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Winning Ideas for Trade Show Display Success
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Winning Ideas for Trade Show Display SuccessWinning Ideas for Trade Show Display SuccessAccording to a survey by market research firm Exhibit Surveys Inc., trade shows are critical to marketing-oriented companies. Trade shows attract decision-makers, influence purchasing decisions, provide a point of contact for new customers, and make a lasting impression. Think of your trade show display as the grand launch of your most valued new product or business service. Give customer prospects your best look and greet them with your most competent sales staff. Here are the tips on how to succeed at your next trade show: Pick the Right Shows - Select the trade shows that your targeted market prospects and competitors attend. Check out trade show directories on the Web. Get statistics for show attendance and a
profile of attendees. Talk to former exhibitors
about their trade show experience at the shows you select.
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filter out those who are not qualified, and measure
results. Rank your prospects as " A" (highly qualified), " B"
(somewhat qualified), or "C" (poorly qualified) prospect. Have
your sales force follow up on "A" leads immediately. Measure the
results of these leads in stages from the number and dollar
amount of proposals made to monies received from actual sales.
Build a Dramatic Display - Before deciding on what type of trade show booth you need, determine your space size requirements and determine the number of trade shows you will be exhibiting in the next 12 months. This information will help you decide whether to buy vs. rent. If you buy, there are three categories of trade show booths: custom, custom modular, and portable. Check out advantages and disadvantages of each. Light weight materials
are less expensive to operate than the traditional all- wood displays. Use tension fabrics, woods, colored metal, layered graphics that use fewer shipping containers, have a current design trend look, and save on operating costs. Older traditional trade show exhibit booths can be obsolete because they are expensive to handle due to heavy weight, require larger size and number of crates to ship, and they are not consistent with current design trends. Build Traffic by Being Creative- Start with a dramatic, attention-getting hanging sign. Upon entering the trade show exhibit hall the first thing attendees do is look up -Your overhead sign should have a unique design, shape and movement to it. Gobo lights traveling across a tension fabric can provide changing color and mesmerizing interest. New technologies bring high drama to your booth such as 3D video/laser image displays suspended above, your own interactive Website on large screen, robotics, holographics, waterscreen projections. Take advantage of your trade show exhibit supplier's expertise on graphics, portability and cost management. Recruit the Right Booth Staff - Although the sales function of your firm is usually fundamental to trade show exhibit booth staffing, you'll want to make sure that you have representatives who match up well with the positions of those who visit your booth. If engineers visit your booth engage them with your engineer personnel. Also, make sure your staff knows how to engage, identify and qualify attendees as important leads, and dismiss those who are not key business prospects. Send Pre-Show Notices to Attendees - Trade show exhibit surveys report that three quarters of show attendees make out their schedule for exhibit visits and seminar attendance in advance. Set up meetings with clients, prospects, and press ahead of time. Contact them months ahead through direct mail, email and personal phone calls. Give them your trade show booth number and location and have an incentive at your booth that will be of value to them. Link your incentive to a direct prospect benefit and make it redeemable only by visiting your trade show exhibit. One example is to cut a numbered gift certificate in two and send half of it in advance and have the remaining half available only at your booth. Understand Show Services - You will need to have supplemental assistance from show services at the trade show exhibit hall. These are representatives and union laborers who provide a range of support services which include installation and dismantling, carpeting, furniture, lighting, phones, drayage and security. If you are aware of the nuances of these services and plan in advance you can save money while avoiding numerous pitfalls. Control Costs - Consider weight when buying a trade show display. You save substantially on trade show exhibits using lightweight materials that reduce the size and number of shipping crates. Follow Up Immediately -The hard work doesn't end when the show closes - this is when you have to diligently follow up on all those sales leads. It's best to respond to your top level " A" prospects immediately after the show. After the "A" prospects are all contacted, go on to the "B" level prospects. Be sure to have a well-planned strategy to close sales with these prospects. Tradeshow industry research shows that sales leads from a tradeshow are closed in half the time and at almost half the cost as leads from other sources. ### Dick Wheeler, is President of Professional Exhibits & Graphics, headquartered in Sunnyvale, California. The firm is a full-service premiere trade show exhibit, graphics and management services company. Go to http://www.proexhibits.com About the author: Dick Wheeler is President of Professional Exhibits & Graphics headquartered in Sunnyvale, California. Dick has over 20 years of sales and management experience and has won numerous awards in sales and marketing. Written by: Dick Wheeler
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