I ran into a nice little post about Cell Phone Courtesy Month from etiquette expert Jacqueline Whitmore, which is a good reminder that cell phones are not only everywhere at all times, they can often be used indiscriminately – and rudely. Wait – we probably all knew that, right?
But in a tradeshow booth, it’s always Cell Phone Courtesy Month!
Yes, we’re surfing the net, uploading photos to Facebook, talking to clients or suppliers or grappling with that certain someone who is supposed to deliver a graphic update by 11:30 and it’s already past noon! Cell phones – especially since the exploding use of smartphones – are addicting.
But in the booth, during showtime, a cell phone can negatively impact the impact you have on your visitors. If they see you talking on a phone, chances are increased that they won’t approach the booth.
It is easy to become a slave to your phone. The best way to counter that is to realize its a cool that YOU control, not the other way around.
In the list of reminders, Jacqueline tells us to ‘be all there,’ keep it private, avoid the ‘cell yell,’ keep it private and excuse yourself when using the phone.
Yes, some calls are important and need to be handled immediately. But if you’re aware of the situation and the surroundings, you can still handle urgent calls (answer and say ‘I’ll call you back in five…’ and then return to your ‘live’ conversation) and deal with the actual humans that are present at the same time.
Bottom line: give your full and undivided attention to the people in your booth. They’ll be thankful and your company will come off looking better – and that can impact your bottom line.
Another social media connection lands on the Tradeshow Marketing Podcast! Hooked up with David Adler, CEO of BizBash this past week after he re-tweeted one of my observations online. We had a fun and engaging conversation about BizBash and how social media is rapidly changing the events industry.
I suppose I could make the simple point of this whole article and squeeze it into the length of a tweet:
Wow, even shorter than 140 characters!
But of course there’s more to the idea than just a tweet. Tradeshows will continue to thrive. Yes, even in spite of budgetary pressures: increasing travel costs, space rental, booth costs, etc. Those will continue to climb, but companies will still find a way to get necessary people to critical shows.
In a recent blog post on Classic Exhibits’ ‘Trade Show Tales’ Mel White shared some points from a recent Event Design interview with Sue Hoff, director of Global Conventions for Medtronic. She emphasized how important ‘face-to-face’ is in the tradeshow world several times during the interview, and pointed out that while social media has value, it’s not going to replace live events.
In fact, in my view, social media is critical to keeping those live events, well, LIVE, dammit. People love connecting online and they love solidifying that connection with face-to-face gatherings….tweet-ups…meetups…whatever you call them, they’re critical. Social media’s role in live events, while evolving, is critical to making those live events work well. By integrating social media into the live events, organizers and exhibitors will enhance the value of their brand, lift loyalty, and solidify previously tenuous connections.
So keep tweeting. Keep posting on Facebook. Keep creating short videos for your YouTube channel. Keep participating in LinkedIn groups. Your market is there, and you’d better keep working to find and connect with them. Because you know your competitors certainly are!
Covering all of those bases takes a lot of time and effort. So if you can’t currently cover all of those bases, what’s the most important place to start?
It depends on how you want to use the various outlets for your tradeshow marketing. If getting people to the show is your weakest area, perhaps shoring up that effort will result in more folks showing up at your booth, where your effort and follow-through are strong. Twitter and Facebook are particularly good at driving traffic by using pre-show promotions and in-show calls to action.
If your post-show follow-up is weak, it might mean that you put more effort into making your target market more aware of what you’re doing post-show. Even though lead follow-up doesn’t necessarily directly relate to social media post-show, making your audience more aware of what you DID at the show is an effective way of keeping your audience informed. Use Facebook and YouTube to keep those followers and searchers informed. Twitter can drive traffic to both outlets.
To boost your pre-show marketing, as mentioned, the best outlets are Facebook and YouTube. Twitter can be effective as well, but typically only a few days or weeks prior to the show, while Facebook and YouTube can be used to roll out more specific and detailed information. Twitter works well for driving traffic and for connecting with other people attending the show, and in my experience people only really start to connect and make plans to meet up a week or two ahead of the show.
LinkedIn can be used effectively to narrowly target attendees that you’d like to meet in person. Find them by joining tradeshow groups and striking up online conversations and connections. LinkedIn is more work, but the payoff in making personal connections can be worthwhile.
Social media is not a coookie-cutter, one-size-fits-all answer. Your situation will be different from other companies as you have different goals and a unique situation.
But by understanding the basic uses of the various outlets, and how you can best implement those tools for situation, you can increase the odds that your company will get the social media edge on your competitors.
Addendum: I put the question out on Twitter this morning: “Which is more important in #tradeshow marketing? Blogging, #FB, Twitter, YouTube, LinkedIn? #eventprofs” and got a few folks to chime in quickly:
From ActiveEventsGuy: “All are important if you have a clear and well defined strategy. What are the messages, Who is your audience… Where is your audience online, and How the members of your audience like to consume the content (video, blog, visual, etc).” (okay, it took him two tweets to get all that in!)
From TuvelComms: “All of the above, depending on where target audience is. PLUS don’t forget to integrate w/ email, print, other mktg channels.”
EDPA_LVC re-tweeted my request…but didn’t chime in. Drat! Hey, feel free to comment…!
Moving tradeshow attendees from tire-kicking to closing a deal is the holy grail of tradeshow marketing. After all, nothing happens until a sale is made.
So what can you do to get people to actually close a deal?
First, you gotta HAVE a compelling deal. If all you’re offering is a warmed-over widget with a new color or a fancy flag, you’re not going to really inspire visitors to WANT to have it. No, you have to make them feel like they NEED it. NOW.
Is your deal compelling? Are you making an offer that is irresistible? Is the product something they can’t get elsewhere or won’t be able to get in this form until a certain amount of time goes by? Is it NEW? Is it UNIQUE? All of these can go towards making an IRRESISTABLE OFFER.
Next, your sales staff at the booth needs to be good LISTENERS. Many visitors to a booth will say a lot, dropping several code words that indicate they’re ready to buy, but if the sales person isn’t trained to notice those words and follow up with appropriate questions, the visitor will most likely walk away – to another booth where the sales staff senses what’s going on and makes the sale.
Train your sales staff properly and you’ll reap the rewards.
Third, as visitors walk by your booth, have a compelling question ready. Catch their attention, ask the question, and if it’s the right question, it’ll immediately do two things. First, it’ll qualify or disqualify them. If it qualifies them, it’ll get them interested in finding out more. The question should relate to a solution that your product or service offers, and get them curious about how you might solve it.
Fourth, have a plan to handle hot prospects. If someone is obviously interested, have an action plan for the next steps that it takes to get them to the sale. Does it take a follow-up call from someone back at the office? Does it take filling out an order form? Whatever your process involves, make sure that the steps are easily understood, not just by your sales team, but also by the prospect.
Fifth, you should have a strategy in place to grade your leads. The ‘hot’ leads are handled first, the warm leads are handled next and the cool leads are put on a mailing list of sent a white paper or something. Whatever your system is, make sure it happens. More sales are lost due to lack of follow up than any other reason in tradeshow marketing. It’s been reported that approximately 4 of 5 leads are never followed up with. That’s money left on the table.
Finally, assume the attitude that you’re there to HELP someone solve a problem, not SELL him or her a pre-packaged solution. People don’t like to be sold, but they love to buy a solution to their problem. Keep asking your questions, look to peel the onion down to uncover the visitor’s real issue, and then explain to them how your product or service will benefit them. Yes, it sounds great in theory, but in the real world it’s probably more clunky and funky to actually make happen. But it can. Eyes light up when your visitor sees a solution to their difficult problem. And more importantly, wallets open up. Willingly.
A few months ago I took a look at ways you can use iPads at tradeshows. Several bloggers chimed in with apps and ideas that were are worth a look. Given the exploding popularity of iPads once the iPad 2 came out in March of this year, perhaps its time to take another look.
Classic Exhibits of Portland is stepping into the hardware side of the iPad tradeshow discussion by making various bits of hardware, including counter inserts, swivel stands and other frames. Get a look here (yes, we’re a dealer – if you want an iPad mounting unit from Classic, give me a call or drop a line!)…
Roger Lewis at Alliance Tech looks at many ways iPads can be used, including (but not limited to): product demos, lead retrieval, surveys, electronic marketing and social media. Check his post here.
The National Conference Center Blog chimed in with a few ideas for iPad usage here, including building navigation and white-boarding.
And if you’re considering using iPads at tradeshows, make sure you don’t do a few things, like not confirming you have wi-fi access (and more). This list thanks to FatStax Apps.
Lou Bartizan of Bartizan Connects recently posted a slideshow at Slideshare.net on ways to use the iPad at tradeshows. Check it out here:
The tradeshow exhibit is at least 6 – 8 months away – have you considered your tradeshow marketing strategy? You’d better get started – that’s not that much time!
“Huh? Over half a year and I have to rush things?” you say…
No, I didn’t say RUSH things…I mean you have better get your stuff together because those six months are going to go by pretty quickly. And the last 2 months will go by like an Indy Racer if you haven’t spent the first four months working on it.
Face it: when people visit your tradeshow booth, they expect to see the BEST that your company has to offer. If you’re a manufacturer, your prep time may mean several meetings and coordination with your manufacturing division to make sure you’re showing off the BEST of your BEST.
Why would you want to go to a tradeshow and put anything but the BEST of the BEST you have to offer on display? This is the one time a year that those visitors get a chance to see your goods and services. They’re comparing YOUR BEST with the BEST of several other companies – perhaps dozens of other companies.
So plan to put on your best.
This means your best graphics. Your best exhibit. Your best product. Your best people. Your best lead-capturing system.
When you put your best out there, you’re competing on the same level as the rest of the exhibitors – your competitors. Face it, most of them (but not all) are putting on THEIR best face at the exhibit. So you’d better be putting on YOUR best, too.
The challenge, though, is that we’re all just humans. We all have crazy schedules and incessant demands. And given those demands, when push comes to shove putting on your BEST is often extremely difficult to do. That’s why it takes more effort than you really think it will.
So that gets you back to idea of starting NOW and not waiting another few months on your tradeshow marketing strategy. If you start now and determine WHAT you’ll need to do to put on your best, HOW you’re going to do it, and WHO is going to help you to make sure it’s going to get done, the odds increase that you’ll actually make it happen by the time the show rolls around.
And that gets back to the idea of loving care: if you approach the planning of your next tradeshow with loving care, you’ll cover all the bases you need to cover to ensure that you are putting on your best.
Start now. Give your tradeshow marketing strategy some good old-fashioned love.
If you’re not used to shooting video, it can be a major mental shift to be able to have your video camera ready to go at all times. A small Flip video (or similar) camera can help alleviate that some, but it’s still a bit of a shift to go from not shooting video at your shows to shooting a LOT of it for present and future use.
One way to be prepared is to simply be prepared: in the booth, keep your video camera out and attached to a tripod. That way it’s only a moment away from being able to turn the switch and shooting testimonials or demos.
Another way to always be prepared is to ensure that you always have enough power. In some cases that means extra AA batteries; in other cases it may mean that you are able to plug your video battery into a USB or AC outlet anytime. A full-power camera is easier to use than one that’s down to it’s last 10%!
Next, have a list of videos that you’d like to shoot – or at least a list of possible ideas. Here’s an incomplete list of things that you might consider at your next tradeshow:
Testimonials: nothing like a satisfied customer telling potential customers how well your product or service works. The more details, the more believable (but make it short!).
Demos: if you’re able to demonstrate how your product works inside your booth, shoot that demo a few times and put the best one up on your YouTube channel.
Guests: if you have a celebrity or other type of guest, have them sit down for a short interview.
The Boss: is the CEO stopping by and can he be counted on to be a good ‘face’ of your company or product? Then make sure you get him on video discussing something cool, new or important about your company or a specific product.
Q&A: if your product makes people curious as to how it works, shoot random visitors asking questions (get their permission) and then show someone from your company explaining the answer.
Other Products: do other exhibitors have products that can be used in conjunction with yours? Get one of reps from that company to your booth (or go to their booth) and get some video showing how that combination might work to benefit potential customers.
Yes, some of these may take more work than others. But if you come back from your tradeshow with a few hours of videos, this gives your marketing staff oodles of ways to use that video and roll it out on your YouTube channel, blog, website and Facebook page over the next several months. Be sure to put a package together to post a few weeks before next year’s show as well to promote the upcoming appearance.
People like to watch video online – the stats that support this keep growing all the time. Find ways to get people to spend a few moments with YOUR video and you may have a new customer.
Just wrapping up the three-day Event Marketing Summit at Chicago’s Hyatt Regency – and so how has it gone?
Tim meets the Sumo wrestling world champ...
First, the real reason I came was that I was invited to speak – and that I did. Beyond that I had a chance to attend learning sessions with some great presenters from a wide variety of folks in the event marketing world – and network with people from across the country and as it turns out, several countries as well.
On Monday I gave a 40-minute presentation ‘The Tradeshow Four-Pack: Twitter, Facebook, LinkedIn and YouTube” on how to use social media to promote tradeshows, events and conferences.
Had a great time doing the presentation and received very positive feedback. I’ve included the slide presentation below. Having put together a lot of webinars and live presentations, I try to use the slides to support the stories I tell and the points I make. So – unlike a lot of slide decks – there aren’t as many statistics and detailed information as you might like to see. But that’s the point: the slides should support and enliven the stories – not tell them for you.
In watching other presentations throughout the past two days, most (but not all) of them went overboard with information on the slides. And most presenters ended up almost reading many of the slides verbatim.
There was one presentation – a keynote by author Scott Belsky (“Making Things Happen”) – which to my mind was extraordinary for a couple of reasons. First, Scott is obviously an accomplished presenter. He knows his topic inside and out – he’s lived it. Second, the slides were there to support his presentation – not to BE the presentation. The visuals he used to help illustrate the stories were well designed, easy-to-understand and were enhanced but not overwhelmed with animated elements.
One of the best reasons to attend an event like the Event Marketing Summit is for the networking. This event it set up with numerous networking opportunities and even for a hesitant networker such as myself it’s a lot easier to reach out to people and find out who they are and what they do and to see if there are opportunities to help them out.
The event is bigger and broader than I thought it would be. At the opening luncheon it was announced there are about 1000 people attending, including many from other countries. It seemed like half the people I met, though, are from Texas! I did encounter Carol Abade of EXP, who came with a group of eight from South Africa. Her company puts on a conference every October and may bring some speakers over from the states. She asked if I’d ever been to South Africa. No, but it would be quite an experience – so, yeah, I’m game!
Mozes provided text message survey results and updates throughout the conference. In fact, at the beginning of most presentations (but not mine!), the moderator asked everyone to respond via text to a survey question, with results being shown in real time. The survey results were interesting, but it seemed at times that they felt like because they had the service, they had to use it – some of the questions seemed contrived. Nonetheless it was a good tool and it got people engaged at the outset of the sessions.
I used a service called Opiniator to ask three separate questions during my presentation. I liked the display of results in Opiniator better than Mozes, simply because they were shown in graphical form and to my mind easier to read (see screen shots of the results as they were displayed in the attached slide deck).
As far as the actual presentations, my overall judgment is that they were generally of a higher quality than I’ve come to expect at events like this. Speakers seemed more prepared. They handled questions adeptly. Slide decks – for the most part – were appropriately balanced between offering too much information and being too bare. There were some presentations, however that fell short in at least one respect. I tweeted after one presentation that whoever designed the slides should have kept in mind that slides are free. Instead of putting ten slides’ worth of information on one slide, they could have broken it up into ten slides. Putting too much info on one slide does a couple of things: first, they’re harder to read and second, if you are able to read all of the information, it’s natural to jump ahead, read the entire contents of the slide and make the presenter superfluous. As a presenter, it’s not in your best interests to do that!
From an organizational standpoint, the Event Marketing Summit is exceptional. The Hyatt Regency facility is set up to handle all of this. Everything went off without a hitch (from my perspective – who knows what happened behind the scenes!), so the attendees all seemed pleased with the event overall.
Dan Hanover, the General Manager with Red7 Media Division of Access Intelligence, was my main contact. Red 7 is the publisher of a number of magazines in the event and media industry, including Event Marketing, EXPO and Event Design, and produces numerous events nationwide tied to the magazine audiences, along with smaller regional events. Red 7 Media was acquired this year by Access Intelligence.
Kudos to Red 7 and all the speakers for a fabulous and engaging event.
