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| Should you exhibit at a trade show? Leading exposition producer offers ten tips for success Trade shows and consumer expositions are a multi-billion industry. As confidence in advertising continues to stagnate, smart marketers are taking an even closer look at exhibitions as a way of maximizing their sales for each dollar invested, and increasing consumer awareness about their company. What better way to sell products and services than to meet potential customers face to face? Exhibiting is an excellent complement to most marketing campaigns, particularly when an event is targeted to a specific audience. One of the East coast's leading exposition producers, Classic Productions, specializes in assisting companies get the greatest benefit from their exhibits. Expo CEO Greg Winton has identified the ten most important exhibiting techniques, as well as some common mistakes. "Following these tips can make each booth a win-win for the show's exhibitors and attendees," he says. To discuss the tips in more detail, call Greg Winton at (310)294-8550. 1. Know your objective. The best plan is to have one major objective that supports the company's overall marketing goals. For example, a show objective may be to get 150 leads and turn 25 percent into sales. This makes it easier for everyone to focus their activity prior to, during and after the show on accomplishing a common goal. 2. Do Pre-show Promotion: This is a great way to attract buyers before the show even begins. A creative direct mail campaign targeting key prospects is very effective. 3. Hone Your Message: On a busy trade show floor, a company has about 7 to 10 seconds to attract a potential customer. A clear and concise live marketing presentation will tell customers why they should be interested in your product/service, what your company can do for them, and direct them to the next step in the sales process. 4. Create Give-aways: When customers have spent significant time at your booth, giving them something unique and useful can be a very effective marketing tool and a great way to remember your conversation with them. Incorporating the give-away into the sales presentation will link the item to their experience, and your company. 5. Use Graphics: Booth graphics introduce your company in a short time frame, and also create a visual attention getter. A customer needs to know who your company is, what you're selling, and why they need it. 6. Product Demos: Sixty four percent of potential customers are drawn to exhibits that have products and demonstrations. Customers who are serious about buying prefer to see the actual product or service rather than photos or videos. 7. Prospects: Trade shows give companies a very targeted, but small window to reach potential customers. A skilled presenter in your booth will attract masses, pre-qualify them and send them right to the sales staff. Your time is money, and talking on cell phones, chatting with co- workers, eating, and leaving the exhibit area puts a barrier between you and potential customers. 8. Show Guidelines: Not understanding the show specifics can seriously hinder an exhibitor's effectiveness. Trade show manuals contain valuable information that can give your exhibit a competitive advantage. 9. Show Follow-up: Prior to the show, establish how leads will be collected, processed, distributed, and then handled after the show. Follow up on all leads within two days. It is also helpful to note some memorable event at the exhibit that can be recalled when making the follow-up phone call. 10. Post Show Evaluation: The evaluation process will tell you how to improve results at future shows. Evaluating the number of sales generated by leads is a good starting place. Evaluating your marketing objective will yield additional information. If your show objective was to learn more about your customers, how much research were you able to do? The information you choose to gather and use should be directly related to your marketing objectives. Classic Productions is currently taking reservations for exhibitor booth space, and women centered education seminar opportunities for the Women's Lifestyle and Home Decor Expo November 20-21, 2004. Businesses, corporations, and civic groups offering products and services will want to get on board to exhibit for this event which will be held at the Dulles Expo and Convention Center in Chantilly, VA. Washington Woman Magazine and Classic Productions will present the Women’s Life Styles & Home Décor Expo offering the following business sector opportunities: 1. Women's Health Awareness & Lifestyles 2. Home Decor & Interior Design 3. Senior Women Lifestyle 4. Holidays (Surviving, Shopping & Cooking) 5. Women’s Apparel & Fashion 6. Women & Family 7. Education, Careers, Finances & Retirement For more details about marketing and advertising tips, or to become an exhibitor call Classic Productions, ask for CEO Greg Winton at (301) 294- 8550, or click here for an application and exhibitor prospectus. |
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