Working with your Millennial Exhibit Staff

Do you have Millennials as part of your exhibit staff?

They can be great staffers and make your trade shows successful or they can be horrible and drag everyone down and frustrate you to no end. Like any other generation, they have their strengths and weaknesses. So let’s dive right into how to work most effectively with your Millennial Exhibit Staff. And all of this info is from our live training workshop, “Managing Your Millennial Exhibit Staff” that we delivered at the ExhibitorLIVE! conference in March, 2015.

Take Advantage of Their Strengths

Collaboration: Millennials are great collaborators. They like to work in groups and with their friends. Millennials work productively with people they click with. Like their friends and friends of friends. They stay motivated and interested when the work is more social. Set specific goals, objectives, time frames, and boundaries, and their collaborative skills will result in amazing results.

Technology. One of the greatest strengths of the Millennials is their sound knowledge of technology. This can be a serious asset at a trade show because of Social Media, emailing, texting, etc.

Multitasking. Millennials are doing multiple things at the same time; they’re on the phone, texting, and working on a computer. Even though some recent studies have shown that multitasking results in a drop in productivity, Millennials seem very adept. Trade show managers should feel free to give Millennials multiple tasks and concurrent responsibilities – this really fits with the frantic pace of some trade shows.

Challenge them. Millennials thrive on learning opportunities. They want work they can learn from otherwise they are quickly bored. A willingness to try new things is one of their strengths – so challenge them. As the trade show manager you need to explain that not all of the work at a show is going to be new and exciting but it all makes a difference.

Understand and Manage Their Weaknesses

Casual approach to authority.

Not understanding seemingly arbitrary rules and regulations.

Texting and emailing all of the time.

Expect a constant stream of feedback.

Use of casual language.

Rationale or reason for every assignment or request.Communication Tips for Trade Show Managers

  1. Communicate frequently but be brief and to the point.
  2. If the communication isn’t quick and to-the-point – even flashy – it won’t hold the Millennials’ attention.
  3. Take time to first explain issues, then repeat the message.
  4. Repeat messages through different communication channels; text, talk, email.

Recruiting Millennials For Your Exhibit Staff

Communicate what’s in it for them as a part of an exhibit staff:

  • Getting out of the office.
  • Traveling to somewhere new and maybe fun.
  • Reimbursed travel expenses.
  • Learning more about the business.
  • Meeting new people.
  • Working with other colleagues.
  • Advancing their careers.
  • Working with their work friends.

What traits to look for:

  • Extensive product/service/company knowledge.
  • Socially proactive.
  • Positive attitude.
  • Team player.

Before the show

  1. Provide live training – trade shows are live events.
  2. Provide follow-up online training.
  3. Focus the training on:
    • Professional behavior; being on time, in-booth etiquette, etc.
    • Greeting and qualifying visitors quickly and politely.
    • Generating high quality leads.
  1. Have them do some role-playing in the booth before the show opens.
  2. Keep communicating. Millennials like lots of communication with their friends, co-workers, and the exhibit team. For trade shows, it will help build a sense of community and teamwork.
  3. Encourage two-way communication by asking for suggestions or preferences. Setting the precedent for regular communication before the show will encourage it to continue during and after the show.
  4. Motivate your Millennial exhibit staff before the show by communicating with them about:
  • The expected results of positive visitor and exhibit staff experiences
  • How their efforts will help move the business forward through qualified lead generation
  • That working in the booth will expose them to new experiences and new people.
  • How the skills they will be taught to work effectively in the exhibit booth will help them with their careers.

During the show

  1. Millennials work well in teams. When the booth isn’t too busy, they can join their colleagues and work very effectively as team as they talk to visitors. Their shared knowledge and social ease in these small group settings lead to successful visitor engagements.
  2. The trade show manager can facilitate the building of their trade show team by making time for the Millennial staffers, and others, to socialize together, have drinks together, etc. Once they bond, they will have each others’ backs, help each other, and support each other – and all of this will continue in the booth during the show.
  3. When the booth is busy, Millennials can more easily move conversations from a one-on-one style to one-to-many style. They are less to be intimidated or hesitant about traditional social or conversational protocols.
  4. Frequent in-booth communication by having quick conversations should be encouraged.
  5. Even though Millennials are expert texters and are very fast at it, they should not be using their mobile devices in the booth.
  6. Millennials like feedback and updates during the show. These can be quick conversations, texts, or emails.
  7. Offer constructive feedback to each staffer during the show. Millennials or not, this is always a good idea. If you do not have time to do this consistently, have another person in authority working the booth do it.
  8. Recognize productive behavior and reward it. The reward does not have to be big maybe just some Starbucks gift cards.
  9. Send daily emails before and/or after each day of the show detailing:
  • Latest lead counts and how close it is to the goal
  • Your observations of what’s working
  • Suggestions for improvement
  • Any feedback from the home office
  • Housekeeping items

After the show

Keep Communicating

  1. Ask for feedback by sending out a survey.
  • Was the show a good use of the company’s resources?
  • What they learned?
  • Ask them for one thing they would change next time.
  1. Share results
  • Lead generation – and anything else you can count.
  • Buzz created
  • Success of new product or service introductions
  • Anything else
  1. Ask them if they would want to work at a trade show again.

Read More

Trade Show Problem Solving On-the-Fly

By Ashlee Ricks, MBA, Marketing Events Coordinator, Pitsco Education

Every trade show has its “issue(s)”. I do not say this lightly. No matter how much organization, preparation, and planning you implement as a trade show manager or coordinator, some unforeseen problem is bound to arise at every venue.

Event planning not only has many internal “controllable” factors, but also various external “uncontrollable” factors. The latter can prove to be very challenging after arriving to the trade show destination, which is most likely unfamiliar to exhibit staff and/or the trade show manager. Being as prepared as possible for an issue and learning to problem-solve on the fly can help alleviate some of the stress in dealing with uncontrollable issues.

So I bet you are thinking, “How can I prepare for an unpredictable issue that is out of my control?” There is no right answer to this question, but my experience with planning approximately 50 shows annually, including many workshop presentations, has led me to the following realizations.

  1. Always have a “Plan B” and possibly a “Plan C” for workshops.

Workshop presentations conducted under your employer’s sponsorship are very important for potential customers, are a reflection of your company and its offerings, and are an expensive part the overall convention budget. All presenters are different with their preparations, knowledge, and personalities, so it is important to try to prepare for any challenges that might arise.

Here are some pre-planning pointers:

  • Always have a copy of the presenter’s presentation on an external drive just in case there is a technology issue.
  • Ensure a projector, screen, and speakers are being supplied for the presentation. Even if the convention is supplying for use, it doesn’t hurt to pack a projector and speaker. I have been in this conundrum one too many times.
  • Always pack a backup activity for presentation attendees in case something doesn’t make it to the show. This is especially important for hands-on workshops.
  • Communication is key with your presenter when preparing to ship supplies. Both the planner and presenter should double-check the pick list of items.
  • Familiarize yourself with the presenter’s content—you never know if you may need to assist during a presentation.
  • Pack a dolly, cart, or something with wheels to haul materials. Unless you are The Hulk, this is always necessary in large convention centers.
  • Always pack door prizes and giveaways and possibly offer to share the presentation electronically with attendees. Even if the presentation isn’t the quality the attendees were expecting, some negativity can be overcome with takeaways

 

  1. Items to keep an exhibit booth in good working order:
  • Toolbox including: super glue, a small first aid kit, tape, screwdrivers, box knife, extension cords, power strips, scissors, pens, pliers, Clorox wipe, batteries and any other necessary items to ensure a smooth booth installation
  • Plenty of signage with company branding/messaging
  • Extra table drapes
  • Supplies to repair items that damage easily in shipping
  • Return labels for your shipment
  • Reference guide for booth installation, layout, and best booth practices for exhibit staff
  • Lead retrieval paper pads or tablet with a lead form/survey
  • Extra chargers for electronic devices
  • Literature stands
  • Logo ink pens
  • Mints—because no one likes stinky breath
  • Tissues and hand sanitizer
  • Notepad or tablet for daily note-taking
  1. Ensure your exhibit staff is up to par with show happenings, expectations, and company policies by implementing the following.
  • Create and update a reference guide annually with exhibit staff training information including new company offerings and policies.
  • Produce a schedule for each exhibit day to keep in the booth with information about workshops; exhibit times; and other relevant events, activities, or meetings your company is participating in.
  • Make travel sheets with information for travel itineraries, exhibit booth numbers, workshops, exhibit times, etc. and send electronically two days before travel takes place.
  • Schedule a brief show preparation meeting with exhibit staff before each show—15 minutes.
  • Trade phone numbers with exhibit staff, workshop presenters, or other partners you will be working with at the show.

 

  1. Miscellaneous pieces of advice to avoid or resolve issues quickly:
  • Know the lay of the land.
  • FedEx/UPS onsite or close by
  • Kinko’s or other printing facility nearby
  • Nearby hardware, electronic, or superstores
  • Travel logistics from hotel to convention center
  • Make reservations ahead of time for business dinners, activities, etc.
  • Be prepared for booth staff to travel at any time.
  • Know where to obtain taxi cabs.
  • Download Uber/Lyft apps and create accounts.
  • Have convention shuttle schedules available.
  • Obtain subway/train maps.
  • Keep credit card information on file with show decorator.

 

Learning how to be a good problem-solver takes time, practice, and patience, but it does get easier. Always listen to the person who brings up the issue and think of two or three possible solutions before taking action when things go awry.

Sometimes the first problem-solving idea that comes to mind isn’t necessarily the best or most economical. Run ideas by your colleagues at the show for affirmation, if you need to. Things happen—how you react will set the precedence for exhibit staff, business partners, and potential customers. No matter what, always remember to smile! J

 

 

Read More

Working with your Millennial Exhibit Staff

Do you have Millennials as part of your exhibit staff? They can be great staffers and make your trade shows successful or they can be horrible and drag everyone down and frustrate you to no end. Like any other generation, they have their strengths and weaknesses. So let’s dive right into how to work most effectively with your Millennial Exhibit Staff. And all of this info is from our live training workshop, “Managing Your Millennial Exhibit Staff” that we delivered at the ExhibitorLIVE! conference in March, 2015.

Take Advantage of Their Strengths

Collaboration: Millennials are great collaborators. They like to work in groups and with their friends. Millennials work productively with people they click with. Like their friends and friends of friends. They stay motivated and interested when the work is more social. Set specific goals, objectives, time frames, and boundaries, and their collaborative skills will result in amazing results.

Technology. One of the greatest strengths of the Millennials is their sound knowledge of technology. This can be a serious asset at a trade show because of Social Media, emailing, texting, etc.

Multitasking. Millennials are doing multiple things at the same time; they’re on the phone, texting, and working on a computer. Even though some recent studies have shown that multitasking results in a drop in productivity, Millennials seem very adept. Trade show managers should feel free to give Millennials multiple tasks and concurrent responsibilities – this really fits with the frantic pace of some trade shows.

Challenge them. Millennials thrive on learning opportunities. They want work they can learn from otherwise they are quickly bored. A willingness to try new things is one of their strengths – so challenge them. As the trade show manager you need to explain that not all of the work at a show is going to be new and exciting but it all makes a difference.

Understand and Manage Their Weaknesses

  Casual approach to authority.

  Not understanding seemingly arbitrary rules and regulations.

  Texting and emailing all of the time.

  Expect a constant stream of feedback.

  Use of casual language.

  Rationale or reason for every assignment or request.

Communication Tips for Trade Show Managers

  Communicate frequently but be brief and to the point.

  If the communication isn’t quick and to-the-point – even flashy – it won’t hold the Millennials’ attention.

  Take time to first explain issues, then repeat the message.

  Repeat messages through different communication channels; text, talk, email.

Recruiting Millennials For Your Exhibit Staff

Communicate what’s in it for them:

  Getting out of the office.

  Traveling to somewhere new and maybe fun.

  Reimbursed travel expenses.

  Learning more about the business.

  Meeting new people.

  Working with other colleagues.

  Advancing their careers.

  Working with their work friends.

What traits to look for:

  Extensive product/service/company knowledge.

  Socially proactive.

  Positive attitude.

  Team player.

Before the show

  Provide live training – trade shows are live events.

  Provide follow-up online training.

Focus the training on:

  Professional behavior; being on time, in-booth etiquette, etc.

  Greeting and qualifying visitors quickly and politely.

  Generating high quality leads.

  Have them do some role-playing in the booth before the show opens.

Keep communicating

Millennials like lots of communication with their friends, co-workers, and the exhibit team. For trade shows, it will help build a sense of community and teamwork.

Encourage two-way communication by asking for suggestions or preferences. Setting the precedent for regular communication before the show will encourage it to continue during and after the show.

Motivate your Millennial exhibit staff before the show by communicating with them about:

The expected results of positive visitor and exhibit staff experiences

How their efforts will help move the business forward through qualified lead generation

That working in the booth will expose them to new experiences and new people.

How the skills they will be taught to work effectively in the exhibit booth will help them with their careers.

During the show

Millennials work well in teams. When the booth isn’t too busy, they can join their colleagues and work very effectively as team as they talk to visitors. Their shared knowledge and social ease in these small group settings lead to successful visitor engagements.

The trade show manager can facilitate the building of their trade show team by making time for the Millennial staffers, and others, to socialize together, have drinks together, etc. Once they bond, they will have each others’ backs, help each other, and support each other – and all of this will continue in the booth during the show.

When the booth is busy, Millennials can more easily move conversations from a one-on-one style to one-to-many style. They are less to be intimidated or hesitant about traditional social or conversational protocols.

Frequent in-booth communication by having quick conversations should be encouraged.

Even though Millennials are expert texters and are very fast at it, they should not be using their mobile devices in the booth.

Millennials like feedback and updates during the show. These can be quick conversations, texts, or emails.

Offer constructive feedback to each staffer during the show. Millennials or not, this is always a good idea. If you do not have time to do this consistently, have another person in authority working the booth do it.

Recognize productive behavior and reward it. The reward does not have to be big maybe just some Starbucks gift cards.

Send daily emails before and/or after each day of the show detailing:

Latest lead counts and how close it is to the goal

Your observations of what’s working

Suggestions for improvement

Any feedback from the home office

Housekeeping items

After the show

Keep Communicating

Ask for feedback by sending out a survey.

Was the show a good use of the company’s resources?

What they learned?

Ask them for one thing they would change next time.

Share results

Lead generation – and anything else you can count.

Buzz created

Success of new product or service introductions

Anything else

Ask them if they would want to work at a trade show again

Read More

Recruit theater teachers for events.

This is quite a success story: a tenured theater teacher leaves education and gets hired on an event team. Was it a fit? Yes it was. Teachers are used to dealing with children and helicopter parents which comes in handy in the events industry as some internal clients often act like children. This former teacher fought for and won her budget; teachers work with strained budgets and know how to make the most of what they have. This ex-theater teacher was also experienced at executing large productions with a clear vision and making it come to fruition with every details considered. Theater teachers’ skills are immediately transferable to the event world: they design their shows (creating a unique and compelling environment in a booth or room), casting (hiring), teach acting (training), hire and supervising an orchestra, lighting crew, sound team, and stage personnel (working with vendors and unions), and are used to working long hours. If you are looking for someone (new blood? Someone who thinks outside the box?) to join your events or trade show team, consider a theater teacher.

Read More

Referral Fees

Do you know a vendor you trust so much that when you’re looking for a product or service that this vendor doesn’t even sell you still call him/her first? You do that because you trust them. You know they are trying to help you with no strings attached. In any industry, a trusted vendor’s experience and contacts throughout an industry is a valuable resource to their clients.

Which brings me to my philosophy regarding referral fees. To put it simply, I don’t accept them nor do I pay them. This has a successful policy for me for over 25 years. My feeling is that if I were to accept referral fees from another vendor to help them sell to my clients, it would look like I’m doing it for the extra money and not that I am trying to put the best resource in front of my clients – which is my goal. Even the best product or service isn’t always the best solution for every client.

Paying or receiving a sales commission is different than a referral. A referral is passing along contact information, making an email or face-to-face introduction and leaving it at that. The assumption is that I have screened this vendor for my clients and they are ethical, reliable, nice to work with, and have a product or service that might be a fit. I leave the rest of the sales process up to them.

Sales commissions should be accepted or paid when the entire sales process, or at least 90% of it, is completed before a connection is made. I do not sell any other products or services other than my own so I never have accepted a sales commission from another company. But I will pay a sales commission if someone calls me and says they’ve got a client ready for me – the deal is 90% done, and all I have to do is make one phone call and then be there when they want me to deliver my training.

My relationships with my clients is so important that I will do nothing to jeopardize that – and that includes making money off them for another vendor.

Read More

CEMA Summit 2014

I just returned from the 2014 CEMA (Corporate Event Marketing Association) that was held north of San Diego in La Jolla at the Hilton Torrey Pines.

I had a great time. It left me energized. I saw people in the event industry that I only see once a year at the CEMA Summit. And it’s great to be the attendee!

The atmosphere at the Summit is one of camaraderie. No selling. No posturing. Just enjoying the people;, talking about the industry, each other, our interests and lots of storytelling.

I always laugh a lot at the CEMA Summit. These people are funny – especially after a glass of wine or two. In case you hadn’t noticed, most event professionals have engaging personalities and when they get to play attendee instead of being the producer of an event, they are big fun!

There are conference sessions at the CEMA Summit but most of them run unopposed and are open to all. The conference speakers are top-notch. They are marketers from the biggest and most successful companies, futurists with their eye on what will happen, technologists talking about the latest stuff that will help the event industry, psychobiologists who inform us as to why we do what we do, and generalists whose message is uplifting and motivating.

CEMA is a growing organization because of its high-level, strategic approach to marketing and, most importantly, its members. I have been a member for 12 years and it is the highlight of my year to re-connect, learn, and laugh with my fellow CEMA members. I encourage you to check out CEMA and reach out to Kim or Olga (below) for more information.

Kim Gishler

CEMA Executive Director

kim@cemaonline.com

(916) 740-3623

Olga Rosenbrook

CEMA Member Services Director

olga@cemaonline.com

(916) 408-3700

Read More

Why you should attend the trade shows you plan

Whether you’re an independent event planner or a trade show manager for a company, here are 10 reasons why you should attend at least some of the trade shows you plan – especially the big ones.

  1. To ensure consistency in your client company’s overall trade show participation you need to be on-site to make sure what you expect to happen actually happens.
  2. For larger, more important shows, to ensure the success by being there to monitor labor, your vendors and your client’s own exhibit staff.
  3. To take care of any issues (and there are always issues) quickly and efficiently using the experience and expertise that you bring to your role and that would not be there if you were not there.
  4. You do not need to be at every show, especially all of the small table-tops and 10x10s but you should drop in on at least a few of those per year to make sure the trade show “kit” you send out is working the way you expect it to.
  5. Your ability to evaluate and improve your client’s entire trade show program is dependent upon you being on-site a fair amount of the time. No amount of phone calls, emails, or surveys from your client’s exhibit staffs and your trade show vendors are as unfiltered as you being there observing and evaluating so you can tweak the program to make it better.
  6. Relationships matter and being on-site will allow you to build even better relationships with your client’s own people (your exhibit staff), the on-site vendors, show management, other exhibitors and even some of the attendees.
  7. By being on-site and talking with other event and trade show managers, you can exchange ideas on best practices, obtain referrals for vendors, and discover new and effective exhibit designs, messaging, activities, etc.
  8. Being on-site will help ensure the best performance out of the exhibit staffs. You know that some of them slack off when no one from the office is in attendance. And the staff’s performance is the most important factor in the success of the shows. The exhibit staff doesn’t work for you, but you need their cooperation. Being on-site with them and working with them will help them understand their role and huge impact they can make.
  9. Managing your client’s trade shows is your job. To just hope that everything goes as planned means you almost have to entirely rely on other people who are on-site. And anyone who know anything about trade shows knows that anything can go wrong and knowing how to fix it, or work around it, or implement your Plan B or Plan C, can best be done by you when you’re on-site. To think that your client’s evaluation of your performance is going to be judged by the success of the trade shows and you don’t even get to be there is not fair and not reasonable.
  10. Wanting to be on-site for key trade shows and a few of the smaller ones is what I have seen to be standard practice from my hundreds of clients over the past 25 years. Most companies want the trade show manager to be on-site. Trade shows are the public face of your client and should be treated with the respect they deserve. That includes the person with the knowledge and experience to be there to make the your company is represented as best as possible. Build the expense for being on-site into your contracts.

Read More

Developing your unique selling proposition (USP)

Here are the steps I take and what I consider when developing my own unique selling proposition (USP)

What are my differentiators?

Why people buy my products and services; What makes my company different compared to the status quo or to my competitors: And what value do my differentiators have – tangible/quantifiable (more revenue, lessen current expenses, or avoid future expenses) and intangible (it’s cool, makes me look good, helps me professionally and/or personally, etc.

What structure do I need to communicate my USP?

In a white paper, on a web site, as a brochure, or in a press release, I think you need to go to keep the focus on the, “So what?”: what’s in it for the customer. Simply saying, “I have a new exhibit staff training DVD” is fine but then I would be leaving it up to my potential customers to figure out how it benefits them. This is better: “I have a new exhibit staff training DVD that will help your exhibit staff be more productive at your trade shows so they can have more conversations with qualified visitors, generate higher quality leads, and that should lead to more sales”.

So for every feature of my product, I need to hook it up to a benefit for the customer – tangible and/or intangible. Make this connection for them. And keep it simple. If it take you a whole page to communicate your USP, that’s too long. If you really have a compelling USP then your message can be succinct; less is more.

If you’re preparing a USP for verbal communication, like in a trade show booth, it needs to be less than 20 or 30 seconds. I like this format: 1. Say something irrefutable. “I have a new exhibit staff training DVD”. 2. Say something credible. “I’ve been doing exhibit  staff training for over 25 years for clients like HP, Microsoft, Astellas Pharma, Intel, Medtronic, and Apple.” 3. Give two or three reasons why people do business with you or two or three reasons why this new product stands out (these are your differentiators). “Most people do business with me because my training helps them generate more leads plus it’s fun and engaging.” 4. End it with an open-ended question to get the booth visitor talking. “So what brought you into my booth today.”

When delivering a verbal USP, it should be conversational and everyone should put it into their own words while still maintaining the key messaging.

I think a good methodology for the USP is to have marketing take the first hack at it and then send it around to the salespeople for their input. You probably won’t get much back, but it will at least be an offer for their contributions and will help them own the final USP.

Read More

Presentations and Demonstrations in a Trade Show Booth

Are presentations and demonstrations always necessary?

They take lots of time, and they provide many opportunities to get sidetracked or to embarrass yourself. Demonstrate only what you need to in order to present product details or substantiate a claim. Demos are fun to do, but they are not as important as asking good questions.

Be prepared

Come to the show prepared with a rehearsed, concise presentation that is focused on no more than three key messages, communicated in terms of how it adds value to the customer.

To qualify a visitor, focus a brief presentation or demonstration on an overview of your products and services.

To work with an already qualified visitor, focus the main part of the presentation on what the visitor is interested in to uncover more problems and applications and to move them further along the sales cycle.

Presentation guidelines

Talk about what the visitor, not you, is interested in.

Set visitor expectations on how long the presentation will take.

Have a beginning, middle, and end for your presentation. Use the adult learning theory model of (1) tell them what you’re going to tell them, (2) tell them, and (3) tell them what you told them.

Stand to the side where you can see the visitors and the aisle.

Talk to the visitors, not the equipment.

Stick to relevant information, don’t demonstrate all capabilities.

Sales aids

The graphics and signage in the booth can often be used as sales aids. And visitors will believe the information in a different way when they see it in writing.

Any products on display are great visual aids. Whether they are able to hold them or just look at them, they will help you with your presentations and demonstrations.

Present the “So What?”

Talk about what your products and services mean to the visitor

The difference between the “What” and the “So What?”

“The What”

“The What” are the features of your products and services. What they do, what differentiates them, how big they are, what they cost, etc.

“The What” are the facts, specifications and descriptions of your products and services.

“The What” says nothing about how your products and services bring value to your customers.

The “So What?”

The “So What?”, starts with “The What” and adds some need the visitor has to produce a “So What?” It’s a form of the classic features+needs=benefits formula.

The “So What?,” personalizes your products and services to each visitor.

How to figure out the “So What?”

Find out what the visitor cares about. Their issues, plans, problems, and needs. You do this by asking questions, not by unloading “The What” on them. Here are some general, open-ended, sample questions to move from “The What” to the “So What?”:

“What specifically are you looking to improve or change?”

“What can you tell me about your company and some of the issues your facing?”

“What projects are you working on now?”

“What problems are you experiencing?”

The “So What?,” will be how the features of your products and services produce benefits based on the visitor’s needs.

How to deliver the “So What?”

You need to make the link between two or three key needs that the visitor has expressed to the corresponding features of your product or service that address or meet those needs.

To do this, re-state each visitor’s need and supply the connecting feature one at a time.

You really only need to talk about the top two or three features to sell anything. If you laundry list six or eight or ten features, even if you manage to make benefits out of them, you’re just adding cost and complexity in the visitor’s mind.

Quantifying value is communicated as 1) Increasing revenue, 2) Eliminating some current expense, or 3) Avoiding some future expense.

Read More

Trade Show Marketing: Anti-Branding in your trade show booth

Trade Show Marketing

Where your exhibit staff can effectively practice Anti-Branding
Want fewer conversations? Fewer leads? Fewer sales? Read on!

Effective Anti-Branding by your exhibit staff includes:
• Wearing wrinkled clothing.
•Eating and drinking in the booth.
•Looking lazy or bored.
•Cell phoning and texting.

A key trade show skill for effective Anti-Branding:
Stand in closed circles with your colleagues. Visitors love this!

Effective Anti-Branding staffers also know to arrive late to the booth so there’s no time to check out their equipment before they do a demo.
Failed demonstrations really help ensure that your key booth visitors walk away totally unimpressed.

Focusing a conversation or demonstration on what you care about and not what the visitor cares about helps the overall marketing objective of Anti-Branding.
Visitors love it when they’re forced to listen to you ramble on about stuff they don’t care about. And they’ll tell their friends!

With 80% of what visitors remember most about their visit to a booth being their interaction with the exhibit staff and with 75% of the effectiveness of any trade show due to the exhibit staff, what better opportunity is there for an exhibit staff that actively practices Anti-Branding?

Read More