Trade Show Booth Staff Training Expert, Susan Friedmann, CSP, The Tradeshow Coach

May 18

3 Ways to Avoid Being Invisible on the Trade Show Floor

4 Comments Written by Susan Friedmann in Trade Show Articles

I recently read an article in Newsweek about being invisible in different cities around the globe by just fitting in with the locals, in the way you dress and behave.

This triggered a thought about how most exhibitors display themselves at trade shows. They have similar booth displays, bland and often uninteresting graphics and an array of stuff that is simply blah! In other words, there’s very little that jumps out at the visitor with the message “Notice Me!”

Walking down the aisle as an attendee, these exhibits blend into nothingness, and are quite simply, seem to wear the invisibility mantel with pride. This begs the question, “is this really the role you want to play when you invest serious marketing dollars to be at the show?”

Here are three ideas to consider if you decide you want to be noticed:

Continue reading…

May 06

3 Trade Show Lifesavers When You’re Down to Your Last Brochure

1 Comments Written by Susan Friedmann in Trade Show Articles

What do you do when you’re down to your last brochure?

While it’s true that the vast majority of marketing materials distributed at trade shows and conventions wind up in the trash long before the attendee gets on a plane headed home, there’s still a clear expectation that exhibitors will have some kind of sales collateral material to hand out to interested parties at the show. These include catalogs, brochures, spec sheets and more.
What happens if you’ve underpacked? You’ve brought 500 spec sheets, and it turns out you have 2,000 people interested in that item. Do you send the attendee away empty handed?

You don’t ever want to give away your last brochure! Instead, make one booth staffer accountable for keeping track of literature supplies throughout the show. If you start running low, it’s time to take action! Here are your three options to ensure you don’t run out: Continue reading…

Apr 29

Are You Really Listening? 6 Trade Show Booth Staff Habits to Avoid

3 Comments Written by Susan Friedmann in Trade Show Articles

We’ve all been given two ears and one mouth. The question is, “do your people know how to use them in a 2:1 ratio on the tradeshow floor?”

Here are six habits that really upset visitors to your booth. They all let visitors know that your company representative isn’t really listening to them: Continue reading…

Apr 22

3 Ways to Overcome the Price Objection On the Trade Show Floor

1 Comments Written by Susan Friedmann in Trade Show Articles

“Our products cost so much more than our competitors. How in the world do we convince attendees to check us out, when everyone’s so focused on the bottom line?”

The question could come from any industry, and it’s becoming increasingly common as a tightening economy makes buyers more price-conscious. However, the company that lives by price also dies by price. Savvy exhibitors know that to appeal in this type of market, it’s critical to highlight aspects of their products and services that are more important than money.

The three most pivotal factors are: Continue reading…

Apr 14