People attend trade shows because they are in a specific
industry and want to learn more. They want to know what's
new and how you will help them.
So, you print up lots of fancy brochures, develop
demonstrations, have unique gifts or hand-outs - and want
to get rid of it all before the end of the show, so you don't
have to ship it home.
If you think your only job as an exhibitor is to GIVE
information, you are wrong.
You exhibit at trade shows because you are in a specific
industry and need to keep up with trends. You need to know
what's new and how it will affect you, your suppliers, your
partners and your clients.
Trade shows are the ideal time for you to GATHER
information. The show gives you the opportunity to gather
market intelligence that is important to your particular
company.
Here are three simple steps to being a smarter marketer:
LISTEN for
1. New words. New words means there are changes in your
industry you don't know about. It may be a technology, a
process or a company, but learn all you can while at the
show.
2. New concerns. When people visit your booth, listen
carefully for their underlying concerns about the economy,
competition, mergers, politics, big issues. These may affect
your business later, so begin to prepare now.
ASK about
1. What you need to know. Before the show, determine
critical information you would like to have for your company.
Ask other people in your company what they would like to
know, not just what's important to your division or
department.
2. Trends. You don't know everything. People are flattered
when you ask their opinion about changes in their specific
part of the industry.
WRITE it down
1. Right now. Trade shows are busy, noisy environments.
You can't trust your memory, so write the information down
on the lead card or other form you will keep.
2. For distribution. After the show, take all the information
you have gathered and write a confidential report about what
you learned. Distribute it to those people in your
organization who need to know and can act on this
information.
Three simple steps to make you more aware of your
industry and to keep your company in the forefront.
Julia O'Connor - Speaker, Author, Consultant - writes
about practical aspects of trade shows. As president of
Trade Show Training, inc,, now celebrating its 10th
year, she works with companies in a variety of
industries to improve their bottom line and marketing
opportunities at trade shows.
Julia is an expert in the psychology of the trade show
environment and uses this expertise in sales training
and management seminars.
Information and free Newsletter at
http://www.TradeShowTraining.com
Trade Show Training, inc.
PO Box 17155, Richmond, VA 23226
804-355-7800 - fax 804-288-0231
julia@TradeShowTraining.com