Exhibitor Academy - attendseco.comattendseco.com/files/SECO2020_Exhibitor_Academy.pdf · Exhibitor...
Transcript of Exhibitor Academy - attendseco.comattendseco.com/files/SECO2020_Exhibitor_Academy.pdf · Exhibitor...
Exhibitor AcademySupercharge Your Exhibiting Experience
SECO 20/20
SECO 20/20Where sight meets vision
March 4-8, 2020
On-Site Info
A copy of your orders and layouts (either hard copy or digitally)
All of your freight tracking information
• Who is the carrier and all the tracking numbers
• What you shipped and how much
• Address of where you shipped from
• The address where you shipped to (Advance Warehouse or
Direct to Showsite)
Why Are You Exhibiting?
• Introducing your company to a new market?• Launching a new product?• Reconnecting with customers?• Finding new leads?
Know Your Goal!
Why Are You Exhibiting?
• Make sure everyone on your exhibit team knows what they are and what their role is in achieving them
• Meet each day to review where you are and how to adjust for better results
• Make your team accountable
Define a set of measurable metrics that will meet your objective
Set the Stage
Plan your booth around your objective
Launching a New Product? Connecting with Customers? Increasing Brand Awareness?
Demonstrations
• Space Planning
• Have a Script
• Crowd Control
• Be a Good Neighbor!
• Let Show Management know!
Making Connections
• Welcoming
• Open Entry Points
• Seating and Conversation Areas
• Catering
• No Trick or Treating!
Shout It from the Roof Tops!
Pre Show Communications
• Existing customers
• Targeted prospects
• Industry allies
Keep it Personal• Names
• Teaser info
• Make appointments
Build a Team
Who?
• Energetic/personable
• Positive
• Motivated
• Responsible
How Many?
• 2 person minimum
• Cover your booth objectives
Team Training
Explain the objective of your booth
• Sales, Demo, Launch, etc
Devise a script or unified branding message
• Consult with your marketing team
• What are the key points of your new product
• What is your “mission statement”
Booth Boot Camp
• Strategy meeting prior to show
• Alignment meetings during the show
• Post show meetings
Location Location Location
Where is your booth space in relation to:
• Restrooms
• Registration
• Food and Beverage
• Networking Areas
• First Aid
• Competitors & Friendlies
• Exhibitor Services
Expectations
Dress Code
Is there a branded “uniform” or business attire?
Schedule
Set definite times people need to be in the booth space/registration/networking
events/client meetings/etc
Behavior
How should people act OFF the show floor?
What Are You Wearing?
• Stay consistent with your branding and company personality
• Stay away from uncomfortable clothes or footwear
• If you are unsure, dress up rather than dress down
Who’s on First?
Assign everyone a role
Example Roles
• Greeter/Host
• Demonstrator/Presenter (if doing demos)
• Lead Qualifier
• This includes who manages/distributes the leads after the event.
• “Captain”
• This is the overall lead for the booth. If there is a question or issue, this is the
person that can solve it (paperwork, registration issues, catering, etc)
Friend Zone
4 Instant Classifications
• Indifferent-people tune you out
• Friend
• Enemy/Predator
• Romantic Partner—not at a tradeshow
Strike up a Conversation
• Start with an introduction
• Ask them what challenges they have
• Address their challenges and you will keep them
interested.
• Offer solutions they may not have considered
• Offer samples
• Obtain their information
• Follow up
Best Booth Behavior
• Keep smiling!
• Speak with attendees not each other
• Keep phones and laptops out of sight
• Make friends with your neighbors
• Keep your booth clean and tidy
• Follow all Show rules
A List of Don’ts
• No sitting (unless your customer wants to sit)
• No staff eating or drinking in the booth
• No chewing gum
• Do not cross arms or legs, keep hands out of pockets
• Avoid leaning or fidgeting
• Avoid activities that would be disruptive to your
neighbors
Recap!
• Have an objective going in
• Design your space to meet your
objective
• Build a great team
• Communicate with your team
• Look the part
• Get into the friendzone
• Keep your space neat!
Questions?
If you have additional questions regarding this webinar or
SECO 20/20, you may reach out to:
Contact: Carol Young at [email protected]