Trade shows are unique 3D marketing events that generate outstanding results because all
of the participants are pre-screened. In addition 79% of exhibit attendees have purchasing
influence within their company. It's an advertising gold mine!
Some Facts:
54% of all trade show leads get closed without a personal sales call. The average lead
takes only 0.8 calls to close - the average closing rate for in the field calls is 5.5!
Ninety-two percent of the people attending a show haven't been called on by your company
in at least one year (Trade Show Bureau).
That's a lot of potential customers in one place! In fact according to "Business
Marketing" trade shows rank second only to specialized business publications in
overall marketing effectiveness.
Trade shows are ongoing events in convention halls around the world. Some have an industry
scope, while others have a regional approach. Industry associations are a good place to
find the major shows in your field. Sources are also available for help in finding other
shows that will open new markets or assist in establishing a presence in a new area.
Expo Guide and Trade Show Central
are great sites for
finding shows other than the ones you commonly attend. They provide a searchable index of
shows sortable by location, area and keywords. The "Exhibit Review" (503)
244-8677and "The SRDS Tradeshow Catalog" (800) 323-4601 also publish fairly
comprehensive listings of tradeshows organized by industry. Another great source is your
customers. Ask them which shows they attend and then see if you can find similar shows in
other areas.
Once you've found a show what is the next step? First you will want to contact the show
organizer and get a list of available booth areas and prices. Picking out an appropriate
booth slot can be critical to your show's success. It is better to be located near natural
areas of heavy traffic. Being near the entrance, the food court, the restrooms etc., will
provide you with better visibility than the back corner. Another good approach is to
examine the booth slots already taken and situate yourself next to or near complimentary
businesses. Obviously you don't necessarily want to be right next to your biggest
competitor but such a location might bring people in that might not have thought about
using your products or services. Remember that you will be limited by slots already taken
and by cost. High traffic areas are more expensive than center isle and are usually
reserved for larger booths. However, with 40% of your tradeshow budget (International
Exhibitors Association) being spent on show real estate, you want to make it work for you
as much as possible.
Next you should decide what products or services you will be promoting. Trade shows are a
great place to release new products or run specials. If you have a large product line,
consider highlighting a few items in your presentation. Too many items in a booth can be
overwhelming and drive people out. Pre-show promotion campaigns advertising your booth are
particularly effective. Mail to current clients as well as prospects and make appointments
with them for at the show.
If you have a display - get it out and take a look at it. Is it ready to go? Are the
graphics up to date? If not consider purchasing or renting one for the show, but leave
room in the budget for booth graphics - they are what really make the difference. If you
need help in selecting a booth see our Systems section for a detailing of
the different types available.
When considering your company's trade show presence keep in mind these "boothsmanship"
pointers:
- Consider how to get your message out in "10 words or less".
- Lead with your strongest feature.
- Keep it simple. The less you say the more impact you have. "Bigger than Life"
photos, charts and visuals faster to read and have greater impact. Try to keep your copy
panels to 3-5 points.
- Your graphics are most likely attached to your booth with Velcro - providing you the
ability to change it around - use it. Use different signs on different days to keep
interest going.
- Use color to accent and emphasize. Color is most effective when it doesn't dominate.
- Be careful not to create a barrier to your booth. Tables out front may be useful but
they keep people out. You want an inviting atmosphere.
|
