According to the Center for Exhibition Industry Research, more than $24 billion is spent annually by U.S. exhibitors on trade show displays, yet 70 percent оf these еxhіbіtоrѕ set no ѕресіfіс оbjесtіvеѕ or goals fоr their exhibits. In 2019, event marketing teams should find ways to become goal-driven, and metrics are the place to start. There are two types of metrics to utilize: hard metrics and soft metrics. The parameters attached to hard metrics serve as strong indicators and imply action items. Soft metrics are all about engagement and awareness. For example, the number of likes, comments and shares on social media are soft metrics.Read More
Trade Show Display Marketing Tips and Advice
Event marketing is planning, organizing, and executing an event for the purpose of promoting a brand, product, or service. Events can take place in-person or online, and companies can either host an event, attend as an exhibitor, or participate as a sponsor. In 2019, businesses will utilize event strategies more than ever before as human experiences will be how companies choose to differentiate themselves, especially those that can’t do so through technologies. The key to any great event strategy is very simple — identify the memory you want attendees to walk away with and work backward."
These days, many reps are more comfortable sending an automated email than picking up the phone. But, before moving forward, it's worth identifying whether the phone is even the best way to follow up with leads today. That answer is "Yes." A recent study by sales pro Marc Wayshak shows the phone is still the best tool in selling, with 41.2% of respondents naming their phone as their most effective sales tool. So after your trade show event - conduct your follow-up to your booth leads by using this advice!Read More
When attempting to determine whether a question is aggressive or assertive, length is your first clue. In general, longer questions feel more aggressive than assertive ones. When the salesperson leads with intent or context, prospects can feel pressured to respond a certain way. Getting right to the point, on the other hand, makes prospects feel like they can answer however they’d like.
From their first conversation to the close, a strong salesperson consistently asks her prospect for small closes. Getting incremental commitments from the buyer trains them to say “yes” and indicates how invested they are in the relationship. These closes also accelerate the deal, since they help you hit significant milestones more quickly. I’ve found waiting until the last stages of the sales process to make a request can significantly damage your chances of winning the deal. There are two obstacles stopping reps from using the incremental closing technique.Read More
During the warm, sunny summer months, it seems everyone is talking about great reads. And while that often may include an epic work of fiction or the latest thriller, why not include a title or two that can make you a better exhibit marketer? While some of these may be familiar to you because they’ve been bestsellers, the rest haven’t likely been on your “must-read” list. But they should be!Read More
I am actually making it SIX - the last one being - exhibit at a trade show event! But this is a great article with some information you as a sales person can use. Though many salespeople despise prospecting, it’s an important part of sales. Unfortunately, the majority of reps use ineffective and outdated sales prospecting techniques, instead of the effective practices that could actually lead to a higher volume of better qualified leads (and make them more partial to prospecting). Just like every other aspect of the sales process, you need to put in the effort and focus required. This is the only way to prospect efficiently so that you don’t waste your time on unqualified leads that aren't suited for your product or service. Use these five modern sales prospecting techniques to help you better find leads who you can serve, engage, and eventually, convert to customers.Read More
Planning for a trade show doesn’t start a month in advance. It doesn’t start two months in advance, either. In fact, it can take anywhere from six months to a year of planning to do it right. Trade show marketing is a very strategic process. You have to determine your strategy and messaging and make sure everything relates back to your business goals. This includes all of your online and offline promotions as well as any handouts and giveaways you distribute. It's no simple task, and not every trade show is the same, but in this post, we'll teach you how to apply an inbound approach to your trade show marketing efforts.Read More
Who says trade show exhibits have to be all stuffy and corporate-like? Chances are unless you’re focused on a life-or-death topic, you can find room to lighten up a bit and let some personality show through.I’ve seen many examples of this, from exhibitors who created costumed mascots for their brand (and no, I’m not talking just about household-name mascots) to video games inspired by a product or brand. Attendees who experience this type of booth attraction will feel a tie to that brand and will definitely remember visiting the booth.Read More
Exhibiting at trade shows is a big investment of time, effort and money. It needs to pay off in measurable results. What makes trade shows so appealing as a marketing tool is the ability to conduct face-to-face marketing, to design a display that reflects well on your brand image and to staff your exhibit with your best representatives. Where else can you find so many potential customers in person in one place?Read More