People attend trade shows because they are in a specificindustry and want to learn more. They want to know what'snew and how you will help them.
So, you print up lots of fancy brochures, developdemonstrations, have unique gifts or hand-outs - and wantto get rid of it all before the end of the show, so you don'thave to ship it home.
If you think your only job as an exhibitor is to GIVEinformation, you are wrong.
You exhibit at trade shows because you are in a specificindustry and need to keep up with trends. You need to knowwhat's new and how it will affect you, your suppliers, yourpartners and your clients.
Trade shows are the ideal time for you to GATHERinformation. The show gives you the opportunity to gathermarket intelligence that is important to your particularcompany.
Here are three simple steps to being a smarter marketer:
LISTEN for
1. New words. New words means there are changes in yourindustry you don't know about. It may be a technology, aprocess or a company, but learn all you can while at theshow.
2. New concerns. When people visit your booth, listencarefully for their underlying concerns about the economy,competition, mergers, politics, big issues. These may affectyour business later, so begin to prepare now.
ASK about
1. What you need to know. Before the show, determinecritical information you would like to have for your company.Ask other people in your company what they would like toknow, not just what's important to your division ordepartment.
2. Trends. You don't know everything. People are flatteredwhen you ask their opinion about changes in their specificpart of the industry.
WRITE it down
1. Right now. Trade shows are busy, noisy environments.You can't trust your memory, so write the information downon the lead card or other form you will keep.
2. For distribution. After the show, take all the informationyou have gathered and write a confidential report about whatyou learned. Distribute it to those people in yourorganization who need to know and can act on thisinformation.
Three simple steps to make you more aware of yourindustry and to keep your company in the forefront.
Julia O'Connor - Speaker, Author, Consultant - writesabout practical aspects of trade shows. As president ofTrade Show Training, inc,, now celebrating its 10thyear, she works with companies in a variety ofindustries to improve their bottom line and marketingopportunities at trade shows.
Julia is an expert in the psychology of the trade showenvironment and uses this expertise in sales trainingand management seminars.
Information and free Newsletter athttp://www.TradeShowTraining.com
Trade Show Training, inc.
PO Box 17155, Richmond, VA 23226
804-355-7800 - fax 804-288-0231
julia@TradeShowTraining.com |
