Success at a trade show - advice please

[freeindex]

Hello All!

We have a stand booked at the Online Marketing and Media Show in London later this month.

I was wondering if any of you have any advice for me in terms of how to make the most of the show...

· I have a list of clear objectives for what I want to achieve at the show
· I have printed materials to illustrate what we are showcasing with stats etc.
· I have an idea of who I want to talk to and How I might approach them (hopefully without scaring them!).

So apart from looking smart and on the ball is there anything else I should think about?

Cheers

Toni

 

[An Oasis]

Hi Toni

We have a number of clients that do exhibitions, so I spend a lot of time at exhibitions. The 2 main areas that most stands fail on is:

• stands that do not make it clear what you do
• stands that just blend in with everyone else's, so make them look different

All the other points have been covered in various threads on UKBF, one thread which I can find was excellent, so it might be worth searching through the threads.

 

[freeindex]

Ok thanks. I will look

 

[Courir]

And make sure you have some good people on the stand. Nothing worse than seeing staff in a huddle as this makes it difficult for a visitor to stop by and ask something.

They should also have a good opening line or two to make the visitor feel welcome and to engage in a conversation. Don't apply too much pressure just a few smiles and off you go!

Remember to capture their details too! Easy to miss this one so have a free draw in return for a business card - it is so easy to forget details as they are spoken to you and especially so in a noisy environment. Perhaps have a pre-printed sheet ready for those who are on the stand to make sure they capture what you need.

Handouts are a nice touch too - something for the vistor to take away and read on the train journey back.

Best of luck, Mike

 

[An Oasis]

Oh and one other observation.

At the NEC mid May a client had thousands of give aways, the vultures swooped and left as fast as possible, day two no give aways left and the amount of people actually interacting on the the stand was up 10 fold, so watch out if you are doing freebies.

 

[Christoff]

Hi Toni

Take a look at nationwide-events.co.uk may be of some use to you.

Regards

Chris

 

[DanMartin]

Stand and deliver: Tips for exhibiting will be useful.

 

[phil knight]

I've manned dozens of industry stands over the years (with varying degrees of success and my advice would be as follows (in no particular order) :

1)limit number of people manning the stand - I think two at any one time is optimum. This way one can chat with one interested punter whilst the other 'loiters' watching for the next client.
2) take meal breaks when you know the conference will be quieter and (obviously) one person remains on the stand at all times to cover unexpected visitors
3) Adopt a soft sell approach - I don't think I'm unique in hating being 'sold to' - low key conversation openers and a friendly good morning/afternoon are fine. Once on the stand the person is theoretically interested - give them your pre-prepared 2 minute 'elevator' pitch then see where the conversation goes.
4) I know it's shallow but have a gimmick on the stand - prize draw, xbox360, healthchecks - depends on the show/what you do - helps if it's marginally relevant
5) Remember that if people have travelled a long way for an event they'll want to make the most of it. They may be around all day - if you have a pleasant non business aside with them in the morning, they're much more likely to pop back for a longer chat if they remember you as pleasant and non-threatening
6) Always keep records of who comes on to the stand for follow up if possible - prize draw can be a help
7) Don't 'trap' people on your stand - respect personal space and allow them an escape route
8) Use seminars/presentations - handing out cards or marketing material at a seminar will increase flow to the stand when it finished - watch out for seminars that are relevant to your products
9) I always invite existing customers/suppliers to visit me at an event - if the day is quiet having someone you know come onto the stand (very friendly/in-depth conversations will attract other interested delegates who won't feel out of place
10) Always push hard to succeed before 3.30pm on any given day - by lunch time you're tired and at the end of the day you'll tend to get stragglers or people coming back as described above - new delegates are most receptive early on.

Hope that the above ramble helps

 

[adam_uk]

Some really good advice. Here's one I actually learnt from this forum and it WORKED!

I got me some fresh organges, and I got me one of this things to squash the oranges to make the drinks, and I went and handed them out.

And that's how people started coming to my stand and getting their drinks, and asking questions and wanting my business cards and also swopping me with their business cards.

The drinks helped them cause sometimes the exhibitiosn quiet big, people walk around a lot and they get thirsty. Especially now, it's kind of hot weather we're getting. I also, had quiet a few chairs, and with a sign..

"Tired feet, go ahead, relax."

That worked too and got me to talk to more people. They appreciated it but they also got to know me and I got to know them, which lead to leads, a call, followup and sales.

I also had a glass bowl for people to put their cards in if their interested for me to call them. I got a lot of cards which many became my clients too.

My exhibition was simple, and had few words that said what I do. People kind of make this part too confusing.

I also visited other stands too because they could be potential customers and I was right, some became my clients and good friends too.

One powerful thing helps - smile, genuinely, enjoy being there.

 

[phil knight]

Here, here - agree totally with the last post

 

[freeindex]

And make sure you have some good people on the stand. Nothing worse than seeing staff in a huddle as this makes it difficult for a visitor to stop by and ask something.

They should also have a good opening line or two to make the visitor feel welcome and to engage in a conversation. Don't apply too much pressure just a few smiles and off you go!

Remember to capture their details too! Easy to miss this one so have a free draw in return for a business card - it is so easy to forget details as they are spoken to you and especially so in a noisy environment. Perhaps have a pre-printed sheet ready for those who are on the stand to make sure they capture what you need.

Handouts are a nice touch too - something for the vistor to take away and read on the train journey back.

Best of luck, Mike

Well, it will be me on the stand - I know what you mean though - don't want to batter them with a hard sell too quickly

Good tip for the data capture too - I was just going to collect biz cards - perhaps I will do the sheet too.

I have my printed hand outs all ready to go!

cheers

Toni

 

[freeindex]

Hi Toni

Take a look at nationwide-events.co.uk may be of some use to you.

Regards

Chris

OK I will look now

 

[freeindex]

I've manned dozens of industry stands over the years (with varying degrees of success and my advice would be as follows (in no particular order) :

1)limit number of people manning the stand - I think two at any one time is optimum. This way one can chat with one interested punter whilst the other 'loiters' watching for the next client.
2) take meal breaks when you know the conference will be quieter and (obviously) one person remains on the stand at all times to cover unexpected visitors
3) Adopt a soft sell approach - I don't think I'm unique in hating being 'sold to' - low key conversation openers and a friendly good morning/afternoon are fine. Once on the stand the person is theoretically interested - give them your pre-prepared 2 minute 'elevator' pitch then see where the conversation goes.
4) I know it's shallow but have a gimmick on the stand - prize draw, xbox360, healthchecks - depends on the show/what you do - helps if it's marginally relevant
5) Remember that if people have travelled a long way for an event they'll want to make the most of it. They may be around all day - if you have a pleasant non business aside with them in the morning, they're much more likely to pop back for a longer chat if they remember you as pleasant and non-threatening
6) Always keep records of who comes on to the stand for follow up if possible - prize draw can be a help
7) Don't 'trap' people on your stand - respect personal space and allow them an escape route
8) Use seminars/presentations - handing out cards or marketing material at a seminar will increase flow to the stand when it finished - watch out for seminars that are relevant to your products
9) I always invite existing customers/suppliers to visit me at an event - if the day is quiet having someone you know come onto the stand (very friendly/in-depth conversations will attract other interested delegates who won't feel out of place
10) Always push hard to succeed before 3.30pm on any given day - by lunch time you're tired and at the end of the day you'll tend to get stragglers or people coming back as described above - new delegates are most receptive early on.

Hope that the above ramble helps

That is an extreamly helpful ramble - Thank you very much.

I had actually forgotten that we will need to eat!! I wil make sure that is timetabled in.

A lot of people are mentioning prize draws - I will have to give that some thought. what sort of things do people give away? I know you mention xbox but These people are going to be Directors, marketers and SEOs. What do you think?

Toni

 

[freeindex]

Thanks Adam - good advice

tONI

 

[phil knight]

Sorry to ramble, lots of train of thought to get out !

For a prize draw I think the good old champagne/wine prize is a good relatively cheap offering. As an alternative maybe try to structure the prize towards what you do. so a health related business might give free massage vouchers, that sort of idea?

 

[deniser]

As a visitor to trade shows (and I am in the clothing business so it is a little different but here goes anyway...):
1. I can't bear being ignored when I go onto a stand - a friendly hello goes a long way but leave it at that unless I look like I want to ask a question (it's fine to ask me for my card)
2. On the other hand the worst example of manning a stand I have ever seen it 2 women standing guarding it with clipboards not letting anyone either past the stand or onto the stand as they were blocking the way to both and trying to ram their products down people's throats, with zero success I might add!
3. Depending on the environment, remember who your customers might be. It's no good trying on the hard sell to people who sell for a living themselves.
4. The thing that bugs me the most is no prices - maybe not appropriate for you field - but if you are trying to sell something then the price is key. I will walk away from stands where prices or price lists are not readily available. And making them up as you go a long is not great either.
5. Finally don't employ people on the stand who know nothing about the product. It's infuriating having to talk to the boss's mistress whom he has brought along for the weekend away and she interrupting every question with "Oh, I'll just have to go and ask....." It gets boring.

Hope that helps from a buyer's point of view.

 

[Tim R-T-C]

If you do collect business cards or details, might be worth putting a note on the bowl/box to explain how you will use the data (eg. we will add you to our e-mailing list but not pass on to any third parties).

X-box might not be a 'business' gift, but everyone wants one (or can sell it on eBay!) - or perhaps one of the portable systems which are usually a lot cheaper.

 

[WhatManufacturersWant]

...
9) I always invite existing customers/suppliers to visit me at an event - if the day is quiet having someone you know come onto the stand (very friendly/in-depth conversations will attract other interested delegates who won't feel out of place
...

In general yes this was excelent advice however,

9. The potential trouble with inviting existing customers is that your asking them to look at your competition at the same time. Now that's fine if you provide the best of everything for free, although there's just the chance you may lose more than you gain. Now if an existing customer turns up on his own bat and you didn't invite him obviously make a fuss of him. Though of course this may suggest you need to make sure he is well served by your offering.

Some really good advice. Here's one I actually learnt from this forum and it WORKED!

I got me some fresh organges, and I got me one of this things to squash the oranges to make the drinks, and I went and handed them out.
...
The drinks helped them cause sometimes the exhibitiosn quiet big, people walk around a lot and they get thirsty. Especially now, it's kind of hot weather we're getting. I also, had quiet a few chairs, and with a sign..

"Tired feet, go ahead, relax."
...
I also had a glass bowl for people to put their cards in if their interested for me to call them. I got a lot of cards which many became my clients too.
...

One powerful thing helps - smile, genuinely, enjoy being there.

Interesting ideas. Thanks will think about the same kind of thing.

A lot of people are mentioning prize draws - I will have to give that some thought. what sort of things do people give away? I know you mention xbox but These people are going to be Directors, marketers and SEOs. What do you think?

Toni

We tried it with a Sat Nav once - complete waste of time, nobody seemed to be interested.

I assume that you've read the blurb puto out by the organisers and have all the things you will need. But just in case.

Contact sheets and a stapler so you can fasten the business card to any notes you take. Saves a lot of time in which other visitors can walk away.

Plenty of Bus. Cards.

Don't fan your information out all nice and neat. People don't like disturbing a neat display and will not take them.

We used a Sweet bowl - corny I know though it's surprising how it can break the ice. When someone takes one engage them. Or encourage people to take one. Most are courteous enough to least look at the stand while they do. Obviously wrapped ones -hygene and it takes them longer to open it giving longer 'dwell time'= more engagement chance.

Be prepared in the quiet times to engage other exhibitors. Some of our best leads have come from other stands when there were no punters, though obviously don't be intrusive at busy periods (but you'll be on your own stand then)

Be confident in your offering. Don't be pinned down on pricing. Make a note of who they are and say you'll get back to them. Remember you don't know who will actually visiting your stand. There will be competition and well as customers. Don't give away free consultancy to either.
Consultancy I hear you say? Yes give someone a price at an exhibition and you can be sure they'll be on the next stand saying

" well Bloggs said it would only be 1/4P each"

And finally DON'T go the fleshpots of whatever town you're in the night before, turn up too tired with a bad head and wishing you were dead. This stand has cost a lot of pennies, it would be a shame to throw it all down the drain. (Yes I've seen it done)

 

[Delboy]

i know this is probibly going to sound crazy, but when i was maning the stands at the largest trade show in the uk (spring fair at the nec) i found that not approching but letting the product do the talking worked better.

We used a Sweet bowl - corny I know

its amazingly good, we used terrys choclate segments!

also if you tell people you will email them details... email them details.

and remember to have a bottle of water or 2 on the stand you will need it, and have a packet of paracetamol ready!

( i also got to do the tours of the show... if you are going to have a look around then remeber to take some plasters for your feet,) ahh and the final point feet!

you will be on them all day, even standing still they will tire, so make sure they are comftable!