Maximize your trasdeshow ROI! Parts 7-10

We are almost there. The last four sections of Maximizing your tradeshow ROI here. Enjoy reading and implementing these steps.

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?
The follow up piece should include specific interests or needs that your prospect addressed with you.

Personalization is key to creating greater marketing impact and building the relationship with your new prospect.

If there are prospects/clients that can’t attend the tradeshow hold an open house to demonstrate your new products.

Follow up should be done within 1 week maximum from the date you met the prospect. 3-4 days maximum is preferred and is shown to yield greater results.

What can you do BEFORE the show to help you expedite the post-show follow up? Type up templates, print mailing labels, enough postage readily available, sample kits already packaged, etc.

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?

An example of a grading scale would be to have letter grades assigned for each tier of prospect. For example if the prospect is a decision maker, has the budget and interest in your product or service then they would get an “A”and you would follow up with them more intensely. If it is determined that the prospect may have a need for your product in the future, but is not a decision maker then they would get a low grade. The grading scale should be printed and your staff should have a clear understanding of it BEFORE the show.

Have a form that can be filled in with a column to staple/write in their contact name, phone/e-mail, activity to do, date needed by and lead grade.

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?
An often overlooked component is your staff. Train them to promote your company before, during and after the show. Keeping your message simple will help put you ahead of your competition. Remember that the attendees are bombarded with information and the more complex your sales pitch, products, etc. are the less likely they will remember you.
At the show remember the attendees are tired, impatient and feeling that they need to hurry on in order to see all the booths before the show closes. Quickly and effectively ask questions that get to the root of their needs so you can give them your solutions in a quick and timely matter. When you follow up after the show is when you can get into more details if you need to.
Does your staff understand the importance of catering to the ego of your prospects? Engaging them in conversations to discover their needs and making them feel special? It’s your job to make sure they do.

Bring your best salespeople. Teach them to qualify prospects quickly and don't waste your time or best giveaways with "tire kickers". Spend quality time with existing and qualified leads and give them your best giveaways so you stay top of mind and they will call you first when they need you.

Go over your expectations with your staff and get them on board. Make sure you have enough staff so breaks can be taken. Always have an introductory speech ready and make sure your staff gives a warm, inviting "Hi!" whenever someone walks by and looks your way. Most importantly, don't forget to always ask for the sale and ALWAYS....Have Fun!

Last, but not least have a well thought out uniform for your staff. Something that will stand out AND fits your corporate image. The basic blue or white shirts will not get you recognized. If there is a nice teal color in your logo use that color for your shirts and always have your shirt embroidered with your company info. Take advantage of the area right above the cuff on your long sleeve shirt. It’s a nice subtle place to embroider your website, tagline, etc. When you are pointing to an item, your prospect will notice the embroidery and remember it.

10. How will you track your results? If you don’t track your results then how will you know if it was worth the investment.

Have a Tracking Mechanism: Establish a tracking mechanism to measure the success of your trade show giveaways. If it is a redemption item, code it so that you know it resulted from the show. Post-show follow-up could include a question about the premium - did visitors remember receiving it and how useful was the item.

After the trade show, critique your giveaways with your exhibit team:
Did it draw specific prospects to the booth?
Was it eye-catching enough to persuade passers by to stop?
Did your customers find it useful?
Did it project the right corporate image?

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!

Make the most of your tradeshow by applying the 10 ways to increase your tradeshow ROI. Do it right and you’ll increase your sales higher than you ever thought possible.

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!

To your success,
Shana Anderson
Complete Workplace, Inc.
Tele: 408.586.9464
Fax: 408.212.9601
E-mail: shana@completeworkplace.com
www.completeworkplace.com

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 2

Now that you've had a week to start implementing the customer service ideas from Part 1 it's time to start on Part 2....focus on your bottom line. Start by reviewing all of your overhead. Is there any place you can cut back? Do you need all of your phone lines? Can the heater be turned down a few degrees? Are you optimizing your time and gas each day by grouping appointments and tasks outside of your office? Do you need that monthly subscription? Look in every nook and cranny to make sure you cutback every place you can.

Cash flow is king with the new economy. Review your Accounts Receivables. Get aggressive. The squeaky wheel gets the grease. Companies are trying to keep their cash as long as they can which can mean 45, 60 even 90 days. Send statements, make phone calls and get aggressive with your collections. It may be time to change your policies so you aren't strapped for cash nor stuck when a company goes under.

Socking away funds in good times and bad are always important. Put it in your budget and stick to it. You'd be surprised at how fast a little money put in savings will add up by the end of the year. Commit to leaving it in savings.

Spend your advertising budget wisely. Businesses are closing daily and their customers are looking for another company to work with. If you sit quietly in the background, then quietly sitting in the background you will stay. You need to prospect and keep "touching" your existing clients so they know you are there when they need you. Instead of throwing money away on untargeted advertising make your money work smarter for you.

The results of a recent study showing the average cost per impression for each advertising vehicle is as follows:

* The average promotional products item is $0.004
* Advertisement in a National Magazine is $0.033
*In a Sports Radio is $0.005
*In a Newspaper ad (1/2 page BW) is $1.019

Review the results and ask yourself which of these marketing vehicles effectively targets the exact clients you want to "touch"? The only answer is promotional products. It's the only vehicle that delivers your messge to the exact person, in the exact company at the exact time you want to reach them.

Don't stop advertising in this new economy. Instead start advertising effectively so you get the most out of your advertising dollar.

If you have any questions or need help with your advertising feel free to contact me. Promotional products advertising is not just my job. It's my passion!

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

Stand out above the competition!

With so much competition how can your company stand out? Get up close and personal with them!

How do I do that? If you have a mascot, brand it. Use it in all of your advertising. Make it come to life. Have a costume made and take it to the streets. This is a great way to get your name out there. People love to take pictures with mascots. Don't stop there! Have a present ready for them so your company stays "top of mind". Give a T-shirt away and they advertise and endorse your company for you. Walking billboards for your brand!

Don't have a mascot. Put together a "street team". Put together a small group of "brand enthusiasts" to dispurse throughout an event or area. With a consistent look throughout, wearing the brand message and giving away your logoed merchandise, free products, etc. your event will be a success and will save you hundreds even thousands of dollars over radio, print and TV advertising. Great for lead generation as well!

The goal of the "street team" is to place your brand into the hands of the targeted consumer and build an immediate and intimate relationship. Outgoing personalities, fun giveaways, free items, etc. bring the consumer to them.

Consumers like street teams because they can touch and feel the product in a safe environment without the pressure to buy. They also put a face on your brand. Give the appearance of being a large company even if you are working out of your home office.

Before you send your street team out, spend a little time educating them on your company, the products and what you expect to accomplish.

Think through what you would like to hand out. Most business owners don't understand that there is a difference between a give away and a promotion. Which one do you want to do? A give away can not be tracked. It is handed to the consumer and you have no way of knowing if they ever used it. A promotion requests an action needs to be done in order to get to the next step. For example, hand out a key with a keychain that says "Bring this key to ________(company name) on ______(date & time). For your chance to win a new car. "

By really showing your target market that you understand them you ensure a deeper emotional connection.

Promotional ideas for your street team:

*At a tradeshow? Give away an item with your booth number. When they arrive they play a game which puts them in the drawing to win a grand prize.

*Drive consumers to your website. Give away a game piece that drives people to your site for a chance to win.

*Split your targeted consumers up into groups and go where they are. Example....Consumers: athletes, Moms, Partiers, etc. Location: parks, malls, night clubs, etc. Gifts: watches, beauty supplies, glow sticks.

*At Christmas time get into the holidays by dressing your street team in Santa gear. Give away items that are gift wrapped. Everyone likes gifts, especially when you have to unwrap it to see what's inside. Encourage everyone to celebrate the holiday's.


Street team checklist:

#1-Hire attractive, outgoing people that represent your brand & target clients. First impressions do matter.

#2-Create demand. If the consumers believe there is enough to go around then they won't jump on it. If they think they need to jump on it quickly to get their share they will jump!

#3-Don't be cheap! Spend a few extra dollars and get the results you want. Make the promotion memorable, useful or interactive. Surprise them. Delight them with your gift. If you go cheap the item will probably end up in the trash.

#4-Include a call to action. Drive foot traffic to the retail store or online for redemption. Request and incent your target clients to take action. Then keep track of the effectiveness of your offer.

Street teams are gaining in popularity. They save money, build your brand, generate leads and increase market share. What are you waiting for?

Need help with your street team promotion or any others? Just let me know.
Thank you,
Shana
Complete Workplace, Inc.

Welcome to my blog!

Hi and welcome!

I decided it was time to start a blog so I can answer questions, give recommendations and share my passion for the promotional products industry with people around the world. I am very excited and know that I can help you with your promotional products programs.

Don't have a program in place? I can help you with that too. I love the creativity of this industry. I love helping people and I truly get excited every time a project is completed and I see the results of my work.

Feel free to contact me with any questions you may have. If you would like me to write a blog about an item, program, etc. just let me know. I am here to help you be successful.

Best,
Shana Anderson
Complete Workplace, Inc.