Conventions, Trade Shows, Consumer Shows,

& Meetings

SBM 338

Lanny Wilke

How They Differ & Why It Matters

ConventionsMain purpose is to advance skills,

to increase knowledge, or to promote a cause.

Many include exhibits.

Trade ShowsMain purpose is B2B. To bring

together exhibitors with a preselected audience of customers & prospects.

Consumer Shows (for the General PublicAuto shows, home & garden

showsAlmost all charge admission, many

sell products directly from their booths.

Conventions focus on knowledge. Trade shows focus on product

information & services. You care NOT about what it’s called

– only about what they do. Ask previous exhibitors for their

evaluations.

How to Focus Your Efforts

Focus on focusAim for a particular type of

prospectGive them an instantly

recognizable solution to their problem

Remember, if you’re a new business, you don’t want visitors, you want prospects.

Focus on ProspectsHow you bring attention to your

products depends on your prospects’ view of you.

Help them see you as a solver of problems.

Focus on Customers (They’re prospects too)Don’t take your customers for

granted.Treat them as your most important

prospects.Attract your existing customers to

your display. Key.

Focus on Prospects’ Problems… and Solve Them Think of your prospects as buyers who

must please a specific kind of customer. Trade show selling – extremely fast-

paced & highly competitive. Average sales opportunity lasts 3 – 5

minutes. Prospect leaves your booth and visits

your competition.

Make those few minutes work. Entire body language must invite

and welcome the visitor. Open the sales call with a

handshake, a smile, & an introduction.

Identify the prospect’s company. Present just enough to arrange a

follow-up call.

Arrange the next stepAppointmentDemonstrationOn-the-spot sale

Close the sales call with a pleasant thank you & a smile.

Record the results immediately.

Discover & fill your customers’ and prospects’ needs. It’s the most likely way to fill your own.

The Billboard Approach to Success at Exhibiting

Use one simple message only. Keep it single.

Have everything reinforce the same message.

Keep it short. When you are limited to saying just

one thing, make it a benefit.

Your Exhibit Space

Booth sizeUsually 10 feet long by 10 feet

deep. Booth height

Usually maximum of 8 feet at the back, then drops rather quickly to a 30 inch table height.

Aisles and VisibilityAisles are generally 8 – 10 feet

wide. Important when planning signs &

determining what can been seen from the middle of an aisle.

Generally – make the top row of letters no more than 6 feet off the ground.

Exhibit space configurationsBack wall

In-line booths lined up next to each other.

Usually 10 by 10. Usually 8 feet in back to 30

inches in front.

Peninsula Aisles on three sides.

Island Surrounded by aisles on all four

sides. Most expensive to rent

Hanging signsMany permit signs that are

elevated or that hang above a display.

Your Display

Custom-Build Displays Rental displays Off-the-Shelf displays Pipe and drape displays

The Throw-Away Display

One-Show, Leave-Behind Display

Constructing Your One-Show Display

Triangular ColumnsMade from 3/8 inch thick, 4 X 8 foot

Foamcoard.Strong, yet lightMinimal wording

6 feet tall

Shelved casesFairly low-cost ($100)

Tables and chairsRent from the show.

Tips

Exhibit focus.Determine why you are at that

show at that time. Total budget Booth space/location

Not the most important factor, but it helps.

Space reserved/confirmed The official notification

And just when you thought we were done……

You were right. Next time…..