Center >> Conference Sponsorship
of Live Events in Today’s Digital Age
the human touch at your trade shows to reel in more customers.
AICPA Custom Media Solutions
you or shouldn’t you? And does it really make a difference
to your bottom line? The answer to both questions is a resounding
“Yes”, with a capital “Y”.
Often new exhibitors
look to the snazzy realms of the digital age and podcasts, thereby
overlooking the money that can be reeled in from trade shows. Allbusiness.com’s
research reveals that nearly 200 million people attend more than
5,000 shows every year in North America and Expoweb.com
found that 88 percent of attendees who visit an exhibit have had
no contact with that business in the previous 12 months. Still not
convinced? Here’s more…The Center for Exhibition Industry
(CEIR) reports that seven out of 10 attendees plan to buy one or
more products, 72 percent of show visitors say the show influenced
their buying decision, 76 percent ask for quotes, while a whopping
87 percent of attendees share some of the information they obtain
for Good Marketing and Trade Show Planning
pre-show promo plans. Create promos that tie into the show.
Have your sales team call all customers and pre-book appointments.
Go-to-market Strategies.com advises sending out press kits before
the show and “make sure you do something to gain awareness
into what you will be showing and promoting at the show…integration
you booth. It is helpful to double-check your booth presentation
to see that everything works (lights, fans, computers, displays,
etc.). Make sure your booth is clean and not cluttered. Check
demos to see that they are properly working. Have only one or
two knowledgeable staff/salespeople on hand to answer questions.
your staff. Hold a training session before the show. Make
sure your salespeople are well-versed in both the old and new
products you are selling. It is a growing misconception to have
junior-level staff at the booth. Initial contact should always
be done by your lead staff, more so, if your prospective customers
happen to be executives and directors.
the floor. See what your competition is up to. Visit other
booths and chat with their staff. Rate them using a scale on how
qualified their staff is, booth effectiveness and traffic. Be
a good listener. Expoweb suggests, “learn as much
about their customers and their markets as possible and show that
you’re a partner who wants to help them grow their business.”
still continue to bring in big numbers. According to CEIR, B2B spending
on trade shows is #3 after advertising and promotion. People enjoy
the face-to-face meetings with show organizers and exhibitors as
they get a real-feel sense of meeting the people behind the products...and
that’s a lot better than hiding behind e-mails, voice-mails,
skepticisms and uncertainties.