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The
4 P’s of Successful Showcasing
By Coach
Bud Coggins
(Business Leader Magazine March 2002)
The
January 2002 Where Eagles Flock column titled
“Fill The Pipeline…24/7” focused on how
essential it is to keep your “pipeline”
filled with qualified prospects. One extremely
efficient and effective way to solidify your
relationship with current clients (retain), and
build new relationships with prospective clients
(obtain), is trade show and showcase
exhibitions.
Whereas,
a trade show is usually industry specific and
most exhibitors are competitors; a showcase is
an event that hosts cross-industry participants.
Within certain industries, substantial
transactions occur during a trade show. Yet, a
showcase, as its name implies, is designed to
provide exhibitors an opportunity to showcase
their products, services and personnel in a
positive light…and make four to five personal
contacts per hour (according to national
statistics).
A
good example of a showcase is the annual
Business Expo presented by The Greater Raleigh
Chamber of Commerce. (Business Expo 2002 is
planned for April 11th at the Raleigh
Convention and Conference Center from 9:30am –
5pm.) Each year, this event attracts about 5,000
attendees and over 320 different exhibitors.
Decision makers come to look and learn about the
latest products and services. They don’t
usually come with pockets full of money or
plastic to make purchases on the spot. Rather,
they roam from booth to booth talking with
exhibitors to assess whether certain products or
services can help them be more efficient,
effective and profitable.
The
purpose, as an exhibitor, is to: create a
positive identity; meet face-to-face with
current customers/qualified prospects; gather
information to add to your database; and
listen…not sell.
1.
Plan
The
first priority of the planning stage is to
consider whether a particular showcase is the
right match for your business. What is the
expected attendance? What market is the show
producer targeting?
Does this profile match your target
prospect? What is the scope of necessary
resources (time, money and people)?
Make it a point to know all of these
answers prior to making a commitment.
Business
Expo 2002 is a business-to-business showcase.
Thus, if your clients and target prospects are
looking for business products, services and
possible new suppliers, this is probably a good
match. By exhibiting, you not only “fill your
pipeline” with qualified prospects, you can
enhance your credibility and create a greater
awareness of your company, its products and
services.
2. Pre-Show
Okay,
you’ve done your homework on the showcase and
decided it is the right match. Now what? It’s
time to create a checklist, with a specific
timeline, of the activities you will need
conduct in the pre-show phase to ensure you
fully leverage your involvement. Statistics
indicate that show success will be 50% greater
when you conduct pre-show promotion. Here are
two key actions to consider:
-
Invite your current customers and prospects to
attend the show and stop by your booth for a
visit. (The Business Expo provides tickets for
exhibitors to distribute to clients and
prospects.)
-
Utilize every communication method you already
use to promote your participation and booth
number. This includes: Web site (including show
logo); email signature; invoices; statements;
advertising; voice-mail greeting; on-hold
messages; and all printed materials during the
weeks leading up to the show. Basically, think
“outside the box” and implement every
creative way to promote your participation in
the show.
3.
Presentation
On
show day, be at your booth at least one-half
hour before show opens. The personnel staffing
the booth must be thoroughly knowledgeable about
the company and its products/services. Booth
visitors need to observe that your people are
highly competent, reliable, responsive, and
empathic to their needs. There is a window of
3-5 seconds to capture the attention of the
attendee as they pass by your booth. The more
compelling and inviting your booth is, the
better chance of attracting visitors.
With
a long day on a hard floor, you will want to
work in two-to-three hour shifts, two
representatives at a time. Keeping a positive
attitude is paramount to success.
Conducting
a prize(s) drawing at your booth is always good
way to collect contact information to add to
your database. Invite visitors to drop their
business card in your receptacle for a chance to
win. This is also a good way to “break the
ice” and engage the visitor in conversation.
Caution! A big mistake people make is judging
too quickly that the visitor is not a qualified
prospect. They
may not be a prospect, but you don’t know who
they know that might be. Be sure your prize
has value and appropriately represents your
business.
4.
Post-Show
Follow-up,
Follow-up, Follow-up (get it?) is essential to
your success. Send out a hand addressed “thank
you for visiting our booth” letter
immediately. Include the name(s) of prize
winner(s). This enhances credibility. You may
want to include a brochure. Review all of the
contacts you personally made and decide the
appropriate follow-up (i.e. phone call for
appointment, regular mailings, etc..,).
Have
a meeting with all personnel who worked the
booth as soon as possible to evaluate your
results. Track the business ultimately obtained
from contacts made at the show.
Be careful in making a snap judgment.
Allow 30 days to pass. Attendees who weren’t
ready for your product or service immediately
may contact you later.
In
summary, if you follow the 4 P’s and maintain
a positive attitude you will probably realize
the best return on any investment made this
year.
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