Golden Jubilee Senior Expo

THE 10 KEY ELEMENTS OF EXHIBITING SUCCESS AT TRADESHOWS

1. The Objective: An estimated 5% of exhibitors have a clear objective when they come to a
show. The best plan is to have one major objective that supports the overall marketing goals of
the company. For example, a show objective may be to obtain 150 leads from the northeast
market and turn 25% into sales. Everything an exhibitor does prior to, during, and after the
show should be focused on this objective. This makes it much easier for all involved to focus their
activity on accomplishing that objective.

2. Pre-Show Promotion: Pre-show promotion is a great way to attract buyers before the
show even begins. A creative direct mail campaign targeting key prospects is very effective. A
strategic approach gets your target audience excited about your exhibit. Link the promotional
piece design to your booth with an invitation to a presentation, giving an incentive and a reward
for stopping by. As the show gets closer, you will be receiving posters and a media kit to help
you plan more effectively.
3. The Message: The marketing and sales message delivered by booth design, graphics and
presentation are powerful sales tools at a trade show. A live presentation can reach larger masses,
communicate and interact. On a busy trade show floor, a company has about 7 to 10 seconds
to attract a potential customer. A clear and concise marketing presentation will tell customers
why they should be interested in your product/service, convey what your company can do for
them, and direct them to the next step in the sales process.

4. Giveaways: Giveaways can help support brand awareness. Placing generic giveaways on a
customer who has spent significant time at your booth something unique and useful can be a
very effective marketing tool. Incorporating it into the sales presentation will link the item to their
experience, and your company.

5. Graphics: In addition to the presentation, the booth graphics are a company's first
introduction in that time frame. A customer needs to know who the company is, what you're
selling, and why they need it. Understanding your customers, your competition and the industry
will help you define a trade show objective and craft a message that will attract customers.

6. Product: Have you ever been to an exhibit and wondered what the company is selling?
That's usually because the company hasn't brought its product. 64% of potential customers are
drawn to exhibits that have products and demonstrations. Having photographs or video is
helpful but may not be enough, especially if you're launching a new product. Customers who are
serious about buying prefer to see the actual product or service rather than a representation.

7. Prospects: Trade shows give a company a very targeted, but small window to reach
potential customers. This environment doesn't afford sales people the luxury of "taking it easy".
A skilled presenter in your booth will attract masses, pre-qualify them and send them right to the
sales staff -- who need to be ready and on their toes. Time is money, and booth staff must be
efficient to maximize the company's return on investment. Talking on cellular phones, chatting
with co-workers, eating, and leaving the exhibit area puts a barrier between your company and
potential customers. Customers don't want to feel intimidated, ignored or that they are imposing.

8. Show Guidelines: Too often, exhibitors don't take the time to thoroughly read their trade
show manuals which explain crucial elements such as electricity, Internet and phone connections,
set-up and take down guidelines. Not understanding the show specifics can seriously hinder the
exhibit's effectiveness. Trade show manuals contain valuable information that can give your
exhibit a competitive advantage, making the show much more effective. There may also be
helpful services available.

9. Follow-up: Lead follow-up is one of the most important aspects of the exhibiting process.
Lead qualifying and categorizing can establish a very effective sales advantage. Nearly 30% of
exhibitors do no lead follow-up and 40% do poor follow-up. To avoid these situations, prior to
the show establish how leads will be collected, processed, distributed, and how they will be
handled after the show. Bringing laptops is an effective way to input lead data on the show floor
after talking to a potential client. Follow up all leads within two days. Assigning a post-show
follow-up team is most effective. It is also helpful to note some memorable event at the exhibit
that can be recalled when making the follow-up phone call. To help you with this, we have
created a Follow-Up Form for your use.

10. Evaluation: How successful was your last tradeshow? The evaluation process will tell you
how to improve results at future shows. Evaluating the number of sales generated by leads is a
good starting place. Evaluating your show marketing objective will yield additional information. If
you are looking for media coverage, how much did you get? If you wanted to educate
customers, how many product/service presentations did you do? If you are launching a new
product, how strong was your pre-show promotion? If your show objective was to learn more
about your customers, how much research were you able to do? There is an enormous amount
of marketing information available at a trade show. What you chose to gather and use should be
directly related to your marketing objectives. After your evaluations, no matter how successful
your show was, meet with the marketing and sales team and use the information to improve
future performance. Keep in mind that weather, war and other things can alter tradeshow
attendance from year to year, so take full advantage by making your best impression and
spending quality
time with each person who visits your booth. All it takes is one good contact who can open
doors to long term relationships and future referrals.

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