Since exhibiting comprises so many different components and functions, it’s no wonder that we make blunders trying to remember everything that needs doing. However, some are more lethal than others and as such should be avoided at all costs. The following seven points fall into that category.

Learn to avoid them and you will increase your chances for a more successful and profitable tradeshow.

Sin #1: Failing to have a proper exhibit marketing plan.

In order to make tradeshows a powerful dimension your company’s overall marketing operation, there must be total alignment between the strategic marketing and your exhibit marketing plan. Tradeshows should not be a stand-alone venture. Know and understand exactly what you wish to achieve – increasing market share with existing users; introducing new products/services into existing markets or into new markets; or introducing new products/services into new markets. This is the nucleus on which to build your program, which should include pre-show, at-show and post-show promotional activities. Know whom you want to target and then consider having different promotional programs aimed at the different groups you are interested in attracting.

Sin #2: Failing to set quantifiable exhibiting goals.

Goals, or the purpose for exhibiting, are the essence of the whole tradeshow experience. Knowing what you want to accomplish at a show will help plan every other aspect – your theme, the booth layout and display, graphics, product displays, premiums, literature, etc. Exhibiting goals should complement your corporate marketing objectives and help in accomplishing them. Make sure they can be measured after the show to establish how well you did.

Sin #3: Failing to build brand awareness with your booth.

On the show floor your exhibit makes a strong statement about who your company is, what you do and how you do it. Everything your company stands for, no matter how large or small, is being exhibited on the show floor. This means that there needs to be total consistency, congruity, clarity and focus in every aspect of your exhibiting program, before, during and after the show. The purpose of you exhibit is to attract visitors so that you can achieve your marketing objectives. In addition to being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to your prospect. Opt for large graphics rather than reams of copy. Pictures paint a thousand words while very few attendees will take time to read. Your presentations/demonstrations are a critical part of your exhibit marketing. Create an experience that allows visitors to use as many of their sense as possible. This will help to enhance memorability.

Sin #4: Failing to give visitors an incentive to visit your booth.

Whatever promotional vehicles you use – direct mail, broadcast faxes, advertising, PR, sponsorship, and the Internet, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating products/services, combined with time constraints, people need an incentive to stop at your booth. First and foremost their primary interest is in “what’s new!” They are eager to learn about the latest technologies, new applications, or anything that will help save them time and/or money. Even if you don’t have a new product/service to introduce, think about a new angle to promote your offerings.

Sin #5: Failing to have giveaways that work.

Tied into giving visitors an incentive to visit your booth is the opportunity to offer a premium item that will entice them to stop. Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition of your company. Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants, what will help them do their job better, what they can’t get elsewhere, what is product/service related and educational. Think about having different gifts for different types of visitors. Use your website to make an offer for visitors to collect important information, such as an executive report, when they visit your booth. Giveaways should be used as a reward or token of for visitors participating in a demonstration, presentation or contest, or as a thank-you for qualifying information about specific needs etc.

Sin #6: Failing to realize that your people are your marketing team.

Enormous time, energy and money are put into organizing show participation – display, graphics, literature, premiums, etc. However, the people chosen to represent the entire image of the organization are often left to fend for themselves. They are just told to show up. Your people are your ambassadors. They represent everything your company stands for, so choose them well. Brief them beforehand and make sure they know: why you are exhibiting; what you are exhibiting and what you expect from them. Exhibit staff training is essential for a unified and professional image. This means making sure that they sell instead of tell; they don’t try to do too much; they understand visitor needs; they don’t spend too much time with visitors; and finally, they know how to close the interaction with a commitment to follow-up.

Sin #7: Failing to have a proper follow-up plan.

The key to your tradeshow success is wrapped up in the lead-management process. The best time to plan for follow-up is before the show. Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up. Establish a lead handling system, set time lines for follow-up, use a computerized database for tracking, make sales representatives accountable for leads given to them, and then measure your results.

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, working with companies to improve their meeting and event success through coaching, consulting and training.

Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a small Market” (May 2007).

Website: www.thetradeshowcoach.com

About 5 years ago a colleague sent me an invitation to join LinkedIn.  It seemed like an OK idea kind of based on the 6 Degrees of Seperation concept.  My account kind of sat there for a long time based on the idea that only a few people I knew were actually on the site.  Over time, however, it’s grown into something very big.  It can be a good way to stay in touch with colleagues past and present but it can also be a very good way to build business.

1.) Recognize It’s Not Just About You

Many people describe LinkedIn as a kind of professional version of Facebook.  In other words, it’s focused on the individual and career development and not on what you did over the weekend.  That’s true to a certain extent, but the site offers some important tools that can help create the connections that help build your business.  If you can coordinate with other colleagues to form a cohesive strategy focused on your products and services it will further help make those connections in a broader way.

2.) Join Group or Form Groups

Groups create associations between people that otherwise do not know each other.  There may already be a group formed around your industry and its best to check this out before you form your own group.  If you don’t see a group that you think should be there, create one and invite people you know to join.  Just keep in mind that you have to find the right balance in creating a group.  If you focus on too narrow of a topic, no one will find it (People In My House).  If you create a group that’s too broad (People Who Drive Cars) you won’t get useful information.  Creating a group for a tradeshow can be a good way to meet other exhibitors and attendees and exchange information or ideas, for example.

3.) Answer Questions

There is a function that allows you to search questions posed by other LinkedIn members based on key words.  You can answer these questions and even get selected as ‘the best’ answer by the person who posed it in the first place.  This is a great way to meet new connections and also to market your expertise.

4.) Ask Questions

Asking a question can supply you with information and also create a discussion.  It can also be a good way to create a buzz around a topic that you think isn’t being discussed.  Also, it’s a good way to genuinely get free advice from experts.

5.) Create a Discussion

Within groups, it’s possible to create a discussion or become involved in a discussion.  This is a good way to link to external articles, meet new connections, and demonstrate your expertise in a certain field.

6.) Create a Poll

Like creating a discussion, polling your LinkedIn connections can help create awareness for you and your company and can also give you important data that can be used on your website or within LinkedIn.  Also, you can broaden the scope of polling by paying LinkedIn a feed.

7.)  Get Social (For Real)

While LinkedIn is a great online tool, use it to create or firm up offline connections.  Tradeshows are a great way of doing this since people you know are likely to attend the same professional events that you do.  Use LinkedIn to send messages and schedule meetings with folks on the show floor.

You can visit our LinkedIn page here

And you can visit Jeff Blackwell’s page here

Or Sukki Jahnke’s page here