In Part 1 I talked about three of the six senses or “right-brain directed aptitudes,” that Daniel Pink refers to in his best-selling book, “A Whole New Mind” – namely, design, story, and symphony.
This week I’ll share information about the other three senses, empathy, play, and meaning, and how these relate to your trade show experience.
The question is how often do you exercise your exhibiting muscles?
Do you have a regular workout designed to increase your trade show dexterity and boost results?
Whether you’re looking for strength training to increase your competitive edge, flexibility to improve your marketing strategy, or just general overall fitness, a regular workout program is a must.
Find your level of fitness training in the following:
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:
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…
Let me ask you, are your tradeshows getting enough of your love and attention?
As we celebrate Valentine’s Day, love and affection is in the air, and it makes me wonder how much heart exhibitors really put into their exhibiting efforts.
I doubt that many of you take your displays into your arms and whisper sweet nothings, or gush your loving sentiments.
Chances are quite the opposite. For many companies, tradeshows are viewed as a necessary evil. You participate because your competition does, and are scared not to, for fear that the marketplace assumes the worst – “oh dear, the XYZ company must have fallen on hard times because they’re not exhibiting.”
Well, my thought is that if you feel compelled to exhibit for whatever reason, you might as well embrace it, and give it all the love and attention it deserves.
Here are 7 ways to help you fall in love with your tradeshows:
1. Review your show schedule, and make a vow to only participate in the shows that are worthwhile – the ones that give you a certain ROI, whatever that means for you.
2. Reverse engineer your success, and consider the end result you’re looking to achieve. Then plan your strategy to achieve it.
3. Fall in love with each show and make a commitment to do whatever it takes to make this union a true success.
4. Share the love. View each and every show as the best possible opportunity to hug – make a good solid connection – with your customers and prospects.
5. Choose team members (intimate companions) who share your exhibiting passion.
6. Share the essential booth staff training skills needed.
7. Embrace all lead follow up so that your prospect union turns into a marriage made in heaven.
Wishing you a long, healthy and loving life together!