Choosing the right trade show that attracts your target audience is crucial.
In this episode of the Tradeshow Training Minute, Susan Friedmann, CSP, The Tradeshow Coach, talks about choosing the right trade show to exhibit at.
According to tradeshow research, approximately 60% of attendees come from a 200 mile radius of the show. Investigate which shows will give your company the best exposure to the target audience you’re interested in attracting.
New products at trade shows. According to trade show research, over 76% of visitors to a trade show are there to see “what’s new.”
In this episode of the Tradeshow Training Minute, Susan Friedmann, CSP, The Tradeshow Coach, walks you through her “new & improved” formula to display your products/services.
What aspect of your products/services could you highlight that are unknown to your target audience.
Think “new”, think “improved.”
Exhibitors at CES, one of the largest shows in the world, insist on making common exhibiting mistakes. Over 3,000 exhibitors are currently showcasing a wide range of innovative technology products at the Las Vegas Convention Center.
Walk the show floor and you’ll find many of the exhibitors who don’t have a clue how to interact with the visitors, and what they need to be doing to maximize their time and money investment at CES. Unfortunately, many of the behemoths in the industry are some of the worst culprits. Company representatives stand around chitchatting to their colleagues, ignoring booth visitors, or they spewing out their sales spiel showing zero interest in what the visitor is really interested in.
It is obvious they lack the trade show training needed to learn the essentials to really make the most of their time on the show floor.
Successful selling at CES depends, not only on innovative products and services, but more importantly, on how well the booth staffers represent them.
Working a trade show requires a unique mix of skills. Savvy exhibitors know that they’re there to listen to the attendees. People come to shows seeking answers to specific business problems. If you’re too busy spouting off your sales spiel, to listen, you’ll never even hear the problem, much less understand it and offer viable solutions. Rest assured, the attendee will move on to someone who’s willing to help them fix their problem.
In this episode of the Tradeshow Training Minute, Susan Friedmann, CSP, The Tradeshow Coach, explains effective ways to use tradeshow giveaways.
They should be a token of appreciation. A way to say “thank you” to your prospect for visiting your booth.
See transcript below.
Tradeshow Training Minute Transcript: How to Use Trade Show Giveaways Effectively
This is Susan Friedmann, the trade show coach, with another trade show minute.
Today, I’m going to focus on giveaways. You know, those little trinkets, the tchotchkes that people give away at trade shows. Well, what’s the purpose of them?
Tthe purpose is that it’s a token of appreciation. Somebody comes to your booth, has a conversation with you, and then you give them something as a token of appreciation as a thank you.
You don’t want to leave them lying out so everybody can take them. This isn’t a free for all. It doesn’t mean that people are going to remember you just because you leave it out.
I’ve got a pot of pens in my office. I couldn’t tell you whose name is on any one of them. The most important thing to think about is, give away something that is related to your business, something that reminds people of who you are, and what you do.
Something that’s useful to them. Maybe it’s a tip sheet, maybe it’s some guidelines, such as an income tax deduction sheet, maybe it’s a white paper, a special report, such as a case study.
Things like that, people do not throw away.
Also, they’re of no use to the kids, or aunt Sally as the scrunchie, the toy, the cap, the T-shirt – those are all great, but the fact is, at the end of the day, is it going to remind people about who you are and what you do?
Think about that next time you want to give something away at a trade show.
This is Susan Friedmann, the Trade Show Coach, visit my website thetradeshowcoach.com.
Read my book, “Meeting and Event Planning for Dummies”, and I’ll see you on the next Trade Show Training Minute.
First impressions matter, virtually or in-person. “Your appearance, makeup, hair and clothes are as important as your smile. When you project an image of confidence, you are more likely to succeed in business and social relationships,” according New York image consultants.
Whether you’re seen or not, participating in a virtually event doesn’t mean that you have to forget about how you look.
Nowadays, with office-casual attire accepted in most corporate environments, and given that you can work from home in your PJs (if you feel like it), you might under-estimate the value of business attire in a virtual meeting or event environment. Lazing around in PJs or shorts and a tee-shirt with tousled hair makes you look and feel unprofessional. Even if you’re not on video during your virtual event, the way you look definitely affects the way you perform, speak and think!
Check out The CBS Interactive business network’s savvy video about dressing for business.
When you attend a virtual event where you’re seen by your colleagues, consider the following seven tips to make sure that you come across professionally and feel good doing it:
1. Focus on the upper half of your body since head and shoulders are usually the most visible on a webcam.
2. Make sure that the background around you is neat and tidy.
3. Dress professionally. Your attire and grooming are important for you to feel and act more business-like.
4. Make sure that your hair is clean and styled, teeth brushed and face washed and/or shaved. Women, if you normally wear make-up, apply it as usual, and use some powder to get rid of any of those shiny spots.
5. Sit up straight. It shows that you’re interested and paying attention, plus, good posture helps keep your energy level up.
6. Wear a plain shirt or top, or one that has a small insignificant design. Heavily patterned, brightly colored, or too detailed-oriented garments will distract your audience away from your message.
7. Avoid gaudy jewelry like large earrings and chunky necklaces – another major distraction.
The Golden Rule is that “understated works best.” However, even though you’re concentrating more on the upper part of your body, don’t ignore the lower half. If you dress the part, you’ll be the part, geared up for your virtual event success.