Let’s Talk Trade Shows - It’s What I Do Best!!
By Joyce McKee | July 3, 2008
All the elements have been coming together quietly. Months of preparation and gathering relevant information has taken place. The Member’s site has been viewed and reviewed by many folks. Initial members are on board now.
Click on the picture of me - over on the right side bar for an introduction by me to the Member’s site.
In the pre-launch phase, I had the priviledge of talking with Chris Jagers from Slideroom. www.slideroom.com He was getting ready for his second trade show and a friend referred him to me, knowing what I was creating with Let’s Talk Trade Shows. We had a 20 minute conversation and I led him to one of the webinars created for the paid site.
He was going to be at a show with a 10 x 10 booth. Not really knowing the ropes of what to do he listened and learned. The results were fabulous. He changed his ideas of how to collect leads based on the webinar. He told me me would be happy with 30 or 40 hot leads, but came away with 100 hot leads. Obviously, we were both very pleased.
The paid Member’s site is for the thousands of companies like Slideroom. Those new to the world of trade shows are my target market.
One of my passions is putting the right people together. I consider myself to be a master networker. When I introduce foks, I stand back and watch the “magic” happen. Well, with this site I am doing it in a slightly different form. I am bringing knowledge and people together - so they can create the best show ever for their company. Nothing could please me more than to watch the dynamic shifts and changes take place.
Those of us who have been in the trade show world KNOW that an educated exhibitor can produce results for their firm and are most likely to return to the show based on those results.
It is my mission to help Member’s get results!
Please check out this offering and let me know what you think about it. Now click on the picture of me - on the side bar.
Until later…
Topics: Uncategorized | No Comments »
The Invisible Exhibitor – a Fascinating New White Paper
By Joyce McKee | June 26, 2008
Last week my friends at The Expo Group unveiled 2 White Papers that could have a profound impact on the world of trade shows. The White Papers are:
- The Invisible Exhibitor - What Your Exhibitors Aren’t Telling You (and Why That Matters for the Future of Your Show)
- The Invisible Attendee - What Your Attendees Are Thinking (and Why You Should Care)
This research was conducted by MAYA. Here a bit of background of what they did and then I will make my comments.
“MAYA spoke with more than 100 exhibitors in completely blind interviews, partly by phone and partly on-site at trade shows, over a six-month period. Although our research was co-funded by The Expo Group, we did not mention this to exhibitors. Any time we asked about an exhibitor’s experience with show contractors, we did so without mentioning the specific company names,
or we mentioned the names of multiple contracting companies that exhibitors typically encounter.”
I have been a proponent of listening to the voice of the customer and I applaud the Expo Group for funding this important research effort.
In my opinion here is one of the most important “take away” from this research – exhibitors are confused.
A quote from the White Paper’s Conclusion
“Not all exhibitors were upset, but most of them were confused about something.”
For all those involved with shows – how can you eliminate exhibitor’s confusion? What processes or remedies can be put in place to aid this person?
Then to the other side of this coin – it is paramount that the exhibiting company to use the tools that are given them, so they can have a good show experience. Far too many rush into a show experience and then look to blame other entities, the show, the general contractor, etc, for their own lack of foresight.
So it is a dance and each partner must be well trained so they can bring out the best in each other.
I am sure that I will share more of my thoughts from these documents with you at a later time.
To get the White Papers, go to www.theexpogroup.com
Until later…
Topics: Trade Show Resources | 1 Comment »
Planning = Success
By Joyce McKee | June 19, 2008
Following up on leads captured at a trade show seems to be such a monumental task for many companies. When I see the statistic from CEIR that 80% of trade show leads are never followed up, I just shake my head in disbelief. Why? Why? Why?
Recently I was having a conversation with an acquaintance, Sherrie St.Cyr. We met each other at the Women’s Leadership Exchange meeting in Dallas. We were having breakfast and getting to know those folks around us. Sherrie’s company is Million Dollar Follow Up! That name sums up what she does - helping clients with the follow up process, including trade shows.
Last week we had a conversation that I want to share with you. So please listen to the audio below.
One of her main points in the conversation, follow up does not happen because it is NOT PLANNED!!! So each company must have a Plan for this activity or it does not get done.
I would love to hear from you about the plans you have and how successful you have been in this critical component of trade shows.
Topics: Trade Show Tips | 1 Comment »
Your Five Step Formula For Trade Show Success…
By Joyce McKee | June 11, 2008
All too often the correct information to solve a problem is not readily available.
If there is expertise in-house, you can walk down the hall and talk with someone on “how to “solve the issue.
But what happens if there is no one in-house who can answer your questions?
If you are well connected with business associates, you can call on them.
Then if they do not have the information – where do you go?
Google?
Magazines?
Associations?
In the background, I am hearing the Ghostbusters theme song – who do you call?
Exhibitors of all sizes have questions –
- Should we exhibit?
- How can I show a return on the trade show?
- What do I do with all these leads?
And the questions can go on and on.
So if they do not have the expertise – where do they go?
Let’s Talk Trade Shows has a solution for this – on demand information to help exhibitors have the best show ever!
This new resource provides critical education on the 5 step formula for trade show success.
Rather than running around town or on the internet, all the necessary information has been collected and organized by me. Each week I will be adding more information, statistics, case studies, etc. that can be put into action by you.
This resource can save you countless hours of time.
You can concentrate on getting the job done rather than hunting for the correct solution.
With the launch of this paid member site, we have a sweet deal for you - so check it out my clicking on the red book image over on the right.
The eBook, The Secret to Achieving Brilliant Returns at Your Next Event: a Guide for Maximizing Your ROI and ROO is the gateway to the 5 step formula for success.
Check it out and then let me know what you think!
Until next time,
Joyce McKee
Topics: Trade Show Tips | No Comments »
Being Disconnected from Critical Resources
By Joyce McKee | June 10, 2008
All too often the correct information to solve a problem is not readily available. If there is expertise in-house, you can walk down the hall and talk with someone on “how to “solve the issue. But what happens if there is no one in-house who can answer your questions? If you are well connected with business associates, you can call on them. Then if they do not have the information – where do you go? Google? Magazines? Associations?
In the background, I am hearing the Ghostbusters theme song – who do you call?
Exhibitors of all sizes have questions – Should we exhibit? How can I show a return on the trade show? What do I do with all these leads? And the questions can go on and on. So if they do not have the expertise – where do they go?
Let’s Talk Trade Shows has a solution for this – on demand information to help exhibitors have the best show ever! This new resource provides critical education on the 5 step formula for trade show success.
Rather than running around town or on the internet, all the necessary information has been collected and organized by me. Each week I will be adding more information, statistics, case studies, etc. that can be put into action by you.
This resource can save you countless hours of time. You can concentrate on getting the job done rather than hunting for the correct solution.
With the launch of this paid member site, we have a sweet deal for you - so check it out my clicking on the red book image over on the right.
The eBook, The Secret to Achieving Brilliant Returns at Your Next Event: a Guide for Maximizing Your ROI and ROO is the gateway to the 5 step formula for success. Please check it out and then let me know what you think!
Until then…
Topics: Trade Show Resources | 1 Comment »
Rising Above Tradeshow Chaos
By Joyce McKee | May 28, 2008
Editor’s note: In the second installment of a two-part article, FrogDog Communications provides helpful tips on standing out in the tradeshow crowd. Click here to read last week’s tips on strategic planning for tradeshow success.
By Ed Davis
Account Manager
Nothing triggers sensory overload like a busy tradeshow floor—except maybe a carnival midway.
Your message can be easily drowned in such a frenzied environment. But the brass ring doesn’t go to the company that yells the loudest; the exhibitor with the best aim wins the prize.
The five tips below can help you make the most of your tradeshow strategy with attention-grabbing visuals, engaging participation and effective follow up:
1. You can’t lead the pack sitting down. Staffing a tradeshow booth should be exhausting work.
If it’s not, sales staff may be spending too much time sitting behind a skirted table and not enough time engaging attendees.Training staff on how to recognize and effectively pursue sales leads and drilling them on product and service messages enables companies to get the most out of their tradeshow appearances. Removing chairs and positioning small tables for collateral and giveaways off to the side can also eliminate barriers between salespeople and potential customers. And since tradeshow work is exhausting, it’s important to maintain adequate staffing levels so employees can take breaks.
Opportunities are lost if a single sales representative is assigned to handle booth traffic alone all day. That person can only focus on one attendee at the time, and fatigue will no doubt hinder his or her effectiveness as the day wears on.
2. Maximize media relations.
Major tradeshows present numerous press opportunities for on-the-ball marketers. In addition to post-event coverage, industry magazines frequently publish special issues to be included in registration packets, and some tradeshows print daily publications summarizing activities and highlighting key exhibitors.
However, competition for trade media attention can be fierce. Pitching key editors several weeks out is crucial for advance coverage and for scheduling interviews with executives during tradeshows.
Getting editors’ attention is easier if your media relations team maintains contact with them throughout the year. When tradeshow time rolls around, trade journalists will be just as busy as everyone else in the industry.
Well-established relationships can mean quick, often favorable responses to your pitches and may open the door for company-written, executive-bylined articles when editors don’t have the time or resources to produce all the content they need in-house.
3. Give it away!
Companies routinely use giveaways and contests to create interest in their booths. This tactic is used so frequently that unless gifts truly standout, they are apt to languish at the bottom of those ubiquitous canvas conference bags.
Inexpensive giveaways must be memorable, relevant, or useful to sustain attendees’ attention, and contest prizes must be significant enough to make visits to your booth worthwhile.
However, if the lure of a big prize crowds the booth with people not likely to buy the company’s products or services, marketers might rethink this tactic or make the contest more exclusive.
4. Go beyond the tradeshow floor.
Drawing potential customers away from the mayhem for a few hours can provide them a welcome respite and you a terrific opportunity for relationship building. Inviting your most promising prospects to an exclusive, low-key dinner, reception, luncheon, or cocktail party can buy a couple of hours of valuable one-on-one or small-group interaction.
The same tactic can work with influential reporters and editors.
5. Follow up, follow up, follow up.
It doesn’t matter how many great prospects you meet at a tradeshow if you don’t maintain and grow those relationships.
Many tradeshows have simplified the lead collection process by implementing infrared badge screening systems. Attendees can fill out forms once at registration, then exhibitors can just swipe or scan their identification badges at booths of interest.
Exhibitors no longer must ask them to take the time to provide contact information at each stop. Tradeshow organizers can then provide visitor lists to exhibitors for follow up. However, this technology can’t record personal or business details gleaned during conversation, so sales staff should still make note of promising meetings.
Planning and executing a sound tradeshow strategy that reaches the right—not necessarily the most—people can be a daunting prospect for a company that doesn’t have a robust, multiskilled in-house communications staff.
But sinking money into tradeshow marketing without a comprehensive and integrated strategy can waste valuable time and resources.
Calling in outside marketing communication consultants to help bring order to tradeshow chaos can be a wise and ultimately profitable investment.
Ed Davis is an account manager at FrogDog Communications, a marketing communications consultancy that helps businesses bring ideas to market and achieve their goals through strategy development, marketing, advertising, public relations, media relations, design, and more. The firm has clients throughout the United States and in western Europe and Israel. For more information, visit www.frog-dog.com.
Topics: Trade Show Tips | No Comments »
Quality—Not Volume—of Booth Traffic Spells Tradeshow Success (Part I)
By Joyce McKee | May 23, 2008
Editor’s note: In the first installment of a two-part article, FrogDog Communications provides helpful tips on effective tradeshow planning. I thought I would share it with you.
By Ed Davis
Account Manager
Attracting the right people—not necessarily the most people—is the mark of a successful tradeshow marketing strategy. This is particularly true for companies that serve narrow but profitable business-to-business niches. Drawing potential customers to a booth requires months of planning and outreach.
The five tips below can help you devise a knock-out tradeshow plan:
1 . Why are you going? The first step in developing an effective strategy is to define what you wish to accomplish. Qualified sales leads may be your holy grail, and face-to-face interaction at tradeshows can be an important step toward ultimately closing deals. “Ultimately” is a key word here—the products and services promoted at industry tradeshows usually have such significant price tags that few purchase decisions are made on the spot at the event.
Companies that most effectively incorporate tradeshows into their marketing mixes go into them with an eye to the big picture. These events can be indispensable tools for building awareness and for positioning executives as thought leaders. Achieving these goals puts your business on the radar when customers are ready to buy.
2. No booth is an island. The results of a company’s overall marketing strategy should be greater than the sum of its parts. If the messages and visual images presented in tradeshow materials aren’t consistent with those featured in other advertising, public relations, direct-marketing, and sales efforts, valuable synergy is lost.
However, the expense of tradeshow booths means updates often lag behind changes adopted by faster-moving marketing disciplines like advertising or PR. Some companies only replace tradeshow booths every five years to make the most of tax depreciation. This can leave sales or marketing managers struggling with out-of-date messaging and stale design.
Businesses that can’t make wholesale changes every couple of years should consider flexible booth designs that allow key panels to be refreshed. This is particularly important for companies that regularly introduce new products or services.
3. Are you attending the right shows? The Trade Show News Network lists data on 15,000 tradeshows conducted each year in the United States. Narrowing down that list to the few most relevant to a company’s business can seem like a monumental undertaking. Big Las Vegas beauty pageants may appropriately form a marketing cornerstone for some companies, but for others, lower-key events that draw more targeted audiences can be the better choice.
A good starting point is to analyze results from tradeshows your company has attended in the past. You may be surprised by which generate the most sales leads or the best return on investment. Tradeshow organizers also should be able to provide independent audits of audience size and demographics so you can devise a plan to best allocate your marketing resources.
4. Hook the big fish before the show starts. The tradeshow itself is just one phase of a marketing continuum that starts weeks or months in advance and—with perseverance and a little luck—culminates in sales afterward. To attract the right people to booths for face-to-face discussions, companies must begin communicating with these targets beforehand.
A tradeshow campaign’s success can depend on getting a company’s name and messaging in front of potential customers several times before they pick up their registration packets. Marketers may achieve this contact through direct mailers, e-mail blasts, Internet banners, advertisements in prominent trade journals, and advance sales calls or visits.
Taking advantage of the resources available from tradeshow organizers can be a good place to start. They want you to be successful and come back next year, so organizers routinely provide media and attendee lists. And sponsorship opportunities can help get your name in front of potential customers from the moment they arrive.
But don’t stop there. Reaching beyond the lists provided by tradeshow organizers will ensure that key targets receive your message, whether or not they attend the tradeshow. Include your existing customers and self-generated sales leads on your preshow marketing efforts.
5. Speak up! And do it early if you want your CEO’s voice to be heard at key tradeshows. While a panel discussion slot might become available on short notice if a speaker drops out, keynote addresses are planned months—even years—in advance.
Snagging coveted speaking opportunities for key executives also requires more than raising your hand and volunteering. Unless your CEO has a name like Jobs, Buffett, or Branson, you must convince organizers that he or she has something important to say. This is a prime opportunity for tradeshow marketing teams to collaborate with PR staff to refine messaging and hone effective pitches.
Next week: The strategy is in place. Will your booth stand out on the tradeshow floor?
Ed Davis is an account manager at FrogDog Communications, a marketing communications consultancy that helps businesses bring ideas to market and achieve their goals through strategy development, marketing, advertising, public relations, media relations, design, and more. The firm has clients throughout the United States and in western Europe and Israel. For more information, visit www.frog-dog.com.
Topics: Trade Show Tips | 1 Comment »