Stay focused on your goals

I got a call from a client the other day asking for my opinion on a booth promotion he wanted to execute at an upcoming tradeshow. His goal was to attract attendees to his booth and tie into the theme of the show.  Good goals, right? His plan included a preshow mailing to the attendee list with an incentive to come to the booth, then there would be a contest they would particpate in when they got there and a drawing for a prize.  He also wanted to have another drawing after the show was over to keep their attention. I didn’t want to curb his enthusiasm about show promotions, but like many exhibitors, he was losing sight of why he was exhibiting in the first place.  He wanted my advice so I explained that if he is already inviting them to the show with the invitation and incentive and there is an interactive game at the booth, then there is no need for another attraction.  I encouranged him to stay focused on why he was there.  The objective is to get leads and make sales not necessarily to play games and entertain. When attendees stop I recommended his team be prepared with a consistent presentation to explain the company benefits and features,qualify potenial prospects and get their contact information to expand the data base, stay in touch in the future, continue to solicit sales and provide information.  He did not need another game to reconnect because he already had their info. The reconnecting comes when you make the personal phone call to follow up. That is when you set an appointment, ask for a sale, get a referral or ask some survey questions.  I did suggest that if he wanted to give another prize, he could select a winner from the leads and use that to open the conversation during the follow up.  It is important to have fun at the show and interact with attendees, but remember why you spent the money to exhibit.  Make a connection, educate, inform, play games, have fun, but if you don’t collect that valuable name, phone number and email address you are missing out on the opportunity for a long term relationship that could result in many sales and referrals for years to come.

Susan Ratliff is The Exhibit Expert, reach her at susan@susanratliff.com  www.SusanRatliffPresents.com  face book and twitter

 

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