One of the reasons I attended trade shows, aside from conducting seminars during the event, is to watch and learn how exhibitors and attendees interact.
I achieve this goal by not only attending events within my industry but also by visiting shows outside of my field.
Here are three more ways I expand my marketing knowledge.
1. Gather industry publications. Every event has magazines and other literature available just outside the trade show’s entrance.
These documents can be weighty, especially if carrying them while on the show floor, so I limit what I choose according to what’s listed in the publication’s table of contents.
2. Exhibitor literature. Some sell sheets and handouts are quite unique while others are basic but still attractive due to the layout. I also take this information for examination.
3. Sales pitch. Some representatives stick with old banter, and others greet attendees with a warm smile and cup of coffee or offer to sample cookies.
It’s always interesting to watch from afar or be part of the action to see what works and what’s a turnoff.
The trade show season starts tomorrow for me. I’ll be putting what I shared above to action. Perhaps these ideas will also expand your marketing skills when you attend a show.
{ 2 comments… read them below or add one }
You know, I love trade shows. In a previous life I worked for a Fortune 300 company and planned their attendance at over 300 trade shows globally. We had our rules for the trade show booth interaction with customers, but one of our sales reps was definitely a star. The company’s business was done by building relationships with their customers. This particular sales rep was a master at that and her customers would make it a point to visit her when they knew she was at a show. When she saw them she would put on a big smile, give them a hug or a handshake and ask them personal questions about how their lives were going. You could tell she really KNEW them by the questions she would ask. “How is your dog feeling after the surgery?”
It was a great example of remembering that people are people and not just a way to make money.
Beth Sowell
http://episodexistudios.com
Beth,
It’s wonderful to read how this representative built relationships rather than simply writing orders.
When people like and trust you, these sentiments create a foundation for lasting friendships across all professions that also happen to generate sales.