Build Your Business In A Slow Economy! Part 7-steps 3 & 4

Last week we covered steps 1 & 2 and gave you solutions from accomplishing your tradeshow goals to what to include in your booth to make it stand out from your competition.

This week we give you answers and solutions to steps 3 & 4. Creating your budget and prospecting list.

Step #3. What's your budget? The more advanced thinking you do in this area, the more money you can save yourself.
Your booth:
*Where do you want your booth located?
Corner booth at the front of the hall and near a high traffic area (entrance, major intersections, food area, etc.) is ideal.
Stay away from dead end aisles, the last aisle, stages or anywhere presentations are going on during the show, loading docks, receiving doors, obstacles such as water pipes, fire equipment, columns, etc.
*Use lighter materials in your booth construction to save money.
*How much lighting do you really need?
*How much electricity do you need?
*Will a literature rack help keep your collateral organized and easy for your prospects to obtain.
*What components do you need to include in your booth to effectively promote your products/services?
*Do you need a table? Meeting area? Chairs?

Marketing:
*What will you do for pre-show marketing?
*How many tiers of giveaways will you need?
*How many colors do you need to imprint on your promotional products?
*The less colors imprinted the less expensive the item.
*What quantities will you need?
*Remember it's less expensive to order 1,000 pieces than to place 2 orders of 500 pieces.
*What contests will you have?
*How much can you spend on prizes?
*What will you do for post-show follow up?

Staff:
*How many staff members will you need?
*What will they wear?


Step#4. Who are your targeted prospects? What is their demographic? How will you compile your list?
*They should be qualified recipients who are decision makers or who influence the decision maker.
*Start with the pre-registered attendee list. Not everyone will be your prospects. Narrow it down and create a list of targeted prospects.
*Are any of your existing clients going to attend?
*Invite clients that you believe will benefit from the show and use this opportunity to enhance your relationship with them.
*Keep the demographics of this list in mind when creating your booth, your contests, giveaways, marketing campaigns, etc.
*Get in their heads.
*How do they think, feel, make decisions and what are their hurts?
*Offer them deals that are simple, quick and easy.

With the ideas and solutions in these steps you are on your way to creating the required groundwork necessary to maximize your tradeshow ROI.

Next week we will tackle steps 3 & 4. In the meantime if you have any questions or need solutions for your events please feel free to contact me.
Promotions that get results!
Shana Anderson
Complete Workplace, Inc.
Milpitas, Ca

Build Your Business In A Slow Economy! Part 7-steps 1 & 2

Last week we listed the items that you need to think about in order to maximize your trade show ROI. This week we are giving you ideas and solutions for Steps 1 & 2.



1. What's your goal for the tradeshow? Is it to sell products? Increase your client base? Network with other vendors to establish relationships with them that attract referrals? To see what your competition is doing? To position yourself as an expert in your field?
Have a live presentation going in your booth that that will draw people in. A person presenting will be more effective than a looping video. Presentations should be geared towards what problem your product/service solves for them.

*If you sell a product show it, have the prospect touch it. If there are various levels of quality/features then explain the differences and how they solve the client’s problems. Simplify it as much as possible to keep their attention and not overwhelm them. As you present include/invite other trade show attendees that are watching/walking by into your discussion. Always spend a few minutes doing Q&A. if you notice the same questions being asked over and over include the answers in your presentation.

*Offer specials only available when orders are placed at the show.

*Before the show get an exhibitor list. Mark any exhibitors that you want to build relationships with. Are there any that you can partner with to market to their client base?

*From the same exhibitor list mark any competitors. Visit their booths. Notice their displays. How they attract traffic. How they make their presentations. What is their image for their staff and booth?

*Speak at the event as an expert in your field and include a promotion to your attendees to receive a free gift when they come to your booth.

*Even if you aren’t speaking at the education sessions provide some of the items that they will need such as pen, notepad, highlighters, travel coffee mugs, etc. A USB drive with the speaker’s presentation on it and your company brochure will always be a hit.

*Walk into the aisle and ask if anyone is looking for _____ (this is a general question that relates to the problem that your product/services solve). For example....if you sell solar panels for homes ask “Is anyone looking for information on how to save $____ on their electrical bill every year?”

*Create buzz around your booth to draw others in.

***What can you do or say better than your competitors to show your prospects that you are an expert in your field and the company to do business with. If you offer the same products as your competitors then you need to show them your company has better service, more targeted solutions and higher expertise to save them time and money.


2. What image do you want to project? What do you need in your exhibit to get attention and display your products? What will make you stand out? What size booth do you need? Where do you want your booth to be located?


*To maximize your passer by traffic it’s important to not only have a clean, professional display, but for your booth to feel warm and inviting and make your attendees feel comfortable.

*Blues, whites and greens are professional colors, but can blend in easily. Bold, eye catching colors such as yellows, reds and oranges grab attention, but be careful with them. They are strong colors and can put off some attendees.

*Keep in mind the flow of traffic in and out of your booth. Allowing ample area for prospects to enter your booth will increase the warm, inviting feel of it. Have a table set up with chairs so you can meet with yoru clients.

*Literature racks will keep your marketing collateral organized and easily accessible for the attendees.

*Use lighting to spotlight your company name or your products. Draw attention to the areas you would like.

*Using nature sounds or other relaxing music in your booth can draw people to it.

*The smell and sound of a popcorn machine will attract a crowd to your booth. While you are creating a bag engage them in conversation.

*The graphics you use should induce an immediate emotional response to attendees walking by your booth. Remember you have 3 seconds to get their attention. Use a nice graphic with 3-4 words about it. The font should be easy to read in size, type and color.

*What interaction between the client and your product can you create at your booth? If you can put your product in the hands of your prospect you have a better chance of closing the deal.

*If you recently launched an innovative new product your image, graphics and booth should reflect it.

*The younger generation wants a more hands on, personal experience than generations before. Personalize your approach and you will win with this generation. Introduce yourself, ask their name and use it. Focus on them and really listen. Engage them in conversation by using appropriate levels of eye contact. Taking this step builds rapport and trust that you care for them and have their best interest in mind.

*Don't forget your staff. The image they portray is a direct reflection of your company and its products/services. They need to be outgoing and memorable.

*Add a special color balloon(s) to the top of your trade show exhibit to attract attention and to help attendees find you.

*Free water for all attendees will also drive traffic to your booth. The time it takes to get the water is a perfect time to start a conversation and the law of reciprocity will kick in and they will be more than happy to talk to you.

*Set up a video monitor that shows your products/services in action to attract attention and boost sales. If you don't have video of your products/services in action then create a PowerPoint presentation that can be displayed on a laptop.

*Make sure your logo is prominent.

*A banner stand with eye catching graphics and clean upscale look will draw attention to your booth.

*If you use a table you need a table cloth that compliments your display and has your logo on it to help attendees remember you.

*Arrange your display table in tiers. Larger items at the rear, mid sized in the middle and short items in front.

*Use a presentation board that shows your products/services in action and measurable data on how it's helped your clients improve sales, productivity, etc. Your company name, logo and contact information should be obvious.

*Have a portfolio showing before and after pictures. Make sure the portfolio is easily accessible to your attendees so they can flip through at their leisure.


With the ideas and solutions in the first 2 steps you will create the base for your getting the most out of your trade shows. Next week we will tackle steps 3 & 4. In the meantime if you have any questions or need solutions for your events please feel free to contact me.



Promotions that get results!

Shana Anderson

Complete Workplace, Inc.

Milpitas, Ca

Build your business in a slow economy! Part 7

Maximize your trade show ROI. Before, during and after the show!



Trade shows are an important part of your marketing mix. They present opportunities to increase your client base, improve sales, build brand awareness and up sell your existing clients. The biggest, most expensive booths are a waste of money if you don't have traffic. Answer these 10 questions to ensure your next trade show gives you maximum return on your investment.




1. What's your goal for the tradeshow? Is it to sell products? Increase your client base? Network with other vendors to establish relationships with them that attract referrals? To see what your competition is doing? To position yourself as an expert in your field?




2. What image do you want to project? What do you need in your exhibit to get attention and display your products? What will make you stand out? What size booth do you need? Where do you want your booth to be located?




3. What's your budget? The more advanced thinking you do in this area, the more money you can save yourself.




4. Who are your targeted prospects? What is their demographic? How will you compile your list?
5. What will you do for pre-show marketing to your prospects and clients?




6. What will you do to drive traffic to your booth? Pre-show? At the show?




7. What will you do post-show to follow up and solidify the sale? When will you do it? What forms, cards, letters, etc. can you have done in advance?




8. What grading scale will you use to track the sales potential of a lead? How will you segment prospects based on the different types of follow up you need to do?




9. Who will you use for your trade show staff? What type of characteristics do you want them to have? What image do you want them to portray? What are your expectations of them? What training do they need?




10. What will you use for pre-show marketing and literature, at show giveaways/prizes and post-show follow up? How many levels of products/literature do you need? What quantities will you need?




The heart of your success is to attract targeted prospects to your booth, engage them with your products and services and solidify the sale.Without well thought out, targeted planning you will be throwing money away. Come up with a plan, stay focused and execute it and you will see the payoff!




Over the next few weeks I will be elaborating on each of these areas. If you have a tradeshow or other event coming up and need help selecting a product that represents your company, a giveaway and/or a prize please contact us. We'd love to help!


Promotions that get results!
Shana Anderson
Complete Workplace, Inc.
Milpitas, Ca

Build your business in a slow economy! Part 6

Create an effective, targeted marketing campaign!

Many companies make the mistake of calling a "promotional give-away" a "promotional marketing campaign". There is a huge difference. A give-away consists of putting your logo on an item and giving it to your prospects. That's it. A marketing campaign has a detailed process behind it and is designed to produce targeted results that you can track.

Before you select the item that you will be using in your campaign you need to ask yourself the following questions.

1. What do you want to accomplish with this campaign?
2. Who is your target audience?
3. What promotional product will attract my target audience, compliment the product/service you are offering and will entice my prospects to act?
4. What is your call to action?
5. How will you get the promotional product to your target audience?
6. Create a road map with the steps and dates necessary to pull off your campaign.
7. How will you track your results?

By taking the time to really think this through before you pick a promotional product and start you will create an efficient and targeted marketing campaign. If you need help creating a campaign and selecting a promotional product please let us know.

Promotions that get results!
Shana Anderson
Complete Workplace, Inc.
Milpitas, Ca