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Tradeshow Exhibitors are THE reason that attendees come to events. As an important part of the marketing mix, tradeshows enable you compete on a level playing field. You can control your own image and destiny.
- Find new sales prospects/leads--much more effective than "cold calls".
- Demonstrate new products--single set up saves time and money.
- See current customers--saves sales force time and travel expense.
- Reconnect with prior customers--easy "no commitment" meeting place.
- Recruit distributors or new employees--saves recruiting time and expense.
- Conduct sales force/distributor training--saves costs of setting up separate meetings.
Howard's Top 10 Ideas for Exhibitors:
Pre-show:
1) Only exhibit at show where the show producer can demonstrate "fit" between buyers and what you sell--ask for audience demographics/research.
2) Plan your objectives-what do you want to accomplish and how will you measure success?
3) Ask what tools the show organizer can offer to help you market pre-show and at-show.
4) Conduct pre-show marketing to your most important customers and prospects.
5) Make sure your booth has clear/effective graphics.
At-Show
6) Engage prospects with a thoughtful question to start a dialogue--always probe for needs.
7) Banish cell-phones from booth--you only get one chance to make first impression.
8) Make sure to collect written "lead sheets" with detailed contact information and customer needs comments.
Post-show
9) Follow-up with booth attendees within 48 hours.
10) Track all leads at management level and demand accountability from your sales force.
To help you get the outstanding results from tradeshows--contact us:
Howard Friedman
howard@hftradeshow.com (Email)
Published articles:
Business Week: (click here).
http://www.businessweek.com/smallbiz/content/sep2004/sb20040921_7013_sb018.htm
Chief Marketer (July 2007) Part #1--7/3/07 and Part #2--7/10/07
http://chiefmarketer.com/tradeshows_070307/
http://chiefmarketer.com/exhibit_trade_show_070707/
Work.com (March 2007)
http://www.work.com/tradeshow-exhibiting-tips--best-practices-1438/
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