Best Practices to Boost Your Trade Show Results |
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Marketing -
Trade Shows
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Written by Linda Musgrove
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Hello Class! In this lesson we will cover Best Practices you should consider implementing into your trade show program. "Best Practices" is one of those buzz words (OK, two words) that mean a lot of different things to different people. It usually is a collection of knowledge and rules as to how certain things should be done to ensure a certain level of quality, avoid oversights and ensure certain results.
In our case, trade show best practices are a set of rules and guidelines that simplify the tradeshow planning process, make sure that we don't miss anything important and speed up the exhibiting process.
During my career I have seen a number of different implementations, and the level of detail you decide to have depends on many factors, but the size of your organization and the number of shows you participate in are usually key. If you work for a large company, detailed best practices are particularly important since a much larger number of people are involved in planning and executing your shows. If you have multiple event planners organizing shows at the same time, you want to avoid everyone coming up with their own sets of rules, vendors and programs.
Examples:
To illustrate my point, let me give you two examples you would want to see covered in your best practices guide:
1. Process for Graphic Design and Printing of Collateral
Now why would you need to define that? First of all you want to avoid everyone going out creating their own material and risk inaccuracies in content and a non-consistent look and feel. You also want a uniform acquisition process to save cost.
Here are some sample rules:
• The latest collateral files can be accessed at , usually a file server or collaboration site such as Microsoft Sharepoint.
• If you need new material created, make sure it follows the design guide located at and have it approved by -name or job title or department- and sent for printing at least days before the show. Make sure to have at least vendors from the approved vendor list provide a quote before awarding the contract.
Of course there can be much more detail for a single topic like this. You may spell out conditions before new material can be considered, or point towards a collaboration site to make sure nobody else is working on the same or similar material etc.
2. Process for Promotional Materials (give-aways)
• Existing inventory of promotional items can be found at .
• New promotional items may only be ordered after providing sufficient documentation about the purpose of the items, the intended recipients and cost of items. Any new items have to be approved by -name or title or department- and have to follow the guidelines located at .
• Approved new orders may be placed after getting at least of quotes from the approved vendors, a list can be found at .
• Use of existing promotional items requires approval by -name or title or department-.
Key Considerations
You have to decide on how many rules you need and how detailed the rules have to be, usually based on your audience. A good way to start is to make a list of all activities that are part of exhibiting, pre-show, at show and post show. Also make a list of vendors and people (or job functions) involved in that process.
Keep your written guidelines as easy to read as possible using few words and bullet points instead. But make sure you have enough detail that the respective responsible party understands what to do.
I suggest analyzing your best practices frequently and updating them as necessary. Collecting feedback on the effectiveness is an important part; and always encourage suggestions for improvement.
Key Areas for Best Practices
Below is a generic list to help you get started. Your company will have items that need to be added and some that won't apply.
• Targeted shows
• Goals and objectives
• Per show budget criteria
• Guidelines for marketing collateral, promotional items, public relations and display
• Display Guidelines: Graphics, messaging, handling, shipping, booth layout, approved display types, general pricing and preferred vendors
• Approved graphic files and where to access (for display, collateral, etc.)
Forms to fill in (for show requests, materials, displays, etc.)
• How to get approval for XYZ
• Booth staff: Procedures, uniform, goals, training meetings, incentives, travel and expenses
• Lead process and follow up
• Shipping and material handling procedures: pre-show, at show and post show
• Measure and report on ROI and ROO post-show for each show
Make Your "Trade Show Best Practices" Program Successful
• Involve senior management
• Market benefits of the "trade show best practices" guidelines internally (via email, intranet, in meetings, company webcast, company newsletter or company E-zine etc.)
• Ask for feedback and make changes to the guidelines as needed.
Homework
Start thinking about how best practices guidelines could be implemented within your company. Create an outline and discuss these guidelines and benefits with sales/marketing department heads or upper management. Then fill in each area with details of the process; keep the details brief and concise. When the first draft is complete, send a copy to the sales/marketing department heads for feedback. Once the guidelines are completed, hold a meeting with the appropriate departments to unveil the "trade show best practices" guidelines!
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Questions Reveal the Underlying Needs of Your Trade Show Visitors |
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Marketing -
Trade Shows
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Written by Barry Siskind
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Your trade show presentation should be all about individuals. When visitors attend a show or conference the last thing they want is to be grouped into a homogeneous mass and treated identically.
You have undoubtedly gone to great expense to develop a brand message that accurately reflects your values as a corporation. One that clearly represents the experience your customers will enjoy doing business with you. But, all that hard work is in jeopardy if the front-line people, your staff who meets customers at a trade show, can’t walk the talk.
The answer of course is to ensure that each of your front-line staff understands your brand and is trained to ensure that the right messages are passed along. The first task they face is to understand the visitor who has approached the trade show booth. If this person is approached and then inundated with all sorts of product information that may or may not apply to them they instantly feel pressured and reluctant to move forward. However, when your booth staff takes the time to uncover the unique perspectives of each visitor prior to providing information it ensures that the interaction has meaning for both parties.
For years I have been suggesting that booth staff develop a list of questions in advance. The six questions I use form an easy to remember acronym – ACTION.
The actions questions are as follows:
A = Authority
Does this visitor have the buying authority or can they influence the buying decision?
C = Capability
How closely does this visitor fit into the profile of someone who will ultimately buy my product or service?
T = Time
Is there a close relationship between your selling cycle and the visitor’s buying cycle?
I = Identity
Have you developed a formal mechanism for recording contact information?
O = Obstacles
Why could or would this visitor not want to do business with me?
N = Need
Do they need this product or service?
Acronyms are fine. They give you a structure to use so that your staff asks similar questions of each booth visitors.
The trick then is to develop the questions that work for you. Ask yourself:
1. What are the key criteria I need to understand this visitor’s perspective?
2. How can I train my staff to ask the appropriate questions of each booth visitor?
3. What do I need to develop to ensure that they record information that I can use for follow up?
If you can not work with the ACTION questions, then hone them to fit your unique situation.
One last tip. When you train your staff to ask questions, it’s important that they are comfortable with the words. Asking them to memorize a pre-set question doesn’t work. However, teaching the rationale behind each questions and encouraging them to develop questions they can ask comfortably and honestly is a better bet.
Uncovering visitor’s needs and perspectives is at the heart of your booth staff’s job. It is the single most important thing they do. It ensures that they have understood the booth visitor properly and can introduce benefits of your brand in a meaningful way. It leaves the visitor with the right impression and a positive experience which is what your brand is all about.
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7 Categories of Trade Show SWAG |
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Marketing -
Trade Shows
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Written by Robyn Davis
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At trade shows, there is a common practice of distributing premiums for a number of reasons (to attract attention, to give your company’s branding more staying power after the event, to provide booth staffers with an ice breaker, to continue a tradition, etc). Some people call these items SWAG, which stands for “stuff we all get,” and some attendees are motivated to come to the trade show floor because of these items. I am not typically a big proponent of booth giveaway items, but, if you are planning on distributing something regardless, here are seven SWAG categories you might consider.
(1) Stuff that is perfect for kids
(stuffed animals, light up objects, play-dough or slime, flying toys, etc)
Attendees appreciate these items because, when traveling, many professionals like to bring presents home for their children and your SWAG may save them a trip to the toy store (or hotel/airport gift shop). This means, the time you save them could then be used to discuss your wonderful offerings.
(2) Stuff that can be used on a regular basis
(“chip clip” style magnets, flash drives, water bottles, combination gadgets, etc)
For most exhibitors, the main reason to distribute premiums is so that your visitors will be reminded of your company every time they use the items. Selecting SWAG that can be used on a regular basis (that has something special about it or is of slightly higher quality than the category (5) items below) will accomplish this goal.
(3) Stuff that complements your offerings
(25% off coupon, demo CD, free report, samples, etc)
The items in this category encourage a higher quality of attendees to visit your booth because anyone who isn’t interested in your offerings typically wouldn’t be interested in these types of giveaway items. When you provide carefully selected SWAG that adds value to your visitor’s experience and highlights your best attributes, you will be perceived as a serious company and your expertise will be magnified in the eyes of attendees.
(4) Stuff that your company has always given away
(differs for every company – ask your marketing department or clients)
If your company has been distributing the same SWAG for three or more years, attendees will expect to receive it in future years (and be disappointed if it is no longer available). If your giveaway item is memorable enough, you will meet attendees who came to your booth just because they either heard about the item from a friend or wanted to replace the one they received previously. Providing the same SWAG each year can help in building your brand and reinforcing your company’s long standing reputation in the industry.
(5) Stuff that is easy
(candy or mints, pens, sticky notes, bags, chap stick, etc)
If you are concerned that your staffers may be too shy to engage attendees on their own, a small giveaway item can be enough to break the ice. These items are relatively inexpensive and very easy to obtain/distribute, but are still common on the trade show floor because they will be useful to your visitors during the event.
(6) Stuff that ties your theme to your company
(depends on your theme: just for your booth, the show as a whole, or both – ask your creative intern)
Having a theme provides a direction for your marketing team so that everything can easily relate back to your company’s offerings in a clear and concise manner. However, if your theme is not quite as obvious as you might prefer, carefully selected SWAG provides another opportunity to tie everything together. When you use your premiums in this way, you will spend less time explaining your chosen theme and more time highlighting your most relevant offerings.
(7) Stuff that is only for special visitors
(branded items: mugs, hats, electronics, leather notebooks, shirts, etc)
Okay, so this isn’t quite SWAG because some attendees would be excluded from receiving these items, but having special premiums for your clients, important prospects, and trusted partners can go a long way to making them feel appreciated. The key for this category is to ensure that all items are branded properly (especially considering the size and placement of your logo) so that these premiums feel more like gifts than promotional billboards.
Selecting the right SWAG for your booth (or selecting not to provide any premiums at all) can be tough, but hopefully by identifying and explaining these seven categories, you will be better informed and equipped to make the right decision before your next event.
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Avoid Misleading with Pre-Show Marketing |
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Marketing -
Trade Shows
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Written by Robyn Davis
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Pre-show marketing is a great way to reach out to current and potential clients, but the misunderstandings which may occur as a result of your efforts can hurt more than they help. For example, here are four topics about which you might be unintentionally misleading your visitors through early promotional efforts:
1. Staff attending and special guests
Trade shows are the perfect place for networking with the top experts in your industry, so the announcement of which experts your company will be bringing is another great selling point that encourages attendees to visit your booth. However, if your announced show roster changes, attendees may become frustrated when they keep “missing” your VIPs, especially if specific meeting times had been scheduled weeks or months in advance.
2. Booth schedule
If you will be doing demonstrations or presentations in your booth, releasing your schedule in advance is a great way to help your contacts make time to visit when it is most convenient for you. However, any scheduling changes made after you have released your booth schedule to prospects, clients, and partners may mean that they are not only unable to come according to your schedule, but they may no longer be available to visit with you at all.
3. Special promotions/giveaways/etc.
A common reason for holding special promotions or offering unique giveaways while exhibiting is to attract additional attention to your exhibiting efforts and reward your valued guests for visiting you. However, if those guests are unable to enjoy what they were promised, they may be disappointed and (whether consciously or not) believe your company to be less trustworthy and reliable in all aspects.
4. Booth number
Although this change is not likely to be under your control, your guests may be lost and confused if your booth number is changed between when you invite your contacts to visit and when the show management finalizes the full floor plan. However, if this happens, all of your hard work in promoting your booth may actually send your contacts to your competition instead.
Should these potential miscommunications deter you
from promoting your trade show presence?
Absolutely not!
Instead, use these tips to maintain your reputation while remaining flexible:
• Limit the information you release to promote anything that hasn’t been thought through yet. If you know you will be planning something (ie. giveaway, presentations, guest appearance, etc) but aren’t certain about the details, don’t feel obligated to share everything. Instead, offer enough information to pique your audience’s interest and then announce the rest of the “surprise” or “special” details when they are certain.
• Mark any information that is likely to change with “tentative” or “TBD” and, if possible, also include the date when you are certain your details will be confirmed. If you are open and honest with attendees, they will be more understanding of modifications.
• List your website or other contact information on promotional materials so that your visitors know where to find current information as your event dates approach and include a link to join your mailing list if you plan to send updates before, during, and/or after the event.
• If changes happen suddenly, get in touch with important contacts who may be impacted. The effort you make to convey updates personally will stand out to and be appreciated by your valuable contacts.
• Listen actively and apologize sincerely if a misunderstanding has affected any of your contacts in a negative way. Do your best to remedy the situation however possible and put additional measures in place to avoid such issues in the future.
Pre-show marketing is an excellent way to connect with your prospects, clients, and partners before a trade show to remind them of your presence and encourage them to visit with you in the convention city. However, if this process isn’t handled correctly, pre-show marketing can also damage your reputation. Follow the tips in this article to avoid these issues while expanding your reach as an exhibitor and, at the end of the day, you might just find that your audience is more understanding than you expected.
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