Trade Show Exhibit Advice

By: Barry Siskind

Here are some facts I am sure you have all heard:

• Trade shows are experiential marketing.
• Customers remember the experience long after they have forgotten the details
• Technology is constantly tearing us away from this experience that we all apparently crave.

So, why do we consistently see exhibitors fill their booths with product information and encourage booth representatives to pitch product information to visitors who are unreceptive?

The answer is that we simply don’t know how to interpolate the product messages into an experience.The online encyclopedia Wikipedia defines Experience as “a general concept comprising knowledge of or skill in or observation of some thing or some event gained through involvement… The concept of experience generally refers to know-how or procedural knowledge, rather than propositional knowledge.”

This is a natural jumping off point for our discussion. Procedural knowledge is the knowledge one uses to solve problems. This is different from propositional knowledge which focuses on knowledge that is expressed in declarative sentences or indicative propositions such as a product pitch.

Procedural knowledge differs from propositional knowledge in that the former creates a belief in an internal thought or memory which exists in one’s mind. The latter is simply information which may or may not be useful. Most people accept that a belief must be true.

This distinction is crucial as it goes beyond the focus on features and benefits of a product or service. It delves into the heart of a customer’s motivation to buy or at least give it a try.

The experience begins as visitors approach your booth. They see your trade show display and your booth staff and immediately undergo some internal reaction.

This is where your trade show display and your booth staff can help create the experience you are hoping for.

Your display

Step back and ask your self, “What is the experience I want my customers to feel?” Perhaps it will include such descriptors as: comfort, security, fun, confidence, taken care of, helpful, green and so on. Some of your descriptors will come directly from your brand statement.

The next step is to put your descriptors in order of priority. That is if you have a list of three or four, which is the strongest feeling you are attempting to invoke in your customers. Let’s say you have chosen helpful as your prime descriptor. Now you need to do what is necessary to bring helpful to life in your display. You may include such things as: room within your display for people to talk without feeling crowded, areas where specific questions can be address or easy to read (not too many words) signs and graphics that tell your product’s story from your customer’s point of view.

Your booth staff

Using the same descriptor of helpful you now need to train your staff so that each one of them presents the same overall message of helpfulness. Don’t assume that they automatically understand being helpful. Working a trade show exhibit is different than working in their territory. At a show or event your staff does not have the luxury of time and often feel rushed or overwhelmed. So, being specific about what helpful means and providing them with the tools to bring helpfulness to life is crucial to your success.

Some of the areas of training include: identifying a specific definition for the type of helpfulness that is appropriate for your organization; developing the basic standards that each booth person will perform at; giving them probing skills to understand what the customer is looking for and what their unique perspective is and rewarding those who can take helpfulness beyond the definition which is often looking for little things that seem inconsequential but really impress your customer.

Creating a memorable experience is not rocket science nor overly expensive. What it often means is stepping back from the detail and asking the right questions.

By: Barry Siskind

Studies have proven that fifty-five percent of your visitors impression of you comes from what they see. It’s your para-verbal behavior, which is made up with such things as gestures, eye contact, posture and what you are wearing.

Dress is always a controversial topic. Exhibitors either dress too formally or too casually. Then there are those who choose to have their staff dressed all the same. It’s hard to know what’s right. The underlying word that should guide your choice of dress is professional. How would a professional in your industry dress? The problem is that the word professional has changed dramatically over the past few years. In some industries it would have been the norm to dress in a suit and tie. Now it seems that sport shirts are quite appropriate. Then there is the issue of culture. In some areas of the world culture demands more or less formal clothes.

The bottom line is that its difficult to find what is the appropriate way to dress. So, here’s a guideline for you to consider. Wear what you would wear if you were visiting a customer at their place of business from Monday to Thursday -we don’t count dress-down Friday’s. If it’s okay to attend at their place of business then it’s probably okay for a trade show.

Then there is the discussion about themed clothing – golf shirts, buttoned down shirts etc. Well chosen themed clothing can look very professional. In addition it provides lots of additional benefits such as when you tie in the color and messaging on your clothes to the display. Then it becomes easy for visitors to know who to approach at the busy show. Your staff also becomes a walking billboard during their breaks as they make their rounds of the trade show.

If you choose the theme clothing option here are some considerations.

1. Don’t limit your choices to shirts. Theme clothing comes in all forms such as ties, arm bands, blazers, hats, bandanas, vests and sweaters. So rather than doing what everyone else is doing make a statement and do something different.

2. Choose clothes that are of good quality. It’s your image that is at stake, Loose threads, wrinkles and arms that are falling off are a direct link to your visitors impression of your company.

3. Tie the coloring and messaging on your clothes to those in the booth. Remember that your staff is walking billboards. Don’t make these messages so subtle that someone has to be standing immediately in front of your staff to get the message.

4. Choose clothes that are gender and physique neutral. You don’t want any one feeling uncomfortable wearing what you choose.

5. Make it mandatory. If you choose theme clothing it is a must for everyone who is working at the trade show booth. Your instruction should also include that cloths to wear in addition for example you provide the shirt and everyone wears black pants.

6. If you show is more than one day long ensure that people have a change of clothing. Or, at least provide overnight laundry service. It’s important to look fresh and eager each day of the show.

Whether you choose a professional look related to how you would visit a client or choose theme clothing you need to understand the consequences of that decision. Make sure your staff are on board and understand how important how they look can be.

By: Barry Siskind

Visitors at a trade show quickly learn that there is simply too much information and too little time to absorb it all. Often what peaks their interest is an exhibitor who moves away from pure information and gives this tired visitor a break by offering them some entertainment. We have all seen a plethora of games and contests that exhibitors have devised. It can be as simple as a putting green to some of the popular games like Guitar Hero or other X-box games.

So, the use of games has real value: it helps you stand out in the crowd of information clutter; it gives the visitor a well needed respite from the pressures of walking the show and it helps draw attention to your trade show display.

It is important when you are planning your next trade show exhibit to not lose sight of what you are trying to accomplish. Entertaining your visitors is not your exhibiting objective. Entertainment through games and contests is simply a technique for attracting attention it will not, on their own, generate quality leads or make sales.

So, what makes a good game or contest? The answer is that it needs to tie-in or reinforce your marketing message. Creating entertainment that takes people away from your messages is simple confusing. They will walk away and tell a friend but when asked, who the exhibitor was, they shake their head and answer “I don’t know.”

To fix the problem here are a few helpful hints:

• Create a game or contest that doesn’t take long to play. You don’t want to play chess at the trade show booth, rather find something that takes no more than a minute or two to play.

• Whenever possible tie the nuances of the game or contest to your marketing message. For example is you chose a slot machine then make sure that the symbols on the reel are programmed to reflect your marketing messages or product information. If the visitor is requires to answer questions that make sure each question focuses them on information you want to reinforce.

• Pick a Prize. A contest isn’t much of a contest without an incentive. You don’t need to give away $1,000 cash to get people to stop by your trade show booth and play your game. But you will need to select a prize that will resonate with your target audience. You’ll also need to consider whether you’re going to have one winner (in which case you’ll probably want a higher-value item) or several winners (in which case you’ll want to choose something more affordable). Generic prizes include everything from iPods to gift certificates. But you will be better served when you consider less generic prizes and opt for something that is relevant to their offerings or industry. For example, consider awarding your winner with one of your new or best-selling products, or if any of your C-level execs enjoy celebrity-like status in your industry, consider awarding your winner a private lunch with your CEO.

• Allocate sufficient space in your display. While the game might become the focus point of your display you don’t want to lose sight of product information that you want visitors to see. When you are creating the layout of your display make sure that you have balanced both the needs of the game or contest with important messages.

• When the finish the game or have completed the ballot make sure one of your booth person is there to engage them in a conversation. Taking the completed ballot, stuffing it in a draw box and saying, “Thanks,” means that your staff has lost a key opportunity. Don’t forget that the real reason for the game in the first place was to attract attention. Once that game or contest has accomplished its mission, it’s up to your staff to see if they can find out a bit more about this visitor and maybe create a good lead.

• One last tip. While visitors are waiting in line have your staff approach them. It’s a perfect opportunity to engage someone in a conversation which may lead to uncovering a quality lead.

Visitors tire easily of trade show exhibits that are same-old. A well thought strategy where you include a game of contest may give your display some much needed pizzazz. Just don’t lose sight of its real purpose.

By: Barry Siskind

One pet peeve of visitors at trade shows is pushy booth staff. These are people who think everyone is interested in hearing about their newest product or service. They wait in their booth with the eye of the tiger for an unsuspecting booth visitor to accidentally make eye contact or ask an innocent question. Then they pounce.

The booth staff, on the other hand have difficulty working in a trade show booth when their manager is demanding so much and giving so little to work with.

The quandary is finding a happy balance between being aggressive enough to produce the desired results and being the kind of person visitors want to do business with. The answer is all a matter of attitude. The right attitude at a booth is not as a hard-core sales person but rather as a host.

Let’s step back from the trade show for a moment and look at another scenario. Assume for a minute that you just moved to a new home. The moving truck has delivered all your furniture and your boxes have been unpacked. Now you quickly realize that you are a stranger in a brand new neighborhood. What can you do?

One technique is to hold an open house where you invite your neighbors over for some wine and cheese or a barbeque as an opportunity to get together.  The invitations have been delivered and its time for your open house to begin. Your home looks perfect: everything is put away and dusted. Your front door has a sign that says, “Welcome”. Your first neighbor walks up the door and enters. What do you do? Do you jump up and immediately tell them all about you, your family and where you work not leaving the neighbor time to interject a word? Hardly. Rather the right approach is to act as a host, introduce your self and begin a conversation where you both have an opportunity to learn a bit about each other.

The role of a host is often easier to assume than the role of sales person. It is the perfect mind-set for anyone working a trade show booth. Your display is your place of business for a few days. When visitors approach, your job is to welcome them, make them feel at home and initiate a conversation where the two of you will learn a bit about each other.  There is no difference between having your open house for neighbors and working a trade show booth.

Here are four steps that will help:

1.    Get rid of the same old, tired greetings like, “How are you doing,” or “Can I help you?” Replace them with questions or statement that show your genuine interest in your visitor such as, “Is this your first visit?” or “”What attracted you to our booth?”

2.    Invite the visitor into your space.
Conversations that stay in the aisle are subject to constant interruptions.

3.    Explain how your booth was developed to help make their visit easier.
Point out the demonstration areas, the section where one-on-one presentations will take place or the location of a new product or service.

4.    Ask about their buying needs.
In the first few minutes of your conversation the emphasis should be on asking rather than telling.

The right frame of mind will make the show experience more productive and fun for both your exhibit staff and your visitors.

By: Barry Siskind

In Professor’s Pine and Gilmore’s book, The Experience Economy,” the authors refer to the faulty method may organizations use to measure customer satisfaction. It is simply the numerical difference between what the customers wants less what they perceive they get.  The problem with this equation is that in many cases the customer has come to expect less. So the gap between wants’ and perceived gets is narrow.

Here’s an example. When Home Depot first opened in my neighborhood the service was amazing. All my questions were answered, someone helped me carry bulky purchases to my car and cashiers seemed genuinely interested – What I wanted was that level of experience to remain – it didn’t. Over the years it has badly deteriorated and Home Depot has forced me to lower my standards.  When I go to Home Depot now to buy a 2 X 4 I don’t expect much else. So by all accounts if I can purchase that 2 X 4 at a reasonable price I’m happy and Home Depot can pat itself on the back thinking I’m a satisfied customer.

Recently I went to another Home Depot where the woman who helped me knew about the product, relayed personal information about how she had successfully used it in her home, helped me understand the difference between one model and the next and thanked me for my business. I was amazed – but I shouldn’t have been. All she was doing was what Home Depot promised in the first place.

Now think about those thousands of visitors who come to your trade shows. They pay good money and invest lots of time to have an enjoyable and profitable experience. But, what do they get: long aisles, hard floors, harsh lights, inconveniently located washrooms and exhibitors displaying the same thing they had last year. Trade show visitors feel abused. It’s what they have come to expect. Neither the show organizer nor the exhibitor has done anything to make the experience memorable and inviting.

As an exhibitor we can work closely as part of a show advisor committee to encourage the show organizer to make the changes that would humanize the show for visitors and that would be one important step. The problem is that change on this scale takes time. You wouldn’t want the organizer to revamp the show completed hoping that the change would work. The prudent approach would be to take smaller steps, testing them out and than taking more steps after. This way the change in the show is methodical, tested and appropriate.

As exhibitors we can make changes a bit faster. If we can change our display to include a visitor experience than while we are waiting for the rest of the trade show show to catch up, we are miles ahead of everyone else.

There are many steps you can take to accomplish an experience focused display. Here are a few:

1. Let your customer’s expect the unexpected. Offering good service and friendly booth people becomes the baseline for superior customer satisfaction. Once that baseline of what is acceptable has been established then you need to find ways to improve. Little things often have great impact. For example if you have an appointment set at your booth then have the meeting area cleared, a sign welcoming the guest and a cup of their favorite brew waiting (you can learn their preferences by calling an assistant ahead of time.)

2. Booth attitude. Your booth people should forget about selling and adopt the attitude of a host. This shifts the focus away from “pitching” to welcoming.

3. Encourage interactivity. The experience is through one or more of the senses: sight, sound, touch, smell and taste. Think about your booth and establish experience points where the visitor can get involved. Perhaps it is hospitality, Real products and services (yes, services) rather than photos, The sound of a well oiled machine working, the smell of fresh flowers or coffee brewing, and large show-stopper graphics.

4. Create an environment. Your physical space should be more than a showroom but a place where visitors feel comfortable enough with you to interact openly and honestly.

There are lots more that you can do, but at very least try these four. Remember it’s those companies and organizations that keep their customer’s expectations higher than their wants that will win.