October 7, 1998<\/p>\n
Greg Townsend Dear Mr. Townsend:<\/p>\n The following is in response to your request for information regarding the story \u201cTrade Shows 101.\u201d<\/p>\n Q1.\u00a0 How do you determine goals and objectives for trade show participation?<\/em><\/p>\n A1.\u00a0 Through your own company executive planning session determine what areas of marketing are needed to expand or improve current business operations.\u00a0 First and foremost do not jump into selecting a trade show simply\u00a0 because you heard it is a hot show or all of your competitors will be there, so you should be there too.\u00a0 Do not respond out of pressure that if you believe your company doesn\u2019t participate somehow people will talk negatively about your absence.\u00a0 Know where your company is headed.\u00a0 Develop and follow your company\u2019s marketing business plan.\u00a0 The outreach goals of this plan should adequately address Trade Show Marketing and the anticiapted activity desired from particiapting in shows.<\/p>\n Q2.\u00a0 How do you select trade shows that address these goals and objectives? <\/em><\/p>\n A2.\u00a0 Participate because your research revealed the trade show\u2019s projected attendees have an interest that matches the goals and objectives similar to that of your company.\u00a0 A potential show should have some type of year-round network or customer referral base.\u00a0 And above all, the show should have a great image and be distinctive within your respective industry or business community.\u00a0 Make sure the location of the show coincides with your prospective customer\u2019s region or target market location.<\/p>\n Q3.\u00a0 What should you do before the trade show to ensure success of your participation?<\/em><\/p>\n A3.\u00a0 Plan and budget.\u00a0 Obtain form the trade show manager how many people, hours for the show, special events and all other demographics related to the potential attendees targeted for the show.\u00a0 Assess your company resources available to work the show.\u00a0 Set a financial budget and stick to it.\u00a0 Set a human resource work schedule in place to assure the best use exhibit showtime.<\/p>\n A complete budget of time and materials should include at least the following ten items;<\/p>\n Q4.\u00a0 What kind of booth\/display should you have and why?<\/em><\/p>\n A4.\u00a0 First let\u2019s state why have an exhibit.\u00a0 You want to have an exhibit display to expressively communicates that your company performs well and is ready to answer questions.\u00a0 The visitors who walk pass need to see a space that expresses confidence.\u00a0 Because you want people to stop at your space.\u00a0 Therefore you should have a space that is unique and attractive enough to want to make your prospective customers stop by.\u00a0 It should fit the framework of your company image.<\/p>\n Q5.\u00a0 What kind of signage should you have and why?<\/em><\/p>\n A5.\u00a0 You have about 7<\/u><\/strong> seconds to gain the attention of visitors walking pass your exhibit.\u00a0 It\u2019s similar to a billboard sign that you pass when driving on the highway.\u00a0 As you approach the sign if the print size seems fair and legible you will begin to read it, if there appears to be an attractive coloring on the sign you will become intrigued and if the sign suggests a benefit you will attempt to determine who the it will benefit or help and want to know more.\u00a0 That someone could either be you or someone else you that know first hand could benefit from the information.\u00a0 Therefore everyone who reads your sign(s) is a potential customer if the sign is developed mindful of what you want them to remember about your company.<\/p>\n Your signage is critical to your success as an effective exhibitor.\u00a0 That is why it is a separate line item in the budget.\u00a0 I recently attended a show here in Los Angeles where an internationally known company paid multi-thousands of dollars for there ceiling sign that weighs 1,500 pounds.\u00a0 This is an example of how successful companies understand the importance of anchoring the name of their company in the minds of prospective and curent customers.\u00a0 There are three main points you want your sign to definitively state.\u00a0 The points should be creatively designed and have appeal to the people walking by;<\/p>\n # 1.\u00a0 It must state who you are.\u00a0 (company name and logo recognition is the anchor)<\/p>\n # 2.\u00a0 It must clearly & quickly define what it is that your company does or has to offer.<\/p>\n # 3.\u00a0 It must state a benefit on how your company can help.\u00a0 (Clue: faster, better, richer, thinner)<\/p>\n Blue and yellow are great combinations for background and lettering.\u00a0 Red can sometimes repeal the subliminal mind so be careful when using bright red.\u00a0 Neutral colors are inviting.\u00a0 Position the sign(s) so it can be seen on four sides.\u00a0 The aisle in front and back, as well positioning the sign to be seen at eye level as you approach from left or right directions.<\/p>\n Q6.\u00a0 What kind of materials should you distribute at booths?<\/em><\/p>\n A6.\u00a0 Literature distribution can be a very costly budget item unless you take care in planning.\u00a0 First make sure you know who (type of customer) you would like to receive your marketing material.\u00a0 Do not simply have a table where visitors can take one without you first gaining some information about the visitor.\u00a0 Engage in conservation and ask questions on what the visitor may be seeking.\u00a0 Ideally, all they will need from you is a business card and the literature is for truly interested visitors who express an interest to review the material later.\u00a0 You should have a plan to follow-up with literature by mail or personal visit where the material can be better appreciated.\u00a0 Most marketing material picked-up at trade shows is rarely reviewed and is normally thrown away to avoid clutter.\u00a0 A price list is good becuase it works to make comparisons thereby giving some shelf life with your company name and location.<\/p>\n Literature distribution starts with your company\u2019s marketing plan and at the show is handled through effective lead management.<\/p>\n Q7.\u00a0 Are promotional items useful at promoting, or just an unnecessary expense?<\/em><\/p>\n A7.\u00a0 Promotional items work well when there are a couple of things that come together.\u00a0 First, the visitor receiving the promotional item should have to do something to receive the item, i.e. answer your questions regarding their interest in your product.\u00a0 Second, the promotional item has your company name imprinted for recognition and the promotional item itself has life<\/u> after the show (quality).\u00a0 Ideally the item should be expressive and have a related value to what your company does.\u00a0 For example if you sell books then a quality book mark promotional item matches and gives an associative value to get the prospective customer to think of your company at the right time.<\/p>\n The overall concept with promotional items is to get a return for your investment.<\/p>\n Q8.\u00a0 What are the do\u2019s and don\u2019ts of manning a trade show booth (dress, demeanor, eating at booth, sitting as opposed to standing, etc.?)<\/em><\/p>\n A8.\u00a0 The do\u2019s and don\u2019ts should match how you normally run your business.\u00a0 Hopefully you practice the same good habits at your home office as you practice when in public.<\/p>\n The Do\u2019s<\/strong>: know<\/u> your product, exhibit space and show; be honest, confident, enthusiastic and well groomed; keep your booth tidy; and finally, treat all visitors equally.\u00a0 Overall, maintain a positive clean and professional image and engage in conversation.\u00a0 Be proactive<\/p>\n Don\u2019t<\/strong> eat, drink or smoke in your space; don\u2019t sit or look preoccupied; don\u2019t leave your both unattended; don\u2019t knock the competition; and don\u2019t take up your peers time during the show..<\/p>\n Q9.\u00a0 What should you do to ensure that you will attract and identify qualified leads rather than lookyloos?<\/em><\/p>\n A9.\u00a0 There is no such thing as looyloo at a trade show.\u00a0 Because it takes a special effort to attend a convention center, hotel or similar venue, everyone walking through has a predetermine interest for being there.\u00a0 And if they take the time to stop, be assured that they or someone they know is interested in your product.\u00a0 Ask questions and listen.\u00a0 With good training of your exhibit staffers your questions will reveal their interest and get the leads you need to close the high number of deals that you set in goals.<\/p>\n Use a good lead sheet that records the name, address, telephone, fax and best time to call the prospect.\u00a0 Determine how often they use your product and the application for using the product.\u00a0 This will determine how hot a lead you have.\u00a0 If they do not use the product, find out if they know of someone close to them that may use the product for a referral.\u00a0 Always keep in mind that your business should be in place to help and give an important service and fill a need that people are seeking.<\/p>\n A multi-part lead sheet works well so that your shipping, marketing and data base management personnel can receive the same info quickly to take the appropriate action.\u00a0 You want to keep your contacts active so they can remember the conversation and maintain the high emotion to act on the contact.<\/p>\n Q10.\u00a0 How can you politely and tactfully weed out and discourage lookyloos who come to your booth anyway?<\/em><\/p>\n A10.\u00a0 Ask questions of people who you meet at your space.\u00a0 Engage them in who, what, when, where and why.\u00a0 This will quickly get you a feel of their needs and desires.\u00a0 Express a warm thank you for there time.\u00a0 As part of your training you should already know how many minutes you can spend with prospects to reach your quantity goals. Group demonstrations help to weed out those who are not interested because you have now engaged them to listen.\u00a0 Usually if a person remains to listen to a ten-fifteen minute presentation they are a good prospect.<\/p>\n Q11.\u00a0 What kind of follow-up is required after the trade show to make sure your investment pays off?<\/em><\/p>\n A11.\u00a0 The main follow-up starts with your staffers\u2019 ability to gain thourough leads.\u00a0 Good lead management is essential to a follow-up on prospective customers.\u00a0 Keep the follow-up fresh.\u00a0 Offer more than what they were able to get at the show.\u00a0 You want them to take action on coming to your store, office or showroom.\u00a0 If you can make an appointment to meet them at their location that is also good.\u00a0 Either way, the timing should occur within the first week following the show.\u00a0 Do not let the lead go\u00a0cold.\u00a0 Waiting more than a month from the show date is almost like beginning with a\u00a0cold call and could even result in an embarrassing contact. (the prospect could have moved, divorce, taken ill, etc…)<\/p>\n There are many ways to follow-up, it simply must work to best match the type of company and service you provide.\u00a0 If the show you attended was out-of-town it is likely that you will have a mailing and tele-marketing plan in place to follow-up.\u00a0 An e-mail or facsimile plan may be in order.\u00a0 The main point is to get to the sales-close because the prospect once contacted has given you sound information which shows an earnest interest level on their part.<\/p>\n Q12.\u00a0 What makes trade show exhibiting successful\/?(secrets)<\/em><\/p>\n A12.\u00a0 The secret is to meet your predetermined goals and objectives.\u00a0 If your expectations are fulfilled then it was a great show.\u00a0 In general, you want to receive a 6 to 1 return on your financial investment.\u00a0 That is for every one dollar investment made you should get back six.\u00a0 This is not absolute but it serves as a gauge as to whether you would want to participate in that particular show again. (providing you do all the things outlined in your plan for good exhbiting and follow-up)<\/p>\n With more than 100,000 companies spending over $13 billion dollars to participate in greater than 10,000 shows in North America annually, there is surely a marketing trade show that will work for your company.\u00a0 I have found that if you invite the people you want to attend before the show it works to your best benefit.\u00a0 Letters of invitation, including complementary tickets can make a difference.\u00a0 Use the marketing show as an opportunity to show new technology, breakthrough products, testimonials of featured clients, special cost savings or any unique feature or benefit is what most companies look forward to displaying at shows.\u00a0 It\u2019s a great place to practice your \u201cinfo-mercial\u201d concept that your company may be considering.\u00a0 If there is a secret its in having fun and making friends.\u00a0 Be warm, available, professional, impressionable and proactive.\u00a0 To accomplish this you need to discover, hire and train the people to meet these general trade show marketing principles.<\/p>\n The Los Angeles Black Business Expo and Trade Show offers a half-day effective trade show marketing workshop to each of our exhibitors.\u00a0 We walk them through the process of exhibiting whether they are new or veterans trade show marketers.\u00a0 There is always some way to better your presentation and gain the customers that make trade show marketing profitable.<\/p>\n Respectfully,<\/p>\n Dean L. Jones, C.P.M. October 7, 1998 Greg Townsend BLACK MEETINGS & TOURISM MAGAZINE 20840 Chase Street Winnetka, CA…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":438,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-4933","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/wordgogo.com\/index.php?rest_route=\/wp\/v2\/pages\/4933","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wordgogo.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/wordgogo.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/wordgogo.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wordgogo.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4933"}],"version-history":[{"count":1,"href":"https:\/\/wordgogo.com\/index.php?rest_route=\/wp\/v2\/pages\/4933\/revisions"}],"predecessor-version":[{"id":4934,"href":"https:\/\/wordgogo.com\/index.php?rest_route=\/wp\/v2\/pages\/4933\/revisions\/4934"}],"up":[{"embeddable":true,"href":"https:\/\/wordgogo.com\/index.php?rest_route=\/wp\/v2\/pages\/438"}],"wp:attachment":[{"href":"https:\/\/wordgogo.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4933"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\n<\/strong>BLACK MEETINGS & TOURISM MAGAZINE
\n20840 Chase Street
\nWinnetka, CA 91306-1207<\/p>\n\n
\nGeneral Manager<\/p>\n","protected":false},"excerpt":{"rendered":"