set everything up and have advertising materials printed ahead of time.
5. Design Fantastic Artwork – With so many competitors at an exhibition, it’s important that you make a statement and stand out. There are a few different ways to do this, but starting with designing fantastic artwork is key. It’s important for banners and advertising materials to stand out from the rest, which is why standard or generic banner artwork isn’t good enough. There’s a lot of help out there and pull up banners ten signs they are working | ultimatebanners.co has a lot of advice on creating designs that work. Artwork should grab attention, create intrigue and provide information.
6. Allow Enough Time for Banner Printing – The turnaround for banner printed is extremely quick, which means that last minute orders aren’t usually a problem. However, it’s always best to avoid leaving it to the last minute if possible. When you leave banner printing to the last minute, you’re not leaving any room for error or delays. This could mean that you are left without the banner needed for an exhibition and no way to solve the problem. Reduce the stress of your banner printing by organising everything the moment you have the artwork. It’s better to be ready too early, than too late.
7. Spread the Word About Attendance – Once you know that you are attending an exhibition and have confirmed everything, spread the word and let everyone know. You could have existing customers attending the same event, in which case they can look out for you. There could be people there who have heard about the business and want to know more, in which case an exhibition is a great opportunity for them to do so. It’s also helpful for other businesses to know that you will be there, as they may be interested in networking.
8. Think About First Impressions – There is no doubt going to be a lot of people attending any exhibition, so it’s important to think about first impressions before going as making a good first impression is key. This includes ensuring that your display looks great, that staff know what to say to passersby and that you are ready to answer any complicated questions. You should aim to appear friendly, professional and knowledgeable about the industry. Though an individual may not take you up on a service or product then and there, you will want them to have a position opinion of you for future reference.
9. Get Staff On Board – A lot of hard work and energy goes into attending an exhibition, which is why getting other staff members on board is key. Not only does this allow for work to be delegated, but it reduces stress throughout the day. Rather than one or two people attempting to do everything, a large team provides more free time for networking and building a relationship with potential customers.
Ben Llewellyn is co-founder of Ultimate Banners in Birmingham (United Kingdom). Ben loves cycling and everything tech. He works as a designer and developer working with clients in the exhibition advertising and digital services sector. Find Ben on LinkedIn.
It’s a common refrain: tradeshows don’t work for me. They’re too expensive. I don’t get enough leads.
And unfortunately, it’s true for too many exhibitors. It’s easy to look at the exhibitor list of a show year after year and point to companies that give it a try once or twice never to return.
Look at the flip side, though: there are thousands of exhibitors that go back to the same few shows year after year, take home a stack of leads, create more business and firmly believe that tradeshows are the most powerful marketing tool they have at hand.
I know that’s true because I work with those kinds of exhibitors. Now, not every single exhibitor I’ve worked with is successful. Some have fallen off the wagon along the way. Others have shifted their marketing efforts. Some have taken a step back from tradeshows and reassessed their program, but eventually make it back bigger and better.
What’s the difference?
We could point to any number of things: their booth space is lousy and doesn’t have enough traffic; their booth is small and nondescript; their staff is bored (and boring) and so on. But it all boils down to just two things:
Having a good plan and being committed to that plan.
Plans are great. Everyone should have one. But what about having a bad plan? Bad plans do certainly exist. And having a bad plan is not a good thing.
Back to that “good plan” and “being committed” to the plan. A good plan can come from knowing your goals, your budget, your people; knowing the show and your competitors, and knowing what you really want out of the show. That good plan can be enhanced by having a well-trained booth staff, having a standout exhibit and having the most popular products in the show. But those last three things, the staff, exhibit and best products, are not completely necessary to have a good result. They’re important, sure, but they’re more like frosting on the cake. You gotta build a good cake first.
Answer these questions:
Sometimes it takes a little brainstorming and communication with the various members of the team. Sometimes it means knowing what worked at your last show and knowing what didn’t work. Be honest. Sometimes you have to be brutally honest to say that having that crazy mascot uniform didn’t really work, or that having the general manager do the in-booth presentations didn’t draw that many people. There are lots of reasons why things don’t work and assessing and understanding those ideas will help you move forward.
Another way to look at it is to ask yourself: When I get back in the office the morning after the show and say, Man that was a great show! What does that mean to you?
It’s not the same for every company.
Once you’ve defined the main goal of your tradeshow appearance, break it up into pieces. If you want 300 leads over a three-day show, you’ll need 100 a day. If the show is open from 10 am to 5 pm, that’s 8 hours. You’ll need to average 12.5 leads per hour, or one about every five minutes. If you’re doing demos, for example, and you know that for every demo you do there are 15 people on average standing there, and three of them are good leads, that means you’ll need to do a demo about four times an hour. If, on the other hand, you get six leads for every demo, that means you only need two demos an hour. Or, you could try to double your projected leads by doing demos four times and hour.
Run the numbers. If you want to give away 1,000 product samples or sign up 200 people for lengthier demos in the next three months, you know what that will break down to by just doing the math.
If your goals are not so straightforward, you can still look at it from an angle that will help. Maybe you want to make solid connections with only three distributors that, if you can get them to carry your products, would double your company revenue in the next two years, figure out what organizations are the best and most likely candidates. Make whatever effort you need to set and confirm appointments at the show. Yes, tradeshow success is all in the numbers, and it’s all in the ability to show off your products and make sales. So do the math, do the outreach. But don’t forget that we’re all humans – you and your prospects – and there’s often not a straight line to success. Make allowances for that, learn from your missteps and do better the next time. That’s what it’s all about.
A good piece of fiction is surprisingly like a good tradeshow marketing effort. You don’t believe me? Let’s take a look. What happens when you read a good piece of fiction?
Fiction allows an author to create a world that exists only in one place: the reader’s mind. A good tradeshow exhibit and marketing plan creates a world that exists only in your booth. Whether it’s a unique display, a professional presentation or a one-of-a-kind activity, creating a unique world for your visitor is a good way to make sure they remember you. Having a great product that no one else offers is also a good way.
A good story has tension that pulls the reader further into the story. A good tradeshow exhibit can create a good kind of tension. Maybe it’s a compelling and challenging statement on their graphic, or maybe it’s a challenging question that makes you stop and want to know more. That tension creates a kind of desire to learn more.
I like to read detective page-turners and mysteries. I don’t like to read romance novels or fantasy. A good tradeshow marketing plan knows exactly what audience is attracted to their type or product or service and they don’t try to bring in anyone that isn’t interested.
I recently heard this concept about a character’s super objective. You may not actually see this super objective detailed in the story, but it drives the main character. Jack Reacher, for example, is compelled to do what he can to right the wrongs that he sees. Harry Bosch believes that ‘if anybody counts, everybody counts,’ when it comes to solving a murder. No one gets more or less attention simply because of their place in society.
Know your prospect’s objections. Any novel where the protagonist has no hardships or obstacles is a boring novel. Expect your potential clients to have tough questions. If they do, it shows they’re interested and want to know more. Identify the most common objectives and make sure your booth staffers know how to answer those questions.
Have you ever gotten part way through a book and just decided that you couldn’t finish it? Maybe it was boring. Maybe it wasn’t your type of book. Maybe you bogged down in too many unrelated bunny trails and lost the main story. In a tradeshow booth, show your attendees enough compelling evidence – the storyline, as it were – to stay until they learn enough to know if they’re going to buy from you or not. Depending on your product, this might mean that you’re giving in-booth demonstrations or training sessions, or your professional presenter is sharing enough information in a lively and engaging manner that compels the visitor to want to find out more.
Every novel has a wrap up where you find out what happened to the character, the storyline. It’s the payoff. Does your product or service make that same delivery? Are they the great payoff, the great ending that your prospect is looking for?
Yes, I think fiction can be a good inspiration for tradeshow marketing. By using the various elements contained in a good novel, you can create a template for showing your visitors all of the best of your products or services in a compelling and intriguing manner.
Smaller, regional or city home shows are where local residents go to see the latest in roofing, home repair and improvement, HVAC, landscaping, and more. It’s not uncommon for exhibitors at these smaller shows to lack experience in exhibiting that their national show exhibiting brethren might have. If you are going to set something up at a home show, how do you attract the attention of attendees? Let’s look at a few different ways.
First, have an outstanding exhibit. This can be done in many ways. I’ve seen, for example, exhibits that are unique and custom. They were possibly designed and assembled by the company’s work crew using a little creativity and a lot of ability, and they reflect the company’s brand and personality. Sometimes they’re done by an exhibit house, but not necessarily. By presenting yourself with something that’s attractive to look at and delivers a strong message, you’re ahead of the game. Examples: companies that sell leaf gutter blockers who have a small room sample showing their gutter blockers with water running down the roof with leaves caught on top of the leaf guards. Also, a landscaper that decks out their entire space with rock, sod, waterfalls, small creek bridges or whatever. It’s time-consuming, yes, but it catches people’s eyes.
Second: Have a well-prepared booth staff. Make sure they understand the goal: gather more leads, capture their contact info for follow up. They need to know the basics: no talking on their phones in the booth, no eating in the booth, no sitting on a chair. The do’s and don’ts also include offering a smile to visitors, asking pertinent questions (are you looking to improve your landscaping? etc.) and being present with visitors when the ask questions. Tell people thanks for coming by, even if they didn’t show much interest.
Three: have something for visitors to DO. Interactivity keeps visitors in your booth and if it’s really good they’ll stick around long enough for you have a good Q&A. You see a lot of spinning wheels where people can win a prize, and while I’m not a big fan of these because virtually everybody that wants to win something stops, and they’re not all potential customers. But they do get people stop long enough so you can ask them a few questions. Other things you can have them do: find something quirky about your business, or even get a life size cutout of a famous figure like Frank Sinatra or Elvis and put up a backdrop with your company name and the show hashtag and invite people to snap photos and post on social media for a chance to win something. It gets people involved and helps promote your booth number. Another idea: have a really big Jenga set, where each block has a question that relates to your business, and when they pull it out, give them a chance to win by correctly answering the question. Give away LED flasher buttons with your logo and booth number and tell them a secret shopper is wandering the hall and if they spot you with the button you could win something. Another way to promote your booth away from your booth space. One more: custom printed flooring that invites people to take their picture with the floor (another variation of the social media back drop/life size figure).
Four: Make sure that you give your visitors what they want. And what is that? They want to see what’s new. They want to speak to someone who knows their stuff. They want to be treated like a friend and with respect. A warm smile goes a long way. They don’t want their time to be wasted.
Five: Have your booth staffers stand out by wearing unusual or different clothing. Could be that all of your staffers at an HVAC booth don tuxedos. Or everybody wears colorful branded t-shirts. Purple one day, orange the next, red the next, and so on.
Six: Have a magic word of the day (or hour). Put up a sign on the front counter that everyone can see. If someone says the magic word, they win a prize. It’ll intrigue people enough so that they stop and start a conversation. Have a few ready-made hints for what the magic word might be.
Seven: Put on a small white board and invite people to write a short Haiku (a short three-line unrhymed verse of five, seven and five syllables. Have a few examples for starters. Give away prizes.
Eight: Shoot a commercial at the show. Invite visitors that are customers to record a short testimonial. Interview one of the managers and ask her how things work.
Nine: Conduct a survey. Make it very simple, maybe two or three questions. Ask people to fill in the answers. If they want a chance to win, give them a space to put in their name and phone number or email address, but don’t require it for the survey. Find out what people really think about some of the things you do.
Ten: Make sure your graphic messaging is very simple. One of the keys to delivering a good message is to make it easy to understand. On tradeshow back wall, use no more than seven words. Put the more complicated stuff in a handout or a download.
No doubt you can think of more. What comes to mind?
The biggest challenge of tradeshow marketing, it seems, is to draw attendees to your booth. There are hundreds of ways to do that. On today’s TradeshowGuy Monday Morning Coffee, Sam Smith of Social Point joins me to discuss the many ways his company has devised to get people to stop at booths and stay engaged.
Here’s where to find Sam and Social Point.
This week’s one good thing: the legal cannabis industry.
They say you only get one chance to make a first impression. That’s true. But you can make a first impression in any number of ways. Let’s go over seven ways that might work for you.
First impressions count for a lot. What other ways can you think of to make a great first impression at your next tradeshow?
One of the big challenges for exhibitors is keeping track of everything: records, travel, budgets, exhibit pieces and more. Now there’s a new tool that looks to address many if not all of those issues.
ExhibitDay launches this week with three models: lite, professional and premium. Lite is free; the others are available on a monthly fee basis depending on the optimum number of users you would want to have access to the tool.
According to the press release, “ExhibitDay has been in Beta since January, 2019. During the Beta period, ExhibitDay worked closely with nearly 1,000 Beta testers across a diverse group of event teams consisting of Trade Show Coordinators, Event Managers, and Exhibitors in order to develop and test its service.”
The release details the various tools:
Take a look at ExhibitDay here. And if you choose to use it, use the discount code TRADESHOWGUY and save a few bucks!
On this week’s TradeshowGuy Monday Morning Coffee, a lively interview with Ken Newman of Magnet Productions, a professional tradeshow presentation company based in San Francisco. I’ve had Ken on the show before, although it’s been awhile, and I wanted to catch up and talk about three things: what’s up with Magnet Productions; his involvement in music and how that music involvement led to his involvement with Blanket the Homeless, a SF non-profit.
Find Ken’s Magnet Productions.
Blanket the Homeless in San Francisco.
And this week’s ONE GOOD THING: summer bicycling!