GoldenQuest - Trade Show Free Report

Three Simple Solutions to Major Trade Show Dilemmas

Stand Out (literally) from the Crowd

It is extremely difficult for attendees at trade shows to remember much of the information they see. There are business deals, laughter, personal conversations, bells, whistles, and lights going on in every direction. Getting the attendee to become a legitimate prospect who will remember your new products or services is certainly a challenge.

Everyone is searching for that one thing that will make a difference between them and the other exhibitors. One of the most interesting and innovative approaches is to acquire a business suite at the adjoining hotel. This provides a unique approach which your prospects will definitely remember. It also succeeds at cutting down attendee distractions. You will be providing them with a quiet environment where they will feel they are receiving that all-important one-on-one attention. In day-to-day sales practices we remember how important it is to make the customer feel that they are the center of our universe, but when we get to the trade show floor we forget how important that is. The environment has changed, and so too must your sales techniques. Not adjusting to the specific needs of the trade show attendee is a critical misfire in attracting and maintaining your prospect's attention.

Advertising is a breeze. First you will want to clearly state the information in your pre-show advertising to your existing clients and your prospects. Let them know you will be doing something special to make them feel important. You should also promote your location in the advertising materials which will be promoted through the trade show. Hang door hangers on the doors of the hotel/s where the exhibitors are most likely to be staying. (Get permission first.) A billboard, or even a smaller booth set up at on the main floor directing viable prospects to your business suite for further information and a demonstration are also good bets to increase traffic to your suite.

You will want to have candies, light snacks, and drinks available for your visitors. Don't skimp on this area - make it the good stuff. Remember, you are trying to stand out and let them know you think they are important. Setting up shop away from the noise and other distractions on the showroom floor will help you set the right environment to promote that critical 'you are important' message and you will definitely stand out from the crowd.

Stop Swimming With The Guppies

We all know that the fish bowl approach generally doesn't work. You offer a free giveaway of one kind or another to be determined by a random drawing of a business card from your fish bowl. This only succeeds in getting tons of business cards from people you won't remember and who won't remember you - or your product. It also creates clutter in your exhibit. You call on these 'leads' only to find that they are no warmer than your everyday cold call. The solution is twofold.

First, offer your giveaway only to people who come up with an interesting way to use your new product or service. They write down their idea on the back of their business card, which makes them eligible for your drawing. Those individuals who participate in this process are more likely to remember your product because they have already thought of a useful way in which to use it. You will be receiving tons of new ideas on how to use your product or service from the perspective of your customer. These ideas could help you pique the interest of another prospect the following day. Never underestimate the ideas of someone else looking at your product.

Second, in order to look progressive and fresh instead of cluttered, you will need to eliminate the fish bowl altogether. Instead of a fish bowl you can actually have a box built directly into your exhibit where the cards or lead forms can be simply fed through a slot - like the old-fashioned mail slots on your front door. Empty the box at the end of each day and read the new ideas you are sure to have accumulated. You will have less business cards or forms to read through - therefore you should have fewer leads, but they will be far warmer than those of the old fish bowl approach. The success of the game at a trade show is not in the numbers, but in the quality of the lead.

Lead Them Where You Want Them To Go

As we have pointed out before, trade shows are like bee-hives. When you hand out your business card it generally ends up in someone's bag, with someone else's logo on it, along with many other business cards. For trade shows and conferences, even your business card needs to be unique to be remembered amongst all the others. Your business card is only as exciting as the graphics or color pattern that you have printed on it. Otherwise, your name and phone number could be written on a post-it note and handed to your prospect. Obviously you don't usually put your name and phone number on a post-it note or a napkin and hand it to your prospect. You try to be a little more professional and hand them a well thought out and professional looking business card. How is your business card different than all the others that will be received by your prospects at a trade show?

Stay with us now as we throw in another factor… The odds are you have a web site. If not, you're probably seriously considering one. Unfortunately for you, so is everyone else. It has been estimated that 100,000 web sites are created each day. You need to have something that makes people want to look at your web site. Something that motivates people to actually sit down at their computer and pull up your web site specifically. Simply handing out a business card with your name and URL address are not necessarily going to generate any business. In fact, the expense of both of these - your business card and your web site - statistically is money down the drain.

The answer: Digital Business Cards

A small CD the size of a business card contains information about your company, your products, your trade show event, your promotions, a coupon, or even a functioning demo. The card is given only to legitimate "hot prospects" (which are described in "Golden Tips to Maximize Trade Show Results"). The CD is shaped like a business card with rounded corners and has your logo, company name, sales reps name and phone number, etc. printed on it just as a regular business card would. The difference is that the prospect will take this card to his/her computer and see whatever special message or demo you have prepared for them and be able to link directly to your web site.

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	Three Simple Solutions to Major Trade Show Dilemmas Stand Out (literally) from the Crowd It is extremely difficult for attendees at trade shows to remember much of the information they see. There are business deals, laughter, personal conversations, bells, whistles, and lights going on in every direction. Getting the attendee to become a legitimate prospect who will remember your new products or services is certainly a challenge. Everyone is searching for that one thing that will make a difference between them and the other exhibitors. One of the most interesting and innovative approaches is to acquire a business suite at the adjoining hotel. This provides a unique approach which your prospects will definitely remember. It also succeeds at cutting down attendee distractions. You will be providing them with a quiet environment where they will feel they are receiving that all-important one-on-one attention. In day-to-day sales practices we remember how important it is to make the customer feel that they are the center of our universe, but when we get to the trade show floor we forget how important that is. The environment has changed, and so too must your sales techniques. Not adjusting to the specific needs of the trade show attendee is a critical misfire in attracting and maintaining your prospect's attention. Advertising is a breeze. First you will want to clearly state the information in your pre-show advertising to your existing clients and your prospects. Let them know you will be doing something special to make them feel important. You should also promote your location in the advertising materials which will be promoted through the trade show. Hang door hangers on the doors of the hotel/s where the exhibitors are most likely to be staying. (Get permission first.) A billboard, or even a smaller booth set up at on the main floor directing viable prospects to your business suite for further information and a demonstration are also good bets to increase traffic to your suite. You will want to have candies, light snacks, and drinks available for your visitors. Don't skimp on this area - make it the good stuff. Remember, you are trying to stand out and let them know you think they are important. Setting up shop away from the noise and other distractions on the showroom floor will help you set the right environment to promote that critical 'you are important' message and you will definitely stand out from the crowd. Stop Swimming With The Guppies We all know that the fish bowl approach generally doesn't work. You offer a free giveaway of one kind or another to be determined by a random drawing of a business card from your fish bowl. This only succeeds in getting tons of business cards from people you won't remember and who won't remember you - or your product. It also creates clutter in your exhibit. You call on these 'leads' only to find that they are no warmer than your everyday cold call. The solution is twofold. First, offer your giveaway only to people who come up with an interesting way to use your new product or service. They write down their idea on the back of their business card, which makes them eligible for your drawing. Those individuals who participate in this process are more likely to remember your product because they have already thought of a useful way in which to use it. You will be receiving tons of new ideas on how to use your product or service from the perspective of your customer. These ideas could help you pique the interest of another prospect the following day. Never underestimate the ideas of someone else looking at your product. Second, in order to look progressive and fresh instead of cluttered, you will need to eliminate the fish bowl altogether. Instead of a fish bowl you can actually have a box built directly into your exhibit where the cards or lead forms can be simply fed through a slot - like the old-fashioned mail slots on your front door. Empty the box at the end of each day and read the new ideas you are sure to have accumulated. You will have less business cards or forms to read through - therefore you should have fewer leads, but they will be far warmer than those of the old fish bowl approach. The success of the game at a trade show is not in the numbers, but in the quality of the lead. Lead Them Where You Want Them To Go As we have pointed out before, trade shows are like bee-hives. When you hand out your business card it generally ends up in someone's bag, with someone else's logo on it, along with many other business cards. For trade shows and conferences, even your business card needs to be unique to be remembered amongst all the others. Your business card is only as exciting as the graphics or color pattern that you have printed on it. Otherwise, your name and phone number could be written on a post-it note and handed to your prospect. Obviously you don't usually put your name and phone number on a post-it note or a napkin and hand it to your prospect. You try to be a little more professional and hand them a well thought out and professional looking business card. How is your business card different than all the others that will be received by your prospects at a trade show? Stay with us now as we throw in another factor… The odds are you have a web site. If not, you're probably seriously considering one. Unfortunately for you, so is everyone else. It has been estimated that 100,000 web sites are created each day. You need to have something that makes people want to look at your web site. Something that motivates people to actually sit down at their computer and pull up your web site specifically. Simply handing out a business card with your name and URL address are not necessarily going to generate any business. In fact, the expense of both of these - your business card and your web site - statistically is money down the drain. The answer: Digital Business Cards A small CD the size of a business card contains information about your company, your products, your trade show event, your promotions, a coupon, or even a functioning demo. The card is given only to legitimate "hot prospects" (which are described in "Golden Tips to Maximize Trade Show Results"). The CD is shaped like a business card with rounded corners and has your logo, company name, sales reps name and phone number, etc. printed on it just as a regular business card would. The difference is that the prospect will take this card to his/her computer and see whatever special message or demo you have prepared for them and be able to link directly to your web site. Statistics: 90% of people who receive the card - view it. Over 85% watch it the very first day they receive it. 94% of the cards are watched with someone else in attendance. There is a 50% increase in retention It receives anywhere from 10 to 60 times the response rate of other media. The Digital Business Card is an awesome tool that can be used in as many ways as you can dream up. Companies leaping towards the newest marketing techniques are already using it. GoldenQuest is dedicated to providing you with the latest information to make your business as successful as you want it to be. Bask in the golden rays of success - search out the golden egg - provide a golden experience to your customers - all with the tools we provide at GoldenQuest. 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