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Best of Show

By Rick Nagele
President, Advantage Marketing Information

Transforming Research Into Insight

Advantage Marketing Information
35 Steamboat Avenue - Historic Wickford, RI, USA 02852
(401) 294-6910 | Fax (401) 294-6661
Affiliated Offices: Pasadena, Calif., USA and Niigata City, Japan

Best of Show

By Rick Nagele
President, Advantage Marketing Information

It seems like some subjects just refuse to be learned. Some acts just won't get together.

Trade shows seem to be one of these "acts." No matter how much is written, seemingly sophisticated companies still seem to screw them up. Worse, the same problems seem to be happening in shows across all industries...some recent examples that we've observed include the Home Show in Providence, Seafood Show in Boston, Boat Show in Annapolis, and the Toy Show in New York. Not all companies of course, but enough.

It's too bad, too. Because, bottom line is trade shows are not hard to do well. As a matter of fact, they can also be a lot of fun. And as a side benefit, they work. You can get more bang for your buck at a well-planned trade show than through many other sales channels.

Effective Trade Shows

It's easy to put together an effective trade show. Just follow a relatively simple five-step process and your trade shows can be truly effective marketing techniques.

1. Objectives

2. Strategy

3. Tactics

4. Training

5. Analysis

Objectives

It's easy to ignore the objective-setting phase of any project. After all, you have an idea of what you want to do...and we all know that there's never enough time to do all jobs well.

DON'T.

Setting objectives is crucial in business. Objectives help you decide on strategy and tactics by providing a grading system on performance. They can also help motivate (You're almost there - go for it) and control (Are you planning to sell anything this week? You're no where near quota).

Specify exactly what you want to accomplish; find some way to measure results. Now look at the alternative strategy ideas that have been developed and estimate cost effectiveness. Modifications in strategy or tactics can be based on a better understanding of realty rather than on, "I don't think..."

Take the time. Set quantitative objectives. Solicit feedback and try to sell the objective (i.e. We expect a $5000 investment in trade shows to achieve 825 sales or a per sale cost of $____. This compares favorable with ________alternative which costs $______)

Strategies are your maps. Objectives tell you where you're supposed to be going. They let you evaluate the various routes (alternatives) you can use to get there.

Don't forget to tell all your show people. A 'secret' strategy won't motivate or control. Let your people know what is expected of them, why, and how it can be done.

Show Strategy

Show strategy involves identifying (1) the role of the trade show in your overall marketing program (2) the message (s) you want to send (3) the number and location of shows to be booked and (4) the depth of supporting commitment.

Exhibiting is expensive. A lot of resources have been wasted by not thinking about what you want to accomplish. Think about: should you advertise your trade show in the (appropriate) press; buy outdoor advertising during the show; have a hotel/ hospitality suite; bring the president of the company to the booth, etc.

When considering strategy, trade show/ exhibit firms can be a big help. The better firms not only provide design and construction services, but can also offer a great deal of advice about your exhibition program that can save you grief and money (for example, watch out for NYC if your packing materials in a custom exhibit are not stamped with a union stamp...jeez, it just fell off the back of the truck...can you figure that?) Ask questions. The better design firms don't seem to mind. And at $350 to $1,000 per foot for custom exhibits, who cares if they do!

Show Tactics

Tactics are what many of us do badly. Sometimes it's just because the show is too long. Or sometimes the people working the show don't care. But mostly it's because our booth 'heroes' haven't been trained or aren't thinking about the little things that combined, make up the big picture.

Think about and be sure to train people in the tactical considerations. The following list of dos and don'ts was assembled from visiting four shows, four different industries in four different states. All mistakes were made. Most were made in more than one show. The dumber the action taken, the more frequently it was observed.

Support

DO: Bring literature/collateral materials for prospects. Don't insist that they take it with them. Encourage attendees to provide you with their contact information and note their area of interest.

WHY: They are an aid to selling, help keep awareness levels high, and refresh customer's memories at a later date as to whom they saw. Don't forget...prospects are suffering from overload by the end of most shows. They need some mental cues to remember who they liked and why.

NOTE: You don't have to give everyone literature. You can charge for literature depending on your industry/competitive environment (or have different grades of literature). Make a point of qualifying your customers. The sooner you qualify, the less you spend and the more time you can spend with the customers that really count.

DO: Use literature holders.

WHY: A disorganized literature display looks sloppy. If your booth is sloppy, your company is perceived to be sloppy. Or uncaring. Neither is the image to present.

Training

· Trade shows are selling situations. So sell.

· Trade shows are a 'retail' selling environment. And retail selling is different from other, outside selling situations. Be prepared. Communicate the differences to the booth staff.

DO: Write an exhibit policy book for your company. Include information on the role of trade shows at your company, personnel policies, and the like.

WHY: All companies have sales policies and manuals (for a lot of good reasons). Exhibiting is super selling.

DO: Hold training sessions before all shows or at least once per year.

WHY: People forget and show objectives change. Stress both the objectives of the show (what you want to accomplish) and what is new for this show (hint: try to do something different each year to keep shows fresh for both customers and booth personnel). Also, let people know what company policy is at booths and why. Good people perform better when they know why.

DO: Consider staff requirements carefully. Have sufficient support to allow for relief/rotation of personnel.

WHY: Avoid booth boredom. When people get bored, they can't sell. Allow for enough people so that everyone can get a break. When you consider how much shows really cost, an additional individual for proper relief is insignificant.

Good outside salespeople only spend an estimated 2 - 4 hours selling per day. The rest of the time they are driving, waiting, phoning etc. At the booth, they will be faced with constant demands on their selling skills, many times without a break (the retail-selling situation).

DO: Try and catch the eye of people passing by, especially those that are showing any interest in the booth. One great question is, "Are you familiar with ____company?" or "Are you familiar with the XYZ widget?"

WHY: No eye-contact, no communication. Once eye contact is made, a conversation can begin.... opening/interest-generating words can be exchanged.

DO: Stand up when prospects approach. Sure, you can sit if you're not busy, but get up when they come.

WHY: Show people that you are willing to work for your money...and their business. Another great hint is to have the 'softest floor at the show.' You're going to be dealing with a lot of people with sore feet. The more comfortable you can make them, the longer they'll stay.

DO: Keep your display neat. Assign someone to the garbage detail during the course of the day if show management doesn't handle it. Rotate the assignment. Be sure to arrange for exhibit cleaning at night where available.

WHY: Booths "trash" easily. Empty glasses or wrappers on the floor look bad. It looks like you don't care. Garbage and the appearance of apathy - will hurt your image. Shows are an excellent way to communicate to your publics the image you want to project. Be sure an empty 'Bud' doesn't destroy your investment.

Analysis & follow-up

Finally, be sure to analyze the show and follow-up. Promptly send cards to everyone you spoke to (or at least the qualified ones). Do it fast. Very often, the company with the best response (or any response) wins! About 20 companies took my name and address at the last show I attended. Not one of them followed up with me.

When you analyze the show, remember to review your goals. What did you sell? How much did the show cost? Can you afford this selling cost? What were your other objectives? How many of them were realized? At what cost? What could you have done better? What did your competitors do? (and what did they do better than you?) What should you change next time?

Try to do this analysis before time passes. Otherwise, all will be a blur and you won't remember the details.

And don't forget to take a camera. Get photos of your booth, your visitors (with permission), and competitors booths. This makes for great editorial for your website as well as competitive intelligence.

Advantage Marketing Information - Main office: 35 Steamboat Avenue - Historic Wickford, RI, USA 02852
Affiliated Offices: Pasadena, Calif., USA and Niigata City, Japan