Why Didn’t That Attendee Stop 

In My Trade Show Booth?

1.Your booth looked too boring

2. Your benefit was not clear

3. He doesn’t know you can solve his problems.

4. Your booth staffers didn’t appeal to him

5. Your booth staff didn’t attempt to engage him.

6. Your booth space lacks activity.

7. He wasn’t invited

8. He already has an appointment.

You’ve got a tremendous investment, not only in money, but also time and hopefully training in marketing your business at trade shows. Don’t get in the way of your own success!

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Let us create your next custom trade show exhibit with the message that will integrate your purpose and goals to achieve results for the next season in your marketing program.

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10 Tips for Trade Show Success

For any company, participate in a trade fair is very expensive and we want obtain the maximum results with direct customers in the event and potential customers in the future. Here is an excellent article that explains that you must consider to be successful at your show.

1. Know why you exhibit before you do anything else

Just as intent is an important factor in the law, it’s essential in exhibiting. Too often exhibitors reserve a booth at a show without knowing why they are going in the first place. Without the guiding light of an overriding goal, they can’t shape their exhibit to match their needs, train their staff to aim at a common goal, or even know if they succeeded.

2. Exhibiting well requires both logistics AND marketing

You may say, “I object, your honor. I only have time to manage the logistics for our trade show.” That’s not going to get you off the hook. To succeed, you must also perform well the marketing tasks that too often get pushed aside in favor of details like shipping, ordering show services, and travel arrangements.

3. Exhibit at shows where your buyers are

Just as what is legal based on jurisdiction, so changes your fortunes as you exhibit at one of the over 10,000 shows you can choose from (in North America alone). You have to do the homework to determine what your best customers look like, and then find the trade shows where they freely roam.

4. Design your exhibit for your buyers, not you

What if your lawyer talked a lot just because he likes to hear the sound of his voice, rather than to convince the jury? Similarly, some companies design their exhibit to show themselves off the way they want to be seen – rather than focusing their message to best appeal to their clients and prospects.

5. Bring only willing booth staffers

Do the people you ask to staff your booth react as if being summoned for jury duty? Those people will take that negative attitude with them when they meet your booth visitors. Don’t ever break this law if you want to succeed at shows – just bring willing booth staffers, even if they cost more to get there.

6. Always train your booth staffers

Legal proceedings follow almost ritualistic protocol. You will please the judge if you follow similarly repetitive steps and train your staff for every show. Top sales people still need to know how to adapt to trade show booth staffing. And veteran staffers don’t know your new objectives, new products, latest pre-show and at-show promotions, and how to use the new technology you added to your booth.

7. Qualify your leads to boost follow up

Just as not everyone is guilty, not every lead is qualified. Your booth staffers must interrogate attendees to determine their value, and then rank the leads (A – Immediate, B – Intermediate, C – Future). Your reps will be more likely to follow up on the A & B leads, knowing you have already sent the C leads (that you still continue to market to) to the holding cell.

8. Promote your presence before and during the show

A good trial lawyer is a little bit the showman in order to sway the jury. You should have no objection to taking a page out of his book and promoting your presence before and during the show. Let attendees know all the reasons they should visit your booth, so you get their attention, rather than your competitor.Here’s a free book to help.

9. Plan for lead follow-up before the show

Have your closing arguments prepared before the trial ends – by preparing your lead follow up system before you go to the show. Assign a person to enter the leads, have fulfillment packets prepared, and have a smooth process for getting leads quickly to the right sales people.

10. Measure and report your results to keep exhibiting

After the show ends, the jury is still out whether it was a successful show or not. But if you track your leads to sales, compare your costs to your sales, and then report your satisfactory return on investment, you’ll be much more likely to be judged successful. 

If you’ve just realized you have been breaking these laws all along, consider yourself on parole. You’ve got some time to reform your ways, become a trade show law-abiding citizen, and generate trade show success.

About Autor: Mike Thimmesch 

Mike is director of industry relations for Skyline Exhibits, designer and builder of custom modular exhibits and portable displays.

Original article: http://www.tsnn.com/news-blogs/10-simple-laws-trade-show-success

6 Reasons for problems with your staff

1. Your staffers ignore attendees

It’s hard to believe, but far too often attendees walk into a booth and are ignored by booth staffers – maybe even your booth staffers. This behavior exasperates attendees. If you ignore them in your booth, they would expect to be ignored as a customer. Which is why they are unlikely to ever become a customer.

2. Your staffers do not make eye contact

Attendees can’t make a personal connection if your booth staffer doesn’t pay close enough attention to even look them in the eye. They don’t have to stare; they just have to demonstrate they are paying attention to your visitors, so the visitors feel valued.

3. Your staffers talk without listening

If your staffers are too intent on unloading the same talking points, rather than listen first to what each visitor is trying to achieve at the show, then your staffers’ data dump will fall on deaf ears. Attendees want a dialog, not a diatribe.

4. Your staffers don’t know what they are talking about

Thanks to all that product information on the Internet, today’s trade show attendees are better informed than ever before. So if your booth staffers lack the product and industry knowledge to competently answer questions, attendees will take their business to someone who knows their stuff instead.

5. You hire booth babes instead of brand ambassadors

An assertive, friendly, knowledgeable booth staffer will create far more real opportunity with buyers than a booth babe that will intimidate some men, be avoided by some senior decision makers who don’t want to look like they’re hitting on women, and by many women who are offended by them. If you do not have enough capable booth staffer among your employees, you can hire brand ambassadors, and skip the booth babes.

6. Your staffers stand in front of a confusing or shabby trade show display

Attendees quickly judge how trustworthy your company is by how well your booth represents it. Does it quickly communicate how you can help them solve their problems? Does it show that you are a good company to work with? Or does it send conflicting messages, and look like it needs repair or replacement? Your exhibit will reflect well or poorly on your booth staff.

Autor:

Mike Thimmesch

Mike is director of industry relations for Skyline Exhibits, designer and builder of custom modular exhibits and portable displays.

5 Common mistakes in Trade Show

1. Focusing On Logistics But Ignoring Marketing

Trade shows require an attention to detail and awesome organization skills. But if marketing is ignored, you may get a dull display delivered on-time to an empty booth at the wrong show. The pitfall here is that because the logistic needs must be attended to, the marketing opportunities are left until later, and then left undone. When you apply marketing as well as organizational skills, you create a custom trade show display that appeals to your buyers, who are the people walking down the aisle, and whose attention you caught with a great reason to visit you before or during the show.

2. Picking The Wrong Booth Staffers

At first glance, selecting the right staff seems like finding the best sales person, or the person who lives closest to the show. But if you walk a trade show, you will be startled by how many booth staffers are not focused on attendees, but instead have their head down, immersed in their smart phone or laptop. You need to choose booth staffers who are willing to actually work the show, people with the right attitude and work ethic. That may mean people who work in customer service, marketing, or other departments.

3. Not Qualifying Leads During The Show

For too many exhibitors, lead fulfillment means sending the entire list of booth visitors out to the field sales force. If you want your trade show leads to be ignored, then by all means, send your sales force the names of all the people who visited your booth, and nothing else. But if you want to get maximum value from your trade show leads, only send them the best leads, with the story about each that lets the field salesperson know why they are a great lead. To get that information, your booth staffers must be trained to write down the details of their conversations, and to rank leads according to value, such as A, B, and C leads. Send the A leads first, the B leads soon after, and put the C leads into your marketing list.

4. Not Trying New Trade Shows

I don’t mean not going to shows in their first year, I mean not going to shows you never exhibited at before. Your trade show schedule is not set in stone. Does your company already specialize on serving a particular vertical market / industry? If so, you may have greater success at that smaller, vertical market show, than at your big overall industry show. Has your company moved into new vertical markets to focus on? Do you have a new product that is particularly successful or helpful for a specific industry? If you have trade shows on your schedule that are performing poorly that you could drop, you can then shift budget dollars to these new shows. Keep experimenting!

5. Putting Too Much Into Your Trade Show Exhibit

A lot of your fellow employees apply pressure to have their part of your company story told in and on your trade show display. However, your trade show display is not a warehouse, nor is it a full-length novel: its job is to capture attention and support your booth staff. If you give in to everyone and load up your booth, it creates a confusing obstacle to understanding, rather than an enticement to enter and engage. If you switch your focus from trying to please every stakeholder in your booth with equal treatment to all, and instead, prioritize your messages and products, so that you only display what matters most, you will get more attention and visitors to your booth. This takes buy-in from the top, and willingness on their part to say “no” when needed.

Autor: 

Mike Thimmesch

Mike is director of industry relations for Skyline Exhibits, designer and builder of custom modular exhibits and portable displays.

3 Rules to Set for Trade Show Booth Staffers

If booth staffers are highly skilled and well-trained, they could be able to develop key business relationships and build strong lead capture lists. To maximize the chances of those outcomes, exhibitors should establish these three ground rules for their trade show staff members:

 

 

1) Don’t let staff member’s text

Mobile devices can be excellent trade show tools. Exhibitors that use mobile trade show apps make their lead generation processes much simpler and better organized. However, staff managers should make sure that booth staffers are using their phones for trade show purposes, not personal ones. As EventSpeak recently pointed out, booth staffers who are glued to their smartphones or tablets during the conference often come off as disinterested and rude. If attendees see staff member’s texting, they may decide to pass on that exhibit and move on to one with more engaging booth staffers.

2) Stay energetic at all times

Staff members should strive to remain highly enthusiastic throughout the event. By the end of the trade show, booth staffers may be exhausted from hours of standing around on the floor. This is when staff managers should encourage them to stay energetic.

One helpful way to keep booth staffers lively is to have them engaged in games or activities with attendees. Not only will this make things more exciting for booth staffers, it will give attendees a more memorable experience.

3) Stick to a plan

Exhibitors should have an event checklist planned for every trade show that outlines specific objectives for booth staffers. Whether exhibitors want sales orders, qualified leads or increased product awareness, they should be sure that staff members stick to a focused strategy and meet their benchmarks.
 

 by Lew Hoff

www.tsnn.com 

Tips on Multi-year, Multi-event Attendee Engagement

At the recent IAEE DC Chapter’s luncheon meeting, a2z’s vice president of Professional Services, Angi Carr, shared some important strategies for multi-year and multi-event attendee engagement.

1. Know what engages and re-engages your attendees
   Events are not just about products, services and education. In fact, they are mostly about people. To know what draws your audience, focus on what’s important to them, and what brings them to your event.  
   
2. Provide smart, integrated tools
   Provide solutions that are easy to navigate and fast to use. Technology should be there not to awe, but to help your attendees achieve their event goals.
    
3. Use the power of data analysis
   Mine your website and mobile app analytics to figure out what engaged your audience the most. Understand the behavior and demographics of the people who are viewing and engaging with your content.
    
4. Leverage email automation and surveys
   Use the power of marketing automation to execute a well-planned email-based promotional campaigns and surveys. Review and compare the campaign reports to gauge the audience engagement level.
    
5. Let your event app & website live post-show
   Many event websites go to almost zero content immediately after the event is over. A simple thank you message is not the right way to thank event participants for staying invested in your brand. Continue to display and grow your videos, photos, blog posts, event highlights and survey results from the previous event even as you build content for the upcoming one. Invite attendees to view, comment and share your content with their peers.

Nishita Jain, Director of Digital Marketing, a2z, Inc. - See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf

Nishita Jain, Director of Digital Marketing, a2z, Inc. - See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf

by NishitaJain, Director of Digital Marketing, a2z, Inc. 

www.tsnn.com

 

At the recent IAEE DC Chapter’s luncheon meeting, a2z’s vice president of Professional Services, Angi Carr, shared some important strategies for multi-year and multi-event attendee engagement. Here are the key insights from her presentation:

1. Know what engages and re-engages your attendees
   Events are not just about products, services and education. In fact, they are mostly about people. To know what draws your audience, focus on what’s important to them, and what brings them to your event.
    
2. Provide smart, integrated tools
   Provide solutions that are easy to navigate and fast to use. Technology should be there not to awe, but to help your attendees achieve their event goals.
    
3. Use the power of data analysis
   Mine your website and mobile app analytics to figure out what engaged your audience the most. Understand the behavior and demographics of the people who are viewing and engaging with your content.
    
4. Leverage email automation and surveys
   Use the power of marketing automation to execute a well-planned email-based promotional campaigns and surveys. Review and compare the campaign reports to gauge the audience engagement level.
    
5. Let your event app & website live post-show
   Many event websites go to almost zero content immediately after the event is over. A simple thank you message is not the right way to thank event participants for staying invested in your brand. Continue to display and grow your videos, photos, blog posts, event highlights and survey results from the previous event even as you build content for the upcoming one. Invite attendees to view, comment and share your content with their peers.

- See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf

At the recent IAEE DC Chapter’s luncheon meeting, a2z’s vice president of Professional Services, Angi Carr, shared some important strategies for multi-year and multi-event attendee engagement. Here are the key insights from her presentation:

1. Know what engages and re-engages your attendees
   Events are not just about products, services and education. In fact, they are mostly about people. To know what draws your audience, focus on what’s important to them, and what brings them to your event.
    
2. Provide smart, integrated tools
   Provide solutions that are easy to navigate and fast to use. Technology should be there not to awe, but to help your attendees achieve their event goals.
    
3. Use the power of data analysis
   Mine your website and mobile app analytics to figure out what engaged your audience the most. Understand the behavior and demographics of the people who are viewing and engaging with your content.
    
4. Leverage email automation and surveys
   Use the power of marketing automation to execute a well-planned email-based promotional campaigns and surveys. Review and compare the campaign reports to gauge the audience engagement level.
    
5. Let your event app & website live post-show
   Many event websites go to almost zero content immediately after the event is over. A simple thank you message is not the right way to thank event participants for staying invested in your brand. Continue to display and grow your videos, photos, blog posts, event highlights and survey results from the previous event even as you build content for the upcoming one. Invite attendees to view, comment and share your content with their peers.

- See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf

At the recent IAEE DC Chapter’s luncheon meeting, a2z’s vice president of Professional Services, Angi Carr, shared some important strategies for multi-year and multi-event attendee engagement. Here are the key insights from her presentation:

1. Know what engages and re-engages your attendees
   Events are not just about products, services and education. In fact, they are mostly about people. To know what draws your audience, focus on what’s important to them, and what brings them to your event.
    
2. Provide smart, integrated tools
   Provide solutions that are easy to navigate and fast to use. Technology should be there not to awe, but to help your attendees achieve their event goals.
    
3. Use the power of data analysis
   Mine your website and mobile app analytics to figure out what engaged your audience the most. Understand the behavior and demographics of the people who are viewing and engaging with your content.
    
4. Leverage email automation and surveys
   Use the power of marketing automation to execute a well-planned email-based promotional campaigns and surveys. Review and compare the campaign reports to gauge the audience engagement level.
    
5. Let your event app & website live post-show
   Many event websites go to almost zero content immediately after the event is over. A simple thank you message is not the right way to thank event participants for staying invested in your brand. Continue to display and grow your videos, photos, blog posts, event highlights and survey results from the previous event even as you build content for the upcoming one. Invite attendees to view, comment and share your content with their peers.

- See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf

At the recent IAEE DC Chapter’s luncheon meeting, a2z’s vice president of Professional Services, Angi Carr, shared some important strategies for multi-year and multi-event attendee engagement. Here are the key insights from her presentation:

1. Know what engages and re-engages your attendees
   Events are not just about products, services and education. In fact, they are mostly about people. To know what draws your audience, focus on what’s important to them, and what brings them to your event.
    
2. Provide smart, integrated tools
   Provide solutions that are easy to navigate and fast to use. Technology should be there not to awe, but to help your attendees achieve their event goals.
    
3. Use the power of data analysis
   Mine your website and mobile app analytics to figure out what engaged your audience the most. Understand the behavior and demographics of the people who are viewing and engaging with your content.
    
4. Leverage email automation and surveys
   Use the power of marketing automation to execute a well-planned email-based promotional campaigns and surveys. Review and compare the campaign reports to gauge the audience engagement level.
    
5. Let your event app & website live post-show
   Many event websites go to almost zero content immediately after the event is over. A simple thank you message is not the right way to thank event participants for staying invested in your brand. Continue to display and grow your videos, photos, blog posts, event highlights and survey results from the previous event even as you build content for the upcoming one. Invite attendees to view, comment and share your content with their peers.

- See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf