TRADE SHOW MISTAKES — THE MOST EXPENSIVE
By Dennis Porter, veteran of hundreds of trade shows
Your trade show is an extremely expensive, very brief moment when you and your staff have a chance to connect with LOTS of qualified prospects. It can be a phenomenal success — or a money-sucking dead end. Here are a few of the most expensive (and dumbest!) mistakes you can easily avoid.
1: LACK OF PROMOTION: Do what works for your industry to build interest in the show, starting maybe four weeks ahead of the open. Maybe launch a new product at the show, doing all you can to let prospects know it’s coming. Ads in trade journals, teasers on social media and a few well-placed phone calls can ramp up your profile. News releases to local newspapers, TV and radio about ten days out can also help; keep it brief with a novel twist if possible. One page is ideal.
2: LACK OF SOCIAL MEDIA: Currently the big deal. Set aside some time to write up at least Ten Reasons your prospects should visit your booth. Confer with a colleague to be sure the list is okay for release. Then set up your Facebook, Twitter and LinkedIn accounts to release one of these in all three media every other day for the three weeks leading up to the show. Have a link in each to your Web Site, where the whole list will be posted, alongside a pitch inviting each prospect to email you in order to receive some incentive. Write back and try to establish a bit of common ground so when you meet at the show it’s more like seeing a friend. This is more of a conversation than a sales presentation, so keep this part light.
3. Booth Display: TOO LARGE! Since you must pay more for every extra square foot your booth uses, consider options. Loud, harsh, Bigger-Is-Better does not necessarily work at trade shows and might even be intimidating to prospective clients.
4. Booth Display: TOO SMALL! You also do not wish to appear unwilling to invest to get the space you need. If possible, check out the competition at other trade shows while planning your exhibit — which exhibits seem to be pulling in prospects? Which seem too garish and over the top? The right balance for your company at its current state of evolution will become apparent after considering size options for a bit.
5. Booth Display: TOO SHORT! Most exhibits fail to use the almost-unlimited overhead area. So a typical trade show is very wide and flat, with a sameness to most of the booths. Be different and get attention by using inexpensive eye-catching items like huge helium balloons with your logo and maybe a promotional phrase of two or three words — readable from all corners of the exhibit space. Have flags or other visible items on the tether line to lead the eye down to your space.
6. TOO MUCH SELLING: Very important — Relax and LISTEN to your prospects. Require your sales staff to let the other person speak MOST of the time. A simple but very effective way to reach their comfort level and qualify the prospect. Ask about their needs, about their work, find common ground. But most of all, listen.
7. NOT ENOUGH FOCUS: Qualify your prospects. Rather than spending four minutes each with five people who will never be customers, it’s obviously far better to spend twenty minutes with someone with a need for your services and the ability to buy.
8. LOUSY INFORMATION GATHERING: Write up notes on each likely prospect’s business card as soon as they leave, including a personal item or two (”Trout fishing next month” or “new grandson,” for instance). Use these notes to show you remember them personally. Not good at remembering faces? Write up mini-descriptions to help you recall.
9. BORING TAKEAWAYS: Have more than the usual candy and snacks, cheap pens and brochures. If you have pen-with-logo handouts, go upscale. No one pitches a really nice pen. Also have daily-use items like thumb-drives or coffee mugs, all with your phone and Web Site.
10: NO FOLLOW UP!! It is amazing how many professionals fail to use the information they just collected at such great expense and effort. If you do nothing else afterwards, send HAND-WRITTEN thank you notes to any possible prospects the first day after the show. That guy was not likely a buyer, you say, not worth the time? What’s your investment? Write it up and send it. Then, call each prospect within three work days, using the notes you wrote on the back of each person’s business card to show you remember her. Then call again in two weeks and once more in another three weeks. Again, a small effort that will pay off handsomely in your sales figures.
Artist Dennis Porter has entertained at hundreds of trade shows, drawing caricature quick-sketches to bring attention to the host’s booth. Please email dennis@drawme.com or see www.DRAWME.com – and check out the video link below. Thanks!
Quick video, live two-minute drawings: http://www.youtube.com/watch?v=-MK4vSyb9mU
