Disclosure: I am NO trade show marketing expert.
I am in New Orleans for the week at the WEFTEC 2010 water quality show, on behalf of a client. We are here conducting live remote radio show broadcasts to add some pop and experience to our client's exhibitor booth.
Here is a quick video recap from yesterday:
But, on occasional downtimes, I wander through the cavernous halls of this enormous convention center. And what strikes me as most amazing is the amount of people just sitting around.
I will walk by a booth and see ten guys - sitting around.
What are they waiting for? People to just walk up? Walk up and say "Hi! I want to buy from you!" As I said, I am no trade show marketing expert. But I don't think this works very well...
If you have read my blog or seen one of my presentations, I talk about marketing being as simple as initiating conversations. That's really all it is. And good marketing helps you initiate more conversations, which hopefully lead to stronger relationships...that DO lead to sales.
So, here are a few ideas on how to stir up conversations that will benefit you and your company:
1. [not to self-promote, but...] Host a radio show at your booth. You can invite people you want to meet and get to know better by inviting them on your show. Shine a light on them, make them look good, and then, you have an easy means to follow-up (and discuss real business) when you call to send the mp3 file of their show appearance.
2. Review a list of exhibitors in advance. ID the ones that you need to connect with. Make a plan to go visit with them. Ask questions. View their material. Watch product demos. But most importantly, don't let your crew sit around. Assign them prospects to go meet. Give them a plan.
3. Do something special for your customers. Host a reception. Give them a special gift. Organize a meal. Do SOMETHING to deepen and strengthen the relationship with them!
4. Half the people I observed at this New Orleans show don't seem to want to be here (at the conference). I think they are here because they wanted to come to New Orleans. Or get out of work. Don't bring these people. They aren't helping you. And they are leaving impressions that your people just "sit around." Only bring people that will relish the chance to shoot fish in a barrel.
5. Connect people. If you have a customer, a prospect, a supplier, and referral source - AND you meet someone they should know? Make it your mission to introduce those people. At a trade show (with 1000 exhibitors in this case) it will NEVER be easier. In fact, this should be a big part of your plan. All those guys, sitting around, should be tasked to connect a few people each day.
6. In my humble opinion? Get rid of the crap. The little trinkets that mean nothing. That are a nuisance. That get tossed - with malice - after the show. If you are going to give them something, give them something they will use, such as a pen. But you are better off giving them an experience. Or a connection...that won't soon be forgotten.
7. Teach. Educate. One of the coolest things I saw at this show was booths that conducted seminars, teaching people about how to solve problems, about how to handle challenges. Challenges, of course, that can be handled by their products, but... Giving away knowledge that is helpful, WITHOUT expecting something in return, is a great way to go to market. And always comes back in a good way...
So, what did I miss? These are just a few thoughts from what I observed at this show about how to develop better connections, new friendships, deeper relationships that will lead to more sales opportunities...