trade show 101
DESCRIPTION
Presented by Shannon Morrison, Account Executive for The Image Resources Group, at the 2013 EXPOsure Exhibitor Trade Show 101 SessionTRANSCRIPT
The EXPERTISE of exhibiting
Presented by:
The 4 P’s
of exhibiting
TRADE SHOWS 2500 consumer Trade shows
Attended by 120 million people
Who spend 150 BILLION dollars
The 4 P’s of exhibiting Planning
People Skills
Productivity
Promotion
PLANNING Know your environment
investigate the competition
build your brand
network
gather market information
reinforce client relationships
feature something new
new
GET LEADS
A
Jane Doe Table top display Show in Oct. Just moved to town
rank leads
PEOPLE SKILLS 7 out of 10 companies don’t train their staff
80% of show attendees base their opinion of your company on the
actions of your employees at the booth The 5 steps to “E’s” booth selling
Engage-approach attendees Excite-the benefit of doing business with you Educate-what you do better than anyone else Encourage-an action Exit-so that you can talk to your next prospect
DISPLAY STUCTURE MARKETING MESSAGE MERCHANDISING METHOD INCREASE PROFITS WITH PROMOTIONS FOLLOW-UP LEADS EFFECTIVELY
74% OF COMPANIES COLLECT LEADS 85% NEVER FOLLOW-UP
PRODUCTIVITY-CREATE A DYNAMIC DISPLAY
Coordinate your entire exhibit
PROMOTIONS & FOLLOW-UP
FOLLOW-UP ON LEADS EFFECTIVELY
OVERVIEW: PLANNING SHOW SERVICES IMAGE & DESIGN SET GOALS COLLECT LEADS
PEOPLE SKILLS
TRAIN STAFF COMMUNICATION SKILLS ETIQUETTE INTERACTIVE
PRODUCTIVITY
PROMOTIONS
DEMONSTRTIONS OFFERS & GIVE-A-WAYS SAMPLES FOLLOW-UP
MESSAGE MERCHANDISING METHOD NETWORKING RESEARCH
The EXPERTISE of Exhibiting Presented by: The Image Resources Group & Wichita Metro Chamber of Commerce PLANNING
• Know your environment-Booth location, electricity, Wi-fi. • Set your show goals-Getting sales, leads, appointments. • Build your brand-What makes your company unique? • Network-Network with other exhibitors they maybe future customer or their customer’s maybe your
target customers. • Gather Market Research-3-5 questions to ask attendee’s to gain knowledge about your potential clients
wants and needs. • Reinforce existing client relationships-Send invites or a special offer to your top clients. • Feature something new- what’s new, hot or trendy in your industry. • GET LEADS- Rank your leads and follow-up effectively.
PEOPLE SKILLS • Discuss ideas and themes • Set goals • Use the 5 steps to “E’s” selling
The 5 steps to “E’s” booth selling Engage • Be proactive • Approach attendee • Use questions to get customers to stop
Excite them with benefits • Give them the benefit of doing business with you • Tell them how you are going to help them
Educate them with the features you offer • What it does • Why it’s great • Why your company is the best choice
Encourage an action • Sell them something • Watch a demonstration • Fill out a survey • Set an appointment
Exit • Thank them for their time • Smile, shake hands • Give them literature or sample • Say goodbye, disengage and move to the next prospect • Watch a demonstration • Fill out a survey • Set an appointment
PRODUCTIVITY • Display Structure- Choose a display type, use bright colors and updated graphics or have a theme. • Marketing Message-Is your message clear? Can you tell by looking at your exhibit what you do and how
you do it? • Merchandising Method-Can your products be seen? Display them in a consistent way with your booth
theme. • Coordinate your exhibit-Dress up with a theme, have company shirts, look different from the attendees.
PROMOTIONS–Before, during and after your tradeshow
• Before-- Send emails, invitation use Social Medias. • During- Send Tweets; give a-ways, samples, demonstrations, special offers. • After- Follow-up on leads within 3-5 days, send a Thank you card or special offer, ask for referrals.
Thank you,
Angie Elliott Shannon Morrison Wichita Metro Chamber of Commerce The Image Resources Group
316-268-1129 316-267-8027 @wichitachamber. [email protected]