November 9, 2006in Trade Show Advice 0 Likes

Keep the Prospect in Your Trade Show Booth

Once you get traffic flowing to your trade show display, beyond the product display and basic information about the product and your company, how do you keep the prospect’s interest?

Clearly your potential client has some level of interest in your product or service or they would not have stopped at your booth. But the cut-throat competition that exists at trade shows requires you to be at the top of your game so you can demonstrate what separates you from the competition. The doorway to closing the sale is building rapport – and at a trade show you don’t have a lot of time to do that.

And while you aren’t necessarily expecting to close the sale with every prospect at a trade show, Zig Ziglar says there’s one simple way you can more efficiently move toward the close. Before beginning your presentation, you establish an agreement with the prospect that at the end of the presentation you expect them to either:

  • agree that the product is in their best interest so the two of you can discuss the purchase options available OR,
  • indicate the product is not in their best interest and the two of you will discuss options from there.

But first, you’ve got to make it to the close of the sale. In his article, “How to Build Trust and Rapport Quickly,” sales trainer John Boe reviews tips and strategies to consider once the prospect is standing before you.

How to Build Trust and Rapport Quickly

By: John Boe

If you’re working hard, but aren’t consistently generating enough sales and getting referrals, chances are it’s a matter of trust. One of the most critically important and yet frequently overlooked aspects of selling is creating a solid foundation of trust and rapport.

Suppose you could incorporate a few simple, yet highly effective ideas into your selling process and substantially increase your bottom line?

Successful salespeople have a knack for making people feel important. They understand the value of building trust and rapport early on in the selling process. For you see, it really doesn’t matter how knowledgeable you are about your product line or how many closing techniques you have mastered, unless you earn your prospect’s trust and confidence you are not going to make the sale period.

Read more of “How to Build Trust and Rapport Quickly”

November 6, 2006in Trade Show Displays 0 Likes

Generate Traffic, Boost Sales with the Right Trade Show Graphics

Six Do’s & Don’ts for Creating Impact

The graphic elements of your trade show display are as essential to getting results as the paint on an artist’s canvas. There are many creative directions you can go with this idea, and many of your competitors will default to using the company logo for their graphic because it’s easiest. But this works best when you have firm brand recognition, like Apple Computer or a compelling, attention-grabbing logo like Target Stores, or you have a combination of both, like McDonald’s

But if you don’t have that concrete brand recognition yet, there are plenty of alternatives to effectively executing the use of your trade show display graphics. Here are some guidelines you should follow to give you the best chance at getting the results you want.

Do:

Think from the Customer’s Perspective – If a prospect knows nothing about your company, what would you first want them to know or understand about you? And how can you communicate that in your trade show display graphics at first glance? Put yourself in the customer’s shoes – most of us know from Marketing 101 that if you don’t get the customer’s attention in a few seconds, you can forget it. So, don’t waste their time – make them feel grateful that they stopped to talk to you. (more…)

November 3, 2006in Trade Show Displays 0 Likes

Safety and Security for Your Next Trade Show Visit

When planning to participate in a trade show, how often to you really think about safety and security? Exhibitor Online’s Candy Adams reviews potential risks in her article, “Trade Show Safety and Security.” From splitting the contents of her wallet between two pieces of luggage to making sure you safely set up your trade show display, she covers common vulnerabilities and how to protect yourself, your staff and your equipment during the next trade show that you visit.

Trade Show Safety and Security
By: Candy Adams

From airports, to the hotel, to the show floor itself, exhibit managers face threats to safety and security at every step of the trade show experience. Because much of what we do, and exactly how and when we do it, is not within our personal control, planning safety and security for ourselves, our staff, and our exhibit property isn’t something we can leave to chance.

Personal Travel Safety
What would you do if your wallet, containing all your cash, traveler’s checks, credit cards, and ID, was stolen going through the security checkpoint at the airport? This exact scenario happened to me a few years ago on a two-show road trip.

I now split my cash and credit cards between two pieces of carry-
on luggage whenever I travel. I also keep a photocopy of everything in my wallet on file at home, just in case I have to report the loss or theft of my credit cards or ID.

But simply arriving safely is only half the battle. Be aware of scams at gas stations near airports where travelers typically refuel rental cars. One thief will set up a distraction as you pump gas, and another will grab your purse or wallet from the opposite side of your car.

When checking in to your hotel, be sure the desk clerk doesn’t ann-ounce your room number in front of other guests. If this happens, request a room reassignment.

October 6, 2006in Trade Show Displays 0 Likes

Increase Sales By Thinking Beyond Your Standard Trade Show Display

The most incredible, cutting-edge, innovative product or service in the world is not going to generate revenue without a valiant marketing effort. Attending trade shows is a smart initiative to get exposure for your company – but if you are not paying close attention to the details of your trade show display, you are missing an opportunity to showcase your company above the competition.

Your trade show display creates a backdrop for you to meet new prospects and hopefully lay the foundation for a lucrative relationship with them. When a trade show attendee stops by your exhibit, they are stepping into your portable office, and you are offering a snapshot of what your company is about. If you want to keep a prospect in your trade show booth for more than a couple of seconds, you must be able to quickly establish trust – and projecting a polished, professional image, combined with a personable staff, sets an excellent foundation of trust.

(more…)

August 28, 2006in Trade Show Advice 0 Likes

Don’t Drop the Ball After the Show

Prepping for a trade show and following up after can lead to lucrative results. But you have to implement effective strategies to get there. Email is one avenue to do that, as outlined in the article below.

Maximize Your Trade Show Investment With E-Mail

“Build it and they will come” doesn’t necessarily apply to your trade show booth. In her book “Trade Show and Event Marketing,” Ruth P. Stevens writes, “Trade show marketers often get so preoccupied with designing and building their booths, they can forget to concentrate on driving qualified traffic.”

Given that trade shows represent 18.6 percent of the typical business-to-business (B2B) marketing budget, according to a 2003 Business Marketing Association poll, investing in targeted pre- and post-show promotions should be a priority. Here are some statistics Stevens cites from the Center for Exhibition Industry Research (CEIR) to illustrate the importance of promotions:

  • Business buyers generally plan their trade show time in advance. CEIR found 76 percent of attendees use pre-show information for this purpose. You compete with not only conference sessions and other exhibitors but also outside attractions in destination cities.
  • A CEIR-commissioned study by Deloitte & Touche found exhibitors who conducted a pre-show advertising or email campaign raised their “attraction efficiency” 46 percent. This stands for the quality of the audience they were able to attract to their booths. Conversion of booth visitors to qualified leads rose 50 percent when a pre-show promotion was used.

E-Mail: Key to Multitouch Promotions

Stevens notes, “Ideal pre-show promotions use a series of contacts, leveraging multiple media channels.” A typical campaign to the trade show’s attendee list could include:

  • Outbound postcards scheduled to arrive a week to 10 days before the event. Create a message that prequalifies the attendee, such as, “Attention, purchasing managers, come and find out how you can save time and money in your search for the best widgets.”
  • Follow-up email reminders to the same list. This should contain links to a landing page from your company Web site covering:
    • Your plans for the event, such as a new product introduction
    • Parties you’ll host
    • Sessions in which your executives will speak

To set up appointments with prospects who have expressed interest in your company:

  • Send a postcard announcing your upcoming presence at the trade show.
  • Follow up with a phone call to set an appointment at the booth at a specific time.
  • Confirm the appointment with an email or letter (or both) to remind the prospect of the appointment and resell why it’s going to be worthwhile. Include a pass to the show floor or the sales rep’s business card/contact information.

Post-Event Follow-Up E-Mail

“An ongoing series of messages after the trade show can extend the value of the trade show investment indefinitely,” says Stevens. “Your objective is to build on the relationship with contacts made at the trade shows.”

Here are ways to follow up:

  • A personal email thank-you note from the individual staffer who met with the contact at the event (Stevens adds, “If your staff has any energy left, the email can go out the evening of the meeting.”)
  • An invitation to subscribe to the corporate e-newsletter
  • Reprints or links to any press coverage or other articles relating to the trade show
  • E-reminder of the final expiration date for the trade show special offer
  • A series of communications to keep the dialogue going
  • Promotion to attendees who didn’t make it to your booth

Qualifying Prospects After the Event

The best way to qualify a lead is on the trade show floor. If you can’t qualify your prospects on site, Steven says, “email is the most efficient means for post-show follow up communications.” Once you collect an email address at the trade show, follow up with:

  • A thank-you note containing product information promised at the show
  • An email qualification form requesting additional information
  • Attachments or links to product information
  • A post-show survey to capture information about the trade show experience

Nurturing Unqualified Leads

What do you do with those unqualified leads not yet ready to buy? These should be filtered through the “nurturing” or “lead development” process with a series of communications designed to build trust and awareness and to keep the relationship going.

Stevens recommends devising a standard process and refining it as experience demonstrates what works best. Most of these nurturing tactics can be accomplished via email:

  • Additional qualification questions
  • Seminar or Webinar invitation
  • Event invitation
  • Request for appointment at next trade show
  • New product announcement
  • E-newsletter
  • Press release
  • Survey or needs analysis
  • White paper, article, or chapter reprints
  • Case study, executive briefing, checklist, tip sheet, or guide
  • Personal communication, such as a holiday card
  • Letter from various sides of the company
  • Letter from third party endorsing your prospect

When you get to the point where it no longer makes sense to nurture a prospect, remove the contact from the nurturing process and return the name to the marketing database for a fresh promotion.

Don’t let all those business cards drown in that trade show booth fish bowl! Hook the live ones immediately, and nurture the rest with an efficient pre- and post-show email campaign.

August 25, 2006in Trade Show Display Rentals 0 Likes

Stretching Your Marketing Dollar: Maximum Exposure on a Budget

You can’t get customers without exposure and you must invest some money to get that exposure. But you don’t have to go broke doing it.

Following the old, basic marketing model – putting a sign with your company’s name on the door; sprinkling your advertising budget across print, radio and television campaigns; and paying a graphic designer for a slick brochure or pamphlet – minimizes your impact in the marketplace. An important step in expanding your customer base is gaining exposure to generate interest in your brand. And if you were thinking that you couldn’t get a lot of exposure because of a limited budget, keep in mind that there are always effective, low-cost marketing options to attract potential customers.

Here’s a look at a couple of ideas to stretch your advertising dollars.

Website

Just under a decade ago, only the large companies were using their websites as effective marketing tools. Today, almost every business needs one. Your website serves as an essential piece of your overall marketing plan that fuels a sense of legitimacy for your business. If you don’t have a website, potential customers may be turned off because these days, the perception is this: if you are a legitimate professional, you have a website. It’s as important as having a phone number for your business. (more…)

August 7, 2006in Trade Show Advice 0 Likes

Trade Show Sins

Some good advice I came across on the bad habits and lack of prep that can lead to a wasted trade show experience.

The Seven Deadly Sins of Tradeshows

Do you know the Seven Deadly Sins? I’m not talking about pride, envy, lust, and all the rest that you may be familiar with. While those are important, chances are they won’t crop up at the average tradeshow. Instead, there’s another set of sins – seven deadly sins – associated with exhibiting. If you commit one or more of these, you can count on a dreaded result: exhibiting that is ineffective, counter-productive, and a monumental waste of time and money!

Are you guilty? Is your exhibiting in mortal peril? Check the list and see:

Sin #1: Neglect

Failing to set exhibiting goals is one of the most deadly tradeshow sins. Having goals delineates your purpose for exhibiting. This is the essence of the whole exhibit. Knowing what you want to accomplish at a show will help plan every other aspect – your theme, the booth layout and display, graphics, and more. Exhibiting goals should complement your corporate marketing objectives and help in accomplishing them. (more…)

August 7, 2006in Trade Show Displays 0 Likes

Leading Trade Show Exhibit Trends Create A Profound Experience for Attendees

Trade shows have traditionally served as an opportunity for industry leaders to showcase their latest products and innovations. Competing companies have always clamored for the attention of potential customers by sticking to the benefits sales model, showcasing how their product can solve a common problem.

But current trends are creating a different climate at trade shows these days. With competition for the customer’s attention stronger than ever, exhibitors are no longer fixated on separating themselves from their competitors by focusing on a particular product and simply talking about solutions and benefits. Which leads us to the first, and probably most profound, trend in trade show exhibiting. (more…)

March 3, 2006in Trade Show Marketing 0 Likes

Trade Show Exhibitor Advice: Making Sales and Lead Generation

Making the most of your trade show
By Mat Kelly

If you are getting ready to set up a trade show booth for a show, then you are already being business-savvy and doing the smart thing. Trade shows are one of the best ways to market your products or services and advertise your business to interested buyers. Even for successful companies, trade shows can increase sales and public exposure dramatically. Trade show booths allow businesses to directly connect with the people that purchase their products or services.

Though the reasons for exhibiting at a trade show are obvious, simply setting up a trade show booth is not enough if you really want to make the most of your expense and time. Generating leads and making sales are your priorities and your trade show booth – both the physical space and the display – can help you do this. When you are displaying a trade show booth, you want to project just the right image for your company; one that makes potential clients want to learn more after their first glance. Although people’s eyes should be drawn to your trade show booth, it shouldn’t be because it is simply flashier or louder than the others. Flashy or loud may be good for sales if your business is video games or music, but if your business is selling gourmet foods to restaurants you probably don’t want to advertise your booth with a flashing neon light or loud ear-splitting rap music. Your trade show booth should reflect your company’s brand and market, while still offering just that little extra effect that makes it stand out. This may sound difficult, but it really isn’t. It just takes a little pre-trade show planning. (more…)

March 3, 2006in Banner Stands 0 Likes

Using Banner Stands at Trade Shows

Banner Stands Increase Trade Show Traffic
By Mat Kelly

Attending a trade show can be a very effective method of promoting your company and its products. And one of the most effective ways to optimize your trade show display and increase traffic to your booth is through the use of banner stands. A banner stand for your trade show display draws attention to your booth and helps you deliver your message to prospective clients, current customers and business contacts at what is usually a highly competitive event. Your trade show display should stand out from the crowd, and a banner stand is a great way to make sure it does.

Banners themselves are typically constructed with either fabric or vinyl. There are advantages and disadvantages to each type of material, so you should consider how you will use your banner stand before deciding between fabric and vinyl. Fabric banners are durable and long-lasting. Fabric doesn’t reflect light like vinyl, which can decrease your banner’s readability. Fabric banners also don’t bend or crease so they travel well. However, fabric banners are not easy to clean and can become dingy or faded with time. Vinyl banners are easy to wipe clean and allow for brighter colors and sharper image definition on them making them more eye-catching than fabric banners.

There are many aspects of banner stands that make your investment in one worthwhile. Banner stands can be designed with your company logo or graphics, and include the important information you want to convey to prospective clients. They can be used in conjunction with a trade show display or on their own to advertise a product, announce an event, or showcase information about your business. They can be used as an extension of your trade show booth at a show because they can be set up in other areas like the show lobby or at the end of an aisle. Additionally, banner stands are lightweight, portable, and easy to set up and take down.

Once you have invested in a banner stand, you will find many uses for this vital piece of equipment outside of trade show displays. Banner stands are reusable and long-lasting. You might consider setting up your custom banner stand in a shopping mall to draw customers into your store, in a hotel lobby to direct the flow of traffic, at a movie theater to advertise an upcoming film, at a sporting event to showcase team information, or wherever your audience is likely to be found. The benefits of a custom banner stand will last your business far beyond trade show displays, and with proper care can be used for several years of succinct, eye-catching advertisement for your business or company.

Please visit ExhibitDeal to help you create the perfect banner stand for your next trade show. ExhibitDEal also specializes in trade show displays and mural design.

March 3, 2006in Trade Show Financing 0 Likes

Trade Show Display Financing Now Offered by ExhibitDEAL

Financing program lets companies pay for their trade show display in installments allowing them to purchase the display they require.

SANTA MONICA, CA – Date – ExhibitDEAL, the Original Exhibit Wholesaler, is pleased to announce their new Trade Show Display Financing Program. A first in the trade show display industry, display financing was introduced by ExhibitDEAL to help businesses purchase the trade show display that meets their needs, not just their budget. Learn more at: http://www.exhibitdeal.com/financing.html

ExhibitDEAL set up the Financing Program to make it simple – after filling out the one-page application most customers find out if they qualify within 48 hours. Customers work with ExhibitDEAL’s leasing agent who understands the trade show business and the need to get the right display for a show.

ExhibitDEAL’s Financing Program grew out of a demand in the market for an alternative way to purchase a trade show display. Mat Kelly, president of ExhibitDEAL, explains, “Giving companies the option to pay for their trade show display in monthly installments, instead of all at once, allows them to get the display they want. Too often companies settle for a smaller display because of cost; our financing program helps them select the right display based on their requirements, not just price. And their cash flow isn’t tied up in a trade show display allowing them to invest in other areas.”

Financing is available on any of ExhibitDEAL’s trade show displays over $2,000 which includes many of their custom fabric and laminate displays and their larger pop-up displays. Payment terms are up to 36 months on approved credit.

About ExhibitDEAL
Founded in 2000, ExhibitDEAL is The Original Exhibit Wholesaler offering portable trade show displays at nearly half the market rate. Offering custom laminate displays, custom fabric displays and pop-ups, ExhibitDEAL’s wide range of options satisfy all your trade show needs. ExhibitDEAL can be found on the Internet at http://www.exhibitdeal.com/.

Contact:
Mat Kelly
http://www.exhibitdeal.com/

Press Contact:
Alyssa Duvall

February 25, 2006in Trade Show Displays 0 Likes

Making Trade Shows Interesting

Attending trade shows can be an effort in futility, imagine being a presenter at a trade show. Sometimes you need more than just a trade show display…

One of the hard parts about running a conference is figuring out a reasonable strategy for the trade show. Some conferences don’t have a trade show at all; if you can get the attendees to pay all the costs associated with an event, then that’s a worthwhile strategy.

From 2001 until late last year there was such a downturn in the high tech industry that vendors were having a hard time justifying the costs for booths and booth staff. The XML conference certainly noticed the downturn. It wasn’t all about the money, of course. As Tim said, a web site can function as a booth and doesn’t pack up and go home after a couple of days.

Except for, everyone now has a web site, many complete with blogs and RSS feeds and Flash demos of happy customers using the product to do marvellous things. If you know the names of the companies whose products you’re interested in, or the standard name of the type of product you’re looking for (so you can at least google for it), then you’re probably well served by the web. Always assuming that what you’re looking for is the slick, polished, demo information that most web sites specialise in. If you don’t know what types of products you might need, or you don’t know the names of relevant companies, then you have a harder time trying to find it. Or maybe you’re just suspicious of whether the products shown in the slick demos really can solve the issues you have.

I’m reminded of the scientific research community. When I was doing my PhD, you either had time to keep up with the related literature, or you had time to do your own research. You didn’t have time to do both. The way you found out about stuff that actually was relevant to what you were working on was to go to a conference or two a year, listen to the papers, and talk to people. Merely publishing your research in a recognised journal was not enough; you had to take the research to where they were going to be. I think we’re getting close to this with web sites, where one of the only ways for vendors who aren’t household names to be found is to go to a trade show and make it worthwhile for attendees to stop by their booths.

So what makes it worthwhile for attendees to stop by a booth? Part of the answer is for what they can’t get off the web. Eric Sink points out, amongst a lot of other interesting comments, that the big difference is face time. Time to put companies and products into perspective, compare them to the competition, maybe talk to some real developers. Time to see whether they can trust the vendor to fulfill the promises that vendors always make about ship dates, feature sets, and standards-compliance. And time to find out about that new style of product that they hadn’t known even existed before this week.

At the XML conference we’re doing our bit to help attendees get an experience they can’t get on the web. We’re emphasizing interoperability demos, and comparative product demos. We’re getting new vendors on to the show floor, and a lot of vendors this year are planning product launches at the conference. It looks like it’s going to be a good complement to the technical program, showing attendees another side to the innovations going on in XML-land.

February 10, 2006in Trade Show Display Rentals 0 Likes

Trade Show Display Rentals: A Good Idea!

Trade shows can be a great way to win new business, make new contacts and unveil new products to the marketplace. Exhibiting at a trade show means you are going to need to a trade show display to attract attention and showcase your company and products. The benefits of renting a trade show display, instead of purchasing one, can be numerous for small businesses or start-ups attending their first trade show and large businesses looking to increase interest at their next show. Below are some of the reasons why renting a trade show display is a good idea.

Convenience
The convenience that provides, as opposed to buying one, can be one of the most important factors in one’s decision to rent. Renting a booth for your first few trade shows will allow you to get a feel for these shows and how much money you may be able to make by attending them. You don’t want to make a big investment in a trade show display only to find out that the trade show scene is not for you. Using a rental gives you the impact of having a customized trade show display and the convenience of not having to commit to a specific format. (more…)

February 9, 2006in Trade Show Displays 0 Likes

Trade Show Displays and Budgets

Start planning well ahead. You already know this, right? Keep yourself as organized as possible right from the beginning — even before you book your space. You know how carefully today’s brides plan their weddings. Months, even years ahead, they start thinking about the church, the reception, the dresses, the flowers, the cake. And of course, the cost. Well, you’re the bride. Grab your planning book and start writing down everything you must do to get yourself ready for a successful trade show season — next year’s.

Even before you decide to go into a show or two, you should have a hard look at the costs and expected returns. This is why you create a trade show budget. Whether you admit it or not, everything has a cost, and trade shows are no exception. Remember that your objective is to make sales, or at least generate opportunities to make sales. So you have to view your costs in that light. Everything should be done with an eye on its potential return.

How to Start your Trade Show Budget Planning

The normal starting point for your campaign is the trade show budget. If you work from a budget, you have an outside chance of keeping your costs under control. Of course there is a certain amount of hocus pocus involved in budgeting for things like trade show marketing — especially if you’ve never seriously done it before and have no track record to go on. Still, you should give it your best shot. This is not rocket science, and any research or analysis you do will be better than just “winging it”. Try using a “brainstorming” process similar to the following.

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Exhibit Deal, The Original Trade Show Exhibit Wholesaler is a click away. Award winning designs and brilliant graphics are waiting to help make your trade show a smashing success!
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First, ask yourself some BIG questions:

Question 1. Do I really believe I can recover my costs within a short enough period of time to make it “profitable” (make more than it costs)?

Answer 1. Like most promotion and advertising, until you’ve done it, you have little idea how successful it will be. First you will have to summarize all the costs, and then try to figure out how many sales you’re likely to get from this sort of exposure.

Question 2. Do I have any idea which trade shows are more likely to be “profitable”.

Answer 2. There are trade show directories and reports that can tell you about industry-specific shows. Usually they will tell you the number of attendees, and hopefully something about their buying habits. Find the relevant directories, and figure out some method of choosing between shows.

Question 3. Are there obvious ways to enhance my “Conversion Rate” — the number of attendees who buy from me?

Answer 3. Yes, of course. Having an attractive, eye-catching trade show display is a good start. Getting a good location on the floor will help. Setting up your booth properly will help you “process” the attendees more efficiently. Having a lead-gathering system will help you do more profitable follow up. Giving out memorable hand-outs will enhance your chances of being recognized later on. Training your booth staff could make an important difference.

Ask yourself a few more questions like this to get yourself in the right frame of mind. Then you’ll be ready to start preparing your trade show budget.

Let the Planning Begin – Selecting Appropriate Shows

Begin by assembling the following information (and anything else that seems relevant as you go along):

Find a trade show directory for your industry (online is the best source), or check out the major trade show venues or exhibition companies. They will put you on the right track very quickly.

Select the 10 most promising looking shows based on your “gut feeling” about their potential for your campaign.

Make a chart and list the five or six most relevant bits of information for each of your most promising venues:

– Location
– Date
– Number of attendees
– Geographic area served
– Target market (who will be attending)

Calculate Your Costs for Each Show

Now add some columns to your chart where you can list the costs that are specific to each show:

– Booth space cost
– Other space-related costs
– Travel costs to and from the show
– Things to rent or buy at the show (tables, power, etc.)
– Accommodation costs for booth staff
– Shipping costs for booth display(s) and materials
– Vehicle rentals required

Campaign Costs when Entering a Number of Shows

Now think about the actual “sales process” and make a list of what you will need in order to have a successful trade show experience. These will usually be things that will be used for several shows, so think of them as “campaign costs” that will be amortized over a number shows:

– Display booth design and production
– Product literature
– Hand outs
– Staff training
– Show promotion (free passes to clients, etc.)

If you estimate that your campaign costs will service 4 shows, then take these costs and add 25% of the total campaign costs to the cost of each show. That should give you a realistic estimate of the total cost of each show:

Cost to to Attend Show = Specific Show Costs + pro-rated Campaign Costs

Calculating Your Break Even Point

Now that you have a fairly clear idea of your costs, it should be possible to arrive at an accurate estimate of your Break Even Point for each show — the number of sales you have to make to cover your costs.

For instance, let’s say you calculate that your costs for Show A are $3,000 (including a pro-rated amount for the one-time costs such as the booth). And let’s say you can relatively easily calculate your “gross profit” on each sale (gross sale amount minus out-of-pocket). For example, in the case of the wedding photographer let’s say his gross profit margin is 50%, and the average sale is $1,000. That would give him a Gross Profit of $500 per sale.

In order to recover his $3,000 he will have to get 6 sales (6 x $500 Gross Profit on each sale)

Factors Affecting Conversion Rate

What are his chances of getting 6 sales from a specific show?

Well that depends. If our photographer goes to a wedding show with 1000 warm and willing blushing-brides-to-be battering down the doors of the show, then perhaps 6 is a conservative estimate. However, if the show has only 200 attendees, it might be much more difficult to get 6 sales.

But that also depends. A smaller show may have fewer exhibitors (less competition), will have a more intimate feel about it, will give you more time with each prospective client. And, of course it will cost considerably less than a bigger show — so his break even sales point may be considerably less.

The same goes for much larger shows: more attendees (prospective sales), but higher costs, and much more (and more intense) competition. So the “conversion rate” (number of sales per 1000 attendees) will be lower. There will be more people, but they may be harder to sell.

Once you have a feeling for the idea of “conversion rate” you can start to see how other factors have an important bearing on it: the price of your service, the attractiveness of your presentation, the quality of your samples and handouts, and so on.

Every show and every product will have its “conversion rates”, and the only way you can establish the numbers for your own business is to research, experiment, and constantly “tweak” your presentation.

It certainly wouldn’t hurt to talk to friends and acquaintances who have trade show experience. Ask them about their own success rates. Ask them how many actual sales they get from a good show. Ask them which shows have been most successful for them, and how often they have broken even.

Putting it together…

The only way you can arrive at hard conclusions is by trying. That will allow you to establish a track record. If you think the numbers for a particular show almost add up, then take a stab. Go to a show or two, and when it is over do a careful analysis of your costs and returns. Then you can establish a reliable “Target Conversion Rate” — a number you can seriously shoot for and expect to reach — and then you’re in business. Preparing a trade show budget for next year will be a piece of cake.

And of course, once you do commit to a show or two, your focus has to immediately shift to hitting (and smashing through) that Target Conversion Rate. Design a better display, have more impressive samples and portfolio books, fine tune your product, get some memorable handouts, memorize your sales pitch, take voice lessons, get a hair cut…

Author-Bio: Rick Hendershot is a marketing consultant, writer, and internet publisher.

February 6, 2006in Trade Show Advice 0 Likes

Trade Show Etiquette (Display your best foot forward)

Wonderful article by Cynthia Lett on how to treat your future customers and partners when attending a trade show event. While some of these are ideas are simple (the best ones ususally are) we think you’ll find something even an experienced trade show attender can find useful.

Exhibit Hall Etiquette

Attending and exhibiting at trade shows is all about building relationships, learning about new products and services and maybe negotiating a deal.

But everything starts with the relationship.

It is a fact that we like to do business with people we like. We are less willing to make a deal and write a check to a company represented by disrespectful, ignorant people.

You may say, “Well, of course! That is obvious.” But if it were so obvious, why do so many people treat potential buyers and vendors so poorly?

The first impression we have of a company or product is the person who represents it. As a buyer, when you explore a booth on a trade show floor, you should notice how you are greeted? Is it with a smile? Did someone shake your hand? Were you even acknowledged?

How many times have you walked into a booth on a trade room floor and were ignored completely?

It’s happened to me. When that happens, it is my cue to walk out quickly. If the booth attendant cannot be bothered to greet me appropriately, this is a company I cannot trust to meet my needs.

This is where knowing the proper etiquette and using it makes a huge difference between you and your competition.

A first impression is made within five seconds of meeting someone. We make a judgment about them and how we will interact based on their clothes, facial expressions, energy, confidence, personal power, perceived authority, posture, personal grooming, and most of all, by the way they treat us.

For five seconds, that’s a lot of information being formulated. So you have to ask yourself, do you make that first impression a positive one? Or, do you leave the impression that the person is an imposition, a waste of your time and not worth making the effort.

To make first impressions powerful and positive, keep these tips in mind:

* Acknowledge the other person.

* Smile.

* Look the person in the eye.

* Extend your hand first to shake hands.

* Pump from the wrist, not the shoulder or the elbow.

* Make the handshake firm, not bone crushing. Don’t give a “limp fish shake.”

* Lean forward from the shoulder to put energy into your greeting.

* Introduce yourself by stating your first and last name and position.

* Whether you are the buyer or seller, always extend or accept a greeting–don’t wander into a booth, grab a brochure or sample and run out without making a connection.

* Make the encounter worthwhile–even for the few moments you are there. Ask questions. Attempt to learn something about the product, service or buyer’s needs.

* If the product is not of use to you or your company, thank the booth attendants and say goodbye without wasting their time. This shows respect for their business and their time. It will also leave a positive impression about you, because you never know when you may encounter them again.

* If you are the seller, qualify the lead by asking specific questions. Too many generalities waste time for both of you. Examples of good specific questions are, “Do you believe that our product would be helpful to you?” or “What prompted you to stop by our booth?” Remember, wasting someone else’s time is a huge etiquette faux pas.

* Ask how you can follow up with them if you intend to do that. Don’t ask, “May I have your card?” That is a demand for a gift, not a request for information. The reason we want someone’s business card is to have information for follow-up. If you make the demand for a card, you may embarrass them if they don’t have any to give. What you really are requesting is a way to follow up. Ask instead, “What is the best way to follow up with you?” or “Where may I send additional information?” This leaves a classier impression and respect for the other person.

* Understand the corporate culture. Is it informal? Does everyone use first names immediately? Or does it tend to be more formal? If so, don’t forget to use an honorific (Mr., Ms., Dr., etc.).

* If someone else is occupying your attention when new guests come into your booth, at a break in the conversation, make an introduction and tell them that you will be with them momentarily. This gesture demonstrates several positives. You are acknowledging their presence, and you are making it easy for them to meet someone new.

* People who employ good etiquette act as a resource for others. Know who else is exhibiting and where they are located in case your new prospect would like to know.

* You are either a host or a guest in all situations. If you are the exhibitor, the host role is yours. Everyone who comes to your booth is coming to your office-away-from-the-office. Treat them with the respect you would use if they had made an appointment to meet you in the office. If you are a buyer, you are the guest. As a guest, you have certain duties as well. They include, being present in the conversation; being polite with your questions; making requests, not demands; not wasting anyone’s time; and introducing yourself.

* Don’t be a complainer. Do you like to hear about someone’s aching feet or their hunger for lunch?

* Don’t sit down. A person sitting is unapproachable at a show. If buyers want to learn about your product, and you are waiting for them in a chair, chances are they will walk on by and feel put off.

* Don’t eat in the booth. If you are not in the position to share what you are eating with people who come into your booth, don’t eat in front of them. (Also, chewing gum is a huge faux pas!).

* Be careful not to talk about a function you attended or plan to attend unless everyone at the show has been invited. Nothing makes people feel more uneasy than hearing about not being invited to an event. Along these lines, never make an invitation to one person if anyone else not invited could possibly hear.

* If you said “hello,” you must say “goodbye.” Don’t disappear without closure of some sort.

* Shake hands to say “goodbye.”

* Turn off your cell phone, unless you are on a break. If you must be in contact at all times, invest in a vibrating pager or cell phone. If either does go off in the company of others, ask if you may put the caller on hold until you can excuse yourself to a quiet, private location to talk. Don’t carry on a conversation in front of anyone in your booth. That is a strong form of ignorance. It is the same as broadcasting your business on the front page of The Washington Post.

* If you don’t know what to talk about to break the ice, consider what things you have in common. First, you are at a tradeshow, so ask if it meets their expectations. You had to travel, so ask how their trip was. You probably heard the general session opening speech, so ask their opinions about it. Compliment the guests in your booth on a positive aspect of their company. This could be the number of years they have been in business, their recent merger, their standing on the Fortune 500 list or a recent “win” they had in securing a big contract. Nothing makes someone pay attention to you in a positive way than being complimented.

* No gossiping. When it is slow in the booth, many salespeople revert to gossip to pass the time. This will kill your professional image quickly–even with your colleagues who are also participating.

* Brush up on your grammar. Poorly spoken English causes others to regard you as uneducated. Even a college degree doesn’t count if you use the language improperly. Also remember, using swear words are taboo for a professional image. They also make others quite uncomfortable.

While this is a short list, the tips are important to cultivate proper behaviors at a trade show, or any business function.

Keep this in mind: Treat others with the respect, kindness and professionalism. If you do, you remain in good standing with your competition. You can really stand out if you master some of the suggestions.

Once you incorporate these behavior tips into your approach at a trade show, you will enjoy your relationship-building efforts and make each trade show a more effective use of your time and efforts and each business encounter more productive.

Cynthia Lett is director and CEO of The Lett Group, an international leader in etiquette and protocol training. The Lett Group teaches a seminar called Trade Show & Meetings Etiquette. To contact her, call +1 888 933 3883, or visit www.lettgroup.com.

Presenting at a trade show soon. Exhibit Deal can help with trade show display rentals or buy a wholesale trade show display.

January 20, 2006in Trade Show Information 0 Likes

Getting the Most from Attending a Trade Show

Trade shows can be an excellent opportunity for you and your business, whether you are an entrepreneur or you’re representing the company you work for. Thousands of people set up trade show booths and trade show displays across the country at a huge variety of industry events. However, many people don’t know how to take advantage of the opportunities a trade show offers. Some plan on simply attending, setting up their trade show booth, and then staying there all day hoping to attract new business. Manning a trade show display is only part of the reason you should be attending a trade show. The other vendors at a trade show can provide you with a wealth of new information and contacts in your industry; all accessible in the same room on the same day—this is the unparalleled attraction of a trade show for your business.

If you plan to attend a trade show, make sure you are not the only person there representing your company, even if you are a small business owner with few employees or a sole proprietorship. You will need at least one person to staff your trade show booth, and another to walk the floor taking in the other trade show displays. If necessary, get your spouse or a good friend to come with you and give them a crash course on how to handle your trade show booth while you check out the other vendors – and only do so when it is slow so you don’t miss important business opportunities. When you make reservations for the hotel you will stay at during the show, try to find a room as close as possible to the actual location—preferably within walking distance. That way, you won’t have to bring anything with you to the venue other than the materials for your trade show display.

Before you attend a trade show, go over the list of vendors who plan to put up trade show booths. Make lists of the vendors you must see, the vendors you would like to see, and those you can live without seeing. You may even be able to schedule appointments with your top priority vendors. Research the companies and determine ahead of time what you would like to find out from each trade show display and what your goals are regarding each vendor: are they competition, or a potential contact? If they are a potential contact, how would they specifically benefit your company? Have questions ready to ask vendors to save yourself time walking the floor. Another good timesaving strategy is to obtain a map and a directory of the trade show when you arrive on location, before the show begins. Use the map to plan your route, and check your prioritized list of vendors against the directory to find out whether any vendors have been added or dropped out.

During the trade show, be active in your quest for information. Don’t feel bad about passing by trade show booths that don’t interest you. Like you, they are attending the trade show to generate new business, and they don’t want to waste time talking to someone who isn’t a potential customer. Visit your targeted trade show displays, engage in a dialogue with the vendors, and ask questions. If the trade show booth offers handouts, samples or other materials, take only those you actually want to find out more about. It can be difficult to tote a loose stack of glossy brochures, catalogues, and bulky product samples around a busy trade show floor. If possible, arm yourself with an empty briefcase or duffel bag to stow materials. Use your time wisely to gather intelligence on your competition and make new industry contacts that will benefit your company.

When the trade show ends, especially if it is a multiple-day event, take the time to make notes and organize the materials you gathered before you leave the event. If you need to mail reports, brochures or other materials to your colleagues, prepare the mailings right away while “who gets what” is still fresh in your mind. Make sure to store your trade show display safely so nothing is damaged and you can find everything you need the following day. When you return from the trade show, remember to follow up with the contacts you have made—and start preparing for next year’s trade show!