SUCCESSFUL EXHIBIT MARKETING
by Bob Dallmeyer
Bob Dallmeyer is the past-chairman of both the International Association of Exhibitions and Events and the Trade Show Exhibitors Association, as well as a former director of the Center for Exhibition Industry Research. Click on the heading for his full article.
YOUR BOOTH IS YOUR BAIT
Some companies use new bait. Some use old bait. Some use dead bait.
THE 3-SECOND RULE
In a glance your exhibit should communicate three things in three seconds:
1. Your Company name
2. Exactly what it is you do
3. At least one benefit of your product or company
10 EASY WAYS TO A BETTER EXHIBIT
1. Sell benefits not just your product
2. Sell your company too
3. Have a professional attractive sign
4. Select the proper setting for your product
5. Don't barricade your exhibit
6. Build, buy, or rent a full backdrop
7. Accessorize your exhibit with additional decorating elements
8. Add greenery
9. Involve people in your exhibit/product
10. Create a closing area
6 WAYS TO INCREASE TRAFFIC BEFORE THE SHOW
1. Gear all outside business contact to show promotion: Show Name, Location, Booth Number "See us at the I-X Center's Fabulous Food Show in Cleveland"
2. Send press releases/literature to media prospects and show management
3. Send invitation to clients and prospects (5% - 10% response!)
4. Phone clients and prospects (5% - 10% response!)
5. Take advantage of sponsor opportunities - Advertise in show program and web links
6. Offer a service/discount/special demo/seminar/gift with any of the above
THE PRE-SHOW MEETING
- Reiterate goals to staff: "This is why we are exhibiting and this is what we intend to do."
- Go over scheduling of staff, travel, and accommodations, etc.
- Discuss common questions and problems
- Finalize consistent pricing
- Leads: determine collection method and have followup systems in place
*CHOOSE YOUR ATTITUDE
You can choose to be approachable, courteous, and helpful, or you can be stingy with samples, stare sternly at attendees for taking more than one sample, and turn people off of YOU, YOUR PRODUCTS, & YOUR COMPANY.
*GIVE SAMPLES FREELY
Remember this above all else: attendees have paid lots of money to be at the show. They expect to eat as much of whatever they want. That may not be an appropriate way for the public to behave, but it is one the exhibitors must tolerate with grace and good manners. Come with samples of the product that you want to push the most, sell the most of at the show, and costs you the least. And SMILE!
*CREATE EXCITEMENT!
Ask people to try samples. Offer samples on a tray. If it’s a formal and elegant presentation, people are less likely to grab handfuls at a time. Thank people for trying a sample. Remind them while they are eating the sample that you have a SHOW SPECIAL, and show them what it is. Keep it simple. Bag the product they buy from you, hand the bag to them in some animated or exaggerated fashion so others down the aisle can see what’s going on – they will be attracted to the excitement at your booth, too! Make it look like there’s FUN in your booth.
*GIVE DISCOUNTS ON PRODUCTS
Offer your products at a discount on volume so you can move more. For example, your product may sell for $6 at the store. But at the show, consider pushing it for 2/$10. The attendee LOVES to get something FREE or at a super discount. Remember to re-stock so you don’t run out of samples OR product. If you can offer a special CASE PRICE, do it. The attendees can pick up their cases at the end of the show.
*Advice submitted courtesy of Celia McGrath, Olympia Candies