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Powerful Principles to SucceedPowerful Principles to Succeed
at International Trade Showsat International Trade Shows
and Industry Fairs
© 2010 by Alberto Rodriguez-Baez. All rights reserved. Do not replicate without written permission.
“The difference between the almostbetween the almost right word and the right word is really aright word is really a
large matter:
it's the differenceit s the difference between the lightning bug andlightning bug and the lightning.”
Mark Twain, 1888Mark Twain, 1888
Lightning bug participationLightning bug participation
The basics (travel, budget, timelines management supplies etc ) are the entrancemanagement, supplies, etc.) are the entrance ticket.
The Lightning Makers:The Lightning Makers:
P ti (b f )Preparation (before):
1. The Approach
Execution (during):2. The Booth 3. The Staff
Precision (after):4. The Follow Up
© 2010 by Alberto Rodriguez-Baez. All rights reserved. Do not replicate without written permission.
Preparation(Before the event)
1) The Approach1) The Approach
Approach trade shows as if you areApproach trade shows as if you are
launching a new company!
Launching a new company MissionProduct, Services,Marketing Plan
How to make the phone ring?EmployeesEmployeesWhat to do with leads?
Store (soft launch, grand opening)
Launching a new Participating at a trade hcompany show
Mission ObjectivesProduct, Services Ready, Available, Legal?, y, , gMarketing Plan Marketing Plan
How to make the phone ring? How to bring right attendees?Employees Have the right staffEmployees Have the right staffWhat to do with leads? CRM, follow up
Store (soft launch, grand opening) Booth (test, show time)
Launching a new Participating at a trade hcompany show
Mission ObjectivesProduct, Services Ready, Available, Legal?, y, , gMarketing Plan Marketing Plan
How to make the phone ring? How to bring right attendees?Employees Have the right staffEmployees Have the right staffWhat to do with leads? CRM, follow up
Store (soft launch, grand opening) Booth (test, show time)
ObjectivesObjectives
Sample of event objectives:p j
• Build the reputation of the company.
• Increase brand awareness.
• Conduct market research.
• Customer retention.
• Recruit key personnel.
Marketing PlanMarketing Plan
How to effectively promote your participationHow to effectively promote your participation.
i i d d1. Pre‐invite targeted customers and prospects.
2. Give them a real reason to visit you (from
objectives).
3 Show them your location3. Show them your location.
1. Pre‐invite targeted customers and prospects
More traffic (of the right kind) brings a muchMore traffic (of the right kind) brings a much higher probability of success.
1 Print ads1. Print ads
2. Mass e‐mails
3. Phone calls
4. Facebook, LinkedIn, Twitter, etc., , ,
5. Direct mail!
2. Give them a real reason to visit you
• Communicate why they should comeCommunicate why they should come.
• What are the benefits to the visitor?
Cl ll i• Clear call to action.• No gimmicks!
3. Show them your location3. Show them your location
2) The Booth2) The Booth
Big expensive booths aren't always better!Big, expensive booths aren t always better!
Common advice:Common advice:
Treat your booth as a print ad.
“The exhibit must communicate as the advertisement in a magazine does.”
RAINBOW PLAY SYSTEMS
My advice:My advice:
Treat your booth as a PRESS RELEASE!
• Screening toolg• Billboard• Silent Salesman• Differentiator
…Lightning maker!
© 2010 by Alberto Rodriguez-Baez. All rights reserved. Do not replicate without written permission.
RAINBOW PLAY SYSTEMS
Seeking distributors for the most prestigious wooden playsets in the
www.rainbowplay.com001-210-764-1375 [email protected]
wooden playsets in the world. Inquiry here!
© 2010 by Alberto Rodriguez-Baez. All rights reserved. Do not replicate without written permission.
Seeking distributors for the most prestigious wooden playsets in the
www.rainbowplay.com001-210-764-1375 [email protected]
wooden playsets in the world. Inquiry here!
• Screening toolg• Billboard• Silent Salesman• Differentiator
…Lightning Maker!
• Screening toolg• Billboard• Silent Salesman• Differentiator
…Lightning Maker!
Business area (Staff)
• Screening toolg• Billboard• Silent Salesman• Differentiator
…Lightning Maker!
Business area (Staff)
Base area
Execution(During the event)
Activity is not effectiveness!Activity is not effectiveness!
h l f f d h l fYou can have a lot of fun and have a lot of visitors without doing business.
© 2010 by Alberto Rodriguez-Baez. All rights reserved. Do not replicate without written permission.
Common but Harmful AdviceCommon but Harmful Advice
• Have plenty of pens magnets t‐shirts andHave plenty of pens, magnets, t shirts and anything else that has your company name and/or logo on itand/or logo on it.
• Use a prize draw or contest.
Off f d• Offer food.
• Offer an iPod.
• The kiss of death:
Attract visitors with booth babes!Attract visitors with booth babes!
This demonstrates a lack of confidence aboutThis demonstrates a lack of confidence about the interest in the product and the company.
Gimmicks draw a lot of people…
but rarely attract the right visitors!
InsteadInstead…
1. Have special, thoughtful giveaways for highly
lifi d l dqualified leads.
2. Have generic giveaways for all other leads.
* This will save you money in shipping!
3) Staff3) Staff
Take only the right company representatives to staff the boothstaff the booth.
The right staffThe right staff
• EnergeticEnergetic
• Personableh i i• Enthusiastic
• Professional demeanor
• Can handle change• Knowledgeable (product and company)Knowledgeable (product and company)
How to properly collect and organize your leads’How to properly collect and organize your leads information: • Make it a critical part of the staff trainingMake it a critical part of the staff training.
• What CRM system do you use?What CRM system do you use?
• Use a form to collect visitors informationUse a form to collect visitors information, make notes, and determine how you should follow up (A B C?)follow up (A,B,C?).
© 2010 by Alberto Rodriguez-Baez. All rights reserved. Do not replicate without written permission.
Precision(After the event)
4) High impact follow‐up tactics
Follow up should not be an afterthought!Follow up should not be an afterthought!
1 Prepare follow up campaign before the event!1. Prepare follow up campaign before the event!
(e‐mail templates, processes, timelines, etc.)
2. If you don't have a Customer Relationship
Management (CRM) solution get oneManagement (CRM) solution, get one.
3. Follow up immediately (the same night)!
• For great leads (A): hand‐written thank youFor great leads (A): hand written thank you note and follow up by phone.
• For good leads (B): personalized e‐mail and f ll b hfollow up by phone.
• For "just ok" leads (C): “thanks for coming” mass e‐mail.
Q & AQ & A
“The difference between the almostbetween the almost right word and the right word is really aright word is really a
large matter:
it's the differenceit s the difference between the lightning bug andlightning bug and the lightning.”
Mark Twain, 1888Mark Twain, 1888
The Lightning Makers:The Lightning Makers:
P ti (b f )Preparation (before):
1. The Approach
Execution (during):2. The Booth 3. The Staff
Precision (after):4. The Follow Up
© 2010 by Alberto Rodriguez-Baez. All rights reserved. Do not replicate without written permission.
