A NEW YEAR IS BEGINNING NOW – THE SCHOOL YEAR.
Whether you have children attending for the first time or
finishing university, it Is always hectic to get into the
back-to-school routine. And, if you do not have school in your
family, there might be your own remembrance of the
excitement of starting afresh and learning something new.
This is a great time to review your trade show program in
the same way you prepare for school.
PICK YOUR SCHOOL = INDUSTRY
A business school question – Are you a railroad or a
transportation company? In other words, what business are
you in? If you consider your industry a railroad, you will be
concerned with rolling stock, laying track and logistics. If you
consider your industry to be transportation, you will
consider the railroad as a method of transportation – the
same principles apply whether you run rail cars or
airplanes. There is an engine, a carrier compartment, and
now most importantly, cutomer focus. Railroads have to lay
track, airlines have to have airfields, so there is difficulty in
physically moving to meet customer demand. But railroads
adapted by allowing piggybacking – truck trailers on flatbed
rail cars. Airlines serve more markets with the hub and
spoke system. You should look deeply into your own
industry and determine customer focus for the next 12
weeks and 12 months.
PICK YOUR CLASSES = SHOWS
While your firm is part of an Industry, in times of unsettled
business there are two avenues you can take to garner
more sales. One is to hunker down and bore deeply into
your niche, the other is to expand into other industries. In
both cases, you may want to look at trade shows beyond the
ones you have on your current docket. For example, if going
deeper into your industry niche, you can consider local or
regional shows, international expos, or shows which focus
on discrete research in your niche allowing you an
intellectual advantage. If expanding into other industries, you
have a wide range of choices but the advice is to research,
research, research before investing.
PICK YOUR TEACHERS = FIND THE BEST FOR YOU
Not all executives of Fortune 500 companies went to an Ivy
League or MIT caliber school, but considering the vast
number of colleges and universities, a disproportionate
number of these executives are graduates of the elite
universities. Translated to trade shows, that means you
should align yourself with well regarded shows, organizers
attuned to forward thinking, and professional organization
and management.
PICK YOUR MAJOR = MARKETING MESSAGE
When you declare a major, it is your intention to complete
the requirements and pursue a career in that field. People
remember that you started off in theatre, switched to
psychology, graduated in medieval history and then became
a salesman. At a trade show, you do not get a second
chance to change your marketing message. All the
promotion before the show, the exhibit and goodies need to
revolve around The Message. In essence, a trade show is
not the time to change majors, confuse people and say “I
really don’t know what I’m doing here.”
PICK YOUR BOOKS = MARKETING TOOLS
A trade show is not an isolated marketing event but a
continuum of your marketing efforts, so you will not be
limited to books. Along the way, your marketing tools are
selected for the best impact on the right people, whether you
use print, video or the Internet. Once you understand the
demographics of your audience, you use the right medium
for the message. For example, a firm with a high-tech
operation will expect to see detailed information about your
firm on your web site – it is the first place they will look A
low-tech firm will expect print materials and detailed
manuals. And, yes, there are still people who do not trust
computers and will never use the electronic goodies in your
life as appreciatively as you do.
PICK YOUR CLOTHES = EXHIBIT
We always want to look our best. Just as your clothes are a
representation of your personality, your position in a firm
and your sense of style (how you view yourself), so too is
your exhibit a representation of your company. It’s the first
physical impression many people have of your firm. It tells
attendees at a glance if you’re an ordinary company or a
daring one. If you are high fashion (which may mean
expensive and faddish) or if your firm has strong traditional
roots. People absorb not only the color and the design of
your exhibit but the language of the signage and the image
of your graphics. They look at the presentation of the
information you have available – whether it’s simple
brochures or high tech interactives. And they judge you both
in a overall sense and by subconsciously picking apart
those segments which they either strongly like or dislike.
PICK YOUR FRIENDS = STAFF
You do not always play with your buddies, but you do want to
be in a group which balances strengths and weaknesses to
get the job done. Selection of the right trade show staff is the
most important factor in the success of a trade show. If your
exhibit is an award winner design but your staff is bored,
cannot answer attendee’s questions or is boorish, most
people will walk away. Time is too short for the attendee to
teach your staff proper trade show etiquette and sales
techniques.
STAND UP TO PLAYGROUND BULLIES = PICK YOUR
BATTLES
During the trade show process, there will be times when
you think something is not fair, or is too expensive or really
inconveniences you. Sometimes, it is because you do not
understand the contracts and the flow of how a trade show
is put together. When in doubt, just ask for an explanation.
You do not have to take “That’s the way it is…” for an answer.
Find the top level of authority and make your concerns
known. A losing battle for the current show includes
contracts signed which obligate you to use certain labor
pools at certain rates. You can make your views know for
next year, but this year it is in stone. On the other hand, if you
find a competitor next to you (this happens very rarely as
show management is very conscious of this potential
squabble), ask that one of you be moved. Make sure your
complaints are legitimate. When you pick the right battles,
you should win. Otherwise, you are just a whiner or a
gossip.
PICK YOUR SPORTS = EXTRACURRICULAR ACTIVITIES
Trade shows are seldom just a time to set up an exhibit,
showcase your products, and leave. Increasingly, trade
shows are bracketed by educational sessions, social
events, informal networking time and fund-raising. Golf and
tennistournaments are fashionable either as a fund-raiser
or just social time. Firms will entertain clients during the
non-show hours by utilizing a hotel Hospitality Suite or an
off-site venue.How easy it is to overload your calendar,
overfill your glass and plate, and think your only job is to
have a good time. Wrong! You are your company’s
representative, so whatever behavior you demonstrate is
what people perceive as acceptable by your company. It’s
best to be on your best behavior.
PACK YOUR LUNCH = TAKE CARE OF YOURSELF
When you’re on the road, it is easy to fall into the grab-a-bite
routine as you rush through the airport. Or the
I-deserve-this- dessert syndrome as you dine alone waiting
for the next plane. Too much sugar, too much booze and too
much stress take their toll whether you are going to or
coming from a show. Experienced business travelers have
these words of wisdom -
* Listen to your normal body clock as much possible
* Acknowledge when you need rest
* Drink lots of water and fluids
* Don’t drink alcohol when flying
* Maintain an exercise routine, even if it’s just walking
around the airport
* Wear stylish and comfortable clothes – don’t look like you
just came from the gym. You will be more quickly accepted
and get better service when you dress professionally
* Pack lightly. There are no naked people where you’re
going – there’s always a store
* Have an emergency kit with you. Whether you have a
headache, you arrive at the hotel past room service hours,
or you feel lonely, take care of yourself. You should take a
medicine kit, pocket knife, small flash light, snacks, extra ID
and pictures of the family.
Going to school for the first time is scary but then it
becomes routine. Keep a little bit of that first-time fear in
your trade show routine. It will make you more aware of your
surroundings and opportunities.
Julia is an expert in the psychology of the trade show
environment and uses this expertise in sales training
and management seminars.
Author : Julia O’Connor
Site : ezinearticles.com