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Greetings 3-D Live Marketers,
This issue presents ideas on how to enhance booth traffic at your events and how to increase the effectiveness of one of your most critical show resources, your booth staff.
Specifically, we look at the potential for accelerating your booth staff’s performance by integrating the pre-show and
at-show promotions with your overall communications plan.
Also, we offer a reader’s tip on getting more from your event by contributing more to it.
In each case, your event results will likely improve.
Sincerely,
Marc Phibbs - Vice President, Marketing
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Promotions That Drive Better Booth Staffing
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Perhaps you have been justifying your pre-show promotions because they help bring in more people to your booth. They do that, and more. A good pre-show promotion, when tied to an in-booth giveaway, can also improve the performance of your booth staffers. Here’s how:
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Your staffers will have an easier time developing rapport and qualifying attendees, by building on the good feelings the attendee has after receiving a nice gift for coming to your booth.
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If you’ve picked a giveaway that ties in well with your company’s marketing message, your staffers will have an easier time remembering to promote your competitive advantage. For example, if your message is focused on flexibility, and you offer visitors Swiss Army knives, your staffers will have a visual reminder to promote your versatility message. (Note: since 9/11, Swiss Army knives don’t make good giveaways – not everyone will pack them in checked baggage.)
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Your staffers get a great engaging line: “Did you receive our pre-show promotion?” People who remember receiving it will slow down and be more approachable. (I’ve had people actually reach inside their show bag and pull it out!). For the people who did not remember receiving it, your staffers can then show the invitation (nicely clipped to their lead card clip board) and repeat the same offer verbally for the at-show giveaway
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And perhaps most of all, your staffers don’t have to go outside their comfort zone as much to draw people in from the aisle. They will have a portion of the audience come in on their own, asking for the at-show giveaway. That relieves them of some of the stress of talking to strangers all day, and can add some fun, too. And, they’ll be more likely to volunteer for booth duty next time!
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| Reader Tip: Promote By Presenting |
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Try to get an opportunity to host a seminar at the trade show. It drives people to your booth and informs them of much more than they can get by just taking a quick stop in your exhibit. There are many bits of wisdom that you can deliver without giving away any trade secrets! I have managed to run a seminar during every trade show we exhibit at over the last 3 years. The results are amazing. If you don't like public speaking you can hire a presenter to do it for you for a small fee and expenses. Or take a public speaking course and learn by doing.
- Brad Arnold, President & CEO, Bradley Mechanical Services & Pipe Shield Canada
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| Looking for More Booth Traffic? Try This |
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Get your copy of Creating Effective Trade Show Promotions, a 76-page guide that takes you through the entire process from setting goals to execution to measuring results. This is the one indispensable tool you need to get the crowds into your booth.
Request yours today!
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Adapt to Industry Changes:
White Papers On Exhibition Trends For
4 Key Vertical Markets
To help exhibitors better understand the market forces and significant trends affecting their trade show program, Skyline commissioned Tradeshow Week to write 4 White Papers that cover 4 key industries:
Manufacturing & Industrial
Medical & Healthcare
Information Technology
Professional & Business Services
These 16-page White Papers provide insight for each industry on the primary challenges facing these exhibitors and the key themes for success in their changing trade show environment.
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Skyline Exhibits
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St. Paul, MN 55121
Phone: 800-328-2725
www.skyline.com
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