Tag Archives: trade show

May 17

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.

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Jan 18

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.

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Apr 22

“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…

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Mar 03

A few weeks ago I watched on Twitter as a marketer committed social media suicide.

Within hours after someone tweeted about having a severe, nearly fatal allergic reaction, she received a marketing message from a company that sells non-allergenic products. So far, so good. The marketer had obviously set up a search on the appropriate term and used the information to reach out to a potential customer.

Unfortunately, the marketing message was poorly targeted and offensively presented. Not only was the recipient angry at the clumsy overture, she responded in such a way that everyone reading her tweetstream would become aware of the problem. The marketer garnered some bad publicity for his company.

Then, instead of apologizing, the marketer made a bad situation worse by defending his actions. The potential customer has now publicly vowed never to use the company’s products, and she has told a number of people about the problem. More bad publicity.

Three lessons from this marketing debacle:

1. Search terms are not enough.
If the marketer had actually read the tweet, he would have known enough about the situation to avoid offending a potential customer with mistaken assumptions. If you are selling cat toys, for example, don’t try marketing to someone who has tweeted either “I hate cats” or “My cat just died.” Either one is likely to be unproductive at best.

2. Social media messages are not ads, they are personal conversations.
The strategies that work well in a print or TV ad don’t work in door-to-door selling—and social media are much more akin to direct sales. Always remember that you’re talking to an individual on her own territory. Be respectful, friendly, and aware of her feelings.

3. When you’ve angered the customer, apologize.
Arguing with the customer’s reaction just makes matters worse. It’s okay to explain that you didn’t intend to be insensitive, but apologize sincerely for having caused offense. This leaves the potential customer in a forgiving mood, and you may make a sale anyway.

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Feb 23

Are you part of a unique group who can share what you do in ten words or less?

The one-liner, elevator speech, company pitch, call it what you want, nonetheless, it’s a powerful way for you to deliver what your company does in a short, concise, easy-to-understand format that people instantly grasp. This is an essential tool to help maximize your tradeshow exhibiting.

According to tradeshow research (available through CEIR – the Center for Exhibition Industry Research), you have 3-5 seconds to capture someone’s attention on the show floor. Less time than it took for you to read the last sentence.

The people at Sequoia Capital call it the “one-liner” – a concise statement that tells people what you do.

Google’s head honchos, Sergy Brin and Larry Page sold their idea to investors with the one-liner, “We deliver the world’s information in one click.” Cisco Systems’ Sandy Lerner and Len Bosack used the statement, “We network, networks.”
(Source: “Fire Them Up! by Carmine Gallo)

How about you? Do you have a clear, concise, consistent statement that says what you do, so your tradeshow visitors immediately get it? Realize that people will judge you and you company based on this statement. Within seconds they decide (rightly or wrongly) whether they want to explore doing business with you.

From my experience walking hundreds of shows, and training many hundreds more, I very, very, very rarely hear a message that I truly understand first time around. Most often I’m bombarded with a string of meaningless industry or product jargon, which isn’t consistent. Speak to one booth staffer, I get one message, speak to another, and the information changes.

In preparation for your next tradeshow, work on your one-liner using the following four steps:

1. Make three columns – (1)  What you do (2) Who you do it for (3) the benefits you offer, then list essential words.

2. Start mixing and matching the words until you come up with a statement of ten words or less.

3. Test it out on your mom. If you can make her understand it, and want to use it, then you’ve hit the mark!

4. Revisit your statement on a regular basis to refine, and keep it fresh and exciting.

Check out the new online tradeshow training program – “Jump Start Your Exhibiting Success at Tradeshows & Events”

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