10 Things to Know as a Trade Show Exhibitor

10 Mistakes You Cannot Make As An Exhibitor

Welcome to the Webinar!
Presented By: The Business Exchange Corp.

The Business Franchise & Investment Expo Toronto 2011 – Trade Show Tips

10 Mistakes You Cannot Make As An Exhibitor

The Business,
Franchise &
Investment EXPO
Oct 1st & 2nd, 2011 – Queen
Elizabeth Building, CNE
Grounds, Toronto Michael Hyam

The Business Exchange Corp.
January 7th
& 8th,
2012– The
416-657-4111, ext 230
Forum, PNE Grounds, Michael@BusinessExchange.ca
Vancouver

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The Topics We Will Discuss Today

The Big Picture:

As Exhibitors You Can’t Make These Mistakes

1. Not Defining Why You’re There
2. Not Training The Staff
3. Skimping on Appearance
4. Ignoring Free Media
5. Not Budgeting
6. Falling Flat on Demos
7. Being Quick to Pack Up
8. Not Being Sticky.
9. Not Measuring Results
10. Overloading Too Much Information
11. Not Realizing The Magic of Follow-Ups


Mistake # 1 – Not Defining Why You’re There

 Write out an objective statement
 Have personal expectations
 Set a minimum goal for leads
Tip :
 Choose a number

Resource :
 Download our free lead sheet template
 Print it out and have your sales team use on the trade show floor

Focus on:
Defining clearly what a qualified lead is for your brand.


Mistake # 2 – Not Training Staff For Expo’s

Listen, Listen, Listen!
Focus on:
 Training your staff to listen
 Practice, practice, practice
 Consider role-playing
 Take effective notes
 Sales homework

Tip:
Humanize the company


Mistake # 3 – Skimping On Appearance

The appearance of the staff:
Uniforms
Coordinated look
Express the brand
Be honest
Consider accessories

Do’s
o Smile
o Hold a piece of literature at all times
o Say “Hello” to everyone walking the aisles
o Wear comfortable shoes with “Gel” inserts
o Wear standard business attire for your industry
o Wear your exhibitor badge
o Make good eye contact
o Arrive early
o Keep your booth neat & tidy
o Keep personal items out of sight
o Multilingual staff should wear a lapel pin flag representing the languages they speak

Focus on visuals: Enlist a professional

Mistake # 3 – Skimping On Appearance Cont’d

Additional Things to Consider as a Checklist BEFORE the show:
 Poor Lighting
 Nicks & Dents
 Poor Quality vs. Crisp
 Overcrowded
 Clean & Simple

Tip:
Consider a Helper

Mistake # 4 - Ignoring Free Media

Social Media
 Giveaways and Contests
 Photos and Videos

Question: What do over 70% of attendees know
before getting to the show?

Tip: Before, During, and Even After the event
LEVERAGE You Tube, Facebook, and Twitter

Resource: Invitation Template for Email

Focus on the Future: “It’s Coming!”


Mistake # 5 – Not Budgeting

An invaluable trade show tool
Unforeseen expenses

Tip:
Budget for staff rewards

Resource:
Our Budget Template for the BFI Expo

Focus:
On saving money where you can
Book early

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Mistake # 6 – Falling Flat On Demos

 Offer interactive options
 Demonstrate your value

Tip:
Wow-ing With The Power of Demos

Focus:
On Service
A huge investment in your brand
Preemptively reassure
Continue to promote existing assistance

Successful demos have all of these 4 elements in common:

• Prove your brand will work for them
• Interaction and Motion
• Practice
• Design & Technology


Mistake # 7 – Being Quick To Pack Up
Focus On:
Taking advantage of networking opportunities around the show
Building rapport
Being natural

Tip:
Don’t Focus on Sales Profiling

Additionally don’t ignore the “just-lookers”

Have Pow-wows:
• Daily debrief session
• 15 minutes after the show
• Gather and share


Mistake # 7 – Being Quick To Pack Up Cont’d
How to End a Conversation with an Unqualified Lead

1. "I'm glad we had this opportunity to talk today...”

2. "I've taken enough of your time today...”

3. "Based on the information shared today, we can't help you,
but here's our website if you need us in the future”

4. "Thanks for dropping by...”


Mistake # 8 – Not Being Memorable & Sticky

• 7 out of 10 people
Can recall the name of the company with a giveaway

• Get inside their head and space

Question:
What is the highest retained item in the industry with the greatest return on
investment and costs per impression?

Ensure your logo is always on the item

Tip:
The newest trend - paperless cards


Mistake # 9 – Not Reviewing & Measuring Results

 Management Programs
 Hold account reps responsible
 Progress report

Tip:
Hire a Temp / Intern for the Day

Focus: On Saving Time

• Database entry as quickly as possible
• Follow-ups without disorganization
• Take detailed notes
• Record function on phone


Mistake # 10 – Overloading Information

Destination: Trash
Avoid the glazed look
Greet & Engage

Avoid insincere questions like “How are you?

Here are some good examples:

• Are you looking to buy a business in this industry (name your industry)?
• How long have you been looking to purchase a business?
• Are you familiar with ABC Company?
• What type of business are you looking to buy?

Tip :

Bring laminated copies labeled SAMPLE
Have hand-written notes ready to go

Focus :
On being cost-effective

Lead Management & The Magic of Follow-ups

A follow up system

• “Hot” Leads
• “Follow-up” manager

Focus:
Establish lead organization

Tips that will kick you up a notch over the competitors:

• Ask for a project timeline
• Pencil in date to meet again
• Contact within 24 hours is a must

Other Follow Up Measures:
A newsletter once a month
Do send a thank you
Remember, if you don’t follow up, your competitors will


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Thank You For Your Time

If you have any further
questions regarding
exhibiting, please contact

Michael Hyam
416.657.4111 ext. 230


Resources & Downloads


10 Things to Know as a Trade Show Exhibitor

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