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Time Tested Tips for Time Tested Tips for Tradeshow ExhibitingTradeshow Exhibitinggg

Presenters

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Marketing goals to be achieved through exhibiting

Sell something

Get leads

Investigate the competition

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Marketing goals to be achieved through exhibiting

Gather market research 

Network with other exhibitors

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Marketing goals to be achieved through exhibiting

Build your company image

Feature something new

Connect with existing clients

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Identifying your target market

Demographics of current clients

Match your client base

Focus of businessFocus of business

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Cost

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The extras: the upsell

• Preconference mailing list ‐ how to use

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The extras: the upsell

• Advertisement in program book

• Inserts in bag

• Regular versus premium space

• Sponsoring a break

• Padding under carpeting

• Electricity

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Trade shows

Locating  appropriate shows

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Locating exhibiting opportunities

Local

• Plaintiff bar: American Association of Justice (used to be ATLA)

• Defense bar:  Defense Research Institute

• Bar association/ICLE

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Considerations for local shows 

• Open or closed

• Location ‐ How far can you drive? 

• Cost

• Number of exhibitors

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Considerations for local shows 

• Duration and when you need to be there ‐half day, full day, multiday, annual meeting

• Interaction opportunities

d d• Expected attendance

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Types of programs that are good for legal nurse consultants

• Medical malpractice

• Personal injury

• Product liability

• Trial techniques

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National

• American Association of Justice‐ Location‐ Cost‐Waiting list/pointsg /p

• Defense Research Institute• Shipping your materials

‐ Timing‐ Cost‐ Lost materials

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Making arrangements to exhibit

• Contact to get on list

• Follow rules exactly 

regarding signing up

• Signing up for space 

versus space assigned 

to you

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Making arrangements to exhibit

Finding the best space ‐ high traffic, near door, near food , near seminar rooms, corner spaces

Avoid ‐ dead end, edges of room, near competitors, blocked by columns, walls, near loading docks 

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Equipment

Display units

Panels

Pop up

Fabric

Banner19

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Principles of Design

Design around a theme

Grab them with graphics

Keep text to a minimum

Place text at shoulder and head height

Use consistent colors30

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Handouts• Handouts ‐ folders, rack, single sheets, brochures, CDs, DVDs 

• 15% will take your stuff

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Giveaways

Purposes

Promote

CommunicateCommunicate

Motivate

Recognize 

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Giveaways• Giveaways ‐ (premiums) How to select

‐ Food

‐ Cost

‐ Quantity ‐ 15%

‐Weight

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Giveaways

‐Winners and duds

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Giveaways

• Giveways at exhibit ‐ where to keep?

• Barter

• Don’t ditch

• One giveaway you must never run out of

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Drawings

• Business cards 

• Blank cards

• What to give

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Transporting the display unit

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Transporting the display unit

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Five Es of ExhibitingEngage

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Qualifying prospect

• Hot and NOT

• Hot ‐ partners, senior associates

• NOT ‐ judges, law students, paralegals

• How to qualify

• “I have a case…” ‐ listen, take notes, what does attorney need, next steps, when follow up. 

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Five Es of Exhibiting

Excite

Educate

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Five Es of Exhibiting

Encourage

Exit

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Greet and engage

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Qualified Qor time waster

Close

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Trade Shows

Attire

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Staffing the Booth

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Booth protocol

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Selling tips

Eye contact

Numbers gameg

Enthusiasm

Product knowledge

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Selling tips

Use a script and lead lines

Stress benefits

Anticipate objections

Develop closing statements

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Security

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Post exhibit follow up

• Mailings, calls

• Take the long view ‐ one prospect turned into a client can pay for several shows

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Questions?

• Gary Bronga: Admin@clipeze.com

• Pat Iyer: patmedleague@gmail.com

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Webinar Evaluation Form

Title: Time Tested Tips for Trade Show Exhibiting Instructor: Pat Iyer 1. How would you rate the instructor? Circle one: Excellent ___Good ___Average___ Poor Instructor: Gary Bronga 2. How would you rate the instructor? Circle one: Excellent ___Good ___Average___ Poor 3. Comments about this webinar: 4. What are your suggestions for future topics?

Contact hour form Name: Address: Street, City, Zip Circle the correct answer:

1. Which of the following is not considered desirable booth space A. Near the restroom B. Near the food C. Near a pillar D. Near the room entrance

2. The most lightweight display unit is: A. A panel B. A popup C. A banner D. A fabric unit

3. Which is not one of the 5 E’s of exhibiting? A. Entertain B. Exit C. Educate D. Encourage

Please return this form by fax to 908-806-4511 or by mail to Patricia Iyer Associates, 260 Route 202-31, Suite 200, Flemington, NJ 08822 or email to patmedleague@gmail.com.

Schedule for a Trade Show     Copyright 2011 Patricia Iyer  Page 1 

Schedule for a Trade Show

Twelve Months Ahead

♦ Determine the budget for exhibiting for the year. Consider these costs: o Display unit, if there is a need to buy one o Graphic design for new unit or to change existing one o Exhibit shipping, if out of state o Booth space o Mailing list cost o Advertising in program materials o Printing and postage for post exhibit mailing o Electrical service o Other accessories: (see “One Month Ahead”, below, for supplies) o Tips for bellman or cost of labor for installation and dismantling o Extras: table, chair, waste basket, cleaning, padding (extra cost or included?) o Out of office costs (lost income) o Airfare/transportation o Meals o Lodging o Giveaways o Door prize o Cost of assistant - employee? colleague? temp agency person?

♦ Contact target organizations to determine their seminar schedule. ♦ Determine the process for applying for space. ♦ If possible, attend the show to observe exhibit area, talk to exhibitors, number of attendees, and match for your audience.

Six to Twelve Months Ahead

♦ Reserve your space and send in deposit if required. ♦ Provide names of booth personnel, if known, for name badges. ♦ Reserve the booth space. Avoid:

o Near entrance door in winter o Dead end aisle o Behind a column o Loading docks and freight doors o Late set up areas o Placement near competitors o Dark hallways

♦ Find desirable areas near:

Schedule for a Trade Show     Copyright 2011 Patricia Iyer  Page 2 

o Registration o Entrance or exit o Hospitality areas o Seminar rooms o Corners

Four to Five Months Ahead ♦ Decide if you are going to do a pre-show promotion. If so,

o Develop a theme. o Determine if you will do a direct mail, press releases, or pre-show advertising.

♦ Create or evaluate your display unit. Look for these elements: o Prominent name and type of business at top of display unit o Clear sales message o Easy to read fonts o Coordinated cohesive messages o Attractive attention grabbing graphics o Attractive theme o Lighting

♦ Decide on giveaways. ♦ Make a checklist of items that need to be ordered, and order early. ♦ Select exhibit staff.

Three Months Ahead

♦ If purchasing advertising space in exhibit materials, get ad ready. ♦ Order door prize. ♦ Select and order giveaways. ♦ Review exhibitor packet, if any, for set up times, break down times and any special rules. ♦ Make hotel and travel arrangements, if out of state. ♦ Finalize the theme and marketing messages. ♦ Send out press releases or update website to state you will be at the show.

Two Months Ahead

♦ Train booth staff in sales strategy, dealing with questions and objections. ♦ Prepare print materials. ♦ Finalize all services for event and order them. ♦ Schedule installation and dismantling services if necessary.

Schedule for a Trade Show     Copyright 2011 Patricia Iyer  Page 3 

One Month Ahead

♦ Confirm all ordered items are on schedule. ♦ Hold a second training session to review script of presentation to prospects. ♦ Set up the display unit and have others review for functionality. ♦ If shipping display unit and accessories, confirm date of shipment and delivery. ♦ If doing a pre-show mailing or promotion, implement plan. ♦ Make check list of items to take to show. Consider these supplies:

o Table cover o Bowl for cards o Plain cards for prospects without cards o Candy and bowl o Sample reports o Extension cord o Power strip o Pens o Brochures o Velcro if using adhesive signs o Giveaways o Door prize o Lights o Literature racks o Signs o Display unit o Bottle water o Cough drops o Mouthwash and mints o Chapstick o Tylenol o Confirmation of plane reservations o Hotel and car rental confirmations o Exhibitor kit o Cell phone charger o Lanyard for name badge o Luggage cart if will need to move own boxes

Two Weeks Ahead

♦ Pack supplies. ♦ Have bills for tipping doorman and bellman, if in a hotel.

Schedule for a Trade Show     Copyright 2011 Patricia Iyer  Page 4 

At the Show Before Opening

♦ Pick up name badges and check for accuracy of spelling ♦ Confirm arrival of display unit, equipment and services, if applicable. ♦ Allow sufficient time to set up display unit. ♦ If setting up night before, store all items under table until 30 minutes before prospects are set to start arriving. ♦ Complete pre-show briefing and review criteria for a successful show.

During the Show

♦ If a multiday show, review progress and organize leads each day. ♦ Remove business cards from drawing bowl each day. After The Show ♦ Make arrangements for shipping the leftover materials and equipment, if applicable ♦ Write thank you notes. ♦ Hold meeting with booth personnel and brainstorm areas for improvement. ♦ Neatly pack exhibiting material, clearly label it and put away. ♦ Obtain attendance list and do post show mailing.