Secret # Five:
Showcase the New: Research shows that 76% of
all trade show attendees come seeking the new, the novel, and the
innovative. This is an ideal time to
focus on new products and services or spotlight existing products from a
creative new angle. If you don’t have a new product to showcase this year,
focus on the features, service, and people behind your product. Another strategy to consider: Use this
opportunity to generate buzz about your new innovations that aren’t quite ready
for market yet.
Secret # Six:
Offer Something Extra: Trade show ‘goodies’ – mugs,
pens, t-shirts – are one of the most misunderstood components of the trade show
experience. Rather than load attendees down with a bunch of useless stuff,
illustrate your value to the buyer by offering items of real value. The most
precious commodity we have is information.
Capitalize on this by offering mini-seminars, product demonstrations, or
booklets full of industry advice.
Secret # Seven:
Prepare
a Follow-up Plan Before the Show:
The
key to your tradeshow success is wrapped up in the lead-management process. The
best time to plan for follow-up is before the show. Show leads often take
second place to other management activities that happen after being out of the
office for several days. The longer leads are left unattended, the colder and
more mediocre they become. It is to your advantage to develop an organized,
systematic approach to follow-up. Establish a lead handling system, set time
lines for follow-up, use a computerized database for tracking, make sales
representatives accountable for leads given to them, and then measure your
results.
Secret
#7.5:
Failing to differentiate:
Too
many exhibitors are happy to use the “me too” marketing approach. Examine their marketing plans and you’ll notice
an underlying sameness about them. With
shows that attract hundreds of exhibitors, there are very few exhibitors that
“stand out from the crowd.” Since
memorability is an integral part of a visitors’ show experience, you need to be
looking at what makes you different and why a prospect should buy from
you. This is particularly important with
generic products in an industry.
Every
aspect of your exhibit marketing plan, including your promotions, your booth
and your people should be aimed at making an impact and creating curiosity –
and positive memorability.