In this video:

• Kelly Klaus - Floor U Manager
• Jodie Klaus – Marketing Consultant
• Jill Roellig – Project Management
•  Matt Roherty – Graphic Artist

In this video:

• Bill Schmitz – Marketing Consultant
• Sara Peters – Marketing Strategist
• Carol Van Vreede – President
• Ann Lopata – Project Management

In this video:

• Chuck “Cool Cat” Carver – General Manager
• “Jive” Jim McNicoll – Wide Format Print Manager
• “Brotha” Ben Tarkowski – Graphic Artist
• “Groovy” Mark Gomilla – Service Manager
• “Hip” Heather Veeser – Marketing Consultant

We’re all looking for great new ways to save money while exhibiting.  My husband went to a show in Missouri recently and noticed an interesting trend.  Exhibitors are building up.  “You mean they’re using more hanging signage?” I said.  “No,” he said, “they’re saving square footage in the booth by stacking product instead of spreading it throughout the booth. 

“Genius,” I thought.  It may cost a little to get a display built for the product, and some extra in shipping, but clearly there are savings to be had

This exhibitor saved tons of space in the booth by taking advantage of the space above the show floor.

by having a smaller space on the exhibit floor.

If you’re looking for a way to cut cost, look up.  The real estate you need may be above you.

1. Reinvest your profits:  Trade shows can be a great place to get tons of new leads and re-establish old relationships.  Remember to continue to make improvements to your alloted space to allow new and old relationships to flourish.  Keep your look new with fresh graphics and reconfigured exhibits so it looks like your company is keeping abreast with changes.
2. Be willing to be different:  Many times, it’s those who dare to stand out that are remembered.  How can your company stand out among the other exhibitors?  “Doing what everybody else is doing – the same way they are doing it – is the recipe for becoming average.”
3. Spell out the deal before you start:  Plan for your next show.  Research the demographics and really analyze if this is the best show for you to be at.  Don’t start going to a show just because your competitor is there, decide for yourself if the audience is right and if you can get the ROI you need to justify your appearance.
4. Watch small expenses:  You can save a ton of money at a trade show simply by paying attention to deadlines.  Those small late fees can really add up, so it’s essential that as a trade show manager you watch your deadlines closely.
5. Know when to quit:  “Don’t throw good money after bad.”  If after a couple of years one of your shows just isn’t producing the results you need, and you’ve honestly worked the show (tried to engage people off the aisle, implemented promotions that should have given great results, met with clients during the show, did preshow promotions, diligently followed up on your leads ASAP after the show), then it’s time to find a new show that will give you those results.  “Because we’ve always done that show” isn’t a reason to keep going.  Make sure it justifies itself before you attend again.
6. Know what success really means:  Go into the show with a means to measure what success is.  Is it to come away with a certain number of leads?  To come away with a certain amount of sales?  What is it that you want to get from the show?  If you determine this before you leave (and communicate this with your staff), you’re sure to have a more successful show than if you hadn’t.

We’re excited to see what’s new at the Oshkosh Business Expo 2010 and hope to see you there!

If you want to make sure your business makes it to my “Must Visit” list, let me know and I’ll be sure to stop by!

Sara Peters
Marketing Strategist
speters@exhibit-resource.com

 It’s a wrap! 

Usually around here it’s much like the old saying “The cobbler’s children have no shoes,” we’re always doing projects for everyone else, as our own get pushed aside.  Well we’ve finally done it!  Our box truck got a new look! 

I’ve often seen exhibitors scribble notes on the backs of little business cards and I wonder how the sales person who follows up on that lead will ever be able to read it.  Creating a lead card for your next show will save your sales people some eye strain.  Ask those who will follow-up on the leads to help create the lead card.  Make sure that it includes the following types of questions:  basic prospect information, qualifying, and next steps.

Basic Information

It’s a no-brainer that you’ll need all the information that is on the prospect’s business card, so leave space to staple it to the top of the card.  If you’re attending a B2C type show, allot space to fill in pertinent information like name, e-mail address, phone number, etc. 

Also, title the lead card with the name and date of the show.

Qualifying Questions

• Is the prospect a current customer?  What products/services have they purchased?
• What products/services are they interested in?  Add a checklist of products so the lead taker can simply check the products/services instead of writing them all out.
• What is the prospect’s role?  Decision maker?  Influencer?  Include a checklist of possible roles.

The answers to these questions will help your sales staff get a better understanding of the prospect’s needs before they even pick up the phone.

Next Steps

Ask the prospect how and when you should have your sales person follow-up with them.  Again, set up a list with check boxes for options like: send more information via mail/e-mail, give a demonstration, send catalog, contact by phone/e-mail etc.

Rating your leads

Leave an area where the lead taker can rate each lead with an A, B, or C.  Is the prospect looking to purchase right away?  Has a workable budget?  Is the decision maker?  Mark this one as an A so your sales team follows up on it right away.  Is the prospect interested in the product but not looking to make a purchase until next year?  Mark this one as a C, it’s a good lead, but not top priority. 

Don’t forget to add a line so the lead taker can report that they took the lead.  This way, if the sales person needs to ask additional questions they know who to call on. 

Lead cards are a simple, inexpensive, and effective way to collect better lead information.  Having information in a standardized way also makes it easier for your staff to follow-up on those leads.  By implementing lead cards at your next show, you can be sure that you’re helping your company get better value from the show, as well as stay out of that lead card abyss.

Cast (in order of appearance)
Chuck Carver (General Manager) as Ebenezer Scrooge
Carol Van Vreede (President) as The Ghost of Christmas Present
Matt Roherty (Senior Designer) as The Ghost of Christmas Future
Ben Tarkowski (Senior Designer) as The Ghost of Christmas Past
Mark Gomilla (Service Manager) as Tiny Tim

Cast (in order of appearance)
Ann Lopata (Project Manager) as Randy Parker
Dave Zukerman (Senior Designer) as Ralphie Parker
Jim McNicoll (Wide Format Manager) as Old Man Parker
Jill Roellig (Project Manager) as Mrs. Parker
Sara Peters (Marketing and Advertising Strategist) as Flick