Overview: Exhibitors
will learn that a planned approach to trade shows leads to more sales.
The course covers specific action items and management strategies that
have been proven to increase the number of qualified leads obtained at
a show. The goal is to make the trade show experience more productive
for visitors and exhibitors alike so that next year's show is even better.
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Objectives: By
the end of the course, participants will learn:
- How to attract potential buyers
to visit their booth
- Strategies for identifying
and engaging qualified buyers
- Who should staff the booth,
including the best attire and behavior
- How to set up the booth space
for traffic management
- Tactics for selecting specialty
advertising, premiums, and raffles
- Making follow up the climax
of the show when leads turn into sales
Length: Varies,
depending on facility available, and time constraints |
Media: Overheads,
Slides / Photos, Interactive Demonstrations, Role Play
Materials: Attendees supplied
with three fact sheets on tradeshow topics:
- 10 Tips to Get Better Results
from Your Trade Show Without Spending a Fortune
- 10 Tips to Get Better Results
from Your Trade Show for Consulting and Service Industry
Firms
- 15 Tips to Get Better Results
from Your Trade Show with a New Lead Retrieval System
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Offered
by:
Gretchen
Sauerman
Corporate Trade Show Consultant
Advantek Consulting, Inc.
(407) 733-1426 x21
Fax 733-1427
gsauerman@advantekinc.com |
Ms. Sauerman
has been managing trade shows for engineering and
technical firms for over 10 years. In addition to
extensive training in the field of exhibit management,
she holds a Master's degree in Engineering. Ms. Sauerman
has served on technical steering committees, convention
marketing and promotion committees, and has served
as booth manager for hundreds of trade shows throughout
the United States. She currently provides corporate
trade show consulting services for engineering, technical
and service firms. |
Agenda: Trade
Show Seller Mini-Course
Introduction
The introductory section
is designed to prime the attendees, and convince them
that a methodical approach to trade shows will yield
better results than they have seen in the past, and
will give them an advantage over their competitors.
Covers key statistics, facts from CEIR (Center for
Exhibition Industry Research) and Trade Show Bureau
Statistics. Format is Q&A, for example,
What percentage of Trade
Show attendees have explicit reasons for being at the
show? Answer: 76%
Trade Show leads close
how many times faster than other types of leads, on
average?
Answer: 5 Times.
Pre-show
Promotion
- Keys to a successful
pre-show mailing (list selection, offer, timing)
- Attire (suits versus
uniforms)
- Staff Selection Criteria
- Booth Design
- Selecting premiums/giveaways
- Designing an effective
lead card
If the course is just
prior the show, these topics are primarily provided
for use at future shows, since there will not be much
time to adjust in these areas before show time. Some
of these topics are covered in detail with the booth
manager, and a simple overview is provided for the
staffers.
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At the
Show
- Engaging Visitors
- Presentation
- Disengaging
- Using Premiums
- Lead Retrieval
This section is brought
to life by role-playing with audience members and various
props. The idea is to get each attendee thinking about
the best way to customize his/her overall presentation,
based on the type of product being promoted, and the
booth layout.
After the
Show
- Lead follow-up: Delegation
- Making the time to
follow-up
- Selecting shows/space
for the next year
At the end of this section,
the audience is typically introduced to the manager
of show/event, and informed of how/when/where to sign
up for next year's space. A class survey is also provided.
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Also see:
firm
tips :
lead card tips :
save
money
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