How to Exhibit Effectively in North

American and European Expositions

Kendal Norris, Show Director

New Hope Natural Media

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Essentials of Trade Show Success

•The 6 P’s of a successful exhibit

•The 3 items to include on your booth graphics

•The 5 steps of engaging show attendees

•10 Boothmanship tips

The 6 P’s of a Successful Exhibit

Plan

Profile

Prepare

Promote

Prospect

Persevere

Plan your Exhibit Strategy: Why are You Exhibiting?

•Determine the focus of your exhibit

oLaunching a new product?

oEntering a new market?

oTo see your customers?

oTo present your company as a leader in the market?

oTo support the industry?

oTo networking

Plan your Exhibit Space:

•Draw out the locations in your booth space

oTables

oProduct displays

oLiterature

oDemonstrations

oGraphics

oStaff

•Keep the front of your exhibit space open and inviting

oDon’t create a barrier with a table or display counter

Plan Your Follow-up BEFORE the Show:

•Write your follow-up letter/email before the show.

•Mail this letter/email with literature, discount coupon, article reprints, testimonials, etc. to reinforce the sale.

•If responding by email, hyperlink to your web site for easy access.

•Follow-up in the agreed-upon manner, within 5 days of the show.

Profile your Perfect Prospect:

•Who is your “perfect prospect”? (target/niche market)

•What are their current issues and challenges?

•What are their needs and wants? •How can your product/service solve their problems or fulfill their needs?

Prepare for the Show: Very Important!!

•Complete visa applications as early as possible

•Know the deadlines of the show decorator and the show organizer- this will save money

•Booth furnishings before deadline will cost an estimated 30% less

•Read the Exhibiter Service Kit- 5-6 months out from the show

•Know your value adds-Talk to your Sales Representative

oMarketing services

oNetworking tools

oFurniture packages

Promote Your Presence BEFORE the Show:

•Whose job is it to invite people to your exhibit? YOURS!!

oBe proactive- utilize your value ads

oWork with your show sales rep

•How can you let customers and prospects know about your exhibit at the show?

oPut it on your Web site and include your booth number

oSend emails to customers and prospects

oMake phone calls to your top 10 prospects inviting them to stop by your exhibit

Promote your Presence AT the Show:

•Buy advertising in industry magazines or online and include your booth number

•Purchase a sponsorship- show the industry you are a real player in the market- high visibility

•Taylor your marketing material and messages- not everyone needs the same information

•Purchase a speaking opportunity at the show- Exhibiter Presented Seminar

Giveaways •Give away a branded promotional item

oUse it as a token of thanks

oIt should have a high perceived value?

oIt should remind the attendee in the long term to call when they need your product or service?

Raffles •Should you collect business cards or have people fill in a short questionnaire” for a raffle?

•Will it build the RIGHT kind of buzz and energy

•The entry form can double as lead form

•Winning can let them “sample” your product or service.

•How will you select a winner?

Prospecting at the Show

Your exhibit should be inviting and uncluttered

Exhibit graphics should tell people what your products or services can do

Your staff should be trained to interact with attendees

Demonstrate your products or service in your booth or somewhere else at the show?

Record the information you’ll need to follow-up.

Perseverance:

•Follow Up

•Mail informational materials

oliterature, discount coupon, article reprints, testimonials, etc. to reinforce the sale.

oIf responding by email, hyperlink to your web site for easy access.

•Follow-up in the agreed-upon manner, whether by phone, fax, email and with promised materials.

Items to Include in your Booth Graphics 1. Company name and logo

2. What products and services are you showcasing

3. What are your companies differentiators

Include in your booth graphics:

•What your company does? Or What products are you showcasing?

•How can you save your customers time or money?

•Who you are

Benefits of working with you

Briefly explain what differentiates you from your competitors ?

Exhibit Graphics

•Graphics should highlight YOUR PRODUCTS…simply

The Five Simple Steps of Engaging Attendees

1. Greet and Engage

2. Qualify

3. Present or Demonstrate

4. Record

5. Dismiss

Greet booth visitors:

•SMILE and make eye contact with attendees in the aisle

•Maintain positive body language

o Eye contact/facial expression

o Keep hands and arms uncrossed

o Exhibit good posture

•Engage those who pass your booth

Quickly Qualify

•Have 3 qualifying questions ready:

What is your time frame?

What is your budget?

What is the quantity?

•Product:

oAsk what sort of products they are sourcing?

•For business services:

oAsk what sort of services they are sourcing?

Engage:

•It is your job to start the conversation?

•Have an elevator pitch ready

•Establish credibility

•Provide benefits.

•End the conversation with a call to action.

Present and Demonstrate:

• “Show and Tell” attendees what you do?

oUse testimonials

oIndulge the senses

oShow your science and properly qualify it

oMake your demonstration interactive

Record Lead Information : •Inquire about sponsorships that include lead generation.

•Use a lead recording unit

•Plan ahead to decide what information needs to be recorded for follow-up:

Name, company, address, phone, email

Product interest

Role in purchasing process

Timeframe to buy

Budget

Requested follow-up type and timeframe

Dismiss •Reiterate follow-up plans

•Thank them for their time and interest

•Double-dismissal

oVerbal: “Thanks for stopping by. I’ll be in touch next week…”

•Body Language: Shake hands and step back after you shake hands

Booth Etiquette

1) Make sure your badge is in plain sight

2) SMILE! Positive attitude!

3) Avoid negative body language

4) Acknowledge people with a nod and greeting within 15 seconds of entering your booth

5) Use breath mints

Top 10 Rules of Booth Etiquette:

6) Invite prospects into your booth space 7) Avoid doing anything in your booth that detracts from the business of your exhibit: eating, drinking, chewing gum, reading, talking on cell phone, sitting down, reading/answering emails, reading the newspaper, clustering with exhibit staff

18) Be courteous and thank all who stop by your by your booth

80% of what a visitor to

your booth remembers is their interaction with your staff.

DON’T BE AFRAID TO DO IT DIFFERENTLY & BETTER!

If you do what

You’ve always

done,

you’ll get what

you always got

Thank you Kendal Norris , Show Director

New Hope Natural Media