| Typically, doing a tradeshow isn't an | | | | if I get info that's different than I expect |
| inexpensive proposition. There's a great | | | | to hear.6. Determine your contact management |
| deal of investment of money in your setup and | | | | strategy. One thing I've found very |
| materials, as well as the time you and your | | | | overwhelming when I've done trade shows in |
| employees invest in staffing the booth. If | | | | the past is how to deal with and manage all |
| you're working solo, you're doing the bulk of | | | | the contact info that I collect. I always |
| the preparation and staffing alone, which | | | | plan to enter the info myself, either through |
| adds to the anxiety and tension.My recent | | | | manual data entry or through scanning cards |
| tradeshow debut caused me to think about how | | | | in my card scanner. And, of course, I rarely |
| to approach the situation, make it productive | | | | do this. I've discovered that if I make a |
| for me and fun for my visitors. These are the | | | | plan and hire someone to do this, the task is |
| ten tips I've followed in my preparation | | | | much more like to be completed. So, I've |
| process:1. Determine your primary goal for | | | | told my data-entry person In Nevada that I'm |
| being an exhibitor in the tradeshow. I know | | | | doing this show and that I'll be overnighting |
| that my email newsletter is a great marketing | | | | her all the cards from the conference. She's |
| tool for me. Therefore, my primary goal is | | | | assured me that she can return the completed |
| to add to my readership. I'm doing that by | | | | data file to me in a matter of days. What a |
| sponsoring a giveaway -- a free enrollment to | | | | great burden that is off my shoulders!7. |
| an upcoming program. Last year when I | | | | Make a list and check it twice. I've now |
| attended this same event, I noticed many | | | | gotten this tradeshow stuff down to an art |
| vendors giving away hefty gift certificates | | | | form. I've created a packing list on a Word |
| ($100 and up) to local restaurants. While I | | | | doc, and each time I have a display at a show |
| think that's a great way to attract attention | | | | or organizational meeting, I simply pull out |
| and get people to give you their contact | | | | my list and ensure that I have all of my |
| info, I wonder if it's effective in getting | | | | supplies in my tradeshow box, or replenish |
| qualified prospects. So, I've decided to | | | | what's missing. I tend to get very rushed |
| give away a program that I do, a program | | | | before an event like this, and don't do my |
| that's ideal for business owners. I think | | | | best thinking and planning when I'm rushed, |
| those who would like to win this are much | | | | so having a list already prepared where I |
| better qualified prospects than those who | | | | have taken some quality time to plan in |
| want a restaurant gift certificate.2. Don't | | | | advance is a godsend.8. Have an effective |
| overwhelm your visitors. I know, from having | | | | follow-up plan in place. On my doorprize |
| visited many tradeshows, that I tend to | | | | form, I remind people that by completing the |
| return home with lots of info, most of which | | | | info on the card, they're signing up to be on |
| gets thrown in the trash. I can't imagine | | | | my email and snail mail lists. Furthermore, |
| I'm the only one who does this, so as I | | | | I have 2 check-off boxes: one to do a |
| planned my collateral material for the show, | | | | followup for coaching and one to send them a |
| I decided that "less is more" and that my | | | | free ebook. Upon returning home, I'll be |
| handouts would be copies rather than color | | | | adding all the email addresses to my |
| brochures or flyers. This enables me to give | | | | newsletter database, emailing the ones |
| something away to visitors (in addition to my | | | | wanting the special report with a copy of the |
| biz card) but lets me keep my costs low. | | | | ebook and the followup letter I've written, |
| And, I've limited myself to 2 handouts, and | | | | calling the ones wanting to get more info |
| my biz card. That's it.3. Make your display | | | | about coaching, and then sending a followup |
| warm and inviting. Nothing is worse than | | | | snail mail letter to those who didn't give me |
| trying to get into a booth where you're | | | | an email address or didn't check off one of |
| concerned that you're going to knock | | | | the boxes, just to remind them that they |
| something over, or try to get through a maze | | | | visited my booth and remind them about my |
| to see what's available. I've decided my | | | | newsletter and free ebook.9. Create a |
| display will be pretty simple: a tabletop | | | | compelling call to action. I know that in |
| display board, a doorprize bag, a candy dish, | | | | reality, tradeshows aren't really the time to |
| and two standing displays with my 2 flyers in | | | | sell. They're better used as a time to |
| them. On the side I'll have an easel with a | | | | generate prospective client lists. However, |
| 18"x24" color poster highlighting one program | | | | for that small number that are compelled to |
| with special pricing for the show. I've | | | | buy at a tradeshow (without needing the usual |
| purchased some stars and garland at a party | | | | process of getting to like, know and trust |
| store to add a little pizzaz to the table. I | | | | you), I like to make them an irresistible |
| like to travel light, so I've managed to get | | | | offer for something that they have to |
| everything in a larger plastic tote and in my | | | | purchase during the tradeshow to take |
| display board and carrying case. I'm hoping | | | | advantage of special pricing. My "show |
| for easy setup and takedown.4. Keep yourself | | | | special", as I refer to that offer, is a $100 |
| well hydrated. I know from past experience | | | | discount on an upcoming marketing program. |
| that when I talk alot, I tend to start | | | | From this call to action, I'd like to |
| coughing and start to lose my voice. Even | | | | generate 4 registrations for this upcoming |
| though my drink of choice is Diet Dr. Pepper, | | | | program.10. Have fun! You can certainly work |
| I've discovered that caffeinated beverages | | | | yourself into a frenzy with lots of planning |
| make the situation worse. Therefore, I'll | | | | for a show, and still be so frenetic that you |
| have a couple of bottles of water on hand, | | | | pounce on visitors to your booth and scare |
| which should help me be able to talk | | | | them away. Before the crowds arrive, take a |
| throughout the day.5. Ask your visitors | | | | few deep breaths, get centered, put on your |
| open-ended, compelling questions when they | | | | best smile, and get ready to just enjoy |
| enter your booth. I've been wondering what | | | | meeting very cool people. If you're relaxed |
| would be a good conversation opener for my | | | | and "show up" as natural and relaxed (rather |
| visitors. I don't want to say something lame | | | | than going into full-blown salesperson mode), |
| like, "How are you enjoying the show?" My | | | | you'll have a better time, your visitors will |
| plan is to ask one of two questions: "What | | | | enjoy themselves more, and you'll achieve |
| kind of business are you in?" and "What are | | | | your goals without even thinking about |
| your top 2 challenges in being in business | | | | it!Copyright 2005 Donna GunterOnline Business |
| getting your business started?" (depending on | | | | Coach Donna Gunter helps self-employed |
| whether they're a seasoned business owner or | | | | professionals make more profit in less time |
| a newbie entrepreneur). I'm definitely | | | | online. To sign up for more FREE tips like |
| interested in the latter question, as I can | | | | these and claim your FREE ebook, TurboCharge |
| determine if I'm on target with what I think | | | | Your Productivity: 50 + Tools To Help You |
| are the challenges of business owners, and | | | | Automate Your Business and Make More Profit |
| can modify my program offerings accordingly | | | | in Less Time Online! |