Trade show do’s and don’ts
I’m attending for TNNA tomorrow, and I already have my comfy shoes packed (I’m not repeating the mistake of last year!). In addition to non-painful footwear, here are some other tips for you if your schedule allows you to exhibit at and/or attend a trade show this summer:
Classified information: ESP, an exhibit display manufacturer, knows a thing or three about expos and shares its collective wisdom on its Tips page. My favorite is applicable whether you’re exhibiting or attending (A=the booth you came to see; B=the booth you didn’t know about but might have something for you; C=the booth whose product or service is simply not your cup of tea): “There are three types of prospects, and treating each one correctly can save you and them time:
- Customer A. Ready-to-buy or order now.
This is why you are exhibiting at the show, spend quality time with them. - Customer B. Have an interest, but need more information.
You want to convert these people to Type A. Try to discover who they are. You will be able to do more with them than just giving them a product brochure that they won’t read later. - Customer C. Do not have an interest.
They either do not want or need your product, or at least think they don’t. Don’t spend time with them; try to avoid them. An exception is if your booth is overstaffed and people need to look busy. If that’s the case, send someone home!”
Thanks, anyway: This gem was found online at Skyline.com (itself a great clearinghouse for trade show tips). The Center for Exhibition Industry Research offers four ways to end a conversation at a booth when you know the person falls into the “C” category as described above. Use one or more of the following in conjunction with a handshake, business card and brochure or small giveaway:
- “I’m glad we had this opportunity to talk today…”
- “I’ve taken enough of your time today…”
- “Based on the information shared today, we can’t help you, but here’s our website if you need us in the future.”
- “Thanks for dropping by…”
Top 10 list: None other than “Trade Show Joe” offers his top picks:
- Initiate Preshow Promotions
- Prepare 3-6 Engaging Questions Before the Show
- Provide Incentives for People to Leave Contact Information
- Set Measurable Goals for the Show
- Establish and Even Gender Balance in Your Booth
- Create the Right First Impression
- Keep Notes on Prospects
- Remember the 80/20 Rule… Listen 80% – Talk 20%
- Minimize Using Trite Questions (May I Help You, How Are You, etc.)
- Avoid Sitting, Eating and Drinking in the Booth
Get a checkup: As you might imagine, Exhibitor magazine has fantastic tips on everything from making a small space work to using technology at the show. Here’s a great one to keep in mind when you’re traveling with your staff, whether you’re in the booth or walking the floor: “Why wait until after the show to figure out how you did? Hold daily meetings with staffers immediately before the exhibit hall opens each day. Ask everyone to report how they’re doing and compare their activity to show objectives.
What’s working? What isn’t? How can you improve performance? What victories do people have to report? What areas need improvement?
A daily meeting is a great place to make mid-course corrections and motivate yourself and your staff for the day ahead.”
These are just a few of the many recommendations out there a simple Internet search can bring. Personal experience can always add a few more. For example, when I was a young “booth babe” (ha!), we were instructed to always dress better than our competitor and thus stand out in business suits among a sea of polo shirts and jeans or khakis. It was also a mortal sin to leave a purse or briefcase on a chair; the area behind the table had to remain clutter-free to again, keep up the professional look. The rules vary by industry, of course — I’m not taking any power suits to TNNA. But I’m interested in your say… what tips do you have to share for a terrific trade show experience? What side do you fall on when it comes to knitting or stitching behind the table? I’ve seen arguments for and against, so feel free to speak your mind in the comment section below or email me at positiveyarn@goochandgooch.com. And come see me at 1450T if you’re attending TNNA this weekend… I promise to follow as many of the tips as I can!
Tags: business, CEIR, ESP, Exhibitor magazine, marketing, Skyline, TNNA, trade show, Trade Show Joe
