If your company has an upcoming trade show, what 3 things can you do to help assure its success?
I’m not talking to the Marketing gurus, those folks who spout brand equity objectives, I’m not talking to the Executives, strutting around the show to see how much bigger their (ahem) booth is than everyone else’s. I’m not even talking to the Trade Show Manager, the poor schmuck who schleps everything to and from the show, working like a dog, and getting paid about the same wages.
I’m talking to Joe Worker, Blue-Collar Bill, Sally Sales … really anybody selected to attend a trade show on behalf of their organization.
First of all, did you realize that your company’s success relies largely on what you do? It’s not the exhibit, the fancy multi-media demo, the stress balls, or any other swag your company brings to the show. The success of this endeavor, and the subsequent business created in the weeks and months following the show …. Is largely up to you to create.
I know, I know.
A lot of you are saying, “Bob, you’re full of crap.”
As evidence, I point to societal decline of the effectiveness of advertising in general. Who can doubt that since the advent of the Internet and the Social Media explosion, it’s much more difficult to craft and maintain a brand image through traditional means? If you don’t believe me, just ask the Penn State Football Program. No doubt their recruiting efforts will face lots more challenges this year than last.
The success of brands today, depends greatly on the ability of their brand ambassadors, their people, to build long term trusting relationships with their customers and prospects (see Penn State above), that fosters a loyalty and re-purchase.
As an ambassador of your organization, what can you do to assure your experience at the show adds to your brand’s strength, rather than destroying a lifetime of work through careless actions (see Penn State, again).
Three Simple Things
- Prepare Pre-Show
- Act Decisively At-Show
- Follow up Completely Post-Show
Prepare Pre-Show
Preparing pre-show goes a little beyond booking your flights and hotel room. Let me suggest a method you can use to help you focus on creating great results.
I’d suggest you conduct the following exercise. Make a list of the five most important people you will need to see at the upcoming show to assure that your time has been productive. Shows are all about face-to-face contact. So ask yourself, “Who do I need to see?” Be specific. Name names. If you need help identifying these folks, speak with your Supervisor.
Once you have your “Top 5” list, go through it one-by-one, and ask, “What will I say to him/her if I find them?” This will help you distill your company’s plethora of messages down to one or two key things. Choose carefully. Make sure your message will be relevant to their needs.
Now ask yourself, “What else do I need to pull this off?”. You may require private, quiet time. You may need other people present. You might need specific samples or demo material. Whatever it may be, get them ready, so that this truly important message, to this truly important contact, can be delivered at full impact.
You now have a plan. If you’re able to get these five things done, it will have a great positive impact on your company’s direction. And best of all, you’re prepared for each important encounter.
Act Decisively At-Show
Not every encounter at the show will result in a qualified lead. Usually less than 30% of the overall attendance at a show will have any interest at all in what you selling. You need to adopt the mindset of a baseball hitter, who, while failing 7 out of 10 times, sits at the top of his profession.
It’s a little like finding needles in the haystack. You can expect to sift through lots of waste to find a single diamond in the rough.
However, this sifting process must take place quickly. That’s because the trade show is a very time-rationed environment. You need to get down to brass tacks and not waste time with dis-qualified visitors. Similarly, you need to spend quality time with your best prospects, to identify them, find out their issues, and set up future progress toward closing the sale.
Follow this simple 3 step process to do this with each visitor you encounter.
Ask these questions, in this order:
- “What does your company do?”
- “What’s your role?”
- “What are you working on now?”
After question #1, you’ll know whether there is any potential to do business. If not, dismiss the visitor politely, explaining why there’s no potential for further discussion.
After question #2, you’ll know if you got the right person. If not, ask for a referral and again politely dismiss.
After question #3, you‘ll know why they’ve come to the show.
If they pass all 3 questions, you’ve found somebody who works for the right kind of company, in the right job, with projects you can address. This is someone to spend time with. Deliver your message and take notes about their situation.
Be sure each of these conversations ends with a commitment for some type of action in the future, both by you and them. You must doggedly record these promises. This will be the basis of future action, and represents the true value you’ll get from the show.
Follow Up Completely Post Show
“Everybody wants to design the exhibit. Nobody wants to follow the leads”.
It’s been an ongoing statistic for the past ten years that 75% of trade show leads are never followed up.
This is due to two factors: (1) taking too many bad leads; (2) not being committed to post-show follow up.
If you follow the 3-steps outlined earlier, you’ll eliminate or greatly reduce problem #1, problem #2 is simply a matter of will and committed resources.
However, if you’re looking for an edge to have over your competition – here it is.
You just had a detailed conversation with a targeted prospect who needs the solutions you provide. Yet once he returns from the show, chances are the best he’ll get, is a “form letter” response saying “thanks for stopping by our booth, be sure to visit our web site for more information”. Guess what? He already did that. Don’t insult his intelligence or make him start the relationship over by treating him like a “window shopper”.
Individually follow up with each key contact (if you did your job well at the show, there won’t be an overwhelming number of them) with exactly and precisely the information they need/want. Don’t bother with en masse follow up. Personalize it. Individualize it. This will build trust, memorability, and move the prospect forward along the path toward purchase.
If all you needed was a list of contacts for cold calls, you could have obtained it without the trouble and expense of exhibiting.
Summary
Three Simple Things
- Prepare Pre-Show
- Act Decisively At-Show
- Follow up Completely Post-Show
Do these things, regardless of your position or role in your company, and you will add to your company’s trade show return on investment, and you’ll see that return immediately at your very next show.
Trade Show Bob
1-888-9-ASK-TSB
Bob's Best Bites
Apple pie baked in a paper bag? Are you nuts? Doesn't it catch on fire? Actually -- no, it doesn't. In fact, it's the best apple pie I've ever had (sorry, Mom). You can get it at The Elegant Farmer in Mukwanago, WI, about 25 miles southwest of Milwaukee just off I-43. My favorite is the Caramel Apple Pie, followed closely by the Summer Berry Apple Pie. Followed closely by their other varieties. Each and every pie is actually baked inside a brown paper bag, which makes the crust unbelievably good. Somehow, the paper bag allows it to retain it's flakiness without drying out (I'm sure some of my Foodie friends could explain the process). When you couple this with a mountain of perfectly flavored and cooked fruit inside -- sorry, I had to stop and wipe the drool off my keyboard -- well, you get the idea.
If you're ever in the area, it's worth a stop. However, your mother may never forgive you.
What's the best pie you've ever had?
What's the best pie you've ever had?
Trade Show Bob
1-888-9-ASK-TSB
