Whereas, a trade show is usually industry specific and most exhibitors are competitors; a showcase is an event that hosts cross-industry participants. Within certain industries, substantial transactions occur during a trade show. Yet, a showcase, as its name implies, is designed to provide exhibitors an opportunity to showcase their products, services and personnel in a positive light…and make four to five personal contacts per hour (according to national statistics).
A good example of a showcase is the annual Business Expo presented by The Greater Raleigh Chamber of Commerce. (Business Expo 2002 is planned for April 11th at the Raleigh Convention and Conference Center from 9:30am – 5pm.) Each year, this event attracts about 5,000 attendees and over 320 different exhibitors. Decision makers come to look and learn about the latest products and services. They don’t usually come with pockets full of money or plastic to make purchases on the spot. Rather, they roam from booth to booth talking with exhibitors to assess whether certain products or services can help them be more efficient, effective and profitable.
The purpose, as an exhibitor, is to: create a positive identity; meet face-to-face with current customers/qualified prospects; gather information to add to your database; and listen…not sell.
1. Plan
The first priority of the planning stage is to consider whether a particular showcase is the right match for your business. What is the expected attendance? What market is the show producer targeting? Does this profile match your target prospect? What is the scope of necessary resources (time, money and people)? Make it a point to know all of these answers prior to making a commitment.
Business Expo 2002 is a business-to-business showcase. Thus, if your clients and target prospects are looking for business products, services and possible new suppliers, this is probably a good match. By exhibiting, you not only “fill your pipeline” with qualified prospects, you can enhance your credibility and create a greater awareness of your company, its products and services.
2. Pre-Show
Okay, you’ve done your homework on the showcase and decided it is the right match. Now what? It’s time to create a checklist, with a specific timeline, of the activities you will need conduct in the pre-show phase to ensure you fully leverage your involvement. Statistics indicate that show success will be 50% greater when you conduct pre-show promotion. Here are two key actions to consider:
- Invite your current customers and prospects to attend the show and stop by your booth for a visit. (The Business Expo provides tickets for exhibitors to distribute to clients and prospects.)
- Utilize every communication method you already use to promote your participation and booth number. This includes: Web site (including show logo); email signature; invoices; statements; advertising; voice-mail greeting; on-hold messages; and all printed materials during the weeks leading up to the show. Basically, think “outside the box” and implement every creative way to promote your participation in the show.
3. Presentation
On show day, be at your booth at least one-half hour before show opens. The personnel staffing the booth must be thoroughly knowledgeable about the company and its products/services. Booth visitors need to observe that your people are highly competent, reliable, responsive, and empathic to their needs. There is a window of 3-5 seconds to capture the attention of the attendee as they pass by your booth. The more compelling and inviting your booth is, the better chance of attracting visitors.
With a long day on a hard floor, you will want to work in two-to-three hour shifts, two representatives at a time. Keeping a positive attitude is paramount to success.
Conducting a prize(s) drawing at your booth is always good way to collect contact information to add to your database. Invite visitors to drop their business card in your receptacle for a chance to win. This is also a good way to “break the ice” and engage the visitor in conversation. Caution! A big mistake people make is judging too quickly that the visitor is not a qualified prospect. They may not be a prospect, but you don’t know who they know that might be. Be sure your prize has value and appropriately represents your business.
4. Post-Show
Follow-up, Follow-up, Follow-up (get it?) is essential to your success. Send out a hand addressed “thank you for visiting our booth” letter immediately. Include the name(s) of prize winner(s). This enhances credibility. You may want to include a brochure. Review all of the contacts you personally made and decide the appropriate follow-up (i.e. phone call for appointment, regular mailings, etc..,).
Have a meeting with all personnel who worked the booth as soon as possible to evaluate your results. Track the business ultimately obtained from contacts made at the show. Be careful in making a snap judgment. Allow 30 days to pass. Attendees who weren’t ready for your product or service immediately may contact you later.
In summary, if you follow the 4 P’s and maintain a positive attitude you will probably realize the best return on any investment made this year.
A good example of a showcase is the annual Business Expo presented by The Greater Raleigh Chamber of Commerce. (Business Expo 2002 is planned for April 11th at the Raleigh Convention and Conference Center from 9:30am – 5pm.) Each year, this event attracts about 5,000 attendees and over 320 different exhibitors. Decision makers come to look and learn about the latest products and services. They don’t usually come with pockets full of money or plastic to make purchases on the spot. Rather, they roam from booth to booth talking with exhibitors to assess whether certain products or services can help them be more efficient, effective and profitable.
The purpose, as an exhibitor, is to: create a positive identity; meet face-to-face with current customers/qualified prospects; gather information to add to your database; and listen…not sell.
1. Plan
The first priority of the planning stage is to consider whether a particular showcase is the right match for your business. What is the expected attendance? What market is the show producer targeting? Does this profile match your target prospect? What is the scope of necessary resources (time, money and people)? Make it a point to know all of these answers prior to making a commitment.
Business Expo 2002 is a business-to-business showcase. Thus, if your clients and target prospects are looking for business products, services and possible new suppliers, this is probably a good match. By exhibiting, you not only “fill your pipeline” with qualified prospects, you can enhance your credibility and create a greater awareness of your company, its products and services.
2. Pre-Show
Okay, you’ve done your homework on the showcase and decided it is the right match. Now what? It’s time to create a checklist, with a specific timeline, of the activities you will need conduct in the pre-show phase to ensure you fully leverage your involvement. Statistics indicate that show success will be 50% greater when you conduct pre-show promotion. Here are two key actions to consider:
- Invite your current customers and prospects to attend the show and stop by your booth for a visit. (The Business Expo provides tickets for exhibitors to distribute to clients and prospects.)
- Utilize every communication method you already use to promote your participation and booth number. This includes: Web site (including show logo); email signature; invoices; statements; advertising; voice-mail greeting; on-hold messages; and all printed materials during the weeks leading up to the show. Basically, think “outside the box” and implement every creative way to promote your participation in the show.
3. Presentation
On show day, be at your booth at least one-half hour before show opens. The personnel staffing the booth must be thoroughly knowledgeable about the company and its products/services. Booth visitors need to observe that your people are highly competent, reliable, responsive, and empathic to their needs. There is a window of 3-5 seconds to capture the attention of the attendee as they pass by your booth. The more compelling and inviting your booth is, the better chance of attracting visitors.
With a long day on a hard floor, you will want to work in two-to-three hour shifts, two representatives at a time. Keeping a positive attitude is paramount to success.
Conducting a prize(s) drawing at your booth is always good way to collect contact information to add to your database. Invite visitors to drop their business card in your receptacle for a chance to win. This is also a good way to “break the ice” and engage the visitor in conversation. Caution! A big mistake people make is judging too quickly that the visitor is not a qualified prospect. They may not be a prospect, but you don’t know who they know that might be. Be sure your prize has value and appropriately represents your business.
4. Post-Show
Follow-up, Follow-up, Follow-up (get it?) is essential to your success. Send out a hand addressed “thank you for visiting our booth” letter immediately. Include the name(s) of prize winner(s). This enhances credibility. You may want to include a brochure. Review all of the contacts you personally made and decide the appropriate follow-up (i.e. phone call for appointment, regular mailings, etc..,).
Have a meeting with all personnel who worked the booth as soon as possible to evaluate your results. Track the business ultimately obtained from contacts made at the show. Be careful in making a snap judgment. Allow 30 days to pass. Attendees who weren’t ready for your product or service immediately may contact you later.
In summary, if you follow the 4 P’s and maintain a positive attitude you will probably realize the best return on any investment made this year.
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