So you have the booth all planned and built, equipment is
there all polished up and literature neatly stacked on racks, carpets clean and
rolling presentations playing in the background. Now what? How do you make sure
that you get the most out of your tradeshow presence that you have spent so
much time and money on?
Well here’s some practical advice from many years of working
tradeshows across the world.
As a marketing manager don’t be afraid to be a tyrant. After
all, this is the culmination of a lot of work and for many companies is the
focus of the entire years marketing efforts and the biggest single cost on the
budget so you want to get it right.
It has to be choreographed so feel free to make sure that
all the sales ‘dancers’ understand their roles in advance and then monitor them
and keep them in tune throughout the show. Your job at this stage stops only
when the booth gets dismantled.
Briefings
Before you even get to the show, make sure you give all of
the attendees a full briefing on times, booth etiquette and the logistics. It
helps to pre-warn them all. This is also the time to make sure everyone knows
which customers or prospects will be attending and plan accordingly.
Dress Code
I know that a lot of companies in the USA favor the
golf shirt approach, but I for one don’t. You have such a short time to make an
impression at a show, so do it right. Business suits and ties are the de rigueur
at all times. Show the attendees some respect. A side benefit to this is that
sales people who buy their own clothes tend to treat them better that company
supplied shirts so they end up looking neater. Obviously garish ties or shirts
are not acceptable. You will find that most salesmen and women will not object.
Timing
On the first day, you will want all staff at the booth at
least one hour before it starts so you have the time to take them through
products, logistics and expectations. On the following days, 15 minutes before
is acceptable. Late arrivals should not be allowed as it can be disruptive to other
staff and attendees.
Food and Drink
I have been on enough booths where all the careful planning
of a booth has been ruined by a salesman dropping a cup of coffee on a pale
carpet. It can destroy the whole look in a heartbeat. Furthermore, eating and
drinking on a booth is not conducive to creating a welcoming environment for
any possible prospect. So simple rule - no food and no drink on the booth at
any point. Obviously this does not apply to attendees.
Furniture
I have had so much pushback on this part over the years but
I have always insisted. Either no chairs on the booth, or a strict rule that no
booth staff member can use them unless with a prospect. Why? Because it
encourages a stand-off approach to getting interest in the company and its
products on display. Sales staff should be always on the ‘prowl’. A good set of
shoe inserts will help overcome some of the natural pain of standing for 8
hours a day.
Working the Booth
In Europe the approach is
different to the States. It is acceptable to sit back as the culture is for
interested attendees to approach the sales staff. In the US , it is the opposite so
patrolling the perimeter is a mandatory requirement.
Don’t allow salesmen to congregate together and talk amongst
themselves. It is off-putting to someone who may be interested. It will happen
but as the booth manager you have to play the hard person from time to time and
separate them and keep them focused. Making sure they patrol different parts of
the booth is a good technique for this.
Taking Leads
This is what a show is all about and in many cases probably
the worst. Salesman leave with pockets full of business cards from people who
they have talked to and with very little memory the next day of what they spoke
to them about.
Capture the data!
Yes, there are the scanners available which you should
always have but you also need a clipboard with a form on it so the printed
paper form the scanner and or/business card can be attached together with a
summary of the conversation. Put lots of check boxes to speed the process up.
After the show, summarize it all and disseminate. DO NOT allow salesmen to
disappear with the information.
Let’s put this into perspective, if a show costs you
$100,000, and you get 200 leads then each lead has cost you $500. Be sensible.
Final warning – if you have a scanner with a USB thumb drive
in it, take it out each night and back it up. I have also heard of competitors
coming along after the show and copying these; rare but not unheard of.
Competitors
A note on competitors coming to your booth. Personally I
have no problem with this as long as they are circumspect about it and sensitive
to leaving if a prospect appears. They can always get hold of your literature
so no problem in giving them some. Obviously you expect the same courtesy on
their booth.
Your trade show presence is an important part of your
marketing activities for the year so make sure you get it right. Prepare before
and implement strongly during the event. What you do afterwards with the data
and the feedback is the subject of another blog.
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