LEARN EXHIBITING...............
TIPS & TRICKS
1. Did you know that an average trade show attendee will only spend quality time with approxiamtely 30 exhibitors at a show? And did you also know that over half of those contacts are set up in advance of the show? Make sure you use some type of preshow promotional effort to help your targeted prospect put YOU on their agenda!
2. One major beverage company called me to help them. When asked how they measured success at previous shows, they replied, "If we pass out 10,000 samples, we've had a great show." Don't confuse busyness with effectiveness. Make sure you have clear, measurable, and REALISTIC goals at that are important to your company.
3. How many staffers should you have? A rule of thumb in the trade show world is to allow 40 net square feet per staffer, which allows room for the staffer to work with an attendee. That's AVAILABLE space. So, for example in a 10x20, if your exhibit and products take up 60 net square feet, then you would have space for 3-4 staffers.
4. Leaders don’t follow. Don’t get your new ideas for exhibit design or promotions from competing exhibitors. That’s blending in, not standing out. Get new ideas by attending trade shows in unrelated industries – sporting goods, computers, medical, food, machinery. Look for great ideas nobody’s using at your show. That’s standing out from the crowd!
5. Think about effective exhibit marketing as filling a funnel. You might have 10,000 people entering the top of the funnel, but only a percentage of them will have a need for your product/service; only a percentage will have decision-making authority, only a percentage will have the budget, and only a percentage will be ready to buy. Focus your trade show efforts on that group and you’ll have much better results!
6. In focus groups at dozens of trade shows, attendees tell us the single, most powerful preshow communication tool is a personal letter. The letter contains three important components. First, it’s PERSONALIZED – “Dear Mr. Miller,” not “Dear Widget Expo Attendee.” Second, it’s sent first-class, not bulk mail. When you get bulk mail, what do YOU do with it? And third, it gives the attendee a good REASON for putting your company on their must-see list!