Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

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Don’t Miss This Critical Step Before a Prospect Leaves Your Tradeshow Booth

As an exhibitor, you’ve got most of the moving parts handled: logistics, schedules, booth staff up to speed on how to handle prospects, ask opening questions and so on.

prospect

But what’s the last thing you should do once you have converted a prospect into a lead? It’s a step that a lot of people in sales, especially newer ones, tend to overlook. And it’s easy to let this critical piece slip by quickly.

At the beginning of the visit, you clarify if the visitor is interested in your product or service by asking good questions. During the conversation with them, you’re asking more clarifying and confirmation questions.

But what about the very last step?

Confirming everything before they leave. Make sure that their business card or scanned badge info is accurate down to the email address and phone number. If you can’t get back to them easily, they’re lost. Confirm the next step: when you’ll call (or write, or visit), what that next step entails (more product information, order sheet, longer product demo, etc.), what you might need to send them prior to the call or visit (sell sheets, white paper, etc.).

In every sales meeting – and let’s be clear that a tradeshow visit that gets this far and turns a prospect into lead is definitely a sales meeting – the last step before parting is to confirm what the next step is.

The challenge that comes up if you don’t clarify the next step is that you may forget. Or your lead may be unclear what to expect from you and when. Better to take an extra minute so that there is no mutual mystification. Make sure you both know what’s coming next and when.

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TradeshowGuy Monday Morning Coffee, November 26, 2018: Irina Leoni

What’s one of the best ways to represent yourself to someone who can’t see you in person? Show them a photograph! Not just any photograph, though. Make it professional photograph, taken by someone who know how to bring out the best “you” there is and capture it with a lens.

This week’s TradeshowGuy Monday Morning Coffee features an interview with professional photographer Irina Leoni, who discusses her methods of preparing a subject so they can collaborate on the best possible image:

This week’s ONE GOOD THING: Disconnecting from the world for just a few days.

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TradeshowGuy Monday Morning Coffee, November 19, 2018: Mike Thimmesch

There are a lot of people in the tradeshow industry who are well-travelled and highly experienced, and I love chatting with them about tradeshow marketing. In this episode I sat with Michael Thimmesch, long time Skyline marketer, now a consultant with his own company. We covered a lot of bases of tradeshow marketing, including his approach of the FIVE LEVELS of tradeshow marketing. Where are you? Take a look:

Find Mike’s LinkedIn profile here.

And this week’s ONE GOOD THING: The 50th anniversary release of “The Beatles” (White Album).

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The Well-Rounded Tradeshow Marketer

As in any discipline, we can all end up very focused on just a few aspects of the overall skills needed to be a well-rounded and talented worked. For instance, in baseball, a pinch-hitter is great at hitting a pitch but may not be that great at fielding or running.

In the digital world, someone may be very good at engaging on Twitter or Instagram, but just doesn’t get LinkedIn or spend any time on Facebook.

A photographer may be an expert at photographing weddings but would have a difficult time to find a great landscape photo or have the patience to take a good night photo.

You’ve probably heard that it’s better to be focused on just one skill and become really, really good at that skill instead of being a Jack or Jill-of-all-trades.

I don’t agree. The more skills you have the better off you’ll be, even if those skills are only average or slightly above.

Take a writer. Some writers can be a great author but suck at promotion, social media engagement, public speaking and at other skills that would help them be more successful. There are lot of “average” authors that are very successful because they have learned how to engage on social media, speak in public, put together a solid promotion.

When it comes to the well-rounded tradeshow marketer, what skills should you have? Not necessarily be the greatest at, or extremely skilled, but all of the various skills to make you rise above the pack? Let’s take a look:

well-rounded tradeshow marketer

Organization: there are a lot of bouncing balls in the tradeshow world. Your ability to keep track of the many parts of tradeshow marketing is probably one of the most important skills.

Communication: whether it’s having a conversation or communicating with people via email, being able to understand, and be understood, is critical.

Social Media: you don’t have to have the most followers or engage with everyone that “likes” one of your posts, but you do need to know the basics of creating, writing, posting and engaging with those followers.

Scheduling: tradeshow dates on the calendar don’t move. Which means you’ll have to coordinate things such as logistics (shipping, travel, installation/dismantle), booth staff scheduling, updates to your exhibit (modifications, graphic printing, etc.) and more.

Photographer: maybe not the most important skill, but since you carry a camera around in your pocket, you’ll need to learn to take good photographs of the exhibit, and visitors in your booth. Learn how to frame people, get the lighting right, try not to let unwanted guests photobomb your photo, and more.

Labor: you may hire show labor to set up and dismantle your exhibit, or you may have to set it up with fellow staff members. Either way, knowing how everything goes together is a useful skill.

Networking: back to the communication and interpersonal skills. But networking on it’s own is critical to building a network of people you can call on when needed.

Finally, how to MacGyver things: you may not have to actually make your own parachute using a canvas and tie-downs, but being naturally resourceful is a gift. Don’t let it go to waste.

Any other critical skills come to mind?

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10 Types of Instagram Posts to Use When Exhibiting at a Tradeshow

Trying to find some new and different posts the next time you’re on the road at a tradeshow? Try a few of these and see what you get:

  1. Clients and Customers in Your Booth: Click a quick photo or if they’re up for it, videotape a brief testimonial.
  2. Your Staff: You should make sure that you show off how much fun your staffers are having, even in the midst of a busy day. Nothing communicates your company’s brand more than your people having a good time.
  3. Demos of Products: A series of stills, or a brief video works here.

  4. Type of Instagram Posts

    Your Exhibit: Have a great exhibit? Show it off!

  5. The Hall You’re In – Include Your Booth Number: Share your location at the beginning of each day (at least) so that people can find you.
  6. Educational: Inform your audience how your product or service can help them. A picture with a useful description goes a long way.
  7. Questions or a Short Quiz: People will respond to questions if they’re interesting and engaging.
  8. Promotional: Give something away. Try offering a prize for show-goers to get them to come to your booth. And offer a prize for people watching from afar that can’t make it.
  9. Dinner out with Client (or not): Okay, food photos are usually boring unless it’s really a stunning photo. But if you’re out with a client or friend, post a photo and include the hashtag.
  10. Local Tourist Stops: Making a few side trips during your busy show? Snap photos and share.

Follow me on Instagram here!

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TradeshowGuy Monday Morning Coffee, November 12, 2018: Larry Kulchawik

In this week’s vlog/podcast, I got a chance to learn quite a bit about something with which I’m not very familiar with: international tradeshow exhibiting. I’m guessing that a lot of us don’t get a chance for much exhibiting in Dubai, France, Spain, England, China or Japan or any of a number of countries. That’s why this week’s interview with exhibit designer and international tradeshow exhibiting expert Larry Kulchawik is such a treat. Loads of great information – and you should pick up his book if you do any international exhibiting. Check it out:

Find Larry Kulchawik here on LinkedIn. Here’s a link to his book on Amazon.

This week’s ONE GOOD THING: Bohemian Rhapsody, the Queen biopic. And if you want to see the entire Queen set at Live Aid 1985, which was the centerpiece of the movie, take a look.

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What if Your Tradeshow Booth is Overwhelmed with Visitors?

I suppose having your tradeshow booth overwhelmed with visitors is a good problem to have, but if you have a small booth staff that can’t handle the number of visitors, it can be frustrating.

If you get lucky enough to face this problem, what should you do? Certainly, you want to capture contact info from as many people as you can.

tradeshow booth overwhelmed by visitors
Ken Newman of Magnet Productions knows how to draw a crowd!

Depending on the circumstances, you can approach it in a few ways. A little preparation for this will go a long way. For instance, have a couple of clipboards handy with pre-printed forms asking for just a few pertinent pieces of information such as name, phone, email and company. And if room, what do they want to talk with you about. If you’re overwhelmed with visitors, your staff can quickly hand out the clipboards and ask those that can’t stick around to leave their information behind – and be sure to ask for a business card as well. In fact, you can even say to those that hand you a business card to give a shortened version of their info on the form and make a note that they left a card. This gives you name, contact info, company and phone number without them having to write it down.

Don’t have clipboard with forms or even blank paper? You might think ahead and toss a small notebook in to the booth crate. You can at least ask the questions and write that info down.

No notebook? Ask for a card, tell the guest that you’re sorry that you’re swamped right now but that you want to get back to them soon: “Can we schedule a meeting later today or tomorrow? Or would it work better to call you when you get back to your office?”

The goal with this situation is to get contact info for as many people as possible – if they leave without you doing that, they’re likely gone for good. Grabbing a card and making a note on the card is sufficient. Even if you don’t get a chance to jot a brief note on the back, you can make a return call a few days later.

At busy shows, it’s kind of rare to have a few moments when you’re simply overwhelmed, where you just don’t have the booth staff to handle the influx of visitors. But if you can do your best to capture contact information before they leave, you have made a connection, even if it’s tentative. But it’s better than not capturing anything from them!


Photo courtesy Ken Newman of Magnet Productions.

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Best Opening Lines for Tradeshows

Earlier this week we got a chance to hear directly from magician and professional tradeshow presenter Robert Strong. One of the items that caught my attention and led to the podcast/vlog interview with Robert was his report from the tradeshow floor asking people what their opening lines were:

As you’ll see, there are a lot of ways people try to break the ice with tradeshow visitors. Not all of them work. Not all of them are effective.

Take a look and listen to the interview I did with Robert and you’ll find a way to approach this issue of how to come up with an engaging, pleasant and effective opening line.

7 Questions You’ll Never Ask Your Exhibit House

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TradeshowGuy Monday Morning Coffee, November 5, 2018: Robert Strong

Magician and professional tradeshow presenter Robert Strong discusses how to draw a crowd, how he works with clients, and what makes a good opening line – and a lot more – in this enlightening interview.

 

Find Robert Strong here.

Robert was kind enough to share some great material including the following posts:

Want Over 1000 Quality Scans a Day at Your Tradeshow Booth?

If You Don’t Clearly Define Your Goals at Your Next Tradeshow, You Will Lose to Your Competition

Robert as Guest on the Savvy Event Planner Podcast

Your Tradeshow Booth Would Be Twice as Successful if Your Booth Staff Simply Removes Typical Bad Behaviors

Robert also shared a list of Best Booth Behaviors:

1.     Remove bad behaviors: No eating, drinking, cell phones, sitting, booth huddles, etc.
2.     Add good behaviors: Stand, face the aisles, smile, make eye contact, initiate conversation, etc.
3.     If you are not getting rejected a hundred times an hour, you are not initiating enough conversations.
4.     Have a strong opener: What do you do at your company? What is the most interesting thing you have seen at this show? What is your (companies) biggest pain point?
5.     Make the current attendee you are talking with the most popular person at the show.
6.     Be able to do the overview (elevator pitch) in 10 seconds, 30 seconds, and 90 seconds.
7.     Understand and communicate concisely the giveaways and raffles.
8.     Be able to scan badges and do it quickly.
9.     Qualify leads quickly, make introductions, and end conversations quickly.
10.Have three case studies (success stories) rehearsed and ready to go.
11.When doing a demo, scale. When you see someone else starting a demo, help them scale.
12.You are on stage. High five each other, fist bump each other, enthusiastically cheer for your fellow booth staff, and let the attendees see that you really like each other and are having fun.
13.Treat the attendees exactly how you would want to be treated if you were in someone else’s booth.
14.Make a follow-up plan and take notes.

And finally, this week’s ONE GOOD THING: the Bag Man Podcast about Vice President Spiro Agnew.


7 Questions You’ll Never Ask Your Exhibit House

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7 Tips for Boosting Your Tradeshow Booth Traffic

This is a guest post by Lee Becknell.

While the reasons for attending a tradeshow are different from company to company, everyone has essentially the same tradeshow goals – we all want to spread awareness about our brand, make sales, and forge connections with new partners and customers.

boosting tradeshow booth traffic

Regardless of how top-notch your product or service or how flashy your booth, you won’t achieve any of these goals if you don’t have a steady stream of traffic. Get creative in your tradeshow approach so that no one can resist stopping by your exhibit.

  1. Make your booth unmissable—Step No. 1 of effective tradeshow marketing: design a show-stopping, crowd-pleasing, sales-grabbing booth. Of course, how big and bold you can go varies greatly on your budget, but be sure to look around at some of the top tradeshow booth ideas to get some inspiration and learn how you can do more with less. You don’t necessarily have to have a huge and flashy environment to draw in more visitors. Simple but creative designs—turning your booth into an indoor garden, recreating the feel of an art gallery, or including interactive components—are the most successful in today’s tradeshow landscape. Anything that serves as a conversation piece will get people talking, generating some big-time buzz.
  2. Dress your reps to impress—After your booth, the first thing attendees see is your reps. You should make sure that anyone representing your brand adheres to a strict dress code, and one that jives with your brand image. In other words, if your brand has a laid-back, youthful vibe—and those are characteristics of your target audience—then it’s okay to have your reps dress in jeans and company T-shirts. If you’re catering to a crowd of attendees in suits and dresses, it’s best to stick to the suits and dresses yourself. When visitors think they’ll be in like-minded company, they’re more likely to cozy up at your booth and connect with your team. Be sure that all representatives wear badges displaying their name and company to keep things professional.
  3. Showcase your giveaways—A not-so-well-kept secret in the tradeshow world is that swag is everything. The fact of the matter is that registered attendees are much more likely to pass on your booth if they don’t believe they’ll get something out of it, whether it’s a new partnership or a free gift. Make your promotional giveaways part of the display so that passersby can see them from the aisle. It’s also a good idea to go name-brand with your freebies and to use them as incentives. Save your cool items, like custom Nike swag bags and YETI tumblers, for those who sign up or commit to a deal.
  4. Promote your presence—Make sure that your existing customer base and networking circle knows that you’re exhibiting so they stop by and bring their friends. Be sure to schedule marketing emails and blast your social feeds with your exhibit location and encourage all of your followers to visit. Not only do you need to promote your own presence on social media, but you need to leverage the broader event pages and hashtags to get attendees who may not yet be engaged with your brand to look at your posts.
    boosting tradeshow booth traffic
  5. Host a giveaway—As we’ve already discussed, tradeshow attendees love free stuff. With that in mind, one of the best things you can do to entice visitors to your booth is to host a giveaway. Choose a desirable item—perhaps a gadget, a gift card, or a getaway—and make it a prominent feature of your display. Ask everyone who passes your booth to drop in a business card as their entry and designate a time and place for the official drawing at the end of the show. This is beneficial to you for many reasons. It draws attention to your booth, encourages visitors to stop by twice (once to enter and once to see who won), and earns you lots of new contacts and leads.
  6. Get on the VR bandwagon—There are a few important technologies that you should be leveraging to get ahead in today’s tradeshow environment. The first is virtual reality. If it’s in your budget, do what you can to draw in customers with VR, primarily if what you’re selling is a place or an environment that can’t be recreated at the show. For example, the German airline Lufthansa drew major props when it invited tradeshow attendees to watch the world’s first 360-degree movie filmed on a Boeing 747 at a recent tradeshow—in virtual reality, of course. VR can help users visualize, learn, experience, and get hands-on training with your product without the need to get them in the door for a real-life demo.
  7. Make your booth a getaway—What do tired, busy show-goers want more than anything? A place to chill. If you can make your show environment simultaneously high-energy—you want attendees to take action, after all—and relaxing, you can bet that visitors will come back again and again with friends. Whether it’s adding a TV, massage chairs, or a couple of phone chargers, anything you can do to make your booth feel homey and welcoming is a win. Just be careful about loafers! It’s important to keep the energy flowing rather than stagnant in a tradeshow environment.

Selling with a smile

One of the most important things you can do to draw more visitors to your tradeshow booth is to exhibit with a smile. Put your friendliest, most charismatic employees on the frontlines and train them to act as hosts and hostesses of your environment. If they’re able to make warm connections with people passing by, whether it be making eye contact and smiling or asking them a question, they’ll be able to help convert visitors to loyal customers. Be sure that your exhibit has an open and inviting feel no matter what.


Lee Becknell serves as the Senior Digital Marketing Manager for Pinnacle Promotions. Lee oversees digital marketing from the Atlanta, GA headquarters. Lee has been with Pinnacle for over six years. Lee enjoys spending time with her husband, son and golden retriever, running and taking naps.


7 Questions You’ll Never Ask Your Exhibit House

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