When I first started writing this blog…and then again when I began sending out the sister E-zine, I made a promise to each and every one of you that you would never have to sit through a thinly veiled sales pitch on these pages. It has been, and it continues to be, a very important promise for me to keep, and one that has played a part of what items I publish, and what items never see the light of day. Today’s article will no doubt be considered as a “walking the line” piece. I understand fully why some people will see this piece as somewhat self serving, but in reality, it’s being written to address one of the biggest reoccurring problems that I run into on a daily basis: Exhibit “lemons”.
Most of you who read my articles know that I am the fourth generation of my family with Ohio Displays Inc, a 92 year old designer, builder, and supplier of quality trade show exhibits and exhibiting items, as well as a full service event consultant. We were privileged enough to help create the trade show industry, and have always made it our reputation off of creating the highest quality exhibits possible- it’s what our clients demanded…what they deserved…and what we delivered.
A funny thing happened in the 80’s though…the industry started to turn itself inside out to match the new faster pace of the world. New cities dotted the exhibiting landscape….cities like Orlando and Nashville replaced old staple cities like New York and Los Angeles as the most desirable locations to host a show. Exhibits that were quick and easy replaced exhibits that were built for strength and comfort. Rising gas prices demanded “ship-it-yourself” solutions, and Velcro made everyone into a designer (even the folks who should never even design a garage sale flier). In this new world of instant satisfaction and increased budgetary awareness, the modern “System Exhibit” was born.
At Ohio Displays, we have always considered ourselves to be first and foremost a provider of customized exhibiting solutions, but in this new world of “off the shelf” exhibits we expanded our reach. The problem that we ran into time and time again though , was that kits were – for the most part- designed to be cheap first and foremost. How do you make something “cheap” and still make a profit? You make sure that the parts you use to create it are even cheaper than cheap…and that’s what a lot of manufacturers did.
That’s not to say that every kit out there is a poor quality exhibit. Quite the opposite- there are a number of high quality kits available on the market. These are kits that will stand the test of time, and are built by people who stand behind their products. You’ll know these manufacturers because a quick online search will show you that they- and their products have been around for awhile. We've been particularly happy with Nimlok, Orbus, and Classic through out the years...More on that in a bit…
While “sell it cheap and apologize later” was the growing practice of the day, we (Ohio Displays)- like most other quality focused exhibit houses- quickly realized how bad this practice was for the industry as a whole. Because of how cheap a lot of these “bulk” kits could be purchased by less reputable companies, and then quickly resold to an unsuspecting public, the market was quickly saturated with these shoddy exhibits that fell apart after their first use. For the most part, people who purchased these bargain exhibits were new to the world of trade shows, and have never used a quality exhibit before, so their only point of reference were these “disposable” exhibits. To these folks, exhibiting means that you assumed your exhibit was going to collapse around your ears, and that it didn’t matter what your booth looked like, because they all look the same, right?
Then something happened that made a terrible situation infinitely worse… the Internet let the con men of the industry peddle these lemons anonymously. Suddenly there were no repercussions when things inevitably went back…there were names, no faces, and no addresses…not even an apology. People who purchased these garage sale quality kits were left holding the bag…the only way to recoup their expensive losses would be to try selling these exhibits to some other unsuspecting company online and then hoping for the least amount of ill will and bad publicity when the cycle repeated itself.
At this point though, what can YOU do to keep from ending up with one of these exhibits (or, what can you do if you already have one)? There are a few warning signs to look for, and steps you can take to protect yourself from getting caught with one of these money pits.
1. As the old saying goes, “If it’s too good to be true, it probably is”. Use common sense when you price out your exhibit. Decide what features you want based on what is important to your overall goals. Do some research on what reputable companies price their exhibits at, or speak to other companies that have already purchased similar exhibits. I won’t lie, the better quality exhibits will have a slightly higher price to begin with, but the overall costs of ownership will always be lower. Like Zig Ziglar said “It’s better to pay a little more than you planned, than to pay less than you SHOULD have”.
2. There are hundreds if not thousands of online shops set up that sell exhibits and accessories. Usually they are either “Pop-Up” style exhibits or they are banner stands, though there are exceptions to that. Exhibits are, to me, not exactly an impulse item. If you shop for them online, you are making them into a commodity…albeit a pricey commodity, and that’s what a lot of the “fly-by-night, here-today-gone-tomorrow” shops are hoping for. Don’t just research the exhibit before you purchase- examine the merchant. Can you find an actual address? A name of a representative who can answer questions before and after the transaction? Do they also have a show room where you can check out their exhibits before you purchase? If not- RUN AWAY!
3. A good Pop-Up will feature metal cross bars, magnet channel bars, and a high quality fabric that doesn’t pick apart when you pull Velcro off of it. It won’t wobble excessively once you have the fabric or graphic panels on it (a very slight wobble when jostled is fine), and the graphics will be a scratch resistant matte material. A fine quality 10’ x 10’ pop up with fabric panels will generally start at around $1000, and a “premium” will generally start around the $1200 point (new).
4. A good banner stand is usually retractable. The graphic should be printed on a thick canvas-type material, or a specialty vinyl. The banner should pull smoothly in and out of the base, and not catch. The top strip should span the entire top of the graphic, and the sides of the graphic should not curl excessively (there will always be a small amount of curling over time).
5. Ask your rep- before you purchase- how difficult it would be to get replacement parts if necessary, and ask for specifics. Most of the “disposable” exhibits don’t have replacement parts because they aren’t designed to be repaired…they are designed to be thrown away.
6. If you have what you THINK is a “lemon” exhibit, never be afraid to bring your concerns to your rep’s attention. If you don’t have a rep…well, that’s not a good sign.
7. Most reputable exhibit houses are happy to look at your existing exhibit and give a candid evaluation of what you have. Sometimes they can point out where you can go to get it repaired or replaced at no charge, and if not, they can probably walk you through the other options you have.
There is never any reason that you should ever be disappointed in an exhibit that you have properly researched, but there are- unfortunately- plenty of landmines to avoid. Your best defense is education. Do your homework, buy from reputable suppliers, and above all make sure that you buy the RIGHT exhibit that matches your goals.
Thursday, February 4, 2010
Monday, January 18, 2010
David Anderson of Colonial Chemical : Following Up After the Show
As some of you who are subscribed already know, I send out a bi-weekly E-zine,and a lot of the content is taken directly from this blog...generally, it's a matter of only having so much time available to write each week.
Well, last week on the E-Zine, I mentioned a slight change was imminent-that I would be expanding thing to include articles from contributing writers. Generally, these are folks who are involved in the trade show industry in one manner or the next...some of them are insiders, some of them are exhibitors themselves. What they all have in common, is that they have been kind enough to share their experiences, their insights, and their time, in an effort to improve your chances of getting the most out of your trade show and event program.
To that end, this week, I spoke with David Anderson- President of Colonial Chemical in southern Tennessee. Colonial is a leading manufacturer and supplier of specialty surfactants, which are found in some of the nation's most popular personal care and beauty products, as well as several industrial lubricants, and a variety of other products.
David spent several years as a salesman before becoming President of Colonial, and that's given him the perspective to see the trade show experience from several different angles. Today, David shares a little about how Colonial has adapted their post-show follow up procedure to reflect recent changes in technology.
Ryan: Dave, you’ve been attending trade shows for a few years now…obviously, the industry has changed quite a bit over the years though. One of the biggest changes for the better has been in the art of lead retention. How has your follow up process been changed over the years to reflect the larger changes in the industry?
Dave: Well, in our early beginnings at trade shows, we simply jotted down names, took business cards, and had a vast number of names in other disjointed different forms. Follow-up was difficult.. and sometimes… simply did not occur.
With the advent of badge scanning devices though, we have had a lot of success by pre-appointing someone in the booth to scan everyone that walks up. Sure, we still end up with a few cards and a few scratched notes- we probably always will, but with the badge scanning device, We always end up with a nice list of names, and that list is complete and easy to import into Word.
Ryan: So right off the bat, things are more organized, which helps. Okay, so you have the names in one place- now what?
Dave: Now, our follow up practice on leads from trade shows has been to record the name in an ACT file for future reference by the salesperson in the territory. Having quick access to all the information in one place, speeds up the process considerably. In addition, we have also sent the person who's badge we’ve scanned a personalized letter thanking them for stopping by the booth and spending a little time with us. Included with that letter, of course, is our general product brochure, and then a copy of the letter is sent to the salesperson in the territories as well. By doing this, the sales person in the territory has a new lead to
follow up on, and the potential customer has a letter from our company, acknowledgement that we appreciate their time and interest, and they also have our company brochure to review in the comfort of their own office.
Ryan: Which is always important of course. One of the biggest problems I have run into with people is that they complain about how effective…or UNeffective that their efforts have been at shows, but when you start asking tough questions about how they follow up with “Probable Purchasers”, you realize that most of them AREN'T following up…and especially not in anything resembling an organized or pre-strategized way. It’s one of those things really…you get out of it, what you put into it, and the follow up can’t just a quick email after the show…it’s a long term commitment to keep the lines of communication open.
Dave: That’s where the sales person really comes in. They follow up…begin to build rapport, and the next time the salesman is in speaking with these individuals about the account, or they are just in the area, they pay that person a visit or give them a phone call.
As a company, we are trying to get people familiar with Colonial Chemical, Who we are, and what we do. We provide our sales force with the tools and the information to begin the relationship building process, and then it is up to the individual salesperson to make the next point of contact...and the next…and so on.
Dave hit the nail on the head here. The follow up process is only successful when your company steps up and does it's part to facilitate interest in it's products, and assists the individual sales people in capitalizing on that interest. That means that a company must PLAN to succeed in it's trade show efforts...you must strategize on how you will collect names and information...and how you will both store and then quickly use that information. It's up to the individual sales person to take this invaluable information, and turn the raw potential into actual results.
So next time you are planning out your trade show, spend a few extra dollars to rent a lead retrieval machine...and then USE IT. For the cost of a nice bottle of wine, you can ensure that your organization is possitioned to capture the maximum amount of potential without the risk of lost busines cards, the bad first impression of trying to quickly jot a name on the back of a scrap piece of paper, and possibly most important, you will have a pre-organized list of interested contacts ready to place into your sales funnel IMMEDIATELY.
To contact David Anderson, please call Colonial Chemical toll free at 1-800-837-3888, or email him at danderson@colonialchem.com . For more information on Colonial Chemical, you can find them on the web at www.Colonialchem.com
Well, last week on the E-Zine, I mentioned a slight change was imminent-that I would be expanding thing to include articles from contributing writers. Generally, these are folks who are involved in the trade show industry in one manner or the next...some of them are insiders, some of them are exhibitors themselves. What they all have in common, is that they have been kind enough to share their experiences, their insights, and their time, in an effort to improve your chances of getting the most out of your trade show and event program.
To that end, this week, I spoke with David Anderson- President of Colonial Chemical in southern Tennessee. Colonial is a leading manufacturer and supplier of specialty surfactants, which are found in some of the nation's most popular personal care and beauty products, as well as several industrial lubricants, and a variety of other products.
David spent several years as a salesman before becoming President of Colonial, and that's given him the perspective to see the trade show experience from several different angles. Today, David shares a little about how Colonial has adapted their post-show follow up procedure to reflect recent changes in technology.
Ryan: Dave, you’ve been attending trade shows for a few years now…obviously, the industry has changed quite a bit over the years though. One of the biggest changes for the better has been in the art of lead retention. How has your follow up process been changed over the years to reflect the larger changes in the industry?
Dave: Well, in our early beginnings at trade shows, we simply jotted down names, took business cards, and had a vast number of names in other disjointed different forms. Follow-up was difficult.. and sometimes… simply did not occur.
With the advent of badge scanning devices though, we have had a lot of success by pre-appointing someone in the booth to scan everyone that walks up. Sure, we still end up with a few cards and a few scratched notes- we probably always will, but with the badge scanning device, We always end up with a nice list of names, and that list is complete and easy to import into Word.
Ryan: So right off the bat, things are more organized, which helps. Okay, so you have the names in one place- now what?
Dave: Now, our follow up practice on leads from trade shows has been to record the name in an ACT file for future reference by the salesperson in the territory. Having quick access to all the information in one place, speeds up the process considerably. In addition, we have also sent the person who's badge we’ve scanned a personalized letter thanking them for stopping by the booth and spending a little time with us. Included with that letter, of course, is our general product brochure, and then a copy of the letter is sent to the salesperson in the territories as well. By doing this, the sales person in the territory has a new lead to
follow up on, and the potential customer has a letter from our company, acknowledgement that we appreciate their time and interest, and they also have our company brochure to review in the comfort of their own office.
Ryan: Which is always important of course. One of the biggest problems I have run into with people is that they complain about how effective…or UNeffective that their efforts have been at shows, but when you start asking tough questions about how they follow up with “Probable Purchasers”, you realize that most of them AREN'T following up…and especially not in anything resembling an organized or pre-strategized way. It’s one of those things really…you get out of it, what you put into it, and the follow up can’t just a quick email after the show…it’s a long term commitment to keep the lines of communication open.
Dave: That’s where the sales person really comes in. They follow up…begin to build rapport, and the next time the salesman is in speaking with these individuals about the account, or they are just in the area, they pay that person a visit or give them a phone call.
As a company, we are trying to get people familiar with Colonial Chemical, Who we are, and what we do. We provide our sales force with the tools and the information to begin the relationship building process, and then it is up to the individual salesperson to make the next point of contact...and the next…and so on.
Dave hit the nail on the head here. The follow up process is only successful when your company steps up and does it's part to facilitate interest in it's products, and assists the individual sales people in capitalizing on that interest. That means that a company must PLAN to succeed in it's trade show efforts...you must strategize on how you will collect names and information...and how you will both store and then quickly use that information. It's up to the individual sales person to take this invaluable information, and turn the raw potential into actual results.
So next time you are planning out your trade show, spend a few extra dollars to rent a lead retrieval machine...and then USE IT. For the cost of a nice bottle of wine, you can ensure that your organization is possitioned to capture the maximum amount of potential without the risk of lost busines cards, the bad first impression of trying to quickly jot a name on the back of a scrap piece of paper, and possibly most important, you will have a pre-organized list of interested contacts ready to place into your sales funnel IMMEDIATELY.
To contact David Anderson, please call Colonial Chemical toll free at 1-800-837-3888, or email him at danderson@colonialchem.com . For more information on Colonial Chemical, you can find them on the web at www.Colonialchem.com
Monday, December 28, 2009
And...You're Outta There!
I kicked around how to approach this week....I could take the easy way out and do a fluff piece themed to the holiday...or maybe write a piece about how happy everyone is to get 2009 safely behind us...Those seemed like pretty obvious answers. The more I thought about it though, the more I realized that the people who read this blog don't want "obvious". "Obvious" is , in this case, just another word for "unnecessary"- which is, in itself, another way of saying "a waste of time". That being said, I'd like to take a few moments to go over a topic that is often overlooked by exhibitors to their own detriment: Toxic Staffers in the booth.
Trade shows are unchallenged in their ability to match potential customers (or, as John Patterson of the National Cash Register called them -"Probable Purchasers") with your product at a time when they are most interested in buying. Corporations around the world spend millions of dollars each year to best capitalize on the abundant opportunities that are available at trade shows, and yet, all too often, people seem to forget the biggest truth about sales- People buy people first, and products second. It doesn't matter how good your product is if the person that you choose to represent you is about as pleasant as a punch in the teeth. In honor of these Misfits of the Mezzanine...these Creeps of the Convention Center, I bring you "The 5 People You Can't Afford to Have Staffing Your Booth".
1. The "Screamer"
Wanted For: Scaring away potential clients
Description: Often seen lunging at everyone who makes eye contact, frantically screaming at people to stop into their booth, handing out expensive literature and give aways to uninterested passer's by, and aggressively chasing anything that moves...usually as they quickly move away.
If you find the Screamer working in your booth: Above all else, stay calm...someone has to. Screamers are usually well intentioned, but clumsy (and over caffeinated). Remind the "Screamer" that there is no need to chase people at a trade show- Interested parties don't need to be roped like cattle...and usually don't appreciate such aggression. Have the "Screamer" treat convention goers as he or she would prefer to be treated if he or she were entering a automobile dealers showroom. If the "Screamer" continues to scare away potential clients, assign the "Screamer" to the inside of the booth where they can do the least harm, while still answering questions from the people who have already entered the booth on their own.
2. The "Squatter"
Wanted for: Illegal parking, Loitering, theft of company time and resources.
Description: Can almost always be found sitting behind a table at their own booth looking completely detached and/or uninterested in being at the show or talking to anyone. May appear to be dead or unconscious due to complete lack of energy or movement throughout entire event. Often found alongside a fish bowl full of show give aways that never seem to actually be given away. Subject should be considered lazy and a waste of company money.
If you find the Squatter working in your booth: There is, unfortunately, not a whole lot that you can do about the "Squatter" other than trying to lead by example. The sad fact is that some people just have it, and some people just don't. If you must rely on the "Squatter" as part of your efforts, immediately remove all chairs/stools and tables that aren't absolutely necessary, and make plans to have someone else staff the booth next time.
3. The "Drunken Uncle"
Wanted for: Public Indecency, Public Intoxication, DcaWI (Driving Customers Away While Intoxicated), Lewd and Lascivious Behavior
Description: The "Drunken Uncle", when not seen making strange, off color, and rambling toasts at weddings, will often often appear staffing trade show booths. The "Drunken Uncle" is recognizable by his inappropriate and often offensive jokes, stories, and behavior while supposedly representing his company.
If you find the "Drunken Uncle" working in your booth: The "Drunken Uncle" should be considered alarming and VERY dangerous to your business. The only thing that will scare away potential clients faster than the Screamer is the mouth of the Drunken Uncle. Much like his wedding namesake, he will always embarrass you without realizing that his humor is falling flat. It is suggested that all booth staffers be reminded that the only people it's acceptable to make fun of are themselves, and that if they have to lower their voices or look around before saying something, it's best left unsaid if they value their employment with the company.
4. The "Politician":
Wanted for: Fraud, Making false promises, Assault on your reputation, Bait and Switch
Description: Also runs by the alias of "Mr. Glad Hand", the "Politician" is a master of gaining trust through false promises, mud slinging, and anything else it takes to make the sale, even if that means lying, cheating, and stealing. For the "Politician", the ends always justify the means, and it's always better to apologize after, than risk not getting the sale today.
If you find the "Politician" working in your booth: Immediately seek higher ground- the kind of higher ground that comes with honest and integrity. Lead by example. Promise ONLY what you can deliver, and then OVER deliver. Make it clear that any promises they make to potential clients are expected to be met, and that over promising and under delivering will not be tolerated. Crack down on any negative talk about your competitors the moment you hear any coming from the "Politician", and make it well known in the advance that every member of your team is expected to represent the company well by always taking the highroad. The negative word of mouth that can come from a customer burned by the politician can be devastating for your reputation.
Wanted for: Misappropriation of marketing funds, Considered to be a severe flight risk.
Description: The "Tourist"will almost always arrive late and/or hungover to his/her booth. If you turn your back, the "Tourist" will most likely drift away to wander the floor in search of give-aways, or worse they might disappear from the event altogether in search of swimming pools, casinos, bars, or amusement parks.
If you find the "Tourist" working in your booth: Make immediate steps to contain them- the "Tourist" is considered to be a flight risk! Besides the obvious waste of resources involved with bringing along a non-participating member of your team, there is also the loss of potential results to consider. The "Tourist" is great at causing hard feelings and strife among the active staff of your booth, who will almost always develop a sense of resentment stemming from a perceived double standard- they do all the work, while the "Tourist" gets an all expenses paid vacation on the company dime. If you don't clamp down on this roaming employee, you risk having a full scale riot on your hands. AVOID THIS AT ALL COSTS!
Set up a pre-event breakfast an hour before the show opens, and make it mandatory to make sure that everyone is ready to start well before the moment that crowds begin arriving. To avoid hangovers, have a set policy in place- anyone showing up to the booth in no condition to work the event (due to over indulgence) is responsible for the cost of their own travel expenses (have everyone agree to this policy before the trip...in writing). There is- unfortunately- very little that can be done to correct the "Tourist" during the event...the best you can do is prevent the situation with clear pre-set rules. If you fail to stop it before it happens, all that is left is to punish AFTER the damage is done.
So, there you have it- the 5 people that you can't afford to have staffing your booth. The cruelest irony though? There is one more person that didn't make the list...and that one person is actually the most dangerous of them all- The "Enabler"...YOU, if you allow yourself to be. None of these characters can operate without being granted permission by YOU. That doesn't mean that you give them your explicit blessing to undermine you efforts and results, but rather that you run the danger of implying that this behavior is acceptable. You do this by not having a well prepared plan of action well in advance of the event. You do this by not setting a positive example to live up to (or worse, by not living up to it yourself). You do it by not being clear with your expectations. You do it by not keeping the interest of the people you have staffing your booth...by not giving them a clear and exciting purpose to take forth and spread to the "Probable Purchasers" walking the hall.
The good news is that by making the conscious decision to reject the role of the enabler, you can almost always guarantee that the 5 characters above won't be making a surprise appearance in your booth.
Trade shows are unchallenged in their ability to match potential customers (or, as John Patterson of the National Cash Register called them -"Probable Purchasers") with your product at a time when they are most interested in buying. Corporations around the world spend millions of dollars each year to best capitalize on the abundant opportunities that are available at trade shows, and yet, all too often, people seem to forget the biggest truth about sales- People buy people first, and products second. It doesn't matter how good your product is if the person that you choose to represent you is about as pleasant as a punch in the teeth. In honor of these Misfits of the Mezzanine...these Creeps of the Convention Center, I bring you "The 5 People You Can't Afford to Have Staffing Your Booth".
1. The "Screamer"
Wanted For: Scaring away potential clients
Description: Often seen lunging at everyone who makes eye contact, frantically screaming at people to stop into their booth, handing out expensive literature and give aways to uninterested passer's by, and aggressively chasing anything that moves...usually as they quickly move away.
If you find the Screamer working in your booth: Above all else, stay calm...someone has to. Screamers are usually well intentioned, but clumsy (and over caffeinated). Remind the "Screamer" that there is no need to chase people at a trade show- Interested parties don't need to be roped like cattle...and usually don't appreciate such aggression. Have the "Screamer" treat convention goers as he or she would prefer to be treated if he or she were entering a automobile dealers showroom. If the "Screamer" continues to scare away potential clients, assign the "Screamer" to the inside of the booth where they can do the least harm, while still answering questions from the people who have already entered the booth on their own.
2. The "Squatter"
Wanted for: Illegal parking, Loitering, theft of company time and resources.
Description: Can almost always be found sitting behind a table at their own booth looking completely detached and/or uninterested in being at the show or talking to anyone. May appear to be dead or unconscious due to complete lack of energy or movement throughout entire event. Often found alongside a fish bowl full of show give aways that never seem to actually be given away. Subject should be considered lazy and a waste of company money.
If you find the Squatter working in your booth: There is, unfortunately, not a whole lot that you can do about the "Squatter" other than trying to lead by example. The sad fact is that some people just have it, and some people just don't. If you must rely on the "Squatter" as part of your efforts, immediately remove all chairs/stools and tables that aren't absolutely necessary, and make plans to have someone else staff the booth next time.
3. The "Drunken Uncle"
Wanted for: Public Indecency, Public Intoxication, DcaWI (Driving Customers Away While Intoxicated), Lewd and Lascivious Behavior
Description: The "Drunken Uncle", when not seen making strange, off color, and rambling toasts at weddings, will often often appear staffing trade show booths. The "Drunken Uncle" is recognizable by his inappropriate and often offensive jokes, stories, and behavior while supposedly representing his company.
If you find the "Drunken Uncle" working in your booth: The "Drunken Uncle" should be considered alarming and VERY dangerous to your business. The only thing that will scare away potential clients faster than the Screamer is the mouth of the Drunken Uncle. Much like his wedding namesake, he will always embarrass you without realizing that his humor is falling flat. It is suggested that all booth staffers be reminded that the only people it's acceptable to make fun of are themselves, and that if they have to lower their voices or look around before saying something, it's best left unsaid if they value their employment with the company.
4. The "Politician":
Wanted for: Fraud, Making false promises, Assault on your reputation, Bait and Switch
Description: Also runs by the alias of "Mr. Glad Hand", the "Politician" is a master of gaining trust through false promises, mud slinging, and anything else it takes to make the sale, even if that means lying, cheating, and stealing. For the "Politician", the ends always justify the means, and it's always better to apologize after, than risk not getting the sale today.
If you find the "Politician" working in your booth: Immediately seek higher ground- the kind of higher ground that comes with honest and integrity. Lead by example. Promise ONLY what you can deliver, and then OVER deliver. Make it clear that any promises they make to potential clients are expected to be met, and that over promising and under delivering will not be tolerated. Crack down on any negative talk about your competitors the moment you hear any coming from the "Politician", and make it well known in the advance that every member of your team is expected to represent the company well by always taking the highroad. The negative word of mouth that can come from a customer burned by the politician can be devastating for your reputation.
5. The "Tourist":
Wanted for: Misappropriation of marketing funds, Considered to be a severe flight risk.
Description: The "Tourist"will almost always arrive late and/or hungover to his/her booth. If you turn your back, the "Tourist" will most likely drift away to wander the floor in search of give-aways, or worse they might disappear from the event altogether in search of swimming pools, casinos, bars, or amusement parks.
If you find the "Tourist" working in your booth: Make immediate steps to contain them- the "Tourist" is considered to be a flight risk! Besides the obvious waste of resources involved with bringing along a non-participating member of your team, there is also the loss of potential results to consider. The "Tourist" is great at causing hard feelings and strife among the active staff of your booth, who will almost always develop a sense of resentment stemming from a perceived double standard- they do all the work, while the "Tourist" gets an all expenses paid vacation on the company dime. If you don't clamp down on this roaming employee, you risk having a full scale riot on your hands. AVOID THIS AT ALL COSTS!
Set up a pre-event breakfast an hour before the show opens, and make it mandatory to make sure that everyone is ready to start well before the moment that crowds begin arriving. To avoid hangovers, have a set policy in place- anyone showing up to the booth in no condition to work the event (due to over indulgence) is responsible for the cost of their own travel expenses (have everyone agree to this policy before the trip...in writing). There is- unfortunately- very little that can be done to correct the "Tourist" during the event...the best you can do is prevent the situation with clear pre-set rules. If you fail to stop it before it happens, all that is left is to punish AFTER the damage is done.
So, there you have it- the 5 people that you can't afford to have staffing your booth. The cruelest irony though? There is one more person that didn't make the list...and that one person is actually the most dangerous of them all- The "Enabler"...YOU, if you allow yourself to be. None of these characters can operate without being granted permission by YOU. That doesn't mean that you give them your explicit blessing to undermine you efforts and results, but rather that you run the danger of implying that this behavior is acceptable. You do this by not having a well prepared plan of action well in advance of the event. You do this by not setting a positive example to live up to (or worse, by not living up to it yourself). You do it by not being clear with your expectations. You do it by not keeping the interest of the people you have staffing your booth...by not giving them a clear and exciting purpose to take forth and spread to the "Probable Purchasers" walking the hall.
The good news is that by making the conscious decision to reject the role of the enabler, you can almost always guarantee that the 5 characters above won't be making a surprise appearance in your booth.
Thursday, December 10, 2009
Trick or Treat!
I love this industry. I really do. Where else can you build your business, meet great new people, expand your view of the world, and all while experiencing some of the greatest cities on Earth? These are the benefits that can only be found through the marketing miracle that is the trade show. How could I NOT love this industry? Heck, I'm pretty sure everyone reading this right now is filled with memories of sunny skies and warm weather as you left the show hall, while your friends and co-workers back home gripe about the ice and snow they were scraping off their cars. The fact that you had just landed that big contract that you have been trying to get for the last couple of years didn't hurt either. Isn't that the reason that everyone loves trade shows? Well...maybe not EVERYONE...there is one group of people that we've all run into at shows that is obviously there for a completely different reason than expanding any relationship or building any business. You know the type. Trick or Treaters.
You've seen them...heck, maybe you've even been them (though I hope not). They're ones who lurk in every trade show...avoiding eye contact and sprinting from booth to booth with an overflowing plastic bag full of pens, jumpdrives, stress balls, paperweights, and the occasional Tshirt. Or perhaps you've seen their evil twin, the "Explorer". So named for their penchant to travel the show floor with a map of exhibitors, asking for stamps or stickers to fill their punch cards, all in the search of the elusive show prize. Maybe free airline tickets, or an I-Phone perhaps? You ask them if you can answer anything...or even better, scan their name tag for future contact, but much like a over-sugared child on the big night, they are already dashing off to the next freebie or stamp of their card without so much as a thank you.
Yes, the Trick or Treaters and the Explorers are a necessary (and potentially costly) annoyance at every show. The only way to completely do away with them would be to ban all show give aways altogether, so that everyone could just focus on business. Am I suggesting that we do that though? Definitely not! That's overkill. The fact is, promotional items DO work...when used correctly. The problem though? Most people don't use them correctly. +
They aren't supposed to be used as bait to get passers by into you booth space. That's counter productive- the whole point of a trade show is that you get qualified buyers who are looking to buy (or at least, looking to learn more). If you use "bait" to lure everyone in, you're just going to get distracted by a hundred and one people with no interest in you or your product distracting you from the people you really need to be talking to. Now, that could possibly work for you I suppose...assuming you are the worlds best sales person, and you can engage, qualify, entice, and close hundreds of people who didn't care a bit about you two minutes ago- all at the same time. I haven't met that sales person yet though...if you know where I can find him or her , please have him or her send a resume to my attention as soon as possible.
So, let's talk about the correct way to use "premiums" (I love that word..."premium"...ironic, seeing as how they are usually cheap pens with just enough ink in them to sign your name on the bill). Premiums are intended to help you build top of mind awareness with potential customers. That's the key right there- with potential customers. Not with anyone and everyone... just with potential customers (or your kids if you forgot a birthday and they have very low standards).
Here's how to do it without looking cheap: Have two classes of give aways- your standards (like the pens or measuring tapes) that you keep on hand as a "Thank You" to all the people who take the time to speak with you, and your "Key Prospect Premiums", which need to be something desirable, and memorable. I've seen people use MP3 players, nice leather bound padfoloios, and laptop accessory kits (all with the exhibitor's company logo branded on them) used. Get a dozen or so...these are the ones you give to your biggest prospects (or better yet- customers!) Keep the smaller items on hand behind you in your booth...make sure they are out of the reach of the Trick -or-Treaters. Place ONE of your "Key Prospect Premiums" within easy eye view of the crowd as they pass by, but not so easy that someone can grab it an go...Look but don't touch is the key here. Got it? Good! Now here's how you play this:
Step 1. Stand (don't sit) near the front of your booth with a SINGLE piece of literature in your hands.
Step 2. Smile and engage with people, but don't lunge at passers by. Definitely feel free to make conversation, but don't beg them to come into the booth, or worse, scream at people. You'll just scare everyone away.
Step 3. When people step into your booth, don't smother them or throw give aways at them. Smothering them will send them straight into the arms of your competitor, and your give aways have a value- just like you do. Make them earn a give away. How do they earn it? They talk to you!
Step 4. Qualify your visitor by asking good questions about them. You aren't trying to sell them here- you are trying to see if there is a good fit for what you do. If you ask them good questions about themselves, you will not only learn if they are a good prospect, you will also build rapport, and create the necessary engagement to move towards actual relationship. With this information, decide if this person is a good candidate to benefit from your products or services, if they COULD be a good candidate at some point in the near future, or if there is no fit.
Step 5. The next step will go one of three ways...
a.)If this person is NOT a good candidate for your business and will never be a customer, thank them for their time, and give them one of your standard premiums. After all, they earned it by sharing information with you. Don't give them your literature though- if they aren't a good fit, they won't read it, and you'll just be wasting it. At the end of the day, you'll still go through far fewer wasted give aways than normal, simply because most Trick-or-Treaters won't go through the trouble of talking to you to get the give away.
b.)If this person IS a good candidate for your business and is genuinely receptive to talking further about developing a business relationship, get their business card, and then give them one of the "Key Prospect Premiums" with your business card attached- and be "showy" about it. That will get the people who were on the fence about talking to you to stand up and pay more attention...maybe step up to the plate and talk to you themselves. And as for your literature? Chances are, if they are really a good prospect, they have already asked YOU for your literature.
c.) If this person is not a good fit now, but might be in the near future, ask them if they would like some of your literature. If they say yes, give them your literature and business card along with one of your standard give aways. If you can tape the item to the literature, that's even better since they will have to look at your literature again in order to get at the give away.
Step 6: Make a note on the back of each business card that you collect as to what you talked about, what you gave them, and one personal item about each person so you can always remember who was who...and have something to mention during follow up to show that you remember them on an individual basis. As soon as you can, fire off an email to each of these people THE SAME DAY, thanking them for coming by, and promising to be in touch as soon as the show is over.
Step 7: Follow through. If you wait more than a couple of days after the show ends, it will all have been for nothing. Follow up, and follow up quickly!
But what do you do about the Explorers? The ones who are only stopping by to get a punch or a stamp on their explorer card? Well... There are two main schools of thought on the subject. Most of these programs are opt-in for exhibitors. If you like the program and feel it's worth sifting through the Explorers in order to get a little more traffic, then hey- more power to you. Heck, you might even luck into an extra sale that you wouldn't have otherwise gotten. Chances are that's not going to be the case though. If, on the other hand, you don't want to waste time with the Explorers, and you have the option, just opt out of the promotion. Trust me, they won't bother you. If there is one thing that the Explorers are good at, it's knowing where "X" is on their map...and where it's not!
The other two ways to deal with Explorers...this for the folks who aren't given the opt-out option, is too either:
a.) Bring an intern to the show who's entire assignment is to simply stamp the Explorers cards. Put them in the back of the booth, and qualify the people coming into the booth to see if they are there for business, of for the promotional scavenger hunt. If it's for business, follow the steps above, and then personally stamp their card on the way out. If they are just there for the scavenger hunt, send them straight back to the intern to take care of while you go back to selling.
b.) Have someone stand just outside of the booth, in a place that won't disrupt traffic with the stamp. When someone comes into the booth and simply wants a stamp (and nothing else), send them to the person outside of your booth who has the stamp, there by getting them out of your booth so that more qualified and more professional people can come in.
Now, I should mention that some people believe in their heart of hearts that the best way to build business at a trade show is through cheap give aways (or worse...expensive give aways!). They'll go to their graves swearing that the true power of the pen lies in dropping it into a plastic bag with 12 other cheap pens. That's their choice (and their money) to do with as they will. It's been my experience that premiums DO have their place, and that they can help to keep you in front of people, but only when they are earned..and even then, they won't make or break the sale. That's for you to do. Do it well.
You've seen them...heck, maybe you've even been them (though I hope not). They're ones who lurk in every trade show...avoiding eye contact and sprinting from booth to booth with an overflowing plastic bag full of pens, jumpdrives, stress balls, paperweights, and the occasional Tshirt. Or perhaps you've seen their evil twin, the "Explorer". So named for their penchant to travel the show floor with a map of exhibitors, asking for stamps or stickers to fill their punch cards, all in the search of the elusive show prize. Maybe free airline tickets, or an I-Phone perhaps? You ask them if you can answer anything...or even better, scan their name tag for future contact, but much like a over-sugared child on the big night, they are already dashing off to the next freebie or stamp of their card without so much as a thank you.
Yes, the Trick or Treaters and the Explorers are a necessary (and potentially costly) annoyance at every show. The only way to completely do away with them would be to ban all show give aways altogether, so that everyone could just focus on business. Am I suggesting that we do that though? Definitely not! That's overkill. The fact is, promotional items DO work...when used correctly. The problem though? Most people don't use them correctly. +
They aren't supposed to be used as bait to get passers by into you booth space. That's counter productive- the whole point of a trade show is that you get qualified buyers who are looking to buy (or at least, looking to learn more). If you use "bait" to lure everyone in, you're just going to get distracted by a hundred and one people with no interest in you or your product distracting you from the people you really need to be talking to. Now, that could possibly work for you I suppose...assuming you are the worlds best sales person, and you can engage, qualify, entice, and close hundreds of people who didn't care a bit about you two minutes ago- all at the same time. I haven't met that sales person yet though...if you know where I can find him or her , please have him or her send a resume to my attention as soon as possible.
So, let's talk about the correct way to use "premiums" (I love that word..."premium"...ironic, seeing as how they are usually cheap pens with just enough ink in them to sign your name on the bill). Premiums are intended to help you build top of mind awareness with potential customers. That's the key right there- with potential customers. Not with anyone and everyone... just with potential customers (or your kids if you forgot a birthday and they have very low standards).
Here's how to do it without looking cheap: Have two classes of give aways- your standards (like the pens or measuring tapes) that you keep on hand as a "Thank You" to all the people who take the time to speak with you, and your "Key Prospect Premiums", which need to be something desirable, and memorable. I've seen people use MP3 players, nice leather bound padfoloios, and laptop accessory kits (all with the exhibitor's company logo branded on them) used. Get a dozen or so...these are the ones you give to your biggest prospects (or better yet- customers!) Keep the smaller items on hand behind you in your booth...make sure they are out of the reach of the Trick -or-Treaters. Place ONE of your "Key Prospect Premiums" within easy eye view of the crowd as they pass by, but not so easy that someone can grab it an go...Look but don't touch is the key here. Got it? Good! Now here's how you play this:
Step 1. Stand (don't sit) near the front of your booth with a SINGLE piece of literature in your hands.
Step 2. Smile and engage with people, but don't lunge at passers by. Definitely feel free to make conversation, but don't beg them to come into the booth, or worse, scream at people. You'll just scare everyone away.
Step 3. When people step into your booth, don't smother them or throw give aways at them. Smothering them will send them straight into the arms of your competitor, and your give aways have a value- just like you do. Make them earn a give away. How do they earn it? They talk to you!
Step 4. Qualify your visitor by asking good questions about them. You aren't trying to sell them here- you are trying to see if there is a good fit for what you do. If you ask them good questions about themselves, you will not only learn if they are a good prospect, you will also build rapport, and create the necessary engagement to move towards actual relationship. With this information, decide if this person is a good candidate to benefit from your products or services, if they COULD be a good candidate at some point in the near future, or if there is no fit.
Step 5. The next step will go one of three ways...
a.)If this person is NOT a good candidate for your business and will never be a customer, thank them for their time, and give them one of your standard premiums. After all, they earned it by sharing information with you. Don't give them your literature though- if they aren't a good fit, they won't read it, and you'll just be wasting it. At the end of the day, you'll still go through far fewer wasted give aways than normal, simply because most Trick-or-Treaters won't go through the trouble of talking to you to get the give away.
b.)If this person IS a good candidate for your business and is genuinely receptive to talking further about developing a business relationship, get their business card, and then give them one of the "Key Prospect Premiums" with your business card attached- and be "showy" about it. That will get the people who were on the fence about talking to you to stand up and pay more attention...maybe step up to the plate and talk to you themselves. And as for your literature? Chances are, if they are really a good prospect, they have already asked YOU for your literature.
c.) If this person is not a good fit now, but might be in the near future, ask them if they would like some of your literature. If they say yes, give them your literature and business card along with one of your standard give aways. If you can tape the item to the literature, that's even better since they will have to look at your literature again in order to get at the give away.
Step 6: Make a note on the back of each business card that you collect as to what you talked about, what you gave them, and one personal item about each person so you can always remember who was who...and have something to mention during follow up to show that you remember them on an individual basis. As soon as you can, fire off an email to each of these people THE SAME DAY, thanking them for coming by, and promising to be in touch as soon as the show is over.
Step 7: Follow through. If you wait more than a couple of days after the show ends, it will all have been for nothing. Follow up, and follow up quickly!
But what do you do about the Explorers? The ones who are only stopping by to get a punch or a stamp on their explorer card? Well... There are two main schools of thought on the subject. Most of these programs are opt-in for exhibitors. If you like the program and feel it's worth sifting through the Explorers in order to get a little more traffic, then hey- more power to you. Heck, you might even luck into an extra sale that you wouldn't have otherwise gotten. Chances are that's not going to be the case though. If, on the other hand, you don't want to waste time with the Explorers, and you have the option, just opt out of the promotion. Trust me, they won't bother you. If there is one thing that the Explorers are good at, it's knowing where "X" is on their map...and where it's not!
The other two ways to deal with Explorers...this for the folks who aren't given the opt-out option, is too either:
a.) Bring an intern to the show who's entire assignment is to simply stamp the Explorers cards. Put them in the back of the booth, and qualify the people coming into the booth to see if they are there for business, of for the promotional scavenger hunt. If it's for business, follow the steps above, and then personally stamp their card on the way out. If they are just there for the scavenger hunt, send them straight back to the intern to take care of while you go back to selling.
b.) Have someone stand just outside of the booth, in a place that won't disrupt traffic with the stamp. When someone comes into the booth and simply wants a stamp (and nothing else), send them to the person outside of your booth who has the stamp, there by getting them out of your booth so that more qualified and more professional people can come in.
Now, I should mention that some people believe in their heart of hearts that the best way to build business at a trade show is through cheap give aways (or worse...expensive give aways!). They'll go to their graves swearing that the true power of the pen lies in dropping it into a plastic bag with 12 other cheap pens. That's their choice (and their money) to do with as they will. It's been my experience that premiums DO have their place, and that they can help to keep you in front of people, but only when they are earned..and even then, they won't make or break the sale. That's for you to do. Do it well.
Friday, December 4, 2009
When Bad Graphics Attack!
Do you remember those "Magic Eye" posters that were so big in the mid-90's? They started off being sold at kiosks in every mall across America (and hey, remember malls?), and before you knew it, they were on T-shirts, magazines, books, and screen savers everywhere. For those of you who either missed the 90's, or have conveniently blocked out the memories of eye-strain and migraines, these posters were colorful blurs that would suddenly "morph" into some sort of coherent image or message if you stared at them long enough...well...stared long enough and were willing to endure potential ocular distention. Don't get me wrong- we ALL tried it, and if you were one of the people who got the messages to come into focus, you probably thought it was pretty cool...at first...but after awhile what happened? We all gave up. It just wasn't worth standing in the line of traffic at the malls while people dodged you (or slammed into you) just so you could try to get the message on these posters to "pop". You got tired of the hassle, you stopped looking, and you kept walking. One look at some of the graphics I have seen at recent trade shows though tells me that the lesson of the "Magic Eye" wasn't learned- If people have to stop and decipher what's really there, they'll just keep walking past.
How many times have we all heard about the magic marketing number of three? It will take three times to hear a message before someone might possibly act. The human brain can handle no more than three bullet points to a message at a time. You've got no more than 3 days to follow up with someone before they forget you. Heck, even the Stooges, the Musketeers, and Amigo's knew that the number 3 had power. Use that power when you design your graphics. Find no more than three messages for your graphics. Keep it simple, or I promise you, you'll scare people away.
I can hear people now though- "But Ryan, My graphics have to educate people as to what it is I do, and how it will help them!". Wrong! Your graphics aren't there to educate- your graphics are there to ENTICE. The most effective graphics are the ones that arouse curiosity, and that engage interest. Educating takes time, and you don't have that kind of time when someone is passing your booth. If someone has to stop to read the 12 reasons why your company understands their needs, then you have already proven that you don't understand their biggest need at a trade show- to get the information they want quickly and painlessly.
There is an old golf saying: "Drive for show, and putt for dough". That's the rule you want to follow here. Your graphics are the "drive" part of that equation. That's going to be the "Wow!" factor that knocks their socks off and guarantee's that they are paying attention. Your literature is the "putt" end of things. This is where you list your bullet points...this is where you educate. Graphics ...when well done...will put them in your booth so that you can put your literature in their hands. It's a symbiotic relationship between graphics and literature- you'll never get the full benefit from one without doing the other correctly as well.
Let me give you a few pieces of advice on what works with booth graphics, and what doesn't. Some of these things are common sense (or at least should be) and some are a bit more from left field:
1.) All photos files must be the right size. I can't tell you how many times people have come to me and asked me to blow up a tiny image that they used for their literature or print ad. It just won't work. It will look exactly like those Magic Eye posters we just talked about- blurry, pixelated, and fit more for a mall than a business gathering.
2.) If you are going to have text (other than your company name) on your graphics, limit it. Don't list everything you make, don't write long paragraphs, and if you can keep your text on ONE panel, you'll be thankful you did when you don't have to line two panels up perfectly on the show to keep all the text (or worse...a picture of a face) from getting lopsided if the floor is uneven.
3.) For the love of Saint Marketino (Patron Saint of marketing driven profit), don't Velcro pieces you made on your home printer to a backdrop in place of a "real" graphic. I know money and time are issues for everyone, but a homemade printer graphic is the equivalent of wearing a swim suit to church (and what would Saint Marketino have to say about that?).
4.) One theme per exhibit. ONE. You can have multiple divisions, you can have multiple products, heck, you have multiple personalities if you want, but leave them all off your graphics. Choose a theme for your graphics and stick to it.
5.) Keep the pertinent information ABOVE counter level. It's one of those things that people tend not to think about until it's to late, and it will kill your exhibit. Chances are there will be a table or a counter somewhere in your booth, and I assume you want to have people in your booth as well. Make sure that your logo and the other most important elements of your graphics are high enough that they can still be seen in a full booth.
Well, there you have my rules for trade show graphics. It's up to you to add your own creativity to the mix to make it all work, but I will promise you this- If you follow these rules, you will get compliments for your exhibit, you will get more people stopping, and you will get more value per dollar than you have ever gotten out of your exhibit before.
If you would like some additional ideas on how to make the most out of your graphics or other free ideas on how to drive higher profits from your trade show program, add me on twitter at www.twitter.com/odiryan or email me at Ryan@ohiodisplays.com .
How many times have we all heard about the magic marketing number of three? It will take three times to hear a message before someone might possibly act. The human brain can handle no more than three bullet points to a message at a time. You've got no more than 3 days to follow up with someone before they forget you. Heck, even the Stooges, the Musketeers, and Amigo's knew that the number 3 had power. Use that power when you design your graphics. Find no more than three messages for your graphics. Keep it simple, or I promise you, you'll scare people away.
I can hear people now though- "But Ryan, My graphics have to educate people as to what it is I do, and how it will help them!". Wrong! Your graphics aren't there to educate- your graphics are there to ENTICE. The most effective graphics are the ones that arouse curiosity, and that engage interest. Educating takes time, and you don't have that kind of time when someone is passing your booth. If someone has to stop to read the 12 reasons why your company understands their needs, then you have already proven that you don't understand their biggest need at a trade show- to get the information they want quickly and painlessly.
There is an old golf saying: "Drive for show, and putt for dough". That's the rule you want to follow here. Your graphics are the "drive" part of that equation. That's going to be the "Wow!" factor that knocks their socks off and guarantee's that they are paying attention. Your literature is the "putt" end of things. This is where you list your bullet points...this is where you educate. Graphics ...when well done...will put them in your booth so that you can put your literature in their hands. It's a symbiotic relationship between graphics and literature- you'll never get the full benefit from one without doing the other correctly as well.
Let me give you a few pieces of advice on what works with booth graphics, and what doesn't. Some of these things are common sense (or at least should be) and some are a bit more from left field:
1.) All photos files must be the right size. I can't tell you how many times people have come to me and asked me to blow up a tiny image that they used for their literature or print ad. It just won't work. It will look exactly like those Magic Eye posters we just talked about- blurry, pixelated, and fit more for a mall than a business gathering.
2.) If you are going to have text (other than your company name) on your graphics, limit it. Don't list everything you make, don't write long paragraphs, and if you can keep your text on ONE panel, you'll be thankful you did when you don't have to line two panels up perfectly on the show to keep all the text (or worse...a picture of a face) from getting lopsided if the floor is uneven.
3.) For the love of Saint Marketino (Patron Saint of marketing driven profit), don't Velcro pieces you made on your home printer to a backdrop in place of a "real" graphic. I know money and time are issues for everyone, but a homemade printer graphic is the equivalent of wearing a swim suit to church (and what would Saint Marketino have to say about that?).
4.) One theme per exhibit. ONE. You can have multiple divisions, you can have multiple products, heck, you have multiple personalities if you want, but leave them all off your graphics. Choose a theme for your graphics and stick to it.
5.) Keep the pertinent information ABOVE counter level. It's one of those things that people tend not to think about until it's to late, and it will kill your exhibit. Chances are there will be a table or a counter somewhere in your booth, and I assume you want to have people in your booth as well. Make sure that your logo and the other most important elements of your graphics are high enough that they can still be seen in a full booth.
Well, there you have my rules for trade show graphics. It's up to you to add your own creativity to the mix to make it all work, but I will promise you this- If you follow these rules, you will get compliments for your exhibit, you will get more people stopping, and you will get more value per dollar than you have ever gotten out of your exhibit before.
If you would like some additional ideas on how to make the most out of your graphics or other free ideas on how to drive higher profits from your trade show program, add me on twitter at www.twitter.com/odiryan or email me at Ryan@ohiodisplays.com .
Tuesday, November 24, 2009
Twitter and the Trade Show...
Admit it- you hate it, don't you?
"Tweeting". How can you possibly think of yourself as a positive business man (or woman) when you are taking part in an activity with a name like "Tweeting". It sounds like a cartoon bird for goodness sake!
But, at the same time...you keep hearing about it. You thought by now, it would disappear and be replaced by some other laptop-or-phone-driven fad, didn't you? But , no...it's still growing! Twitter- love it or hate it- isn't going anywhere soon, and whether or not you are on board, it's moving the business world forward, 140 characters at a time.
So, what are you doing about it? Are you embracing it? Are you lamenting about the stupidity of it? Maybe a combination of both? Perhaps you're in the ever expanding club of people who know they need to be using Twitter, but still haven't found the proper way to translate their "Tweeting" into actual results. One quick Google search will show you that there are literally thousands of articles, blogs, and yes- even "Tweets" already floating around the web, expounding on the multiple ways to use Twitter to make new connections and to brand yourself. A lot of them do a pretty good job of describing how to do it, so I'm not going to waste your time by treading over familiar ground. I'm here to tell you how to better use Twitter to drive traffic (and therefore profitable results) to your trade show or event booth.
Before we begin, I should mention that this method of FREE advertising and gaining FREE traffic isn't for everyone. You have to have a cell phone made in the last 5 years for this to work. Quick show of hands if that's you...Good- looks like everyone IS on board then.
Let's take a look at your current approach to driving traffic at a trade show. Most everyone knows that you need to have some sort of eye catching exhibit...something that doesn't look exactly like all the other people around you (You do know that right? If not, we might need to have a talk about the basics...). You've got your booth space...you've got your cool looking exhibit...you have your product and your literature...maybe some pens, or stress balls...a jump drive with your name on it to give away, and you're looking pretty good if you do say so yourself. Hopefully, looking good doesn't just involve wearing a company emblazoned polo shirt in this day and age, but again, that goes into the "basics" conversation.
Looks like you are all set...now...how do you get the thousands of PRE-QUALIFIED prospects to step into your booth when there are literally hundreds of other businesses clamoring for their attention? Well, first off, hopefully you did a little preparation BEFORE the show. Hopefully you spent the month before the show reaching out to all of the people you can find who will be attending the show and making a connection. Most shows preregister attendees and usually those names and contacts are available. Sure, it costs a few dollars sometimes, but that list is worth every penny...assuming you use it...correctly.
Get those names...find which of your current clients are attending the show...get every name you can, and connect with as many of them as you can on Twitter. It doesn't matter if you hardly know them- "follow" them on Twitter. The worst that will happen is that they might not follow you back. If that happens- no big deal, at least you'll still have connected to them, and through their updates, you might learn a thing or two about their businesses, and their personalities. The added bonus of Twitter, is that most people WILL connect back to you. The culture of Twitter seems to give most people a safe feeling that makes them much more willing to "connect" with virtual unknowns than they would be with LinkedIn, or Facebook for instance...and they are MUCH more likely to "accept" you than they would be with the random cold call in the middle of the day.
So, it's a week before the show...you have your names...you have your (hopefully) dozens, or even hundreds of new Twitter contacts already set up. Now what? Now, you send each of them an email. A SEPARATE email. Don't start spamming people. Send a personal email to each of them...maybe just a couple of sentences, thanking them for allowing you to connect on Twitter, and inviting them to stop by your booth. Give the booth number, give them a reason to stop by (and I don't mean a free pen...give them something of value... a way for them to grow their business...maybe an introduction to another contact whom might be of use to them...), and if above all, DON'T try to pre-sell them. If you try to pre-sell them, they are just going to avoid you and your booth at the show. Once you've sent your emails, back away from them for the moment- chances are you will have more than enough on your plate getting ready for the show anyways.
Now you're at the set up. Fork lifts are whizzing past, hammers are thumping, dust and debris are heavy in the air...terrible time to talk to potential new clients, right? WRONG. This is the PERFECT time to start building connections. After all, we've all see the chaos that precedes the opening of a show- we all have that in common- talk about it! Through out the day, as you are setting up, use your cell phone to "Tweet" about it. Make a joke or two about it (keep it clean...and don't bash anyone...). Show your human side as you work to set up your exhibit. Mention your booth number again in each tweet. Invite anyone who is already there to come by and say hi...invite any of them who are in the hall already to a quick lunch. The show hasn't even started yet, and already you are connecting before any of your competitors have had a chance. Even more important, you aren't selling them yet. You are just building connections. They have to like you before they will ever buy from you. Nothing builds connections faster than "shared plight", and anyone who has spent any amount of time waiting around the dock for for freight to show up before a show definitely knows that this counts as "plight"!
It's showtime! the lights are on, the booths are set up, the fresh carpet is down, and your booth is (hopefully) looking better than all the other exhibits around it. Your shirt is pressed and crisp. Your literature is easy to read, clean and memorable, and their are millions of dollars in potential new business flowing in the doors. Now what? Most businesses will do one of two things...both of them wrong. The first group will sit down behind their table with their fish bowl full of pens ready for the clients who never seem to show up. They quietly and patiently continue to sit there- undisturbed- for the next 8 hours, all the while complaining to themselves that the show is a bust instead of realizing that sitting behind a table at a trade show is the equivalent of putting a "Gone Fishing" sign up and leaving for the day. Then there is the other group...I call them "Pukers". You've seen them. They're the ones that you are terrified to make eye contact with. Every time someone walks by, they pounce on them. "Hey! Want a pen? Are you looking to buy? What company are you with? Want to see my impression of that spitting dinosaur from Jurassic Park? Got any money?". Wrong, wrong, WRONG! Not only will they not make any connections (or money) from the show, but they'll also scare people away from all the booths around them. Don't be that guy!
If you've done your homework...and are armed with your cell phone (or laptop), you don't need to scream at people. You've got a good looking exhibit that is eye catching and clean. You have your literature that spells out the details of who you are and what you do, and you have Twitter at your finger tips, ready to invite people in.
It's simple. Just Tweet. Tell people that you're at your exhibit (give the booth number again) and that you want to meet your Twitter friends in person. Promise that it won't just be a sales pitch when they get there. Tell them you just want to meet them face to face, and mean it. People buy from the people they like, and they like people who value them. Start the relationship at your booth today, sell to them tomorrow. Chances are that you aren't allowed to actually sell anything at the show anyways, so while the guy to your left is hiding behind his table, and the guy to your right is lunging at strangers like an extra from New Moon, you are calm and collected- meeting and greeting PRE-QUALIFIED new contacts who have seen your Tweets on their own cell phones...and who are seeking YOU out. Which relationship do you think has a better chance of developing into a long term one: the one you gained by yelling at passers-by in the hopes of reaching "the right person", or the one that started in a relaxed and comfortable setting because you took the time to prepare in advance, and the foresight to speak to them in the language of the day- in this case, Twitter?
So ignore the stupid terminology and the fad aspect of "Tweeting". What it boils down to, is that Twitter is here- at least for the time being. Embrace it while it's still a strong and FREE tool. You don't have to like it to be successful with it- you just have to use it, and use it better than the next guy.
"Tweeting". How can you possibly think of yourself as a positive business man (or woman) when you are taking part in an activity with a name like "Tweeting". It sounds like a cartoon bird for goodness sake!
But, at the same time...you keep hearing about it. You thought by now, it would disappear and be replaced by some other laptop-or-phone-driven fad, didn't you? But , no...it's still growing! Twitter- love it or hate it- isn't going anywhere soon, and whether or not you are on board, it's moving the business world forward, 140 characters at a time.
So, what are you doing about it? Are you embracing it? Are you lamenting about the stupidity of it? Maybe a combination of both? Perhaps you're in the ever expanding club of people who know they need to be using Twitter, but still haven't found the proper way to translate their "Tweeting" into actual results. One quick Google search will show you that there are literally thousands of articles, blogs, and yes- even "Tweets" already floating around the web, expounding on the multiple ways to use Twitter to make new connections and to brand yourself. A lot of them do a pretty good job of describing how to do it, so I'm not going to waste your time by treading over familiar ground. I'm here to tell you how to better use Twitter to drive traffic (and therefore profitable results) to your trade show or event booth.
Before we begin, I should mention that this method of FREE advertising and gaining FREE traffic isn't for everyone. You have to have a cell phone made in the last 5 years for this to work. Quick show of hands if that's you...Good- looks like everyone IS on board then.
Let's take a look at your current approach to driving traffic at a trade show. Most everyone knows that you need to have some sort of eye catching exhibit...something that doesn't look exactly like all the other people around you (You do know that right? If not, we might need to have a talk about the basics...). You've got your booth space...you've got your cool looking exhibit...you have your product and your literature...maybe some pens, or stress balls...a jump drive with your name on it to give away, and you're looking pretty good if you do say so yourself. Hopefully, looking good doesn't just involve wearing a company emblazoned polo shirt in this day and age, but again, that goes into the "basics" conversation.
Looks like you are all set...now...how do you get the thousands of PRE-QUALIFIED prospects to step into your booth when there are literally hundreds of other businesses clamoring for their attention? Well, first off, hopefully you did a little preparation BEFORE the show. Hopefully you spent the month before the show reaching out to all of the people you can find who will be attending the show and making a connection. Most shows preregister attendees and usually those names and contacts are available. Sure, it costs a few dollars sometimes, but that list is worth every penny...assuming you use it...correctly.
Get those names...find which of your current clients are attending the show...get every name you can, and connect with as many of them as you can on Twitter. It doesn't matter if you hardly know them- "follow" them on Twitter. The worst that will happen is that they might not follow you back. If that happens- no big deal, at least you'll still have connected to them, and through their updates, you might learn a thing or two about their businesses, and their personalities. The added bonus of Twitter, is that most people WILL connect back to you. The culture of Twitter seems to give most people a safe feeling that makes them much more willing to "connect" with virtual unknowns than they would be with LinkedIn, or Facebook for instance...and they are MUCH more likely to "accept" you than they would be with the random cold call in the middle of the day.
So, it's a week before the show...you have your names...you have your (hopefully) dozens, or even hundreds of new Twitter contacts already set up. Now what? Now, you send each of them an email. A SEPARATE email. Don't start spamming people. Send a personal email to each of them...maybe just a couple of sentences, thanking them for allowing you to connect on Twitter, and inviting them to stop by your booth. Give the booth number, give them a reason to stop by (and I don't mean a free pen...give them something of value... a way for them to grow their business...maybe an introduction to another contact whom might be of use to them...), and if above all, DON'T try to pre-sell them. If you try to pre-sell them, they are just going to avoid you and your booth at the show. Once you've sent your emails, back away from them for the moment- chances are you will have more than enough on your plate getting ready for the show anyways.
Now you're at the set up. Fork lifts are whizzing past, hammers are thumping, dust and debris are heavy in the air...terrible time to talk to potential new clients, right? WRONG. This is the PERFECT time to start building connections. After all, we've all see the chaos that precedes the opening of a show- we all have that in common- talk about it! Through out the day, as you are setting up, use your cell phone to "Tweet" about it. Make a joke or two about it (keep it clean...and don't bash anyone...). Show your human side as you work to set up your exhibit. Mention your booth number again in each tweet. Invite anyone who is already there to come by and say hi...invite any of them who are in the hall already to a quick lunch. The show hasn't even started yet, and already you are connecting before any of your competitors have had a chance. Even more important, you aren't selling them yet. You are just building connections. They have to like you before they will ever buy from you. Nothing builds connections faster than "shared plight", and anyone who has spent any amount of time waiting around the dock for for freight to show up before a show definitely knows that this counts as "plight"!
It's showtime! the lights are on, the booths are set up, the fresh carpet is down, and your booth is (hopefully) looking better than all the other exhibits around it. Your shirt is pressed and crisp. Your literature is easy to read, clean and memorable, and their are millions of dollars in potential new business flowing in the doors. Now what? Most businesses will do one of two things...both of them wrong. The first group will sit down behind their table with their fish bowl full of pens ready for the clients who never seem to show up. They quietly and patiently continue to sit there- undisturbed- for the next 8 hours, all the while complaining to themselves that the show is a bust instead of realizing that sitting behind a table at a trade show is the equivalent of putting a "Gone Fishing" sign up and leaving for the day. Then there is the other group...I call them "Pukers". You've seen them. They're the ones that you are terrified to make eye contact with. Every time someone walks by, they pounce on them. "Hey! Want a pen? Are you looking to buy? What company are you with? Want to see my impression of that spitting dinosaur from Jurassic Park? Got any money?". Wrong, wrong, WRONG! Not only will they not make any connections (or money) from the show, but they'll also scare people away from all the booths around them. Don't be that guy!
If you've done your homework...and are armed with your cell phone (or laptop), you don't need to scream at people. You've got a good looking exhibit that is eye catching and clean. You have your literature that spells out the details of who you are and what you do, and you have Twitter at your finger tips, ready to invite people in.
It's simple. Just Tweet. Tell people that you're at your exhibit (give the booth number again) and that you want to meet your Twitter friends in person. Promise that it won't just be a sales pitch when they get there. Tell them you just want to meet them face to face, and mean it. People buy from the people they like, and they like people who value them. Start the relationship at your booth today, sell to them tomorrow. Chances are that you aren't allowed to actually sell anything at the show anyways, so while the guy to your left is hiding behind his table, and the guy to your right is lunging at strangers like an extra from New Moon, you are calm and collected- meeting and greeting PRE-QUALIFIED new contacts who have seen your Tweets on their own cell phones...and who are seeking YOU out. Which relationship do you think has a better chance of developing into a long term one: the one you gained by yelling at passers-by in the hopes of reaching "the right person", or the one that started in a relaxed and comfortable setting because you took the time to prepare in advance, and the foresight to speak to them in the language of the day- in this case, Twitter?
So ignore the stupid terminology and the fad aspect of "Tweeting". What it boils down to, is that Twitter is here- at least for the time being. Embrace it while it's still a strong and FREE tool. You don't have to like it to be successful with it- you just have to use it, and use it better than the next guy.
Thursday, April 10, 2008
It's been a little slice o' too long...
Wow...It's been four months since I was able to update this blog...four months!
I know, I know, we make the time for things we need to make time for, but if you've been doing trade shows during this busy season, I'm sure you'll understand the definite lack of time that is available for anything but the bare necessities during the winter months!
Alright, excuses aside, it's time to get back on the ball o' intrepid readers...
First off, I'd like to say that if you missed some of the "big" shows this year, you've missed some amazing things. From CES, to ConExpo to MacWorld and everything in between, this years events were GROWING. New business abounds in convention halls across the country, and with the economy in the shape that it is, this is GOOD news.
Along the line of that thought, I wanted to post an article that was recently passed on to me...there's alot of good thoughts in here, and I wanted to share it with all of you...I appologize for the poor formating job I did...again, kinda' busy this time of year (wink)! :
Escaping the Trade Show Money Pit Published March 31, 2008 on Sales and Marketing Management
Stop settling for sub-par trade show leads By: SUSAN PASCAL TATUM.
More business technology marketers use trade shows to generate leads than any other marketing tactic. According to a 2007 CMP survey, over 75% of respondents use trade shows for this purpose. Yet the inability to generate enough leads for the sales force is the biggest problem these marketers face.B2B companies invest enormous sums of money on trade shows, yet are rarely satisfied with the results. Why is this? Are they using the wrong tactic or are they simply not doing it correctly? The answer could be both.Trade show participation is an expensive undertaking, but most companies spend far more on exhibits and show services than connecting with prospects and customers or nurturing prospect relationships once they return to the office. As a result, trade shows often fall flat when it comes to measurable ROI. The good news is that with proper preparation, and by adding a lead-nurturing component to the back end of trade show initiatives, marketers can turn questionable trade show expenditures into solid demand-generation investments. The single biggest reason why trade show participation fails to deliver desired results is that marketers view trade shows as stand-alone events rather than elements of an integrated marketing process. For B2B companies, a trade show is more likely one of many interactions customers and prospects will have with your company prior to making a decision to buy your product or service. As such, it must be preceded and followed by other marketing activities including a pre-show traffic-building campaign, a well-organized and executed follow-up plan and a mini Web site that speaks directly to the show's attendees.So, how do you ensure your trade show investment pays off? It starts with the following:• Set the right objectives. Achieving and maintaining visibility with prospects is one of the most important lead generation tactics for a B2B company. Trade shows are an excellent way to do this. But lead generation should never be the only reason to participate in one. Trade shows are great places for face-to-face interactions with customers and prospects. They also provide opportunities to connect with media, industry analysts, investors and suppliers. Many companies approach trade shows primarily to connect with existing customers and prospects over generating brand new leads. • Pick the right show(s). Many companies make the mistake of selecting a trade show based on the conference title, without regard to who will actually be attending. This results in an empty exhibit with no exposure to buyers. To avoid this, make sure the trade shows you consider will actually attract people central to the buying process in your target market. Ask your customers and prospects which shows they currently attend. When considering specific trade shows, ask show management about expected participants. Trade show audiences change over time. Even though a particular show worked well last year, don't assume it still will.While you're talking to show management, it's also worth asking what they are doing to encourage attendees to visit the exhibit hall. Some shows serve lunch or cocktails in the hall. Others plan the layout so that attendees must past through it to get to keynote speeches. Beware of any trade show lacking such a plan. • Invest in pre-show marketing. Just being on the show floor isn't enough to ensure a steady flow of prospects to your booth. The trade show organizers will conduct a marketing campaign to build attendance for the event, but even that won't necessarily drive the right prospects to your booth. That's your responsibility.Like any other marketing assignment, reaching trade show participants has become more challenging, and Web 2.0 has changed the way many of your prospects communicate. In the past, the most successful companies marketed their trade show participation through e-mail, direct mail, telemarketing and press releases. Today, it also makes sense to invite attendees via blogs, social networks and community forums. Messages that reach your prospects through multiple communication channels have a far better chance of being recognized and acted upon.• Choose quality over quantity. When it comes to lead generation, the quality of the leads is far more important than the number you generate. Qualified prospects are those people who hold the right jobs at the right companies who potentially need your product or service and are able to purchase them. Meeting a handful of these individuals is infinitely more important for your future sales than collecting the names of 100 people who couldn't care less about your product or service. With trade shows, as with other marketing programs, it's critical to have a company-wide definition of a sales-ready lead. This definition identifies the requirements a prospect must meet before he or she is assigned a sales rep. In B2B companies, this generally includes criteria such as the person's title, industry and the size of his company; the existence of a budgeted project; a timeline; and an executive sponsor.The trade show offers a great opportunity to pre-qualify visitors to your exhibit. Ask as many questions as you can to determine whether each visitor is really an eligible prospect and how far along he or she is in the buying process. For example, you would collect the visitor's title and company name, whether or not they are actively seeking a product like yours, and what their timeframe for a decision is. You might also ask who else is involved in the buying process.• Sorting leads. The first post-show duty of the marketing team should be to process the contacts that were gathered. Only those that are truly sales-ready should be sent to the sales team. Contacts not yet ready should be nurtured. Some prospects will want to learn more before agreeing to talk to a salesperson; they're likely to respond to offers of special reports, Webinars, tips sheets and an informative, persuasive Website.For some long-term prospects, the timing just isn't right. These prospects require a long-term strategy of staying in touch to ensure they remember you if and when the need for your type of solution pops up. Regularly distributed, permission-based e-mail newsletters and blogs with RSS feeds are a good way to do this.Since over half of the B2B companies who participate in trade shows don't bother to follow up with contacts they met there, you'll already be ahead of the competition. Your results soar even higher when you segment your prospects according to their level of interest, then follow up with customized messages.Odds are you'll be be participating in at least one trade show this year. By following the advice herein, you'll ensure the experience isn't a waste of resources, but rather, a formidable lead generation vehicle.Susan Pascal Tatum is the co-founder, president and CMO of Tatum Marketing Inc., a marketing consulting firm dedicated to helping business technology firms use marketing to grow faster. She is the author of numerous articles on marketing and blogs regularly at TechnoBuzz (www.technobuzz.tatummarketing.com).
I know, I know, we make the time for things we need to make time for, but if you've been doing trade shows during this busy season, I'm sure you'll understand the definite lack of time that is available for anything but the bare necessities during the winter months!
Alright, excuses aside, it's time to get back on the ball o' intrepid readers...
First off, I'd like to say that if you missed some of the "big" shows this year, you've missed some amazing things. From CES, to ConExpo to MacWorld and everything in between, this years events were GROWING. New business abounds in convention halls across the country, and with the economy in the shape that it is, this is GOOD news.
Along the line of that thought, I wanted to post an article that was recently passed on to me...there's alot of good thoughts in here, and I wanted to share it with all of you...I appologize for the poor formating job I did...again, kinda' busy this time of year (wink)! :
Escaping the Trade Show Money Pit Published March 31, 2008 on Sales and Marketing Management
Stop settling for sub-par trade show leads By: SUSAN PASCAL TATUM.
More business technology marketers use trade shows to generate leads than any other marketing tactic. According to a 2007 CMP survey, over 75% of respondents use trade shows for this purpose. Yet the inability to generate enough leads for the sales force is the biggest problem these marketers face.B2B companies invest enormous sums of money on trade shows, yet are rarely satisfied with the results. Why is this? Are they using the wrong tactic or are they simply not doing it correctly? The answer could be both.Trade show participation is an expensive undertaking, but most companies spend far more on exhibits and show services than connecting with prospects and customers or nurturing prospect relationships once they return to the office. As a result, trade shows often fall flat when it comes to measurable ROI. The good news is that with proper preparation, and by adding a lead-nurturing component to the back end of trade show initiatives, marketers can turn questionable trade show expenditures into solid demand-generation investments. The single biggest reason why trade show participation fails to deliver desired results is that marketers view trade shows as stand-alone events rather than elements of an integrated marketing process. For B2B companies, a trade show is more likely one of many interactions customers and prospects will have with your company prior to making a decision to buy your product or service. As such, it must be preceded and followed by other marketing activities including a pre-show traffic-building campaign, a well-organized and executed follow-up plan and a mini Web site that speaks directly to the show's attendees.So, how do you ensure your trade show investment pays off? It starts with the following:• Set the right objectives. Achieving and maintaining visibility with prospects is one of the most important lead generation tactics for a B2B company. Trade shows are an excellent way to do this. But lead generation should never be the only reason to participate in one. Trade shows are great places for face-to-face interactions with customers and prospects. They also provide opportunities to connect with media, industry analysts, investors and suppliers. Many companies approach trade shows primarily to connect with existing customers and prospects over generating brand new leads. • Pick the right show(s). Many companies make the mistake of selecting a trade show based on the conference title, without regard to who will actually be attending. This results in an empty exhibit with no exposure to buyers. To avoid this, make sure the trade shows you consider will actually attract people central to the buying process in your target market. Ask your customers and prospects which shows they currently attend. When considering specific trade shows, ask show management about expected participants. Trade show audiences change over time. Even though a particular show worked well last year, don't assume it still will.While you're talking to show management, it's also worth asking what they are doing to encourage attendees to visit the exhibit hall. Some shows serve lunch or cocktails in the hall. Others plan the layout so that attendees must past through it to get to keynote speeches. Beware of any trade show lacking such a plan. • Invest in pre-show marketing. Just being on the show floor isn't enough to ensure a steady flow of prospects to your booth. The trade show organizers will conduct a marketing campaign to build attendance for the event, but even that won't necessarily drive the right prospects to your booth. That's your responsibility.Like any other marketing assignment, reaching trade show participants has become more challenging, and Web 2.0 has changed the way many of your prospects communicate. In the past, the most successful companies marketed their trade show participation through e-mail, direct mail, telemarketing and press releases. Today, it also makes sense to invite attendees via blogs, social networks and community forums. Messages that reach your prospects through multiple communication channels have a far better chance of being recognized and acted upon.• Choose quality over quantity. When it comes to lead generation, the quality of the leads is far more important than the number you generate. Qualified prospects are those people who hold the right jobs at the right companies who potentially need your product or service and are able to purchase them. Meeting a handful of these individuals is infinitely more important for your future sales than collecting the names of 100 people who couldn't care less about your product or service. With trade shows, as with other marketing programs, it's critical to have a company-wide definition of a sales-ready lead. This definition identifies the requirements a prospect must meet before he or she is assigned a sales rep. In B2B companies, this generally includes criteria such as the person's title, industry and the size of his company; the existence of a budgeted project; a timeline; and an executive sponsor.The trade show offers a great opportunity to pre-qualify visitors to your exhibit. Ask as many questions as you can to determine whether each visitor is really an eligible prospect and how far along he or she is in the buying process. For example, you would collect the visitor's title and company name, whether or not they are actively seeking a product like yours, and what their timeframe for a decision is. You might also ask who else is involved in the buying process.• Sorting leads. The first post-show duty of the marketing team should be to process the contacts that were gathered. Only those that are truly sales-ready should be sent to the sales team. Contacts not yet ready should be nurtured. Some prospects will want to learn more before agreeing to talk to a salesperson; they're likely to respond to offers of special reports, Webinars, tips sheets and an informative, persuasive Website.For some long-term prospects, the timing just isn't right. These prospects require a long-term strategy of staying in touch to ensure they remember you if and when the need for your type of solution pops up. Regularly distributed, permission-based e-mail newsletters and blogs with RSS feeds are a good way to do this.Since over half of the B2B companies who participate in trade shows don't bother to follow up with contacts they met there, you'll already be ahead of the competition. Your results soar even higher when you segment your prospects according to their level of interest, then follow up with customized messages.Odds are you'll be be participating in at least one trade show this year. By following the advice herein, you'll ensure the experience isn't a waste of resources, but rather, a formidable lead generation vehicle.Susan Pascal Tatum is the co-founder, president and CMO of Tatum Marketing Inc., a marketing consulting firm dedicated to helping business technology firms use marketing to grow faster. She is the author of numerous articles on marketing and blogs regularly at TechnoBuzz (www.technobuzz.tatummarketing.com).
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