Conventions, Trade Shows, Consumer Shows, & Meetings SBM 338 Lanny Wilke

How They Differ & Why It Matters Conventions Main purpose is to advance skills, to increase knowledge, or to promote a cause. Many include exhibits.

Trade Shows Main purpose is B2B. To bring together exhibitors with a preselected audience of customers & prospects.

Consumer Shows (for the General Public Auto shows, home & garden shows Almost all charge admission, many sell products directly from their booths.

Conventions focus on knowledge. Trade shows focus on product information & services. You care NOT about what it’s called – only about what they do. Ask previous exhibitors for their evaluations.

How to Focus Your Efforts Focus on focus Aim for a particular type of prospect Give them an instantly recognizable solution to their problem Remember, if you’re a new business, you don’t want visitors, you want prospects.

Focus on Prospects How you bring attention to your products depends on your prospects’ view of you. Help them see you as a solver of problems.

Focus on Customers (They’re prospects too) Don’t take your customers for granted. Treat them as your most important prospects. Attract your existing customers to your display. Key.

Focus on Prospects’ Problems… and Solve Them Think of your prospects as buyers who must please a specific kind of customer. Trade show selling – extremely fast- paced & highly competitive. Average sales opportunity lasts 3 – 5 minutes. Prospect leaves your booth and visits your competition.

Make those few minutes work. Entire body language must invite and welcome the visitor. Open the sales call with a handshake, a smile, & an introduction. Identify the prospect’s company. Present just enough to arrange a follow-up call.

Arrange the next step  Appointment  Demonstration  On-the-spot sale Close the sales call with a pleasant thank you & a smile. Record the results immediately.

Discover & fill your customers’ and prospects’ needs. It’s the most likely way to fill your own.

The Billboard Approach to Success at Exhibiting Use one simple message only. Keep it single. Have everything reinforce the same message. Keep it short. When you are limited to saying just one thing, make it a benefit.

Your Exhibit Space Booth size Usually 10 feet long by 10 feet deep. Booth height Usually maximum of 8 feet at the back, then drops rather quickly to a 30 inch table height.

Aisles and Visibility Aisles are generally 8 – 10 feet wide. Important when planning signs & determining what can been seen from the middle of an aisle. Generally – make the top row of letters no more than 6 feet off the ground.

Exhibit space configurations Back wall In-line booths lined up next to each other. Usually 10 by 10. Usually 8 feet in back to 30 inches in front.

Peninsula Aisles on three sides. Island Surrounded by aisles on all four sides. Most expensive to rent

Hanging signs Many permit signs that are elevated or that hang above a display.

Your Display Custom-Build Displays Rental displays Off-the-Shelf displays Pipe and drape displays

The Throw-Away Display One-Show, Leave-Behind Display

Constructing Your One-Show Display Triangular Columns Made from 3/8 inch thick, 4 X 8 foot Foamcoard. Strong, yet light Minimal wording

6 feet tall

Shelved cases Fairly low-cost ($100) Tables and chairs Rent from the show.

Tips Exhibit focus. Determine why you are at that show at that time. Total budget Booth space/location Not the most important factor, but it helps. Space reserved/confirmed The official notification

And just when you thought we were done……

You were right. Next time…..