Trade Show Display Marketing Tips and Advice

The Hard Truth About Your Customers

Posted on Thu, Dec 13, 2018

Picture this: You just convinced your boss to approve the budget for ten new standing desks for your office -- the ones with electronic buttons so you can adjust the height.  The desks arrive quickly, the setup is easy, and although they all go up, one of them doesn't come down. You can't figure it out on your own, so the easiest way to get this fixed is to jump on a phone call.

You follow the prompts on the automated menu and wait patiently on hold for an answer, only to have to spell out your last name and phone number over and over again while the customer support team keeps putting you on hold and passing you between employees who can't solve your problem.  After the better part of an hour has elapsed, you hang up -- with the desk now functioning properly, but you're feeling distinctly frustrated by the experience.

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Topics: trade show consulting, trade show customers, trade show customer, effective trade show marketing, trade show follow-up, trade show effectiveness

The Best Way to Reach Out to a Prospect For the First Time, According to 20+ Sales Experts

Posted on Tue, Oct 30, 2018

We think TRADE SHOWS are the best way to touch a prospect.  But in between your shows you might want to look at these tips:  For years, there’s been a debate raging in the sales community: When reaching out to a prospect for the first time, should you call or email?  After all, first interactions with prospects are key -- you’re aiming to establish trust, provide value, gather key information, and perhaps even secure a follow-up meeting. If you don’t use the right medium, they’ll be less receptive to your message (and that’s assuming they engage at all).

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Topics: prospecting at trade shows, trade show selling, selling in your exhibit space, attracting an audience, motivating at trade show events, trade show follow-up, trade show effectiveness

My Wacky To-Do List System That Has Helped 1,000+ People

Posted on Tue, Oct 09, 2018

For all my trade show marketing mangers trying to get ready for the 2019 Trade Show Exhibit Season - here is some help!  Warning: This post will only appeal to productivity nerds and people who are super busy.   And I’m talking the trying-to-juggle-127-different-tasks-at-once type of busy. Because a few years ago, that was me.  I tried every possible to-do list method to keep my brain from exploding ... but I’m so scatterbrained that NOTHING worked. So I kept experimenting with other people's methods until I said screw it, and created my own system.

Progressively, this led to a to-do list system that has helped thousands of people.  And no -- that's not an exaggeration.

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Topics: trade show sales strategy, planning for your trade show event, effective trade show marketing, trade show motivation, trade show follow-up, trade show effectiveness

The Best Sales Pitch Isn’t a Pitch at All

Posted on Tue, Sep 18, 2018

Despite its increasing irrelevance, the tired, old sales pitch still enjoys a large following. Unfortunately, that washed-up elevator pitch generally focuses solely on the seller -- the company, its capabilities, and its accomplishments -- and rarely highlights the prospect’s needs.

It’s natural for a sales rep to tout their company and its accolades. From their perspective, what their company sells is everything, and their job revolves around trumpeting its value. Ultimately, however, prospective customers aren’t immediately interested in you, your product, or its features. They want to know how you can help them. That’s why you should pitch your … pitch … and tell a story instead.

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Topics: 2019 trade show plans, effective trade show marketing, trade show display search, trade show marketing at pharmaceutical shows, trade show follow-up

Why “Does That Make Sense?” Is the Worst Question You Can Ask in Sales

Posted on Thu, Aug 02, 2018

We’ve all heard it before. You’re deep in conversation or on a demo, being sold to, and the sales rep asks you, “Does that make sense?”   You quickly agree, “Absolutely!” But what you’re really thinking is, “I have no idea what you’re talking about. I can’t wait for this call to end, so yeah, sure, it makes sense.”

What’s worse than hearing this phrase is saying it. And I know you’ve used it too. Asking “Does that make sense?” comes from a place of innocence – maybe even a place of compassion. You want to affirm that your prospect understands what you’re saying, so you ask the question and mean it. Unfortunately, it actually just confuses the prospect, which is the opposite of what you were going for.

Here are three reasons why it’s such a horrid phrase, and three new ways to ensure your prospect is adequately informed.

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Topics: selling on the trade show floor, interactive marketing at trade shows, trade show selling tips, effective trade show marketing, trade show follow-up, selling at medical events

Happy Customers Are the Biggest Marketing Opportunity of 2018

Posted on Tue, Jul 24, 2018

Great marketers care deeply about copy, obsess over visuals, and pour their hearts into content. It’s this dedication to detail that drives leads, grows funnels, and inspires customers to buy.  But great marketers also know a hard truth about their work. That ultimately, no matter how much effort goes into building and refining your marketing strategy, something else will always have a bigger impact on buyers. There is one voice that speaks louder than any blog post, captures more attention than any ad, and inspires people like no expertly crafted video ever could:  The voice of your customers.

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Topics: trade show sales strategy, trade show sales, marketing, 2019 planning, marketing effectively at trade shows, chicago trade show events, trade show follow-up

6 Sales Promotion Ideas to Leverage or Leave

Posted on Fri, Jul 13, 2018

Sales promotions aren’t always necessary to close business. In fact, salespeople shouldn’t get in the habit of regularly using promotions when mastering essential negotiations skills.  For sales leaders, promotions either make the customer’s decision easier or motivate the salesperson to work a little harder. Both scenarios require a something extra from the seller.

So, are sales promotions necessary in 2018?  Oh baby, they sure are. When constructed correctly and deployed intelligently, they should enhance, not disrupt, the sales process. Here’s some advice on how to make your sales promotions kick ass instead of a pain in the ass.

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Topics: trade show selling tips, trade show booth selling, marketing effectively at trade shows, motivating at trade show events, chicago trade show events, trade show follow-up

You Care What Happens After the Show?

Posted on Wed, Jul 11, 2018

How focused are you on what happens to the leads you gathered once the trade show is over? Perhaps you answered that “It’s not my problem – I simply hand them off to the sales department (or someone else).”But you know what? Even if that’s the case, you want to take steps to ensure those leads are well taken care of post-show.

Because here are the hard facts: paying attention to what happens after that first encounter with a prospect or customer improves the lifetime relationship you have with them, which means increased revenue potential and repeat sales opportunities.

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Topics: trade show leads, generating leads at trade shows, trade show customers, tradeshow leads, marketing effectively at trade shows, chicago trade show events, trade show follow-up

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