How To Use Tradeshow Gimmicks To Build Your Business Big! by Aubrey
Richardson
People attend industry tradeshows for numerous reasons. Whether you go and set
up as an exhibitor or sign up to visit the vendors, everyone has their own
motives for checking out the show. Interestingly enough, some individuals just
want to get away from the office for a while and make it a "working" vacation!
This is true for exhibitors as well as buyers, either way it becomes a business
write off!!
I've attended industry shows as a buyer and as an exhibitor off and on over the
last twenty years. In the beginning most of my focus was towards the Awards
& Engraving arena. Through the years it became quite obvious that this was
a rather small industry, as compared to some "sister" type industries such as;
screen printing, apparel or sign business type shows. A great deal of my time
over the last decade has been spent exhibiting in the larger arenas.
As an exhibitor, I've had several different outcomes in mind while at the show;
including building from those experiences once back at the home office. Seems
as if I've done it all at one time or another. Heck, one year I even dressed up
as "Logo Man" (a take off of Batman), wore the cape and the whole nine yards!
All this to stir up interest in our newest software release titled, LogoBahn.
It was the hottest thing around and won first place that year for best
technology development!
Now I'm not suggesting you need to dress up in some goofy outfit in order to
have a successful tradeshow but I do encourage you to think outside the box.
One year our company joined forces with four other well know businesses. We
called ourselves the Texas Connection, appropriately named due to our companies
were all located in the state of Texas. We placed advertisements in popular
industry magazines, informing of our FREE GRAND PRIZE give away, at the next
Las Vegas International Tradeshow. In addition to the space ads, each company
sent out two post card mailings prior to the show date. We set up a "punch
card" to be handed out to each registered individual as they entered the
tradeshow exhibit hall.
Each of us had a special die punch with different emblems. We utilized this
punch card to indicate that an individual had physically stopped by our booth.
Once a person had all five company marks punched, they would then drop it into
a centrally located hopper (raffle bin). On the last day of the show just
before the end of the day, we gathered around to draw out the winning
attendee's card. It was a smash hit, a true winner for all five of us as
exhibiter's in many different ways.
Our grand prize that year was a big screen TV costing around $1500. This was a
small price to pay considering we shared in the purchase of the television set.
We were at the forefront of peoples mind long after the show had ended and many
asked what we were going to be giving away at the next event!
Here's the real beauty of the whole deal. As I mentioned earlier there are
several different outcomes each exhibitor has while attending an industry
tradeshow. Too many in fact to cover in this one article but I want to share
one of the better results we experienced as a company. It's so cool and tailor
made for anyone in sales to implement this concept in your business. Whether
you are selling a product line or a service this gives you a great follow up
plan, as well as a great lead in for your sales force.
Here it is! Remember the punch card each individual was required to have marked
by the participating exhibitors? Well, once they approach your booth and ask
for their card to be punched, hand them ANOTHER CARD to be filled in while they
are getting their card marked by you. It's a good idea to have another
incentive to benefit the person filling out the additional card. Something
small, keep it simple. We used an additional giveaway item of our own. A
portable DVD player, at the time was only $40 and we shipped it to our winning
visitor (or handed it to them if they were present). A mini raffle of our own!
This accomplishes two specific things:
1 - They are held "captive" in front of you to fill out their information,
allowing you time to "pitch" your deal to them. Other wise, they will simply
get their card punched and move on down the aisle!
2 - This "other card" will now become your personal LEAD CARD to return back to
the home office. You can ask pertinent information on this lead card to enable
your sales people to target the specific needs of each individual.
Example:
If your item is a software program, you may need to know certain "facts" before
pitching your product. Facts such as, what type of computer is used, what
version of operating system, email address, do you have a website, do you use
any other type of drawing software, if so what kind, etc.
The options are truly endless and become a valuable source of knowledge for
your sales team. Imagine this, now instead of waiting on the tradeshow
organization to send you the show attendee's list or print out the "standard"
name, address, zip, phone, etc information. You now have specific FACT FINDING
answers to your need to know questions without having to call and ask over the
phone. Your sales people are truly armed with solid info that allows the to
build rapport with their prospects. Making the "sales call" a much warmer, more
friendly invitation to your newfound friend.
Remember, no one likes to be sold but we all like to buy. It's been reported
that people prefer to buy from a friend and NOT a stranger. These types of
fact-finding questions create great lead-ins, enabling you to get from stranger
to friend much faster. Let's face it, when you call on a prospect and you all
ready having working knowledge of who they are, what they are doing and how
they may be doing it ... it simply makes them feel more comfortable. Not your
typical sales call!
We all know most people buy on emotion and later back it up with logic. Think
about it, what about that last car you bought? Did you have to have the leather
seats with the automatic windows and door locks? Not to mention the DVD player
and the navigation system! Okay, Okay ... I realize you're the exception,
that's why I wrote ... MOST PEOPLE.
I trust this article will benefit those of you who exhibit at tradeshows. The
above ideas are just a few that we've experienced over the years and found to
have successful results. I titled this article with the word "gimmicks" in it,
not necessarily implying these are gimmicks but rather "nifty ideas" in order
to create a more successful outcome from your next tradeshow.
About the Author
Aubrey Richardson is the founder of
LogoFax.com one of the largest and fastest growing clip art sites
online, while leading a team of successful business entrepreneurs on the net.
Find out how you can tap into creating financial freedom for yourself and get
in on the action for FREE ==> Clipart247
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