David H. Fell & Company
The DHF Report: Summer 2007
Who will bring the Buyers?
By Ruth Fell
As an exhibitor in an upcoming trade
show, you might be counting on someone else to bring buyers to the
convention. After all, you spent a lot of money on “real estate”
in a prime location not to mention booth display, travel costs,
and glossy four color handouts. In your booth, well-lit showcases
are filled with the complete line of merchandise. Promotional giveaways
have your company logo printed all over them. It might be assumed
that people should be lining up outside the booth to buy what you
have to offer.
There is more to the trade show experience
then people standing behind a booth. Whether you are exhibiting
at your first show or a veteran exhibitor, include your staff and
take a look at your plan for business. In order to attract new prospects
and existing customers, be sure there is a pre-show marketing campaign.
Your booth layout, exhibit, and display should do everything to
enhance your company image and branding. If outside sales
representatives are selling in the booth, are they aware
of the differences between on the road selling and at the show selling?
If not, how will you increase sales? Before the show begins be sure
you staff is ready to handle the aftermath. Follow-up immediately
after the exhibition is the key to retaining customers. The whole
company is the key to bringing buyers to the trade show.
You may contact Ruth by visiting her
web site: BestTipsofthetrade.com
or email her.
Previously with David H. Fell
& Company Inc., Ruth Fell Failer has launched a trade show consulting
and solutions firm. Tips of the Trade offers interactive workshops
and individualized coaching in sales, boothmanship (booth etiquette),
pre-show marketing, and post show follow-up. Her cliental include
exhibitors, trade show organizers, association members and retailers
in all industries.