Secrets of Trade Show Success
The ropers from Annie Oakley’s Real Western Dudette Ranch were riding high in the saddle. It was just before their first travel trade show in Chicago, and they knew they would make big sales.
Annie and her staff of women cowgirls were sure that thousands of working American women were willing to pay $1995 or more to learn the fine art of tying cattle and hunting broncos. Annie feels the two best cowgirls of hers; figurine’ if they could handle cattle, they sure could whisper some sales. The cowgirls brought to the show a couple of bales of hay, a large billboard with real spurs hanging from it, a clear table in front of their booth littered with hundreds of little snapshots of the cowgirls in action, a four-page story Annie had written. she hand she wrote to publicize. They wore their most worn chaps and their most luxurious boots.
Dammit! Three days later, Annie’s seasoned cowgirls left the show more tired than after three weeks of cattle drives, cranky, and with throats dry as dust. They only had four leads and hadn’t made any sales. Annie was as irritated as a stepped on rattlesnake; she had spent more than $5,000. and she was sure it was the show’s promoter’s fault that her cowgirls weren’t more successful.
The Right Trade Show Strategies Produce More Leads and Sales
Annie is fictional, but the way she fell out of the saddle is not unlike dozens of businesses I watch, and even a few I’ve consulted. I don’t let those under my kidneys follow the desert trail that Annie followed. You may end up more like this fictitious company…
Tropical Bill’s Eco-Amazon Windsurfing Tours had not lost any customers to Piranha during the first few months of operation, and they were ready to expand their small tour business through travel trade shows. Bill and his staff’s goals at their first show were to increase awareness of their unique trips among consumers, as well as ensure representation from travel agents.
A windsurfing expert, Tropical Bill had little experience in promotion, sales and trade shows and knew that, like windsurfing, it was a learned experience. He admitted his ignorance and assumed what I call “beginner’s mind.”
Here’s what Bill and his team did to improve their trade show results:
The show management was raving about Tropical Bill’s windsurfing simulator and gave them a great location on the floor. A follow-up sales letter was preprinted and sent from the office to key leads immediately with several new color brochures. Preparation, booth, staff activities, offerings and prospect follow-up were all well executed.
Tropical Bill implemented many other strategies, all covered in this article, raised the flag of its existence, made numerous reservations, established promising relationships with many travel agents, signed up to represent two large adventure travel wholesalers, and even generated interest for an editorial story. Outside magazine.
Unlike Annie Oakley’s Dudette Ranch, Tropical Bill’s windsurfing company was now on the map, generating some cash flow and filling its sails with powerful promotional winds. Bill could hardly wait for his next show chance. Annie was last seen commiserating around the campfire with her jeans.
Both vendors knew that travel trade show attendees were their best markets. They both hoped to have some sales during the show and raise awareness for future bookings. Clearly, different attitudes and strategies produce different returns on investment. “Beginner’s mind,” planning, research, goals, and specific strategies make for happy trails and windy days. Don’t reinvent the wheel. The resources you need, like the Texas Rangers, are waiting for your request for assistance.
Business and show management organizations are there to help you with your success. This show, like many others, will be as much an industry trade show packed with travel agents and media as it is with motivated consumers of travel-related products and services. Trade shows are plentiful fishing grounds; you just need the right equipment, training, and bait.
4 Strategies to Maximize Display Results at Trade Shows
1. Have a plan created as a team. Unity provides more sales. Onboard your most knowledgeable and motivated staff from start to finish. When staff and owners share the same vision and agenda, achieving your goals will be much easier.
2. Pre-show emails and phone invites can triple attendance. David Garfinkel and Jay Conrad Levinson in the soon to be published book, “Guerrilla Direct-Mail Marketing” suggest using multiple personalized invitations that promote special offers redeemable only at your booth.
3. Arrive a couple of days before the show. Take advantage of the guaranteed opportunity. There are unparalleled opportunities to meet with the media, establish sales representation and network with other travel entrepreneurs. Share what has worked for you and help others. When the show starts, you’ll be better prepared and rested than most.
4. Taking care of yourself will give you better results. Schedule your staff so everyone is smiling and well-rested. Drink plenty of water. Eat well-balanced meals for more energy. Avoid alcohol at all times during the show. Wear comfortable shoes. Stretch your muscles while looking at other exhibits.
In 2005, US consumers spent more than $486 billion on travel-related equipment, travel, lodging and dining, and from hundreds of providers like Annie Oakley and Amazon Bill’s. All this just for fun! Proper trade show marketing can be a magical and fun part of your total marketing plan.