|
|
|
Articles and Ideas
| HOW TO MAXIMIZE YOUR ORPA TRADE SHOW SUCCESS |
| by |
| Jodi L. Rudick, MAS |
Since biblical days merchants, farmers, traders and craftsmen have come together to display, barter and trade goods with each other. Ancient caravans evolved into markets, fairs and eventually, what we know today, as trade shows and expositions. Although the technology and sophistication has changed dramatically the result is the same - buyers and sellers coming together in a common facility or environment.
|
Trade shows range in size and format from large industrial booth shows to small table top shows, arts and craft fairs to huge consumer expositions. They allow attendees the ultimate in comparison shopping in a multi- sensory, people-oriented atmosphere.
|
According to the Trade Show Bureau, 18 per cent of all marketing dollars are allocated to trade shows and exhibits.” There were close to 15,000 trade shows in the United States in 2000 making it a $90 billion industry. Every business, from the entrepreneur to the corporate giant, can use the trade show as the "super sales call."
|
The trick to trade show success is to understand what your audience is looking for when he or she attends the show, create a message with your booth that addresses these needs and to follow-up on all requests and leads. Insure the success of your next trade show by following these six simple rules:
|
1. Carefully evaluate all prospective shows based on your target audience. Shows, such as the one exposition sponsored by the Oregon Park and Recreation Association, help you reach your perfect prospect without wasted exposure to those uninterested in what you have to offer. When choosing other trade show opportunities ask the following questions: Who is the targeted audience? How many attendees are expected? Will decision-makers be there? Will your competitors be exhibiting? What are the total costs involved including travel, food and lodging? How many total booths will be sold? Your goal is to find the show that will give you the most bang for your marketing buck.
|
2. Define and clarify your objectives. What are the outcomes you would like to see as a result of exhibiting in this show? Do you want to build a mailing list? Generate qualified leads? Discover new prospects? Develop a strong company image? Create greater awareness among a new vertical market? Strengthen relationships with existing customers? Explore the competition in a non-threatening environment? As with all marketing, your objectives should be clear and measurable. It is also important to make sure that everyone involved with the show understands and is committed to reaching the established goals.
|
3. Carefully choose or design your trade show booth, display or table top. Remember that your display is a direct reflection on your company. Ask yourself, "Is this the image we want to project to our customers, prospects, suppliers and competitors." It is important to create a space that is conducive to conducting business. When planning the theme and graphics of your display use simple messages and graphics which visually explain your products benefits.
|
Booths can be very simple, highly technical or have actual bells and whistles. No matter the complexity, plan and budget well in advance. You do not want to leave attendees with the impression that your exhibit was thrown together at the last minute.
|
Prior to the show it is also important to ask about electrical outlets, phone service, plants, furniture, shipping, handling and other additional costs. These factors are often overlooked and can cause unnecessary complications.
|
4. Create a three phase promotional plan - pre-show, at-show and post-show. Before the event request a list of pre registered attendees. Mail to your key prospects a special invitation, incentive or offer to insure that they visit your booth. For example a postcard could read, "Bring this by our booth to receive a free souvenir tote bag (or golf balls or travel mug or umbrella - you get the idea.)
|
During the show make sure that you have plenty of brochures, price lists and catalogs to distribute freely to attendees. The last thing you want to worry about is running out of your collateral material. It is better to have too much than not enough!
|
What can you do to increase traffic to your booth? Some ideas include specialty advertising give always, drawings, games, interactive video, caricature artists, celebrity appearances, and product or service demonstrations. Be careful, however, not to attract the "wrong" crowd. The aim is to create a message that appeals to your best prospect's business or personal interests.
|
It is also imperative that a simple system is devised to capture and organize information about the attendees. Are business cards sufficient or do you want to gather more explicit data concerning each contact's interests or product usage? Create forms ahead of time so that your staff can easily collect predetermined data.
|
The most forgotten promotional opportunity involves post-show follow up. To simplify this often overwhelming task, prepare packets, letters, or thank you cards before the show. Send all requested information and materials within one week of the event to prove your efficiency to your new contacts. Your quick rate of responsiveness can turn your show prospects into impressed customers while your competitors are still digging through their notes and unpacking their boxes.
|
5. Hand select and train your booth personnel. No matter how creative your promotions or unique your booth, nothing can make up for uninformed, exhausted or nonexistent personnel A trade show is not the time to train a new employee. Booth personnel need to be knowledgeable about your company, its products and services. They should be enthusiastic, energetic and be able to handle multiple conversations at once.
|
Statistics show that personnel will talk with as many people in one trade show day as they usually would in a month. Although staff should stand while working the booth, they also should take breaks every two hours or so.
|
Treat every person who walks into your booth like they are worth a million bucks. When busy with others acknowledge new visitors with eye contact and a smile. Sound like common sense? Next time you are at a trade show (or retail shop) notice how you are greeted and treated. Were you made to feel welcome or was the staff person chatting on the phone or talking with a co-worker? Customer service is just as important to exhibitors as it is to restaurants, hotels, hospitals and retail merchants.
|
6. Evaluate and review your trade show results based on your objectives. Keep in mind that conventions, meetings and trade shows can be a lot of fun. But they are also part of your marketing mix. By reviewing the show's attendance, your booth, promotional materials, customer service and follow-up; you are sure to make it big in the world of "show business!"
|
|
| Jodi Rudick, President, ADvisors Marketing Group, is a speaker, trainer and consultant specializing in marketing, sales and communication for park and recreation agencies.. She can help with your trade show promotions and can be reached at (760)730-0333 or jodi@advisorsmarketing.com.. |
|
2/4/2012
BREAKING NEWS!
Brand New: Parks Make Life Better!
click here to view
|
MORE BREAKING NEWS WITH PARK INK!
The New Park Ink catalog is here!
click here
to view |
|
 |
|
