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Conventions, Trade Shows, Consumer Shows,
& Meetings
SBM 338
Lanny Wilke
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How They Differ & Why It Matters
ConventionsMain purpose is to advance skills,
to increase knowledge, or to promote a cause.
Many include exhibits.
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Trade ShowsMain purpose is B2B. To bring
together exhibitors with a preselected audience of customers & prospects.
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Consumer Shows (for the General PublicAuto shows, home & garden
showsAlmost all charge admission, many
sell products directly from their booths.
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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.
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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.
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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.
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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.
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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.
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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.
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Arrange the next stepAppointmentDemonstrationOn-the-spot sale
Close the sales call with a pleasant thank you & a smile.
Record the results immediately.
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Discover & fill your customers’ and prospects’ needs. It’s the most likely way to fill your own.
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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.
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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.
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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.
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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.
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Peninsula Aisles on three sides.
Island Surrounded by aisles on all four
sides. Most expensive to rent
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Hanging signsMany permit signs that are
elevated or that hang above a display.
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Your Display
Custom-Build Displays Rental displays Off-the-Shelf displays Pipe and drape displays
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The Throw-Away Display
One-Show, Leave-Behind Display
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Constructing Your One-Show Display
Triangular ColumnsMade from 3/8 inch thick, 4 X 8 foot
Foamcoard.Strong, yet lightMinimal wording
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6 feet tall
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Shelved casesFairly low-cost ($100)
Tables and chairsRent from the show.
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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
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And just when you thought we were done……
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You were right. Next time…..