Trade Show Planning - The BDA 10 - "During the Show"
My last article on "Before the Show" planning went on like a
broken record about how important it was to have all the details
checked and double-checked prior to "Showtime!". Well guess
what? It doesn't stop there! Sure, you had to have all of your
ducks in a row to make it this far, but now comes the
make-it-or-break-it phase. This is where you meet real live
clients. Are you ready? Here are my top ten things to do DURING
the Trade Show to help ensure your success.
During the Show 1. Set up a (fair) booth schedule for your
people.
You and your people need breaks for lunch and relaxing. Everyone
will be more cheerful and productive if they don't have to stay
at the booth all day long. 2. Have your people record all
prospect information.
Encourage your Trade Show personnel to record everything they
can learn about a prospect's needs. Stress the importance of
getting correct phone numbers and email addresses. Create an
information form if you have to, or just make sure you get
business cards from everyone. Cross reference if you must with
the attendees list that most Trade Shows have.
3. Encourage your Trade Show personnel to greet people warmly
and smile!
Duh ... But amazingly, this is often forgotten. A warm, open
attitude can give a valuable first impression. Your people
should avoid having their backs to the entrance, or taking phone
calls while on duty. A friendly greeting to passersby may
encourage them to stop and chat, rather than walk on by. Booth
Staff who are courteous and helpful, knowledgeable about all
aspects of the industry, and responsive to requests will make a
very good, professional, impression. 4. Take care of your body,
and your body will take care of you ...
Trade Shows can be tough on your body, especially if they're
longer than a couple of days. Keep yourself hydrated, avoid too
much coffee and don't overindulge in the nightly Hospitality
Suites (Yah, right ...). Try to eat balanced meals, and maybe
even try out the Hotel's Fitness Club. Treat Trade Shows as
Marathons - the people with energy to spare on the last day of
the Trade Show are still selling, and winning!
5. The name's Bond, ... James Bond.
Trade Shows can be a great place to do a little checking up on
the ol' competition. Take time to visit their displays and pick
up some of their brochures. Evaluate what you think they're
doing right, and where you can learn from their mistakes.
6. Imitation is the sincerest form of flattery (... and it's
cheaper, too!)
Some companies spend a great amount of time, effort, and money
researching what kind of display creates the best impression.
You can do the same by walking around the Trade Show and seeing
what are the most eye-catching, popular booths. Be sure to take
a digital camera.
7. Check out NEXT year's location.
If you're convinced that this Trade Show is a "must attend" for
next year, decide now where next year's booth should be located.
If you registered late, you may currently be languishing in the
Siberia of some back alley, so identify where all the "in crowd"
hang out - and book early!
8. Don't be afraid to "schedule" prospects.
You've got a hot prospect, but you know they're going to
monopolize your time while other prospects wander by. Suggest to
them that you very much want to devote more of your time and
energy into every aspect of their needs and pain, and book an
appointment for them to come back, perhaps during the last
afternoon of the Trade Show, a traditionally "slower" time.
(Make sure you have their business card and local contact
number, before you let them go!) 9. People (and Staff) are not
created equal.
The best teams are not made up of individuals with exactly the
same strengths and talents. If someone on your staff is a great
"Greeter", have them pulling people in to the booth and handing
them off to your "Details" people. Don't have your top Closer
caught up in the minutia of how your 9457 AT7 widget can
interconnect with the 8354 ZX9 gizmo if you add the 3291 HG1
"thingamabop". And don't have that brainy (but introverted) Tech
Support guy try to smooze the room. If your staff are
comfortable doing what they're doing, it shows - and it pays off!
10. It's not over 'til the Fat Lady sings.
The booth is being ripped apart, you're tired, and just want to
go home and relax your "smile" muscles, so of course you can
relax, right? Wrong! Besides the oh-so-important details like
having your display materials actually make it back to the
office, instead of spending a week in Hoboken, you're still in a
prime location for making (albeit, brief) contacts. Keep the
energy up; trade business cards in the elevator or while waiting
for the shuttle, because you just know that 95% of your
competition have already stopped selling.