What do you invest in your trade show? You will find booth costs, training, shipping to the show, giveaways, promotions, and then there's time lost in all the prep work. So why do we keep getting back in our personal way?
Take a look at these 8 mistakes we see exhibitors make at every show:
1) Poor, inconsistent graphics - We've all seen them, the booth with a pitiful patchwork of graphics and improvised "display" to represent their company. Their corporate image is significantly less than professional and I'd lay money on the truth that these "money saving" efforts are in reality costing the company a lot more than they're saving. An undesirable corporate image doesn't give your prospects any confidence in your professionalism, your product or your offer VIPBox. The thing it will give your prospects is a reason to get your competitors. My advise, find a specialist to control your trade show display graphics.
2) Weak promotions ahead of the show - Your booth is looking great. Awesome graphics, corresponding marketing materials, and great products. So where's everyone? Where is all the traffic the trade show promoter promised? Well, who did you tell about the show? Who did you invite to the booth? What special promotions did you advertise for show attendees? Start telling both customers and prospects about the show and your booth together with your social media marketing and your e-newsletter. Build anticipation by launching a new service at the show. Send invitations to lost contacts and prospects for special show events. Most of the show successes we've seen are created ahead of the show floor opens.
3) Poor staff training - What do your booth visitors see if they walk up? Are your staffers sitting yourself down? Are they blocking the entrances to your booth? Are they engaged in their own little conversations, while ignoring prospects? Set your expectations ahead of the show with some great trade show training. Don't believe that just since they are professional sales representatives that they're great show staff. Set some rules, ensure your staff knows them, and enforce them. I will post a article on some great general show staff rules soon.
4) Poor listening skills - Avoid "salesperson overtalk" ;.You know the guy. So intent (or desperate) to really make the sale, he dives into his pitch without ever hearing the prospect. DON'T BE THAT GUY! Listen to the prospects needs, inquire about their job or business, find some typically common ground, be familiar with body language. But primarily, LISTEN! Many people like to fairly share themselves. Let them. It's amazing that which you can learn if orally isn't moving.
5) Poor Lead Generation - I'm sorry a fish bowl isn't gonna cut it. You think a give away that anyone can enter offers you qualified leads? Think again. Know your Perfect Customer, know their needs, then talk to those needs. Your prospects will qualify themselves. In addition you might give you a free phone consultation or training that needs some hurdle to jump over. You'll weed out the customers that aren't your Perfect Customer and get hold of a wallet full of qualified leads.
P.S. Keep your display simple. You merely have seconds to prevent your prospects in the isle, an excessive amount of text and information on your own display will let them keep walking.
6) Having an excessive amount of information - Too Much Information? Will there be such a thing? Yes. If you think about that about 80% of all marketing materials handed out at any given trade show ends up in the accommodation garbage can, you can have an excessive amount of information. Instead take a laminated "Show Sample" of one's brochure or sales sheet. Gladly show your prospect, go over the bullet points, ask questions, and don't forget to listen. When the prospect asks for a copy of one's brochure, tell them it's the only person you have but you are able to mail them one or send them a contact with all the current information following the show (or during the show). This provides you 3 great advantages: No extra printing/shipping charges for the materials, Names and addresses of warm prospects, and a good excuse to call or write them following the show. The advantage for your prospects are: less to carry across the show, great information delivered for them, great personal service from you. WIN! WIN!
7) Poor Trade Show Tracking - Trade shows are a marketing function, correct? In the event that you don't track marketing it becomes expensive sales training. Create methods to track every trade show sale. Use your databases, advertising, promotions, giveaways, fliers, business cards to track show sales. This provides you vital information to justify the trade show or make changes to create it more profitable. You will find lots of methods to track your promotions, get creative and see your ROI come to life.
8 ) Post show glow - The show is over you made some very nice sales and good leads. Those customers should really be rolling in virtually any moment now. Not so fast. Work isn't done because the show is. It looks like common sense, but common sense isn't all that common. Did you understand only 20% of exhibitors make contact following the show and only 10% of these make contact in an individual way. Send hand written thanks notes within the initial week following the show. I used this 1 technique while marketing manager at a local company and tripled their after show sales. The owner came in my experience asking what my secret was, and didn't trust in me when I told him. The next show I only sent half our attendees the notes, and guess which half had more sales. Yep. the ones who got the notes. It's not difficult to do and it makes a huge difference on post show conversions.
Learning from common mistakes is the better method to insulate yourself from trade show failures. I realize there is no such thing as a perfect show, but these 8 tips will get you much closer to a profitable show.
What mistakes perhaps you have made or seen at the trade shows you've visited? Share them wit us in the comments below. I will respond with cre8ive ways to treat those mistakes because the comments come in.