Posts Tagged ‘trade show booths’

Event Specific MicroSites

Posted on: February 29th, 2016 by admin No Comments

What is a microsite?

 A microsite is an additional website, separate from your company’s main website, with an independant address, used to deliver a more specific message, product or service. A microsite is a great way to create a special platform for people to interact with your campaign. For instance, if your company is participating in multiple trade shows throughout the year, you might create a microsite to drive potential customers to your trade show booth. There are many ways to utilize a microsite to support your marketing strategy and in today’s article we will discuss some of my favorites.

Event Specific Microsite

Rather than incorporating your event or trade show information on your company site, create a microsite designed specifically for

wwwpeople who will be attending the event. Here are some great ideas on what to include on your microsite:

 

  1. Feature a calendar that lists dates and shows you’ll be showing.

  2. Have a media center to host downloadable press kits and other media material

  3. Build an appointment scheduler that allows interested parties to book meeting times with you during the show.

  4. FAQ’s about your company and its participation in the show.

  5. List of attractions, specials and/or special guests at your booth.

 

Launch Microsites

How long have you waited for updates to be made to your company website? Utilizing a launch specific microsite is a great way to announce a product or service while you wait for updates to your main company website. A launch microsite also allows you to put all of the focus on your new product/service, minimizing distractions a user might experience on your primary website. Here are some interesting ways to use a launch microsite:

 

  1. Display videos about your product

  2. Technical sheets

  3. Product virtual tour

  4. Event calendar where interested customers can meet you and experience your new product.

 

Virtual Tradeshow Microsite

You can use a virtual tradeshow microsite as a tool to enhance your tradeshow exhibit or you can use it in place of physically participating in a show. Its also a great way to reach customers who are unable to attend your show. When using a microsite to enhance your tradeshow, consider featuring videos of your staff, video presentations of your product and a chat platform for customers to engage with you.

What makes a microsite successful?

 

  1. A focused topic: Since a microsite is smaller and less complicated than a standard website, you’ll have plenty of room to really detail your product or service. Use this opportunity to thoroughly educate your customer.

 

  1. Great design: Microsites give you the flexibility to experiment with your design approach. Because the microsite is about the product and not the brand, use this opportunity to show your customers the “other side” of your brand personality.

 

  1. Create your microsite with your target audience in mind, especially if your target audience is outside the norm. Be creative and ensure the microsite offers an engaging user experience.

 

  1. Limit the site to one topic or product. For information about your other products, direct the customer to your main website.

 

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

 

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

Better Ways To Engage Visitors At Your Trade Show Booth

Posted on: August 3rd, 2015 by admin No Comments

Better Ways To Engage Visitors At Your Trade Show Booth

If you’re a veteran marketer and trade show exhibitor, you may struggle to come up with new marketing, giveaway and tradeshow attraction ideas for each show. While these aspects are all key to attracting people to your booth and entertaining them, what you do with the time when you actually have someone in the booth is far more important.

Having a good engagement and prospecting strategy in place is critical to quickly vetting each booth visitor.

Using Trade Show Gifts As Relationship Builders29585613_s

When you give a trade show giveaway to a visitor, you have to stay focused. Your task is not to be a goodie dispenser, but to be an emissary for your company. The gifts should be part of your strategy as you engage potential clients.

Whether you choose to liberally pass out giveaways to every passerby, or whether you require some level of personal contact is up to you. But most marketers have adapted a multi-tier giveaway system so that everyone gets something small, and true prospects get something more valuable.

Quick Tips To Engage Visitors

The trouble booth staff often runs into is how to take a prospecting conversation from end to end, and how to more effectively engage visitors to get as much value out of the interaction as possible. Here are some quick tips you can implement immediately at your next show.

Data Collection. This is the most basic form of engagement at a trade show. The best advice here is to invest in technology. Even collecting business cards is considered a dated practice; asking a visitor to manually fill out a form shows a lack of respect for visitors’ time. Instead, use a handheld scanner to scan business cards or show badges, tablets or touch screens to capture data or instantly connect with new prospects on social media, or even smart phone apps created specifically for data collection.

 

Engage in a Conversation. While there are many techniques to build a rapport with visitors, starting a simple conversation is a priority. You might ask relevant question such as:

  • Are they currently a customer?
  • Do they buy similar products from another vendor at this time?
  • Have they ever heard of your company or used your product?
  • Do they have any concerns with their current vendor that might make them open to working with a new one?
  • Are they interested in a demonstration or in learning more about your product?

You may conclude after the first 2-3 questions that they are definitely not a prospect for what you have to offer, or you may mutually agree to contact them after the show for further discussions.

Ask for Referrals or Introductions. If the conversation is going well, don’t hesitate to ask for referrals to contacts and other companies, or even to contacts within their own company that may have a use for your product.

Share the Love on Social Media. Some marketers offer incentives by asking visitors to take a picture in front of the company booth and share it on their social media networks in exchange for a more valuable giveaway. While you can’t expect someone to go to this trouble for a stress ball, they might be more agreeable for a nice tablet stylus or a credit card pouch for smart phones.

 

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

4 Trade Show Ideas For Selling At Your Booth

Posted on: October 30th, 2012 by admin No Comments

4 Trade Show Ideas For Selling At Your Booth Most companies today have websites, marketing brochures, and even direct mail packages that communicate the benefits of buying their products. These are proven channels for disseminating information that can lead to sales.

Trade shows are a completely unique selling opportunity. Not only is the interaction between the exhibitor and attendee face to face, but the event attracts a greater portion of targeted prospects and leads.

However, the challenge of selling on the trade show floor continues to elude new and experienced exhibitors. Today, I’ll give you 4 trade show ideas that you and your booth staff can use to sell to your exhibit visitors.

#1 – Approach, Engage, Qualify

A lot of exhibitors seem tentative when approaching people who visit their booths; it’s as if they’re afraid to bother them. But, attendees who come to your booth can always benefit from speaking with someone – either you or one of your employees – who can help them solve their problems. When people visit your booth, approach them immediately in a non-intimidating manner. Engage in a moment of friendly conversation so they’ll feel comfortable speaking with you. Then, subtly begin asking qualifying questions to uncover the problems that your products can help them resolve.

#2 – Leave Bully Sales Tactics At Home

Attendees don’t come to trade shows to hear off-putting sales pitches. More often than not, they’re looking for companies with whom they can partner to make their own processes more efficient, profitable, or reliable. If you use hard sale tactics on your booth visitors, you’ll give them the impression that you’re not thinking of their best interests. Nobody likes to be bullied into buying something. If you hard sell trade show attendees, they’ll be less likely to consider doing business with you in the future.

#3 – Be Willing To Disqualify

As important as qualifying leads is to your long-term sales success, being willing to disqualify prospects is just as valuable. This is one of the most important trade show ideas for selling to your visitors. Your time, and that of your booth employees, is limited. That means you must focus what little time you have on those visitors who are most likely to lead to future sales.

You and your staff should follow a predefined qualifying process with specific questions. When it becomes clear that a visitor is not a targeted prospect and is unlikely to lead to future business, politely disengage from the conversation. Invite them to continue looking through your exhibit and literature, but communicate that you need to help others.

#4 – Plant The Seed For Following Up

After you’ve qualified a lead and obtained their contact information, try to get their permission to get in touch after the trade show. Ideas for attracting trade show visitors, no matter how powerful, are limited by your willingness to follow up after the event. Some exhibitors don’t ask for their leads’ permission to contact them. But, doing so can cement the relationship you’ve established at your exhibit and prepare your leads to anticipate your call. It can be as simple as letting your visitors know that you’ll send them detailed product information in the mail.

Trade Show Ideas For Sales Success

Your success at trade shows will be largely defined by your sales efforts on the floor. It’s not enough to simple show up at the event, build your exhibit, and hope that visitors approach you and your staff to qualify themselves. You need to approach each person who comes to your booth without seeming intimidating. Initiate a conversation that makes your visitor feel comfortable. Ask about their needs and problems on the way to qualifying them as leads.

If it becomes clear that you won’t be able to help them, disengage. Otherwise, obtain their contact information and ask permission to get in touch after the event. These trade show ideas for selling to your booth visitors can pave the way for long-term sales success.

About the author:

Jonathan Edelman provides helpful advice about trade show strategies. With years of experience in the trenches, he is an expert on booth displays, follow up techniques, and using trade show marketing strategies to boost revenue.

 













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