Comments on: 8 Tips For Getting Better-Than-Average Results From Your First Tradeshow or Expo in New Zealand

By: Sheldon

Sheldon — Fri, 30 Oct 2009 00:16:35 +0000

This just in: Get flies to do your tradeshow marketing for you! (the extra weight of the tag must cause them to tire quickly and therefore they do lots of landing to rest and don't fly up into the ceiling - brilliant!)

By: Sheldon

Sheldon — Thu, 24 Sep 2009 09:20:54 +0000

Yes Craig, thanks! And may I add: No texting or talking on cellphones. It looks very unprofessional.

By: Craig McFadyen

Craig McFadyen — Thu, 24 Sep 2009 04:58:24 +0000

Great comments and ideas, I also ensure:
1) The stand is CLEAN AND TIDY there is nothing worse than a cluttered stand
2) No eating or drinking during ‘Show time’ when customers are walking around – again nothing worse than seeing people lounging around on their stand eating or drinking
3) Have give aways – everyone likes something for nothing and give them something for simply coming along!

By: Sheldon

Sheldon — Wed, 23 Sep 2009 05:07:12 +0000

Thanks Tony, I like your idea of a “catch-line”, and in your article you suggest “Hi, what business are you in?”, which is a great start.

By: Tony

Tony — Wed, 23 Sep 2009 04:55:12 +0000

Great post. I’ve included a link to a posting I wrote after a trade show experience.

I think it’s really important for the people on the stand to be ‘on stage’ for the time they are ‘manning’ the stand. This could involve scripting the ‘catch-line’ to engage with potential customers & see the value of entering a draw or working with you.

I’m continually amazed at how few draw entries get followed up. It’s worth employing someone just to enter the details in a database!

By: Sheldon

Sheldon — Wed, 23 Sep 2009 03:46:29 +0000

Fantastic suggestions Emma, thank you for your contribution!

By: Emma Clarke

Emma Clarke — Wed, 23 Sep 2009 03:44:12 +0000

Great tips Sheldon. I also think that having a competition of some kind on the stand to engage people with the product or service makes the brand far more memorable after the event. The true value at any event isn’t just about being present, the real value comes from memorable engagement with potential customers so that when they go home they want to find out more about the company. Well executed events is the key to delivering any company a valuable return on investment.

Each event that a company attends should be considered and planned carefully in terms of defining the business objective and developing marketing collateral to fit with this objective. Any communications and marketing initiatives to drive people to the stand at an event should ideally be executed at least 1 month before each event in order to foster referrals and build momentum/interest beforehand.

A strategy should also be put in place for every event to measure interest gained before and during the event, how leads will be captured and followed up after the event. I always recommend to clients to consider sending out a personalised direct mail piece within 2 – 3 weeks post event to anyone who expressed interest in the product or service with a strong ‘hook’ or call to action.