| Typically, doing a tradeshow isn't an inexpensive | | | | to hear.6. Determine your contact management |
| proposition. There's a great deal of investment of | | | | strategy. One thing I've found very overwhelming |
| money in your setup and materials, as well as the | | | | when I've done trade shows in the past is how to |
| time you and your employees invest in staffing the | | | | deal with and manage all the contact info that I |
| booth. If you're working solo, you're doing the bulk of | | | | collect. I always plan to enter the info myself, either |
| the preparation and staffing alone, which adds to the | | | | through manual data entry or through scanning cards |
| anxiety and tension.My recent tradeshow debut | | | | in my card scanner. And, of course, I rarely do this. |
| caused me to think about how to approach the | | | | I've discovered that if I make a plan and hire |
| situation, make it productive for me and fun for my | | | | someone to do this, the task is much more like to be |
| visitors. These are the ten tips I've followed in my | | | | completed. So, I've told my data-entry person In |
| preparation process:1. Determine your primary goal | | | | Nevada that I'm doing this show and that I'll be |
| for being an exhibitor in the tradeshow. I know that | | | | overnighting her all the cards from the conference. |
| my email newsletter is a great marketing tool for me. | | | | She's assured me that she can return the completed |
| Therefore, my primary goal is to add to my | | | | data file to me in a matter of days. What a great |
| readership. I'm doing that by sponsoring a giveaway | | | | burden that is off my shoulders!7. Make a list and |
| -- a free enrollment to an upcoming program. Last | | | | check it twice. I've now gotten this tradeshow stuff |
| year when I attended this same event, I noticed | | | | down to an art form. I've created a packing list on a |
| many vendors giving away hefty gift certificates | | | | Word doc, and each time I have a display at a show |
| ($100 and up) to local restaurants. While I think that's | | | | or organizational meeting, I simply pull out my list and |
| a great way to attract attention and get people to | | | | ensure that I have all of my supplies in my |
| give you their contact info, I wonder if it's effective | | | | tradeshow box, or replenish what's missing. I tend to |
| in getting qualified prospects. So, I've decided to give | | | | get very rushed before an event like this, and don't |
| away a program that I do, a program that's ideal for | | | | do my best thinking and planning when I'm rushed, so |
| business owners. I think those who would like to win | | | | having a list already prepared where I have taken |
| this are much better qualified prospects than those | | | | some quality time to plan in advance is a godsend.8. |
| who want a restaurant gift certificate.2. Don't | | | | Have an effective follow-up plan in place. On my |
| overwhelm your visitors. I know, from having visited | | | | doorprize form, I remind people that by completing |
| many tradeshows, that I tend to return home with | | | | the info on the card, they're signing up to be on my |
| lots of info, most of which gets thrown in the trash. | | | | email and snail mail lists. Furthermore, I have 2 |
| I can't imagine I'm the only one who does this, so as | | | | check-off boxes: one to do a followup for coaching |
| I planned my collateral material for the show, I | | | | and one to send them a free ebook. Upon returning |
| decided that "less is more" and that my handouts | | | | home, I'll be adding all the email addresses to my |
| would be copies rather than color brochures or flyers. | | | | newsletter database, emailing the ones wanting the |
| This enables me to give something away to visitors | | | | special report with a copy of the ebook and the |
| (in addition to my biz card) but lets me keep my | | | | followup letter I've written, calling the ones wanting |
| costs low. And, I've limited myself to 2 handouts, and | | | | to get more info about coaching, and then sending a |
| my biz card. That's it.3. Make your display warm and | | | | followup snail mail letter to those who didn't give me |
| inviting. Nothing is worse than trying to get into a | | | | an email address or didn't check off one of the |
| booth where you're concerned that you're going to | | | | boxes, just to remind them that they visited my |
| knock something over, or try to get through a maze | | | | booth and remind them about my newsletter and |
| to see what's available. I've decided my display will be | | | | free ebook.9. Create a compelling call to action. I |
| pretty simple: a tabletop display board, a doorprize | | | | know that in reality, tradeshows aren't really the time |
| bag, a candy dish, and two standing displays with my | | | | to sell. They're better used as a time to generate |
| 2 flyers in them. On the side I'll have an easel with a | | | | prospective client lists. However, for that small |
| 18"x24" color poster highlighting one program with | | | | number that are compelled to buy at a tradeshow |
| special pricing for the show. I've purchased some | | | | (without needing the usual process of getting to like, |
| stars and garland at a party store to add a little | | | | know and trust you), I like to make them an |
| pizzaz to the table. I like to travel light, so I've | | | | irresistible offer for something that they have to |
| managed to get everything in a larger plastic tote | | | | purchase during the tradeshow to take advantage of |
| and in my display board and carrying case. I'm hoping | | | | special pricing. My "show special", as I refer to that |
| for easy setup and takedown.4. Keep yourself well | | | | offer, is a $100 discount on an upcoming marketing |
| hydrated. I know from past experience that when I | | | | program. From this call to action, I'd like to generate |
| talk alot, I tend to start coughing and start to lose | | | | 4 registrations for this upcoming program.10. Have |
| my voice. Even though my drink of choice is Diet Dr. | | | | fun! You can certainly work yourself into a frenzy |
| Pepper, I've discovered that caffeinated beverages | | | | with lots of planning for a show, and still be so |
| make the situation worse. Therefore, I'll have a | | | | frenetic that you pounce on visitors to your booth |
| couple of bottles of water on hand, which should help | | | | and scare them away. Before the crowds arrive, |
| me be able to talk throughout the day.5. Ask your | | | | take a few deep breaths, get centered, put on your |
| visitors open-ended, compelling questions when they | | | | best smile, and get ready to just enjoy meeting very |
| enter your booth. I've been wondering what would | | | | cool people. If you're relaxed and "show up" as |
| be a good conversation opener for my visitors. I | | | | natural and relaxed (rather than going into full-blown |
| don't want to say something lame like, "How are you | | | | salesperson mode), you'll have a better time, your |
| enjoying the show?" My plan is to ask one of two | | | | visitors will enjoy themselves more, and you'll achieve |
| questions: "What kind of business are you in?" and | | | | your goals without even thinking about it!Copyright |
| "What are your top 2 challenges in being in business | | | | 2005 Donna GunterOnline Business Coach Donna |
| getting your business started?" (depending on | | | | Gunter helps self-employed professionals make more |
| whether they're a seasoned business owner or a | | | | profit in less time online. To sign up for more FREE |
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| accordingly if I get info that's different than I expect | | | | |