Santa has it easy!  With his complete list, if you've been naughty, you get a lump of coal; if you've been nice, you get a good present.  As an exhibitor, you may have list of customers and some prospects, but there are many more unknown prospects walking the aisle.  How do you insure you receive the gift of their “new business”?  Wear a blinking red nose and antlers?  Maybe, for some shows!  But probably it is better to think like your potential clients and speak directly to their needs.

Make sure your message is clear.  If you spend just two minutes qualifying a non-prospect, the quality prospect waiting in the corner of the booth will leave and possibly never return. If your exhibit's message qualifies the attendees, you will be able to spend more time with quality prospects.  This is one way to help you receive those “new business” gifts. 

Happy Holidays!

To increase your success and your R.O.I. from tradeshows and events you need tocapturethe attention of all of your potential buyers, those people that you are Aware Of and those that you are Not Aware Of. Last month ideas were presented to draw the maximum number of show attendees that you are Aware Of, your customers and known prospects. Now let’s discuss ways to draw your potential buyers that you are Not Aware Of. 

If your company is well known, such as an industry leader, or is recognized for its unique products or services, then your company’s name or product name may be sufficient to draw your potential buyers. This is especially true if your company has recently introduced something interesting either through advertising, public relations or has been published recently within your industry’s trade journals. However, if your company or product is new and not well recognized, your company or product name will generally not offer much “drawing power.” Therefore you need to explore other ways to present a message that will draw your potential buyers.

The first method is by presenting a visual message that will allow people to qualify themselves that what you are offering is something that they need, want or will be of benefit to them. This method can be accomplished by presenting signs and graphics that address the specific needs of your buyers.

What are the specific needs of your buyers? To help determine this, first identify who your buyers are. That is, are your buyers from upper management, sales management, production, administrative, distribution or other?

If you explain how your products or services can solve your buyer’s primary business concerns the results from your exhibit program will be magnified. For instance, if your buyers are from upper management position your offerings to reflect how using your products or services will help them increase their Net Profits, because net profits are often upper managements primary concern or need.

Other primary concerns include:

Sales management = increased sales.
Production management = increased productivity or better efficiency.
Administrative = save money or reduce costs.
Distributors = net profits.

What is the primary concern of your buyers?

A second method you can use to draw your potential buyers to your exhibit is through the use of At-Show promotions. The more attention you can gain with your “focused” At-Show promotions the more interest you will create for your potential buyers to visit your exhibit. “Focused” meaning presenting solutions that your potential buyers need, want or will be of benefit to them.  Following is a list of At-Show promotion methods that you may want to consider using:

Keynote speaker… Conference session speaker… Show issue of Trade Publications… Press kits & releases… Demonstrations… Signs and banners… Special events & reception sponsorships … Live presentations… Drawings and contests… Show directories… Billboards… Premiums and giveaways… Taxi signs… Voice mail messages…  AV presentations… Daily show newspapers… Hotel TV ads… Hotel door drops…. Mobile truck ads…. Airport advertising.

To be successful, any At-Show promotion must influence the viewer that what you are offering at the show is something that will be of value or benefit to them and create a strong desire for them to visit with your booth staff for more information.

Asking price: $6,500

For more information, please contact:
info@advancedexhibitmethods.com

Asking price: $8,000

For more information, please contact:
info@advancedexhibitmethods.com 

Asking price: $12,000

For more information, please contact:
info@advancedexhibitmethods.com 

Asking price: $9,500

For more information, please contact:
info@advancedexhibitmethods.com 

Asking price: $7,000

For more information, please contact:
info@advancedexhibitmethods.com