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We are adding new artices
all the time. Be sure to check back often for more practical
advice from the trade show department.
Cross
Selling If you only market or sell one product
or service at your trade shows, then you can stop reading this.
It doesn't apply. However, even in a 10 x 10 booth, if you've
got more than one product or service to talk about, then keep
reading. Don't worry, they're aren't too many big words. First,
what is cross-selling? Offering religious icons as show specials?
Writing up orders when you're angry? Nope. It's making sure that
visitors to your booth hear about everything you offer that they
might buy, not just the one product they were familiar with when
they walked in.
Talk
to Your Staff
Does your staff really know why they are going to your next
trade show? Sure, you sent them a detailed and indexed show
guide, thoroughly listing all of the information that they
will need to perform perfectly on the show floor. And you...What!
You didn't send them a show guide? Don't worry, they wouldn't
have read it anyway.
My
Staff Doesn't Listen to Me
Another "mandatory" pre-show meeting. The forced
march. You're saying to yourself "They've all heard it
before; if they'd just do their jobs I could quit being the
booth policeman. But, my staff just doesn't listen to me!"
Yes folks, if this sounds like you while getting ready for
your last pre-show meeting, have we got what you need! That's
right, for a limited time only, The Hill Group is proud to
be able to offer some tips and techniques on how to make those
ugly, boring pre-show meetings bright and shiny, new and improved!
Little
Show, Big Results
It seems that the big trade shows get all the attention, all
the resources, and all the funding. Sort of like the Defense
Department. But most companies also participate in small shows:
10x10 and table top shows. Usually the marketing department
merely sends out a "kit" to the salesperson that
will work the show. That's it for support. With that in mind,
I would like to offer some tips and techniques for making
these small shows as productive as possible.
Changes
It's a Process
You want your trade shows to really make a difference: drive
sales, push the marketing messages, uncover the alcoholics
in your company, etc. And no matter how effective (or ineffective)
your shows are now, you probably have a few new ideas and
a few things you would like to change, all in an attempt to
make your shows better.
Pretend
You're the Visitor
Are you considering some changes in your trade show plans? Thinking
about trying something new and different at your next show? Most
decisions about what happens in the booth are going to be a combination
of budget concerns, logistics, availability and company politics.
But your should add another important criteria to this list: What
is the visitor going to think?
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