Although trade shows are great for bringing attention to your brand, we all know how hard it can be to encourage your prospect to go ahead and make a decision. Creating a sense of urgency can be hard when it comes to trade shows because you’re forced to have a face-to-face conversation rather than adding a simple “sign up today” at the end of your sentence. If you’re not sure how to create a sense of urgency without seeming like the overly pushy salesperson, here are some ways to get your prospect to make a decision then and there:
Even though it may take a bit of time, getting to know your prospect will give you the upper hand in the long run. By getting to know where your potential customers’ work, what they’re looking for, and why they could be interested in your product or service, you’ll be able to cater your pitch directly toward their needs. The key to getting people to make a decision about your product quickly is to create a solution to their problems. In order to get an idea of what they’re looking for and need, you’re going to need to get a good sense of who they are. A strong start almost always guides the way to a sure-fire sell.
When you’re preparing for your sales pitch, it’s always good to be conscious of the language you’re using. To ensure you’re not being too pushy and artificial, stay away from phrases such as “now” and “today.” Although those are great for creating urgency on limited time offers, simply telling potential customers that they should buy today may come off sounding a little too pushy.
Instead of using commanding words, it’s better to use phrases that create a sense of urgency for the customers to solve their specific problem. Altering your language to focus on helping them solve their problems faster rather than simply trying to sell your product will undoubtedly create a sense of trust as well as urgency. With this tactic, they’ll see you more as someone there to help rather than sell.
People trust real-life experiences more than an overly rehearsed sales pitch. One of the best ways to get people to make a decision fast is by incorporating any real-life experiences (either of your own or someone you know) that relate to their situation.
Let’s say a customer is concerned about buying an automated vacuum because he or she owns a dog or cat. However, you have a friend who owns a dog who also shared the same concern and had no problem at all. In fact, the friend of yours actually had a great experience because it ended up doubling as a toy. Stories like these are great to mention not only because it shows the customer that you understand the concern, but it also debunks any doubts he or she may have in a more realistic manner compared to simply stating facts.
The truth of the matter is that people like to feel as though their concerns are taken into consideration. Using the experiences of past customers, friends or even yourself can help erase any doubts or concerns they may have about the product or service and how it may effect their personal lifestyle. When it comes to making a quick decision, relatability is a big way to get the customer to really delve into trying your product.
No matter how well your sales pitch may have gone, it can still be tough to see what is going through the prospect’s mind. Slight nods and smiles can mean anything from “I’m ready to buy” to “I don’t believe a single thing.” To be completely sure of where the prospect stands, it’s nice to have an upfront, honest conversation about his or her thoughts on the situation.
If, for example, money is an issue, creating a custom payment plan will show the customer you are dedicated to truly helping him or her. You’ll often find that an easily fixable concern can stop the customer from making a quick decision. Being open and honest is one of the best ways to get things moving.
When it comes to making decisions, we all know how hard it can be to make a quick one. Big or small, any decision requires consideration; the more information, the better. In order to seal the deal with potential customers, put yourself in their shoes. Instead of focusing on your goal and your product, put yourself in a situation to help them fix their problems. Once you do that, the rest will flow naturally.
You’ve done months of preparation. You’ve drawn in the crowds. Your trade show setup looks great. And you’ve made it – at last – to the final day of the event. To put it lightly, you’re fading. While it may be tempting, don’t let yourself slow down on this last day when you’ve made it this far. If you don’t think the last day is worth much, think again – and read on to learn why it’s so important for you to keep up your hard work for just a little longer!
To put it short, you never know when that golden opportunity will strike – but it could very well be in the last five minutes of the last day of your trade show. So, follow these trade show tips and don’t give up the ship a minute too early, or you could miss out!
Millennials are defined as the generation of people born between the early 1980s and mid-1990s. Naturally, this generation is getting older and already make up a significant portion of today’s workforce. It is only logical, then, to factor in millennial tendencies and preferences when strategizing your next trade show event in order to capture this growing audience.
The majority of millennials report being more comfortable with online interactions than with in-person meetings when speaking to people they don’t know. When it comes to trade shows, including this piece of information in your overall strategy can make or break your business’ success at the event. Regardless of your industry, attracting millennials to your booth is a matter of pertinence – and with these tips, it is possible for any business.
Whether you’re selling brooms or software, you’ll want to include an interactive digital component in your trade show display when you target millennials. While generations of the past judged a business largely on the faces smiling back at them from the other side of the table, today’s digital natives are looking less at those faces and more at the screens around them as they decide whether to stop and learn more or keep walking.
Creating the opportunity for passersby to engage with your product – or a simulation of it – within the digital realm will improve the likelihood that you’ll catch their attention to check out what you have to offer, and perhaps strike up a conversation with you about it. (Or, more likely, they’ll take a snap of themselves at your booth for their friends to admire.)
If this isn’t an option for you, there are a few simple features you can offer within your booth:
Updating visual content across your social media channels should be on your radar all the time – but during a trade show, it should be a top priority. Your young audience will be tuned in to everything you do there, and it’s a surefire way to get more people talking about your brand. No matter how many business cards you hand out, it will be hard to reach the same number of eyes as you have the potential to on social media.
Keep each one of your channels up-to-date with fun photos of the event, information about upcoming event activities or presentations, and competitions to engage your audience. Creating a simple, customized hashtag will also allow the word to spread. And don’t forget to include the overall trade show hashtag in all your posts, too!
The word networking makes many people cringe, regardless of their generation. And we’ve just covered the fact that millennials would rather interact digitally than in person. However, trade shows are largely about those face-to-face interactions, whether with peers or industry experts, and millennials know that as much as anyone else. That’s why hosting an event to facilitate these discussions will bring your business to top of mind and distinguish you from the sea of other booths.
Go as basic or creative as you’d like, whether you host a cocktail party or a craft making workshop (ideally, choose something that relates to the trade show’s focus). But offering a forum to facilitate discussion is going to create a literal buzz around your booth – and interest in your business, too!
When it comes to creating a trade show strategy, are you already marketing to millennials? If so, what are you doing? We’d love to hear in the comments below!
Anyone who has been to a trade show knows this familiar scene: one booth is vibrant and bustling with a crowd, while the booth next to it doesn’t draw a single person except a few bored looking employees staring into space. What gives? The answer is a bit more complicated than having the right product or a good display – it’s all about finding a successful trade show strategy.
Participating in a trade show is an investment, taking up a large portion of most company budgets. If you’re going to do a trade show, it’s important to do it right – and that starts with an excellent strategy. Planning your approach is absolutely key to making the event as effective as possible. Here are a few tips for developing the right strategy so your trade show is worth the investment.
Trade show regulars will tell you that it’s important to register for a trade show far in advance to guarantee a good spot. While this is definitely true, don’t make the common mistake of registering and forgetting. Companies frequently do this, pushing all prep until the last minute and throwing together a so-so trade show.
Your prep should begin right after you register. Start with setting goals: What do we want to accomplish at this trade show? What is our purpose for being at this trade show? Who do we want to talk to at this trade show? Be as specific as possible so your employees have a clear idea about their mission. Everything you do at your trade show should tie back to your original goals. And don’t forget to book flights and hotel rooms for your employees! Waiting until the last minute will usually drive up costs for less-than-ideal options.
Get the buzz going! Let your current contacts and prospective customers know about your upcoming event to get people excited. With the internet and social media, doing this is easier than ever and almost always free. You could host a webinar on Facebook live, tweet updates on your progress, send out a promotional email or write some exciting new blog posts. The goal is to give your network a good reason to show up to your booth. Hone in on what’s exciting and new about your event that customers shouldn’t miss.
The last step in preparation couldn’t be more crucial – booth design. Start by making sure you get a prime location at the trade show. While these spots usually cost more, they are also larger and in high-traffic areas. Obtain the exact dimensions, lighting access, and other information pertaining to your space, as this will determine the design of your booth.
Once you’ve got your space locked down, focus on creating a design that will draw people in instantly. You only have a few short seconds to show customers who you are and what you offer, so use your space wisely. Eye-catching graphics, videos and demonstrations are just a few ideas. Avoid placing a table across the entrance to your booth as this tends to close people off.
You made it to the trade show – congrats! Now it’s time to perform. It’s not enough to just have employees present at the trade show. Pick the friendliest, most energetic and most engaging people you have to work your booth. They should be eager to talk to attendees without being overbearing. Trade shows are stiff competition, and competing well is key. No sitting around or scrolling Instagram feeds. Again, this is a big investment of time, money and resources – every minute counts!
Once the trade show is over, you and your team are likely to be exhausted, but the work isn’t over after you’ve packed up your booth. If you want any of the leads you talked to during the show to become customers, you need to follow up as quickly as possible (ideally the next day, but at least within the week).
During the show, have your employees take brief notes on each lead. Chances are many other companies at the show are also following up with the same people, so it’s important to stand out. Including small personal details from your notes (without seeming creepy) will go a long way. Try to make an impression – maybe even make phone calls instead of sending out emails! These follow-ups are essential to making the most of your trade show.
Great trade show strategy isn’t just about what you do at the actual event. It’s about your preparation before, action during and follow-up after the event. Each of these phases is crucial to the other two, so don’t cut any corners! Follow these steps and you’ll be amazed at just how effective your trade shows can be.
Whether you’ve grown up attending trade shows your whole life or haven’t experienced a single one, putting on a trade show of your own is a lot more challenging than it appears to be. With everything from coordinating whom to hire to finalizing displays, the planning alone may feel a bit overwhelming. Luckily, learning from the mistakes of others is one of the best ways to get on top of your game. If you’re not sure how to make your tradeshow an absolute hit, take care to avoid these four common trade show mistakes:
One of the most common mistakes that people make is that they either choose the first trade show they see that’s somewhat related to what they do or they sign up for every show on the list. When mapping out which trade shows to attend, remember: quality is always better than quantity. Sure, any show can help you stand out, but you probably won’t have much success getting people interested in your custom BBQ sauce if it’s a trade show focused on improving the environment.
The same goes for attending the biggest and most popular tradeshows. If your company is on the small side, a top trade show could get your name out there. However, your name could also get lost among the big box companies. Before choosing the first trade show that pops up, research which other companies are attending. You want to make sure the trade show is going to directly help your business goals and not waste your time and resources.
The people manning your booth are responsible for not only selling your product but also for representing your brand. Whom you choose will directly impact how successful your trade show experience is. One of the best ways to make sure that someone will represent your brand well is by choosing someone who knows a lot about your business/product – and truly believes in it.
A common mistake that most people make when hiring people to represent their company is that they simply go with the people with good communication skills. Although communication is very important, finding someone who loves your business/product ensures their pitch won’t sound fake or rehearsed. In a place where everyone is trying to sell, authenticity will go a long way and help you stand out from the others.
Building relationships with customers is a big part of running a business – but keep in mind that your ultimate goal is to get people to believe in your product. It’s easy to get caught up in creating relationships with consumers, and it’s not necessarily a waste of time; just make sure those relationships include your products or service. At the end of the day, the consumer should feel a genuine connection with the company as a whole.
Another big mistake in preparing for a trade show is failing to make a concrete goal. Whether it’s setting a number for the email addresses retrieved or reaching a certain number of social media follows, deciding on a clear goal is a critical component of having a successful trade show. Simply setting a vague goal such as “increasing customer base” or “improving brand awareness” without attaching measurable metrics to it is not very effective.
Having a specific, concrete goal will not only motivate the company to strive for an actual number but also allow you to target certain areas in your business model that you want to improve. For example, if there’s a lack of awareness about the function of the product, it would be a good goal to have a certain increase of viewers on your YouTube channel for demos. That way, your goal can help tackle the root of the problem. The data you collect during the show will determine what was accomplished – and what to work on improving for your next show.
When it comes to having a successful trade show, there are a lot of things that could go wrong. However, by coming in fully armed with a good sense of what to do and what not to do, you’re setting yourself up for success. Now that trade show planners know what not to do, you’re already one step ahead of the game.
While business cards may seem like an optional addition to your trade show, if done right, they can be very significant to your success at the event. This small detail can not only expand your business but also keep your company’s name at the top of potential clients’ minds. Whether you’re making your own business cards or having them made, make sure to read through these tips on integrating them into your trade show.
The key idea here is: the simpler the card, the better. More often than not, business cards are the last step to hooking a client to your company. Rather than being a promotional tool used to convince the potential customer to try out your brand, they are used as an informational note to help the customer reach out to your brand when they decide to do so. With this in mind, it makes sense that the best route to go when designing your business card is to make sure that it is clean, clear and easy to read.
The best business card designs will have the least amount of information. Since most people just want to quickly find the information they need, a simple phone number, address and email in addition to your company name and logo should be more than enough. Anything else will just act as clutter, which may lead to people not bothering to read through the card at all.
What you have to say is extremely important, but how you say it can make or break the success of your business card. When it comes to font, choose one that is clear and easy to read. While fancy cursive fonts may seem to be aesthetically appealing, unless the font is part of your company logo, we advise staying away from these types as they can be hard to read.
When it comes to color, it’s best to stick to no more than two or three colors. Maintain a simple color scheme, in line with the simple design, to keep people from getting a headache. You may use color to emphasize certain bits of information on your card and to help it stand out from the others in your client’s stack.
Pictures on a business card provide a visual for your company that people can later use to remember you and your business. While most attendees will have seen your logo, it’s easy for logos to blend together after visiting dozens of booths. A picture will provide more context and better differentiate your brand. Be careful when choosing a photo to include, as it will represent your brand when you’re not there to do so. The picture should be intertwined with either your brand name or the essence of your business for easy recognition.
While the design of your business card is a key component to its success, how you integrate it into your trade show is equally critical. You want to stand out from the dozens of other businesses that a person might interact with at the event. Your business card should be the link between the conversation you have with potential clients and their taking steps to follow up with you.
Although this may seem obvious, you’d be surprised how many people just leave business cards on the table for others to grab. The truth is, it’s likely passersby won’t pick up your card for whatever reason. Get around this by putting the cards into their hands yourself so they’re more likely to associate it with the person behind it and not just a faceless advertisement for your business.
The handoff should be the closing statement to your pitch. Have a conversation with the person, and then present your business card as an invitation to reach out to you. By saying things such as “Don’t hesitate to call me for any questions” or “Here’s where you can find some more information,” it will make the customer feel as though he or she has the power to either begin or end this business relationship rather than being forced to listen.
Accompany your handoff with a brief explanation of the information that is on the business card. Pointing to where the information on the card can be found will get the potential customer to actually look at the card itself, helping solidify the connection they make between it and your business.
Although business cards may seem like a thing of the past, they are in fact an important asset in creating long-term relationships with potential customers. A business card will not only provide a physical reminder of your company name, but it can also act as a personal invitation for the customer to get to know your brand. Even if it does end up at the bottom of a bag, at least you can say that you didn’t forget to hand out the invitation.
While having the perfect trade show display is an important part of a successful trade show booth, the person inside the booth is just as integral. At the end of the day, this person is responsible not only for selling your product or service but also for representing the image of your brand. While most people love a good product or service, they may change their minds if they get a negative first impression from the person representing your business. If you’re not sure how to find your perfect trade show booth host, read on for some qualities you’ll want the person to have.
While it may seem obvious, it’s critical that the person inside your booth is able to speak up. Many people will pass by a booth unless they’re approached first. In order to draw the consumers in, you need a representative who isn’t afraid to approach individuals and pique their interest. You never want the person manning your booth to be shy or hesitant to reach out.
In addition, the face behind your booth should be someone who is both confident and articulate. He or she needs to be able to get your message across quickly and clearly – so you’ll also want the person to have in-depth knowledge about your business and products or services. When people are well-versed in what they’re saying, they won’t be as prone to ramble on and on, losing their audience’s attention. While your booth representative may not have every answer to questions that arise from trade show attendees, if the individual is confident and articulate, he or she will be sure to get the message across and make a lasting impression.
The most convincing people are the ones who use the product or service themselves. This is one of the most overlooked qualities when looking for someone to man a trade show booth. When considering your options, be sure to choose someone who not only knows a lot about what you’re offering but also can truly advocate for it. Many companies make the mistake of hiring the person with the best resume without considering his or her knowledge or beliefs regarding the brand. Nothing beats the passion behind genuine interactions. Word-of-mouth is one of the most effective marketing tactics, so having someone with personal experience with your brand will make it that much more convincing, and his or her pitch will feel much more natural than a forced or staged speech.
The truth of the matter is, what it takes to attract trade show attendees may be as simple as a friendly smile. The ideal trade show host should be personable and have a sense of humor. The individual shouldn’t simply come off as someone selling a product/service; he or she should feel like a friend who’s sharing the good news about a discovered brand. These charismatic people are exactly the type of people you want inside your booth.
The person you choose to man your trade show booth can have an enormous effect on the success of your business. Be sure to consider all your options, and think outside the box on who might best fit the bill. Keeping these qualities in mind when choosing your trade show staffing is sure to deliver a successful – and fun – trade show!
When it comes to engaging the modern-day consumer, trade shows are quickly growing as an effective way to not only introduce a product but also to sell it. While it is often easy to draw a customer in with just the right amount of eye contact and a friendly greeting, more often than not, most customers end up walking away empty-handed. Whether you’re advertising a service or a tangible product, here are some surefire ways to make sure you close the deal right then and there.
The truth of the matter is that most people won’t consider buying a product unless it caters to some sort of personal need or desire. Before introducing the product, it’s important to make sure that you start by getting to know the person you’re trying to sell the product to. While you won’t need to have a lengthy, in-depth conversation with each person, you should try to get a sense of what general demographic he or she falls under. Even simply knowing the individual’s age can give you a good idea of what he or she may need or want.
Now you have the opportunity to focus more on the properties of the product that will interest that particular person. First interactions often set the course for the rest of the encounter, so it’s important to remember that you want to convince your potential customer that he or she will benefit from the product rather than simply entertaining the individual with information.
As we move toward a more fast-paced society, one of the most effective ways to hold a person’s attention is with a physical, interactive demonstration. Allowing the customer to engage with the product allows you to directly show the impact it will make on personal lives. It’s easy to forget simple words, but it’s harder to forget an actual experience.
This is also a great opportunity to show the customer the authenticity of your brand and product. It’s hard to believe things you can’t see, but who will deny something watched personally? A good demonstration will eliminate all doubts that the customer may have about the product, which will increase the probability of purchase.
One thing to remember when selling a product is to keep in mind that you are not only asking the customer to trust the product but also to trust you. Word of mouth is one of the leading ways that a product gets buzz, because people trust the opinions of others. With this in mind, make sure to present yourself to the customer as a friend rather than a salesperson. Be honest about the limitations of the product, but highlight the need for it despite the limitations. No one will believe a salesperson who goes on and on about the perfect product, but people are more inclined to trust those who don’t hold back the truth. One way to do this is by stating why the product may not be the best for a different demographic of people but perfect for those fitting the customer’s. This lets the customer know that your brand is honest and aware of the fact that this product is not for everyone. Don’t simply sell the product – sell the brand behind it.
The key to selling a product is giving the impression that the customer is not taking a risk. Make the customer think, “Why not?” A trade show offers the perfect opportunity for this because it allows you to immediately answer all the questions someone may have about the product. Since trade shows almost always offer demonstrations as well as a physical person to answer any questions or address any doubts that a customer may have, it makes for a greater likelihood of an instant purchase.
The main reason that shoppers spend so much time doing research before making a purchase is because the digital world lacks the physical assurance that people naturally desire. Most people need someone there to personally assure them that not only is there no harm in simply making the purchase now but also that it may be easier than purchasing later. It’s now or never, right?
While trade shows are great for increasing brand awareness, most companies don’t realize that this is also a great opportunity to make direct sales. There’s no doubt that the world is quickly moving toward a more digital platform, but even the most complex technological advances cannot compete with real interactions with real people. At the end of the day, people are most likely to believe in a product they can experience themselves, so make the most of your next trade show with the right sales-closing strategies!
Trade shows are an excellent way to connect with your audience and raise awareness about your business. We know that with the right booth, message, staff and materials, your brand can rule the show. But what if your impact could stretch beyond the confines of the trade show time frame? Now, with social media, the potential to make waves at your next trade show is bigger than ever. This guide will show you how to maximize the impact of your trade show marketing through social media, from before it has even started to well after the booths come down, by using the right strategies and techniques.
The most successful brands at trade shows achieve the most interactions and impressions by driving traffic to their booths. Give your potential customers plenty of time to get excited and plan for your trade show. In the weeks leading up to the event, activate your social media channels to generate as much buzz as possible. Create a public Facebook event announcing your presence at the show and highlighting some of the exciting new products you will be featuring. As the day draws closer, post on all social media channels regularly to give your customers a preview of what’s to come. Many trade shows now have their own event hashtag, so be sure to include that in all of your posts along with your company hashtag.
Finally, scrounge through your staff for the secret moviemaker and ask that person to create a teaser video about the product you’ll be showcasing at your event. Only do this if you have enough time – releasing a poorly made video will give customers a poor impression of your brand and have the opposite effect that you want it to. Make the video exciting, but keep it short so that it’s social media friendly and easy for your audience to share with friends.
You’ve put in the time, money and effort to make your showing successful – now share it! Snapchat is a superb medium for posting live photos and videos of your booth, your product and your happy customers leaving with a purchase. This is also a great opportunity to ask your customers to give a short testimonial explaining why they’re excited about your product and share it with your followers (be sure to get their permission before you post).
Trade customer involvement on social media for a giveaway. Consider giving a small prize (maybe a coupon to purchase branded swag) to each customer who checks in on Facebook and lets their friends know they’re at your booth. If you don’t have time to throw together enough prizes for every consumer, purchase one big prize that will really excite attendees, and offer entrance in a raffle for one post about your product or event. When you announce the winner of the raffle, be sure to live stream the excitement on Facebook and Instagram!
Let your audience relive the excitement on your company blog. Include the videos, photos and positive customer feedback you collected at the show. Aim to follow up with customers who attended, and encourage those who did not make it to prioritize attending your next event. This is a great opportunity to utilize that Facebook event you created back before the show – post a link to your blog on the event wall to get maximum exposure to a relevant audience and drive traffic to your website. Be sure to include links to purchase your product online, if possible.
With these social media marketing strategies, you can turn an event that takes a few hours into a month-long (or longer!) promotional campaign at little cost to your company. Follow our blog for more trade show tips, including this guide to giveaways, and leave your ideas in the comments!
Trade shows offer a spectacular opportunity to get your business and message out into the public conscience. These events give you an incredibly personal way to interact with heavy users of your product category as well as influential voices within your industry. Having a promotional product giveaway at one of these trade shows is an even better way to capitalize on the attention you will already be receiving at the event. However, not all giveaways are created equal, and a poorly executed giveaway could be a waste of your marketing budget. There are a few simple things you can do before announcing your giveaway that are sure to generate the success and return on investment you are seeking.
Like any other sort of promotional spending, you want to make sure that whatever you are investing money in will have a tangible and measurable return on investment, whether in terms of company awareness, leads or actual sales. Fortunately, giveaways can be some of the cheapest promotional activities when compared with other marketing activities like traditional advertising. However, giveaways also represent a very special challenge when it comes to quality perceptions of your company. You don’t want to offer a giveaway item that is cheap as a way to save money. Even if the item is a fully functioning and quality prize, your audience will develop the perception that your company is cheap because you did not offer a more expensive item to give away. Further, you don’t want to give away a big-ticket item so expensive that the number of customer actions necessary to receive a return on investment is unrealistic.
As with any promotional activity, you will want to define who you are trying to reach with your giveaway as early as possible in order to tailor the event to them. You also want to make sure that whatever item you decide to give away is both relevant to what your company does and something your audience would actually want. So, for example, if you are a plumbing company giving away the brand-new iPhone at a trade show, you will definitely attract a huge audience who want the phone, but as soon as the giveaway is over, nothing about a new iPhone is going to make your audience remember your company or why they should become your customers. Vice versa, if you are giving away free plumbing parts, you aren’t going to attract a very big audience, no matter how closely related to your business these items are.
Goals and Measurement
Probably the most important piece of the tradeshow giveaway puzzle is identifying the specific goals you are trying to meet with this giveaway and the related ways that you will track these goals. You can’t begin to track and measure success if you haven’t defined what success looks like. Your goals might be to create greater awareness of your company within your desired audience and generate more leads for your products, or your goals could simply be direct sales. Whatever your goals are, you need tools both at the event and beyond that will track these metrics. These tools could be things like social media, web analytics, business reviews or a noticeable incremental sales lift after the giveaway.
As we said earlier, a trade show giveaway can be a truly valuable promotional tool and one that can provide an amazing return on investment if executed properly. If you are able to keep these three tips in mind when planning your next one, you are sure to see the success of your giveaway reflected in the increasing success of your business – and will gain a reputation for having the best trade show giveaways around. For all other trade show and promotional materials needs, TradeShowPlus, Inc. has your back.