How,Use,Tradeshow,Gimmicks,Bui business, insurance How To Use Tradeshow Gimmicks To Build Your Business Big!

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People attend industry tradeshows for numerous reasons.  Whether you go and set up as an exhibitor orsign up to visit the vendors, everyone has their own motives for checking outthe show.  Interestingly enough, someindividuals just want to get away from the office for a while and make it a“working” vacation!  This is true forexhibitors as well as buyers, either way it becomes a business write off!! I’ve attended industry shows as a buyer and as an exhibitoroff and on over the last twenty years. In the beginning most of my focus was towards the Awards & Engravingarena.  Through the years it became quiteobvious that this was a rather small industry, as compared to some “sister”type industries such as; screen printing, apparel or sign business typeshows.  A great deal of my time over thelast decade has been spent exhibiting in the larger arenas. As an exhibitor, I’ve had several different outcomes in mindwhile at the show; including building from those experiences once back at thehome office.  Seems as if I’ve done itall at one time or another.  Heck, oneyear I even dressed up as “Logo Man” (a take off of Batman), wore the cape andthe whole nine yards!  All this to stirup interest in our newest software release titled, LogoBahn.  It was the hottest thing around and won firstplace that year for best technology development! Now I’m not suggesting you need to dress up in some goofyoutfit in order to have a successful tradeshow but I do encourage you to thinkoutside the box.  One year our companyjoined forces with four other well know businesses.  We called ourselves the Texas Connection,appropriately named due to our companies were all located in the state of Texas.  We placed advertisements in popular industrymagazines, informing of our FREE GRAND PRIZE give away, at the next Las VegasInternational Tradeshow.  In addition tothe space ads, each company sent out two post card mailings prior to the showdate.  We set up a “punch card” to behanded out to each registered individual as they entered the tradeshow exhibithall. Each of us had a special die punch with differentemblems.  We utilized this punch card toindicate that an individual had physically stopped by our booth.  Once a person had all five company markspunched, they would then drop it into a centrally located hopper (rafflebin).  On the last day of the show justbefore the end of the day, we gathered around to draw out the winningattendee’s card.  It was a smash hit, atrue winner for all five of us as exhibiter’s in many different ways. Our grand prize that year was a big screen TV costing around$1500.  This was a small price to payconsidering we shared in the purchase of the television set.  We were at the forefront of peoples mind longafter the show had ended and many asked what we were going to be giving away atthe next event! Here’s the real beauty of the whole deal.  As I mentioned earlier there are severaldifferent outcomes each exhibitor has while attending an industrytradeshow.  Too many in fact to cover inthis one article but I want to share one of the better results we experiencedas a company.  It’s so cool and tailormade for anyone in sales to implement this concept in your business.  Whether you are selling a product line or aservice this gives you a great follow up plan, as well as a great lead in foryour sales force. Here it is!  Rememberthe punch card each individual was required to have marked by the participatingexhibitors?  Well, once they approachyour booth and ask for their card to be punched, hand them ANOTHER CARD to befilled in while they are getting their card marked by you.  It’s a good idea to have another incentive tobenefit the person filling out the additional card.  Something small, keep it simple.  We used an additional giveaway item of ourown.  A portable DVD player, at the timewas only $40 and we shipped it to our winning visitor (or handed it to them ifthey were present).  A mini raffle of ourown!  This accomplishes two specific things: 1 – They are held “captive” in front of you to fill outtheir information, allowing you time to “pitch” your deal to them.  Other wise, they will simply get their cardpunched and move on down the aisle! 2 – This “other card” will now become your personal LEADCARD to return back to the home office. You can ask pertinent information on this lead card to enable your salespeople to target the specific needs of each individual. Example: If your item is a software program, you may need to knowcertain “facts” before pitching your product. Facts such as, what type of computer is used, what version of operatingsystem, email address, do you have a website, do you use any other type ofdrawing software, if so what kind, etc.   The options are truly endless and become a valuable sourceof knowledge for your sales team. Imagine this, now instead of waiting on thetradeshow organization to send you the show attendee’s list or print out the“standard” name, address, zip, phone, etc information.  You now have specific FACT FINDING answers toyour need to know questions without having to call and ask over the phone.  Your sales people are truly armed with solidinfo that allows the to build rapport with their prospects.  Making the “sales call” a much warmer, morefriendly invitation to your newfound friend. Remember, no one likes to be sold but we all like tobuy.  It’s been reported that peopleprefer to buy from a friend and NOT a stranger. These types of fact-finding questions create great lead-ins, enablingyou to get from stranger to friend much faster. Let’s face it, when you call on a prospect and you all ready havingworking knowledge of who they are, what they are doing and how they may be doingit … it simply makes them feel more comfortable.  Not your typical sales call! We all know most people buy on emotion and later back it upwith logic.  Think about it, what aboutthat last car you bought?  Did you haveto have the leather seats with the automatic windows and door locks?  Not to mention the DVD player and thenavigation system!  Okay, Okay … Irealize you’re the exception, that’s why I wrote … MOST PEOPLE. I trust this article will benefit those of you who exhibitat tradeshows.  The above ideas are justa few that we’ve experienced over the years and found to have successfulresults.  I titled this article with theword “gimmicks” in it, not necessarily implying these are gimmicks but rather“nifty ideas” in order to create a more successful outcome from your nexttradeshow.