Tag Archives: tips

May 06

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…

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Apr 14

Click to listen to the audio version of the Tradeshow Training Minute videos.

Preparing Your People

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5 Key Planning Principles

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Brand Awareness

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Exhibit Selling

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Follow Up

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Goals and Objectives

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Uniforms and Dress Codes

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Giveaways

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Apr 01

Remember the old saying, “If you can’t say anything nice, don’t say anything at all?”  It might have been good manners while you were growing up, but does the same hold true in the cut throat business world we all live in?

The cynical among us would say “of course not.”  Dorothy Parker perhaps coined it best: “If you can’t say anything nice, come over here and sit by me.”  But what happens if you’ve got Parker-esque booth staffers working at your event?

It’s tempting to disparage your competition.  Pointing out differences in quality, price, delivery times and return policies is “part and parcel” of doing business: but the way you do these things says a lot about your corporate culture.

When you talk about your competition to your attendees, you’re doing three things: Continue reading…

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Jan 25

I was inspired to write this blog today after reading a chapter in Carmine Gallo’s book “Fire Them Up!.” In it he talks about three types of communicators, “the blah, the mediocre and the inspirational.”

The first thing that popped into my mind was how this was the exact way to describe exhibitors – blah, mediocre and inspirational. Of these three types of tradeshow exhibitors, only one of should represent your company on the tradeshow floor.

You’ve all seen the “blah” exhibitors who have zero drive and enthusiasm or energy to be in the booth.  They’re on their computer, or cell phone most of the day. They’re convinced that exhibiting is a total waste of their time, and they just want to go and do their “real job” – whatever that is.

The “mediocre” exhibitor is one step better than the “blah” exhibitor. They take care of being in the booth, but aren’t really clear about what to do, and they just wing it in robotic fashion.

Finally, there’s the “inspirational” exhibitor who is energizing, engaging and electric!

What makes the difference between the three types? In a nutshell, the inspirational exhibitor wants to be at the show, knows what he or she wants to accomplish, and enjoys interacting with visitors. This person is also proud to be a company ambassador at the show, and finds real meaning (and fun) in the role they play.

If your have blah or mediocre people representing you, consider finding substitutes – people should consider it a privilege to be a company representative at the show. Plus, make sure that you provide some tradeshow training, so they are well-prepared with the essential exhibiting skills before they step foot in your booth.

Remember, it’s your people who can make or break relationships on the show floor, so prepare them well!

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Jan 14

What’s ahead for trade shows and other marketing efforts in 2010?

Last week, I referred you to the StrongMail “2010 Marketing Trends” survey which polled more than 1,000 business leaders across a wide range of industries about their marketing plans for the upcoming year. This week I’ll continue reviewing the trends.

Trend: Everybody is jumping on the social media bandwagon. A whopping 59% of surveyed companies will be increasing their social-media budgets. How many will be spending less? A mere 3%.

Social media has become the new essential tool for marketing.

3 things this means to you:

1.  Choose the right social networks. Twitter covers almost every audience. Facebook and Myspace pages work best for products with consumer appeal. LinkedIn groups are most appropriate for BtoB marketing.

2. Stay on message. The speed and flexibility of social media can be a huge advantage, but it can also be a pitfall. Set clear guidelines for all communications, and review the messages and results regularly.

3. Use social media to support trade show exhibits. Twitter, Facebook, and LinkedIn can allow you to increase the effectiveness of your trade show appearances. You’ll reap great benefits when you integrate social media into your overall marketing strategy.

“Twitter: Best Practices and Tips”
If you’ve felt like tweeting for quite some time now, but didn’t know where to start, this guide is for you.

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