This blog can now return to its roots – discussing the trade show business. The new idea for a social media site, Trust Agents 101 has been created. Do check it out at www.trustagents101.com. However, social media is now becoming an integral part of the trade show world, so we will be having discussions about that topic from time to time.
A Fire Side Chat with Industry Experts
On Monday afternoon I interviewed Ray Pekowski, President of The Expo Group and Shawn Pierce, Senior Vice President of Hanley Wood. We had the chat at The Expo Group’s offices. I was asking them questions about the trends for the fall and winter shows and what advice would they give exhibitors who are participating in those shows.
One consistent theme that was discussed – exhibitors nowadays need to ask for help and they will have all sorts of resources provided. Every part of the supply chain in the trade show cycle wants the exhibitor to have a good or great show!! And any question, issue or problem will be quickly addressed (in most cases).
It is my opinion that an exhibitor as well as the show organizer is responsible for drawing the audience to a given show. As an exhibitor, I would use the show as a catalyst to invite the entire database of customers and prospects to the show.
Multiple audiences are waiting to hear from you about the product and or services you are offering. Use the trade show function as a focal point to share the news from your company.
Assessing the Show Attendee
Last week I had a meeting with an old client who now has a new company and is going to a big show for them. In our conversation I was pointing out to him that he needs to have several messages for the various audiences who show up. Each group has its own unique vantage point which a smart exhibitor should address.
Your customers – this special group should have attention exclusively for them. This could look like a hospitality suite or a off the show floor demo room.
Your current prospects – this group should be invited to your booth and if possible at certain times so that they can meet you and have special attention from you.
Then the general trade show audience – those that the show organizer has brought to the show. A concise message of who you are and what you offer needs to be communicated to them.
The Non-Attendees
Typically, these groups I mentioned above are recognized and most exhibitors have prepared for them. But there is one more audience – all of the people who could NOT attend. When I mentioned this to my client – the light bulb went off. He saw the opportunity to use this show activity to send a message about what they were doing at the show to his entire mailing list. And he is now going about doing that.
Invite Your Attendees
He is an avid fan of direct mail and he is creating a series of direct mail pieces that will go out to the entire list. The first piece is a post card, followed up by a letter then another letter with a White Paper offer. Each will build on one another and they have the appropriate call to action.
In research I conducted many years ago, an important fact emerges - the number one reason an attendee goes a show was due to a personal invitation from an exhibitor.
So I would ask you to consider all of these audiences and check to see how you are using this show to get maximum coverage and experience greater awareness from all of your audiences – which can lead to more sales.
The International Center for Exhibitor and Event Marketing
Back to the interview with Ray and Shawn – it is currently being uploaded and will be seen on the new site, The International Center for Exhibitor and Event Marketing www.iceem.net. It should be posted in the next day or so. I would appreciate your comments on our conversation.
What are the fall and winter shows offering you? How are you siezing this opportunity?
ROI Tool Kit webinars with Skip Cox,
Exhibit Surveys.
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This is some great advice. Engaging your client and prospect base before at trade show is certainly key. Having your target audience visit your booth will give you some real face time with your customers – something that seems to be missing in the digital age.
Pre-trade show mailers are an effective marketing tool to drive traffic to your booth. Once you know which leads are visiting you, you can qualify them right on the spot, and make your interaction with that potential customer more personal. Trade shows are the perfect opportunity to build relationships.