Trade Show Display Marketing Tips and Advice

Let's get one thing straight: If you're connecting with a prospect for the very first time, you should never paste your elevator pitch into your email or say it as soon as they pick up the phone or walk into your trade show booth.  Because that doesn't work. You sound like a salesperson trying to sell them -- which makes the modern buyer run for the hills.

So when are elevator pitches effective? When you're talking to a stranger (at a networking event, in line, while riding public transit, or yes, on an elevator), and they ask, "What do you do?" or "Where do you work?" In situations like these, you need a short, snappy, easy-to-grasp explanation of your company and its products. The person you're speaking with might turn out to be a perfect fit -- or know someone who is.

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Success in selling belongs to those who can balance the roles of analyst and storyteller. Doing so requires the ability to source, organize, and communicate data in a way that connects the salesperson’s solution to the buyer’s challenge. In short, salespeople must be master storytellers with data. But where to start?

Here are three steps to improve your team’s ability to craft compelling sales narratives that differentiate your company’s solution and advance the sale.

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How do you create a compelling, engaging—and even exciting —trade show exhibit about a sensitive medical issue, all within a few hundred square feet?  Trade shows offer pharma marketers a valuable chance to showcase their companies’ products and educate key prospects. But they also require large investments, and competition for attention on the show floor is fierce. While many pharma companies deploy visually impressive exhibits with a lot of graphics, too many leave a significant amount of creativity on the table and struggle to stand out to the key healthcare professionals at these shows.  Pharma companies, of course, can’t give away the promotional items and gifts that companies in other industries use to drive booth visits.  So how do you engage these pharma prospects?

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