Trade shows are key parts of
any marketing plan. Preset goals help to identify the target
market and measure the effectiveness of the show. What do you
want to achieve from the trade show? Are you introducing your
product/service, a new product, a new name, a new twist to an
existing service? Do you want to make people aware? Are you selling
a future appointment? Are you selling the product at the show?
A specific goal will help you focus on the best tools to use
during the show.
Check your advertising program for the time frame of the trade
show to determine your theme. Well-thought out design of advertisements,
coupons or brochures will reduce design and print costs for both
budgets.
Create a billboard with your tradeshow exhibit. Think of the
aisle as a superhighway where people are cruising by taking in
what they see at a glance. You have about two to three seconds
to get your message across--who you are, what you do and the
benefit you offer.
Displays are really sales tools second and an attention getting
devices first. You want a large enough graphic to create impact.
When people come down the aisle, you want to catch their attention.
You want to be recognized and to create influence.
Any exhibit should bring people in to learn more about your Unique
Selling Proposition. Determine a theme for your exhibit and keep
it in front of people with your attire, handouts, and booth design.
There are three key factors in the design of your exhibit space--color;
graphics or displays, and openness.
Black is currently a favorite backdrop because other items stand
out against it. Gray can be too neutral unless combined with
a very bright red or yellow. White projects sterility and limits
the area where people feel comfortable. Green is relaxing, refreshing
and provides a good environment for concentration. Blue can be
cold and frightening. Red conveys excitement. Orange sparkles
with joviality and energy. Yellow radiates cheerfulness and warns
of safety hazards. Purple subdues and displays pompous conceit.
Using the dominant color in your company logo may not be the
best choice. Think about the overall impression you want to create
with your billboard. Is there another color that would work better?
Financial services frequently use green with wood grains to project
solidity and conservatism. Food exhibits often use orange because
it stimulates your eating patterns without causing any distress
to your system.
Graphics tell your story. One look at the graphic should tell
the viewer something about your product or service. Copy should
be succinct, reduced to catchy tag lines. It's okay if some people
choose not to stop at your exhibit. You want only those attendees
really interested in how your product will solve their problem.
Graphics self-qualify visitors.
With the portable exhibit booths so popular now, graphics make
it easy to change the look of the booth for each event. You can
replace a panel with a graphic for one show and another graphic
used for the next in a different place. You can rent a booth
for one show, keep your graphics and rent a different booth for
the next show and use the original graphics.
When designing your booth, keep two things in mind. One, most
people walk on the right side of the aisle. Make sure they can
see your message from that direction. Second, make sure the people,
displays, etc. do not block the view of your graphics. One large
graphic is frequently better than many smaller ones (usually
less expensive, too). Collages of graphics make it more difficult
for the cruiser to quickly ascertain what you have to offer.
The cost of the graphic depends on the original art and the medium.
The original image, enlargement ratios, composition and color
determine the quality. Working with a professional will save
you time and effort. Do shop around; sometimes an original oil
is less expensive than enlarging other artwork.
For the best effect graphics need light. Backdrop lighting presents
a different image than spotlights on the front. It requires a
different medium for the picture. High tech exhibitors often
use sequential lighting to rotate the graphic images viewed at
any one time. This effect gives the booth more movement and a
techier image.
The most common booth size is 8 x 10 feet. Be sure to check with
the promoter to know what will be available. Backdrop? Electrical
outlets? Table with skirt? Do you need to order these in advance
and is there an extra charge? Also consider how you will transport
all of your props to and from the show. Make sure you can set
up and take down your exhibit within the time allowed by the
show promoters.
How will you store extra supplies? Do you have a container for
business cards/leads/candy? Brochure rack?
Your booth must invite people into it. Place any reception counter
at the back of the booth. A table across the front of the space
separates you from your audience. It says, "Don't come too
close. We are different."
The people working the booth should never, but never; be sitting.
If chairs are a necessity, use the high director chairs or stools.
Your face should be at the same level as the person walking past.
Your staff should be inviting and approachable. Because potential
prospects are curious, put those employees who are proud of the
product, eager to demonstrate its capabilities, and excited to
share its possibilities in the front of the booth.
What will people take with them to remember you and provide a
way to contact you later? Will it be a product sample? A brochure?
An inexpensive, imprinted advertising specialty? Be sure everyone
who stops takes something about you with them. Check to see how
many participants are in the trade show and how many attendees
are expected. Then multiply it by 110 percent. You do not want
to run out.
Giving away a nice gift with a drawing is a great way to build
your database. Have people put their business card in a decorated
box. Then draw the winning card before the event is completed.
Have a supply of blank cards the size of a business card for
people who ran out of cards to use.
Scarcity makes something more valuable. Keep your brochures handy
but do not overload the area. This will keep the booth cleaner
and provide more space to talk with visitors. It is always a
good idea to get the person's name, address and telephone number
in exchange for product information.
Who will work in the booth? When? What is your goal? What do
they say and tell to people? How do they respond to inquiries?
How will they get the name, address and telephone number? How
will they remember who is a hot prospect?
You will loose 50 percent of your effectiveness if the people
working in your booth are not prepared. They must have the right
tools. Be sure each person has an abundant supply of business
cards with their name. Be sure they understand you want everyone
at the show to take something home which has your name and phone
number.
If you are dressing alike, make sure everyone understands exactly
what they are to wear. Encourage everyone to wear comfortable
shoes. Cement is hard to stand on for long hours.
Trade shows are promoted in a variety of ways. Usually an association
or membership group is the organizer and the membership is the
target market. To reach your best prospects, you must invite
them to your booth. Many promoters will provide you with free
passes. Send them out in advance. Booths that are busy attract
more people. You might also offer a trade show discount or free
gift if they bring a coupon to the booth.
It is important to meet other exhibitors. Plan to get to the
show early and visit the other booths before the "customers"
and "prospects" appear. Take your giveaways or business
cards with you. You may be surprised at what you will learn.
Your follow-up plans need to be completed before the show starts.
They need to be implemented the day after the show. Identify
your hottest prospects. Telephone them, send them literature,
do whatever you promised. Next, telephone, send literature or
proposals to the other prospects within the first week after
the show.
If you are using a computer database to print your labels, insist
that everyone work to get the business cards entered immediately.
This should not be a fill-in job. Send out some literature each
day. Print a list of names for the telemarketer each day. Keep
the information flowing. You will experience better and faster
results if you act quickly.
Planning is the key to being successful at a trade show. Knowing
exactly what you want to achieve, identifying good prospects
and having a follow-up plan in place brings goal achievement
closer.
Back
to "Features" Menu
By Jan
Smith
(916) 332-7247
email: JSmith@Bennington-
Group.com
Visit Jan
Smith's web site for more ideas to successfully manage your business.
Jan coaches business owners and managers how to balance working
on their business with solving day-to-day issues.
Back
to "Features" Menu
|
