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Add You - Seven Ways To Blow Your Trade Show Budget
If you are a new business just starting out into the world of contract cleaning then your immediate aim is to gather as many new customers as you can and constantly grow the business. The initial stages are hard and it is difficult to gain those first few customers. How gain you gain a foothold in this highly competitive market? Many of the marketing strategies you might employ have been explained i
6. IGNORE PRESS POSSIBILITIES
Want folks to know about your company? The worst waster is waiting until the show opens and then deciding you want some publicity. Tell the press before the show opens. Have a press kit ready in the booth and the press area. Appoint one rep only who talks to the press. Hire a trade show press agent. Concentrate on your company and products. Don’t gossip.
7. MISUNDERSTAND THE SALES PROCES
After attending dozens of PowerPoint presentations, it never ceases to amaze me at the number of slides that are absolutely unreadable. Here are some simple steps on how to avoid this type of error. Only present a maximum of 5 points on a slide. Each point should only be 7 words in length. If you need more words, make subpoints below the main point.
1. NEVER READ THE EXHIBITOR MANUAL
Yes, you pass it along to someone else to fill in and send out, but you don’t know what is in the package. Do you know the drayage rate, the electrician rules, the shipping time frame? If you don’t know, you are wasting your money because you do not know when you are paying fair value or being overcharged, when to complain legitimately, and when to shut up.
2. WAIT UNTIL YOU ARE THERE
It is called Floor Prices and these are your penalties for not thinking ahead. If it costs you $100 to contract before the show when you fill out the forms in the Exhibitor Manual, it may cost you $120-$200 when you walk onto the floor and then decide – oh geez, now I want carpet cleaning, extra electrical or another service.
3. DO IT YOURSELF
Think you can just build your exhibit yourself? Sorry the Fire Marshal says take it down. Note – fire codes are local to the exhibit city. Grab cute fabric, load the exhibit space with literature, etc.? See the Fire Marshal. Hang your own sign or lights? See the local unions or labor force. It will cost you floor prices – or taking down your whole exhibit if you don not know the rules of the show.
4. SEND THE WRONG STAFF
The wrong staff will send the wrong message. Trade shows are unique and unless there is a clear definition of your purpose at the show, and you have matched the staff to your expectations and the expectations of attendees, it can be a big waste of money.
5. IGNORE PRE-SHOW PROMOTION
Yeah, you know YOU will be at the show but have you told anyone else? How about your clients, prospects, folks you met at last year’s show, folks you want to do business with? It is so much easier to attract attention before the event than after the show... so let them know you will be there and what you can do for them at the show, as well as after the show.
6. IGNORE PRESS POSSIBILITIES
Want folks to know about your company? The worst waster is waiting until the show opens and then deciding you want some publicity. Tell the press before the show opens. Have a press kit ready in the booth and the press area. Appoint one rep only who talks to the press. Hire a trade show press agent. Concentrate on your company and products. Don’t gossip.
7. MISUNDERSTAND THE SALES PROCESS
You know how it is, you believe something for so long, everyone agrees with you, all the books tell you it's true and then suddenly you have a blinding revelation - we've all been duped! You know like my gorilla mates were? (If you're not sure about my gorilla mates then you really need to read the book - we've got a great offer on at the moment!)And you feel such a chump - how did I ever fal
2. WAIT UNTIL YOU ARE THERE
It is called Floor Prices and these are your penalties for not thinking ahead. If it costs you $100 to contract before the show when you fill out the forms in the Exhibitor Manual, it may cost you $120-$200 when you walk onto the floor and then decide – oh geez, now I want carpet cleaning, extra electrical or another service.
3. DO IT YOURSELF
Think you can just build your exhibit yourself? Sorry the Fire Marshal says take it down. Note – fire codes are local to the exhibit city. Grab cute fabric, load the exhibit space with literature, etc.? See the Fire Marshal. Hang your own sign or lights? See the local unions or labor force. It will cost you floor prices – or taking down your whole exhibit if you don not know the rules of the show.
4. SEND THE WRONG STAFF
The wrong staff will send the wrong message. Trade shows are unique and unless there is a clear definition of your purpose at the show, and you have matched the staff to your expectations and the expectations of attendees, it can be a big waste of money.
5. IGNORE PRE-SHOW PROMOTION
Yeah, you know YOU will be at the show but have you told anyone else? How about your clients, prospects, folks you met at last year’s show, folks you want to do business with? It is so much easier to attract attention before the event than after the show... so let them know you will be there and what you can do for them at the show, as well as after the show.
6. IGNORE PRESS POSSIBILITIES
Want folks to know about your company? The worst waster is waiting until the show opens and then deciding you want some publicity. Tell the press before the show opens. Have a press kit ready in the booth and the press area. Appoint one rep only who talks to the press. Hire a trade show press agent. Concentrate on your company and products. Don’t gossip.
7. MISUNDERSTAND THE SALES PROCES
Business networking referrals are a proven business strategy to increase sales or results for any organization. Just look to the expansion of formal networking group such as Leads, BNI and Rainmakers. To better understand this important business strategy requires defining both networking and referrals.Networking is defined by Lillian Bjorseth as mutually beneficial relationships. This
3. DO IT YOURSELF
Think you can just build your exhibit yourself? Sorry the Fire Marshal says take it down. Note – fire codes are local to the exhibit city. Grab cute fabric, load the exhibit space with literature, etc.? See the Fire Marshal. Hang your own sign or lights? See the local unions or labor force. It will cost you floor prices – or taking down your whole exhibit if you don not know the rules of the show.
4. SEND THE WRONG STAFF
The wrong staff will send the wrong message. Trade shows are unique and unless there is a clear definition of your purpose at the show, and you have matched the staff to your expectations and the expectations of attendees, it can be a big waste of money.
5. IGNORE PRE-SHOW PROMOTION
Yeah, you know YOU will be at the show but have you told anyone else? How about your clients, prospects, folks you met at last year’s show, folks you want to do business with? It is so much easier to attract attention before the event than after the show... so let them know you will be there and what you can do for them at the show, as well as after the show.
6. IGNORE PRESS POSSIBILITIES
Want folks to know about your company? The worst waster is waiting until the show opens and then deciding you want some publicity. Tell the press before the show opens. Have a press kit ready in the booth and the press area. Appoint one rep only who talks to the press. Hire a trade show press agent. Concentrate on your company and products. Don’t gossip.
7. MISUNDERSTAND THE SALES PROCES
The sea change that most businesses face today is increasingly becoming the norm rather than the exception. The change is driven by globalisation, technological and social dynamics. Hovering around the status quo is like a cancer stricken person waiting for his condition to get better. If you continue doing the same, things are not going to get better. There is a saying that you cannot teach
5. IGNORE PRE-SHOW PROMOTION
Yeah, you know YOU will be at the show but have you told anyone else? How about your clients, prospects, folks you met at last year’s show, folks you want to do business with? It is so much easier to attract attention before the event than after the show... so let them know you will be there and what you can do for them at the show, as well as after the show.
6. IGNORE PRESS POSSIBILITIES
Want folks to know about your company? The worst waster is waiting until the show opens and then deciding you want some publicity. Tell the press before the show opens. Have a press kit ready in the booth and the press area. Appoint one rep only who talks to the press. Hire a trade show press agent. Concentrate on your company and products. Don’t gossip.
7. MISUNDERSTAND THE SALES PROCES
The business world has seen many successful and loyal partnerships, yet few have been as enduring through difficult times as the partnership between Kmart and Martha Stewart.The relationship started more than a decade ago when then CEO Ben Fauber signed the relatively unknown former model to design a line of home fashions for Kmart. Soon Fauber would exit and Joe Antonini would further expand
6. IGNORE PRESS POSSIBILITIES
Want folks to know about your company? The worst waster is waiting until the show opens and then deciding you want some publicity. Tell the press before the show opens. Have a press kit ready in the booth and the press area. Appoint one rep only who talks to the press. Hire a trade show press agent. Concentrate on your company and products. Don’t gossip.
7. MISUNDERSTAND THE SALES PROCESS
What good is it to go through the whole trade show process and not know WHY you are doing so? Whether you are in the booth, the manager at the home office, the attendee or the final decision-maker – the question for everyone is – why and how should I give information and how does this lead to bottom line results? What are the steps in your sales process – because a lead negates the cold call process – so sales should be faster and friendlier.
Correcting just one of these can save money. Correcting all seven can provide substantial savings.
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