[Mike Seddon]

All,

We are planning to attend a trade show soon as an exhibitor and I'm wondering if anyone has any thoughts/tips for getting the most out of the day.

We are planning to use it for lead generation rather than trying to sell at the show, so we'll be trying to get email addresses (busines cards etc). I also want to get people to take out website/product details in a form that means they might actually refer to them again after the show and contact us.

I recall from shows I've been as an attendee that I tended to get bombarded by flyers etc and they all found there way into a bag. Few found there way out again afterwards!

Thoughts/suggestions/tips?

Maybe even a link to a website that offers advice on running a trade stand.

Ta

Mike

[Dotwhack]

Promo gifts - they get taken more than flyers and tend to be kept (where flyers are discarded).
Rulers tend to go down well as they tend to be kept my people - pens are more disposable I think.
I have a free ruller on my desk with a calculator built in - I use it everyday and am therefore reminded of the company daily and have ordered from them since. 4imprint do promo gifts etc and reasonable prices (they sent me the ruler and once sent me a lip balm - no idea where that went though).

I guess the promo items should really be tailored to the target market - no point giving rulers out to fitness instructors for example.

[Indizine]

All the followiung will help:

Sweets & choccies!

Prize draw - enter their info in return for entry for a free PAYG mobile phone which cost about £50. We got nearly 200 entries for this!

If possible, use a flat screen monitor to display your information on a loop. This draws people to your stand. Anything interactive is also good.

The worst things you can do is sit on a chair behind the stand drinking tea and looking bored, but this often happens. You need to be stood up in front of your stand making eye contact with passers by, offering a sweetie or to do the prize draw. They will then look at what you are promoting.

Make the main emphasis on entering the prize draw as a way of collecting their direct contact details. Then let only those that want your flyers and brochures take them - at least youre not chucking your valuable resources down the drain via someones bin back at the office.

Also, see if you can arrangea good position for your stand. Not near the entrance or out of the way on a corner or back row. I always ask for a copy of the exhibition layout with stand numbers so I can choose. If you can see other exhibitors names who have already booked stands, get next to the popular ones!

[Mike Seddon]

Thanks for all the advice.

I'll let you know how it all works out.

[boxby]

I went to Newstart Scotland last week, there were A LOT of very boring stands there, with simply a poster bunged up on the back wall, and a table with some phamflets. Please don't do that.

Those who have their staff in somekind of "uniform" looked good. Freebies are good too! (but expensive)

[admagic]

Originally Posted by Mike Seddon

All,

We are planning to attend a trade show soon as an exhibitor and I'm wondering if anyone has any thoughts/tips for getting the most out of the day.

We are planning to use it for lead generation rather than trying to sell at the show, so we'll be trying to get email addresses (busines cards etc). I also want to get people to take out website/product details in a form that means they might actually refer to them again after the show and contact us.

I recall from shows I've been as an attendee that I tended to get bombarded by flyers etc and they all found there way into a bag. Few found there way out again afterwards!

Thoughts/suggestions/tips?

Maybe even a link to a website that offers advice on running a trade stand.

Ta

Mike

No contest! - I have tried several things over the years - and one is a clear winner

The best way by far is to run a movie on an LCD projector with about a 5-7 minute cycle time movie...use some bulllet points and slides for creation of the movie, so the message can be seen as well as heard. And I do mean a projector, not an LCD screen...it is by far brighter!

So roll a videao - Getting the main headline, benefits , credibiltiy value , USP and some kind of offer over.

It achieves several things.

1/ First the video attracts attention

2/ Second it allows people to get the picture without having to talk to you! - just remember that people want to make sure they WANT to talk to you before they do...there is also the social proof thing. If several people stand watching , the fact of a crowd will create a bigger crowd still

3/ Finally it leverages you and your time, so you dont have to explain the basic message, you can focus on answering questions and objections - and converting customers and capturing their information.

Make sure you have an "exhibition special" for something - an offer only available, right there, and right then...so good it is a non brainer....and a PC on your website that allows here and now ordering or sign up.

My suggestion on that is a seriously good "free package" which demands they spend (say £4 postage) for the DVD. It wipes its face on cost, and prequalifies people as willing to spend at least a couple of £ - where FREE - always gets timewasters.

[Fuzzy]

Hi Mike, I guess you have two alternatives....you could either strip off and run naked around the show which will get you lots of notice , or there is more excellent advice on this thread : Baby Fairs or similar



Lots of Luck!

[Inzvestor]

As a visitor I am picky about which stands I will visit and always do my research beforehand.

Create a site extension (landing page) to track show conversions, also a show enquiries email address to be printed on your marketing will ensure you can gauge responses to decide whether or not to exhibit again.

Incentivise people to part with their address - a Prize draw (for each day of the show if it runs over 2-3 days) will help capture these.
A quiz works wonders as it makes people read your marketing material and gets them interested in your product.

Always have 2 or more people on the stand - no-one likes to wait.

Offering tea and coffee is a good way to get people in, but make sure you are staffed accordingly for this.
Make sure it is decent tea or coffee too - don't skimp on the cost of this or it will do more harm than good.

Use floor markers if permissable - footprints leading to your stand will grab attention.

Finally, follow-up on the leads that you gain from the show.
All too often I have come back from a show and never heard from an exhibitor.

[Shop-Window-Posters]

Make sure the stand is visually appealling - ie large colourful posters or big plasma