1. Industry Insights
2. Trade Show Tips

Industry Insights:
Trade Shows

The Chinese symbol for crisis is a combination of threat and opportunity. But what does that have to do with trade shows?

We've been attending training and learning trade shows for over a decade and believe there is a growing crisis and a growing opportunity for companies like yours at these shows.

The crisis: Because the industry is evolving so rapidly, the customer has no idea what most of the vendors actually do. The use of acronyms, buzzwords, and generally obscure language has resulted in shell-shocked customers who are often turned off by the exhibit floor. My favorite non- descriptive over-used phrase is "integrated, enterprise-wide e-learning solution." Does a customer walking past a booth really understand what that means? And can your booth personnel explain that in 25 to 30 seconds?

The opportunity: Because so many companies in this industry are using "fog" language, the customer will love you if you are clear and concise about what you do. You don't need to be cute or clever with booth signage. Clear is what works. If you have soft-skill or IT training, say so. If you provide an LMS, authoring tools, coaching, mentoring, online communities, etc., say so. Customers are usually looking for something specific and will talk to you if you speak to them in language they understand and can relate to.

As we enter the trade show season, please take advantage of the opportunity to take a hard look at your booth as if you are a customer who does not know you but might like to. You only have about five seconds to get their attention so make the most of it.

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• June 2001 Newsletter: Marketing E-Learning Inside Organizations
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• February 2001 Newsletter: Trade Show Tips
  
• January 2001 Newsletter: Marketing Tips

1. Create an effective press kit. Contents should include company/product description, Q&A, recent press releases, and bios of key personnel. Leave several copies in the pressroom with your booth number clearly marked on the front.
2. Have a contingency plan for anything you ship to the show to protect you in case of shipping problems.
3. Don't rely on the show management having adequate Internet connections. Make sure you have a backup Internet connection or have your demonstration on your hard drive or CD-ROM in case of connectivity problems at the show.
4. Test your equipment before the trade show opens--particularly any rented equipment (e.g., monitors, projectors) that you connect to your own PC or laptop. You don't want to crash in front of a customer.
5. Train all employees you send to the trade show to present a consistent "elevator" pitch and provide script training for anyone demonstrating your product. It's especially embarrassing when your own employees can't explain your product to a customer.

Presentation

1. Presentation is key. To draw people to your booth, use the largest signage possible for visibility from a distance. Present a consistent image among booth graphics, signage and handouts.
2. You have five seconds to capture a visitor's attention. Tell people clearly who you are and what you are selling.
3. Make sure your presenters are following your prepared script, to maintain consistency.
4. Greet visitors to your booth with a smile. Stand at the periphery and be approachable. Never turn your back to potential customers. Make your booth a pleasant place to stop (chairs, padded carpeting, etc.).
5. Business casual attire is now the norm for most trade shows-avoid over-dressing, as it may adversely impact booth traffic.

Follow-up

1. Don't hand out more than a page of information. If you give out a lot of paper the customers will throw it away. Be sure your collateral prominently displays contact information that will allow customers to reach you after the show.
2. Prioritize potential leads immediately. Know who the "hottest" prospects are before you leave the show. If you don't make a quick note right after speaking to the customer you will never remember later.
3. Keep the paper copies from the lead tracker to guard against technical problems with the electronic version.
4. In addition to having press kits available in the pressroom, make sure that someone on your team is assigned to walk the trade show floor looking for press opportunities. Invite press representatives to your booth to see your product and talk to you about your company. Follow up after the show.
5. Begin lead follow-up as soon as you return from the show. If you've promised to send someone additional information, make sure you do so immediately.