IT’S SHOWTIME! TRADE SHOW GUIDE

Washington State Department of Commerce

To deliver on your expectations, here are some things you will want to do.

• Packallyourelectronics,businesscards,cablesandchargingcordsbeforeyouleavethehoteleachday.

• Beearlyonthefirstday.Youwanttobeattheboothwellbeforetheshowopensitsdoorssoyoucansetupproperlyandbecomeacclimated.Ifthereisameetingroomintheexhibitspace,checkwithstafftoconfirmtheprocessforitsuse.Introduceyourselftoco-exhibitorsandtheCommerceteam;theyareheretohelp.Forthebalanceoftheshow,allowenoughtraveltimetobeinyourboothbeforethedoorsareopensoyouarereadytogreetattendees.

• Atsomeshowsitisadvisabletosetupyourdisplaymaterialsthedaybeforetheshowopens.DiscussoptionswithCommercetofinalizeyoursetupplans.

• Ontheopeningdaytheremaybeanofficialribboncutting.IftheGovernor,CommerceDirectororotherstateofficialisalong,it’sagreatphotoopportunityforyourcompanyandbesuretosharewithyourlocalmedia.

• Becomecomfortablewithyourspaceanditssurroundings.Storeyourcases,additionalcollateralandpersonalbelongings.Commercenormallyplansforclosetspaceand/orlockablestorageunitsforyourconvenience.Outofsight,outofmindisasmartidea.

• Checktoseethatyourelectronicsarefunctioningproperly.Haveeverythingrunningbeforethedoorsopen.

• Foodandbeveragesshouldbeoutofsightaswell.Ifyouneedacoffeebreak,stepawayfromyourspace.Attendeeswon’tengagesomeonewho’shavingaquickbitetoeat.Theywillsimplymoveontothenextexhibitorontheirlist.

• Keepyourspaceorganizedandtidy.Clutteronthecounterandapoorlykeptspacecanputoffprospects.

• Rememberthatthemeetingspaceisformeetings,notrelaxation.Whileit’stemptingtocheckyouremailordosomeworkthere,berespectfulofotherswhoneedtousethemeetingspaceforbusiness.Therearealotofmeetingsgoingonthroughouttheshow…afterall,that’swhyeveryoneishere!

• PlantoattendbusinessnetworkingeventssetupbyCommerce.Theseareusuallyconductedintheboothandprovideadditionalvaluetoco-exhibitors.

• Usesocialmediathroughouttheshow(moreonthisinabit).Twitter,Facebook,Instagram,Snapchat–whateveryourclientsandthemediawillbechecking.

• Attheendoftheday,writeupnotesabouteachmeetingyouhadandanycallstoactionrequiredasafollowup.

• Also,resetyourspacesoitisreadytogointhemorning.

SMART SHOW STRATEGIES• Dress to impress.Businesscasualmightbethenorminthe

Northwest,butprofessionalattireatinternationalshowsisalittlemoreformal.Suitsandtiesformen,businesssuitsforwomenarethenormduringshows.Whenindoubt,erronthesideofbeingoverlydressedratherthanunderifyouwanttoimpressyourprospectsoverseas.

• Don’t just sit there.Yourexhibitspacecomeswithastoolbutdon’tbetemptedtositinitallday.Getoutinfrontofyourspaceandworktheaisle.Usethestoolforbriefrestperiods,butstandingupshowsthatyouarereadytomakeasale.Itsendsaveryclearnon-verbalsignalthatyouwanttodobusiness.

• Go to a quiet place. IfyoumeetsomeoneonyourA-list,askthemifthey’dliketogowhereit’squieter.Takeafewminutestogetthemtoaplacewheretheyhaveyourundividedattentionandaren’tdistractedbyallthehubbubintheexhibithall.

• Don’t be a hermit.Takethetimetoattendasessionorkeynote.Thisisagoodplacetorunintoyourlistofhotprospects.Bevisibleandworkthespacesoyoucanpromoteyourcompanyanditsproductsorservices.Evenifyou’retired,takethetimetogoanyway.

IT’S SHOW TIME! Now that you’ve made it through all the pre-planning, it’s time to get down to work. Hopefully, all that work you did beforehand will pay off now, as you can focus entirely on working the show instead of picking up loose ends.

Think of a trade show like it is show business. The stage is the exhibit itself; the script is your key messages, qualifying questions, elevator speech and product information; you are the lead actor; props are your graphics, samples, collateral and giveaways; and the actual performance is your presentation and demonstration. Your success is the sum of everything, from how well you rehearse to how well the producers (your Commerce team) have prepared the stage.

Fortunately, the Commerce team is always ready to help you out on the show floor, from watching your booth while you work the floor to scheduling the meeting rooms and making sure you have everything you need to be successful.

The tips and techniques presented here are based on our own lessons learned as well as best practices gleaned from the experts. Each show is different, of course, but this information should help you get the most out of your participation.

• Be ready with a bite.Asoundbite,tobeexact.Asyouworkyourboothorthefloor,youmaycomeacrossamemberofthemediawhoasksyouforaquoteabouttheshow,yourcompanyoryourproductorservice.Bereadywithshort,preparedanswersforthem.Ifyou’reuncomfortablewithbeingoncameraorrecorded,practiceatyourhotelthenightbeforesothekeymessagesarefreshinyourhead.

• A coat with big pockets.Carrybusinesscardswhereveryougo.Don’tevergetcaughtshort.Storeextrasinyourexhibitspace.Agoodideaistostoreyourcardsinonepocketandthecardsyoureceiveintheother.

• Be smart about giveaways.Rememberthatthereareattendeeswhoareallaboutthetchotchkes.Ifyouhaveagiveaway,usethemstrategically.Onlygivethemtosolidprospects.Andmakeitsomethingthatwillwowthem.Anotherpencilorkeyring?Forgetaboutit.Gowithwhat’shot,notwhateveryoneelseispeddling.

• The same with print materials.Ifyou’veattendedashowbefore,thenyouknowwhathappensonceyou’rebackatthehotelandstartingtopack.The“takewithyou”pileisveryshort.Agoodwaytoensurethatyourstuffdoesn’tgetleftbehindistohaverepresentativesamplesattheshow.Youcandoyourbriefdog-and-pony,thenoffertoemailtheprospectatalatertime.Theywillappreciatethattheywon’thavetocartyourstuffaroundandyouwon’twastemoneyprintingsomethingthatwillendupinthegarbage.Thisalsooffersagreatopportunitytogetanemailaddressforafter-showfollowup.

• Postcards.Ifyoudodecidetohandoutprint,thinkaboutpostcardswithabriefsalespitch,yourcontactinformationandwebsite.Thesearegreatbecauseyoucancarrythemwithyouwhenyou’reworkingawayfromyourexhibitspace.

• Three seconds to stick. Onaverageyouhaveaboutthreesecondstoengageaprospect.Everyoneatatradeshowtoutstheirpriceorconvenience.Itwon’tstickwithaprospectwhoisvisitingdozens,andperhapsevenhundreds,ofbooths.Thinkoftheonethingtheywilltellacoworkeraboutyou.Bespecific.Bememorable.Andkeepitbrief.

• Listen more than you talk.Themoreyouengageaprospect,themorelikelytheyaretofollowupwithyou.Heartheirpainpoints;takethetimetogettoknowthemandtheirbusiness.Startaconversationfirst,notasalespitch.

• Be assertive, not aggressive.Asprospectswalkby,introduceyourselfbutdon’tforceyourselfonthem.Realizetheymaybeheadingtoanappointmentormaynotbeinterestedinwhatyouhavetooffer.Comeupwithagreatopeninglinethatcapturestheirattentionandimagination.Thismaystopthemintheirtracks.

• Tell a story.Forgetallthestatistics.Tellastoryabouthowyourproductorservicehelpedacustomerinstead.Tugattheheartstrings;showthatyourofferinghasthepowertochangelives,livelihoodsorthemarketplace.Peopledonotrememberstatistics;theyrememberstories.

• Take advantage of the matchmaking.Commerce’steamisheretohelpyoumakethemostofeverymomentattheshow.UsetheirbusinessmatchmakingservicestomaximizeyourROI.ThisisparticularlytrueforEuropeanshows,asCommerce’steaminEuropehasextensiveknowledgeofthebusinesslandscapethere.

PROPER BOOTHMANSHIPFirstimpressionsareeverythingatatradeshow.Youareyourcompanyandeverythingitrepresents.Whilebeingwelldressedandgroomedisimportant,soareyournon-verbalcues,suchasyourbodylanguage.Let’sstartwiththesimplethings.Don’teat,drinkorchewgumintheexhibitspace,andresistthetemptationtotextyourfriends,checkyouremailorchatwithyourneighbor.Thesealltellanattendeethatyou’renotreallyinterestedinengagingthem.Remember, you have three to four seconds to get a person’s attention. Make the most of them. Nowforthelessobviousthings.Therightbodylanguagecangoalongwaytowardsattractingprospects.Thewrongones,unfortunately,canbearealturnoff.Herearesomeofthethingsyoucandotoimproveyourbodylanguage:

• Eyes High.Trytokeepyoureyebrowsraised.Iftheyareintherestingposition,itsendsthesignalthatyou’renotreallyinterestedinothersorwhat’sgoingonaroundyou.Raisedeyebrowsareawelcomingactiontoothers.

• Palms up.Insomecultures,palmsheldfacedowngivestheimpressionthatyouhaveaclosedmind.Keepyourpalmsuptoshowyouarereadytomeetapersonandarefriendly.

• Chin down.Achinheldhighconveysthatyouaresnobbishandsuperiortotheotherperson.Keepyourchindownsotheyfeeltheyareonequaltermswithyou.

• Square in, but at an angle.Standingperpendiculartoapersongivestheimpressionthatyouarenotinterested.Standalmostsquare,withyourfeetandbodyturnedonlyslightlyawayfromthepersonyouaretalkingto.Givethemthespacetheyneed,andberelaxed.Thisalsosuggeststhatyouarenotathreat,butrather,inviting.Don’tcrossyourarms.Itlooksjudgmental.

• Shake, don’t break.Yourhandshakeshouldbefirmbutnotoverlystrong.Don’tpumpsomeone’shandmorethanonceasitcanbeasignthatyouaretryingtobedominant.

• The eyes have it.Don’tstaredirectlyintoaperson’seyesfortoolong.Showinterest,buttrytokeepyourgazeintheeye-nosetriangleforroughlytwo-thirdsofthetime.Ashorterperiodgivestheimpressionyouaredishonestandmorecanbeinvasiveandmaketheotherpersonfeeluncomfortable.

• The cold shoulder.Slumpedshouldersshowlackofconfidenceandweakness.Keepingyourshouldersoutandbackshowsconfidence,strengthandapositiveoutlook.

• Feeling shifty.Shiftingfromsidetosidemakesitappearthatyou’reanxioustogetawayfromthem.Standstillandyouwilllooklikeyouarefullyfocusedonwhattheotherpersonissaying.

FOLLOW UPO.K.Theshow’sover,yourbagsarepackedandyou’reflyinghome.Nowwhatdoyoudo?First,youshouldknowthat80%ofallshowleadsareneverfollowedupon.Opportunitiesareslippingrightthroughthefingersofexhibitors.Tomakesurethatleadsgetthelovetheyaredue,herearesomehelpfultipstofollow.Prepare your strategy before you go. Deviseamanageableplanforfollowingupwithallthepeopleyoumetattheshowwhowereinterestedinyourcompany,productorservice.Thiswillallowyoutofollowupwithprospectswhileyouarestillfreshintheirminds.Write at night.Ifyoucomeprepared,youcandoafollowupwithahotprospectwhileyou’restillattheshow.Pulloutyournotesbackatthehotelandjotaquickthankyounotealongwithalinktocollateralorawebpagethatprovidesadditionalinformation.Thiswillbealoteasierifyou’vebeenrankingyourcontactsalongtheway.HittheA’swhileyou’restillattheshow,thenfollowupwiththeB’sandC’swhenyougetbacktotheoffice.Keep your promises.Ifyoutoldsomeoneyouwouldgetthemsomething,besureyoudeliver.Ifyou’vedoneyourhomeworkandprioritizedyourtargetlistcorrectly,youwon’tbewastinganyofyourtimeandyoumayturnakeycontactintoasalebecauseyoukeptyourword.Ask for an appointment.Ifyouhaveahotprospect,askthemforameetinginyourthankyouemailornote.Thesoonerthebetteraftertheshow.Theaveragecompanytakesnearly40hoursbeforetheycontactalead.Beattheclockandyoumayjustbeatyourcompetitorstothepunch.Do a debrief. Meetwithyourteambackhomeandgoovertheshow.Discussthegoods,thebadsandtheugliesandwritethemalldowninadocumentthatyoucanfileawayanduseagainthenexttimeashowcomesaround.Noonecanmasteratradeshowbygoingonce.Buildonlessonslearnedandusethemassteppingstonestoimprovingthereturnonyourcompany’sinvestment.

YOUR COMMERCE TEAMIfyouhaveanyquestions,pleasecontactyourCommerceshowmanager.www.choosewashington.com/about-us/meet-our-team/

2001 6th Avenue Suite 2600Seattle, WA 98121206.256.6100