Become a Home Based Travel Agent

Tradeshow 2.0   Part 2 – The Exhibitor
By Cory Andrichuk

Exhibiting at tradeshows is a very good investment for you as an entrepreneur.   Many people think of it as merely a chance to “booze and schmooze”, but it should really be considered as an opportunity to present you and your business.  Tradeshow selling is rated as second to advertising in its effectiveness.  It is a goldmine for meeting like-minded professionals and suppliers, adding potential customers to your database, making sales and getting exposure in your community or region.  

 Choosing to exhibit at a tradeshow can be a difficult decision because it involves showcasing yourself and presenting your brand in a public setting.  This can be very intimidating for many people and it often hinders them from taking that step.  Many entrepreneurs don’t realize that by taking a chance and moving out of their comfort zone to exhibit at a tradeshow, they can develop their business significantly, boost their self-confidence and get their brand out in a way that few other marketing strategies can.

 One of the ways you can overcome your fears is to start small.  Attend a tradeshow first to get a feeling for it.  Also, check out your local tradeshow opportunities and find one that suits you and will help promote your brand.  These are often less expensive and less intimidating.  They also cater to the people in your community.  There are many shows to choose from such as home and garden shows, vehicle exhibitions, sporting and recreational shows, wedding fairs, public markets and even county fairs.

 When you decide to take the plunge and set up a booth at a tradeshow, here are some strategies to help you maximize your time and investment and to present to others with confidence, enthusiasm and professionalism.

 Preparation – before you go

 1. Plan carefully.  Decide what your objectives are for exhibiting at a tradeshow.  Maybe this is an opportunity to make sales, identify potential new clients or add to your database or gain wider exposure for your business.  Perhaps you want to gain experience presenting at a tradeshow in preparation for a larger one later on or just scope out the competition.  Whatever your objectives, make sure you write them down to solidify your plans and help you stay on track.
2. Set a budget.  Have a good understanding of the costs for the booth rental, graphics, pre-show marketing and possible travel, shipping and attendance fees.   Read the show rules.  It can cost unexpected dollars if you break a rule.
3. Decide on the booth design.  What will bring the visitor to your booth?  A photo-wall backdrop of happy clients is a great way to draw potential clients in.  Signage should clearly reflect what your business is and why your visitor should care.  Graphics should be easy to read from thirty feet away.
 4. Decide on a “call to action”.  Design a flyer that addresses the needs of the attendees.  Give away something you sell e.g. a coupon for money off on a specific travel package.  Offer something of value in exchange for their information.
5. Take lots of business cards.
6. Prepare to meet your visitors.  Think of several open-ended questions or comments that relate to your specific product in order to engage, as well as qualify, potential clients.
7. Plan an activity to get your visitor’s hands doing something.  They will stay in your booth longer and may even generate a crowd.
8. Post your tradeshow schedule on your website. Send out promotional material and invite people to visit you at your booth.

Experience - While you are there

1. Stand in front of the booth and greet each visitor with a smile and firm handshake.   Make eye contact.   Project warmth and enthusiasm.  Remember to dress appropriately...you are your brand!   Be courteous and respectful to everyone, even if they are not prospects.  Referrals can come from anywhere. 
2.  Don’t eat, drink coffee, or chat with the person in the next booth.  Potential clients may think you are unavailable.
3. Don’t just gather names...qualify, qualify, qualify!
4. Spend as little time as possible, but as much time as necessary with the prospect before moving on to the next.   Listen carefully.  Take short notes to show that you are serious about their needs.   Before they leave, you should both know how and when you’ll follow up.
5. Network at every opportunity.  Walk around the floor, check out the competition, attend luncheon and evening functions, take educational seminars, and talk to people at coffee breaks.
6. Ask to take pictures of visitors.  If you have a video camera, ask a happy customer for a video testimonial.

Follow up, Follow up, Follow up – When you get home

1. Sort and organize all notes, materials and photos into an easy to retrieve system.  Enter all contact information into your database.
2. Send handwritten notes, if possible, or emails to your prospects and contacts thanking them for their time and business.
3. Follow up within seven days with any commitments you made at the show.
4. Review your show.  What went well and what didn’t.  Make a list of do’s and don’ts for your next show.

 Now that you have some strategies to use at a tradeshow, you will be one step ahead of the competition and one step closer to reaching your goals.