1. Cari Rosno
CEO + President
IOWA / 515.727.5200 / 2111 Dixon Street / Des Moines, IA 50316
NEBRASKA / 402.592.1486 / 6520 South 118th Street / Omaha, NE 68137
The Importance of Face to Face Marketing
84% of trade show attendees have buying power
38% of trade show attendees are new to the show
79% of trade show attendees will be new contacts
49% of attendees plan on purchasing in the next 12 months
22% of sales and marketing executives say trade shows are the #1 source for leads
Information from CEIR, TSEA and CEMA
WHY EXHIBIT
Build Real Relationships
Establish Personal Connections
Hear Client Needs (Clients Want to be Heard!)
Increase market share
Increase share of customer
Positioning or repositioning
Enhance your Brand
91% of attendees tell us they get their most useful buying information from shows + events.
FIRST STEPS
A. Invitation Prior to the Show
Only 15% of companies send out info to prospects before a show
B. Set Appointments Before the Show
C. Create Measureable Objectives & Determine Goals
GET BACK TO THE BASICS
Listen and Engage!
GET BACK TO THE BASICS
B. Be Intensely Curious
C. You don’t have to have the Solution!
GET BACK TO THE BASICS
D. Ask the Right Questions
Helps the client better explain what they want
Creates a conversation
Open Ended v. Closed Ended Questions
“Can I help You” vs. “What brings you to the show today?” or “What do you know about [insert company name]”
BREATHING EXERCISE
CREATING AN ATMOSPHERE
How can you be different and stand out?
How to get Attendees to Realize They Need You
Signage
Pull them in Visually
Inviting Atmosphere
CREATING AN ATMOSPHERE
B. Examples
Apple Store vs. Anthropology
Abercrombie & Fitch
C. What do you find inviting & comfortable?
Accents: Flowers, Pictures, Furniture
Thinking outside the box!
CREATING AN ATMOSPHERE
D. Incorporating Activities & Technology
Behr Coloring Booth
CREATING AN ATMOSPHERE
D. Incorporating Activities & Technology
Businessolver Lite Brite Wall
CREATING AN ATMOSPHERE
D. Incorporating Activities & Technology
-HeatheCareers Operation Game
BOOTH STAFFING
A. Select a staff that can achieve your objectives!
If you have a large exhibit, have a booth captain to supervise and deal with issues that may arise
Hold a meeting every day to evaluate what worked and what didn’t so you can make mid-course corrections
Make sure all staff understands how to use your lead management system
Ask your staff to provide input relative to the value of the event
Evaluate your staff and send the evaluation to their supervision after the show
BOOTH STAFFING
Find Your Sweet Spot
- For every 50 square feet there should be 1 staff members
- Too many staffers makes for an uninvited space
Not enough staffers makes for an empty space and uninvited space
85% of your exhibiting results are in the hands of the exhibit staff
BOOTH STAFFING
B. Characteristics of an Effective Booth Staffer
Product Knowledge - Application and benefits
Friendly & Approachable – Welcoming
Professional - Communicate the culture of your organization
Communicate Effectively - Clear, concise, understandable
Good Listener - Listen with the intent to understand
Experienced in the Process - Know how to work the show
C. Engage!
Being Conversational is Key!
Only 25% of people who walk into a booth are actually talked to