Toilet water

That is how I expressed the quality of leads I saw coming in from our sales staff after they attended trade shows.

Specifically I said "If you want me to keep giving you toilet water in Salesforce.com I can, but lets try something different."

Sales people hate different. We like to keep doing the same thing we have always been doing but we expect better results.

Different means change, scratch that different means work.

The culprit was those instant scan machines we all love to buy at trade shows. In the past we purchased one for every trade show that offered them. We loved them! And why not, they gave us tons on names at the swipe of the card! How easy was that? TOO EASY! I say, too easy.

When the leads got back to the office, many if not most were only mildly interested in our product. In fact, in the year prior we only closed one deal from a trade show that we had used a card scanner. ONE! That is horrible.

---------------------------------So I drew a line in the sand.---------------------------

"We are going to try it my way." I said. "For this next (major) trade show you don't get a scanner."
I saw them begin to light the torches and gather pitchforks, but I stood firm.
Instead you get lead pads to have the customer write their name down, or you could do it for them. On the back I want information about the discussion you had and their needs.

I don't care how many you come back with, but make sure the ones you come back with were meaningful conversations.

A hush came over the room.

You mean we aren't being graded on whether we come back with a lot of leads?

That is exactly what I am saying.

If you wanted a bunch of leads, I could save us a ton of money by not sending you, the booth and putting you up in hotel by simply buying the conference registration list. A few hundred bucks, and we could ding them via email, direct mail, whatever. But what would that get us? Nothing. I would rather have someone (who knows what their organization needs) stop by and have a conversation with us. That is where the value of the trade show pays for itself. It is that conversation that makes it invaluable that we attend the trade show, we have to open up the lines of communication.

The Selling Point:
In my organization trades shows get a bad rap.
Upper level management has a hard time wrapping their head around the ROI factor, to be honest I think they view it as a vacation for the sales staff. And I am going go out on a limb and say that your organization is the same way.
Which is too bad.
Think of how much money it would cost to send your sales people out on 50 calls around the country. Now deduct how much it cost you to send them to this ONE trade show and have 50 conversations. This is how much you are saving by sending sales people to a trade show.
But sending is only the first part.
Give them parameters to work by, number of conversations they should be having. Not number of leads they came back with.
Conversations are key to starting a friendship with a customer. You don't just call someone up and ask to be their friend. You both identify how your needs can help each other.

Technorati Tags: Trade Shows Relationsip Builiding Things that bug me Lead Generation

Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them

I found this article on Marketing Today written by Susan Friedmann and wanted to share it.

The key to great exhibiting is marketing. But marketing is a very inexact science that leaves room for a multitude of errors to occur. The following are 10 of the most common marketing mistakes that exhibitors often make. Learn to avoid them and you will increase your chances for a successful tradeshow.

1. Have A Proper Exhibit Marketing Plan

Having both a strategic exhibit marketing and tactical plan of action is a critical starting point. In order to make tradeshows a powerful dimension your company’s overall marketing operation, there must be total alignment between the strategic marketing and your exhibit marketing plan. Tradeshows should not be a stand-alone venture. Know and understand exactly what you wish to achieve - increasing market share with existing users; introducing new products/services into existing markets or into new markets; or introducing new products/services into new markets. This is the nucleus on which to build.

2. Have A Well-Defined Promotional Plan

A significant part of your marketing includes promotion – pre-show, at-show and post-show. Most exhibitors fail to have a plan that encompasses all three areas. Budget is naturally going to play a major role in deciding what and how much promotional activity is possible. Developing a meaningful theme or message that ties into your strategic marketing plan will then help to guide promotional decisions. Know whom you want to target and then consider having different promotional programs aimed at the different groups you are interested in attracting. Include direct mail, broadcast faxes, advertising, PR, sponsorship, and the Internet as possible ways to reach your target audience.

3. Use Direct Mail Effectively

Direct mail is still one of the most popular promotional vehicles exhibitors use. From postcards to multi-piece mailings, attendees are deluged with invitations to visit booths. Many of the mailings come from show management’s lists and as a result, everyone gets everything. To target the people you want visit your booth, use your own list of customers and prospects--it’s the best one available. Design a piece that is totally benefit-oriented and makes an impact. Mail three pieces at regular intervals prior to the show, starting about four weeks out, to help ensure your invitation is seen. Wherever possible, use first-class mail. There’s nothing worse than a mailing that arrives after the show is over.

4. Give Visitors An Incentive To Visit Your Booth

Whatever promotional vehicles you use, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating products/services, combined with time constraints, people need an incentive to come and visit your booth. First and foremost their primary interest is in “what’s new!” They are eager to learn about the latest technologies, new applications, or anything that will help save them time and/or money. Even if you don’t have a new product/service to introduce, think about a new angle to promote your offerings.

5. Have Giveaways That Work

Tied into giving visitors an incentive to visit your booth is the opportunity to offer a premium item that will entice them. Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition of your company. Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants, what will help them do their job better, what they can’t get elsewhere, what is product/service related and educational. Think about having different gifts for different types of visitors. Use your website to make an offer for visitors to collect important information, such as an executive report, when they visit your booth. Giveaways should be used as a reward or token of appreciation for visitors participating in a demonstration, presentation or contest, or as a thank-you for qualifying information about specific needs etc.

6. Use Press Relations Effectively

Public relations is one of the most cost-effective and successful methods for generating large volumes of direct inquiries and sales. Before the show ask show management for a comprehensive media list, and find out which publications are planning a special show edition. Send out newsworthy press releases focusing on what’s new about your product/service, or highlighting a new application or market venture. Compile press kits for the press office that include information about industry trends, statistics, new technology or production information. Also include good product photos and key company contacts. Have staff members at the booth who are specifically assigned to interact with the media

7. Differentiate Your Products/Services

Too many exhibitors are happy to use the “me too” marketing approach. Examine their marketing plans and there’s an underlying sameness about them. With shows that attract hundreds of exhibitors, there are very few that seem to “stand out from the crowd.” Since memorability is an integral part of a visitors’ show experience, you should be looking at what makes you different and why a prospect should buy from you. This is of particular concern with generic products in your industry. Every aspect of your exhibit marketing plan, including your promotions, your booth and your people should be aimed at making an impact and creating curiosity.

8. Use The Booth As An Effective Marketing Tool

On the show floor your exhibit makes a strong statement about who your company is, what you do and how you do it. The purpose of your exhibit is to attract visitors so that you can achieve your marketing objectives. In addition to it being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to your prospect. Opt for large graphics rather than reams of copy. Pictures paint a thousand words while very few exhibitors will take the time to read. Your presentations or demonstrations are a critical part of your exhibit marketing. Create an experience that allows visitors use as many of their senses as possible. This will help to enhance memorability.

9. Realize That Your People Are Your Marketing Team

Your people are your ambassadors. They represent everything your company stands for, so choose them well. Brief them beforehand and make sure that they know: why you are exhibiting; what you are exhibiting and what you expect from them. Exhibit staff training is essential for a unified and professional image. Make sure that they sell instead of tell; don’t try to do too much; understand visitor needs; don’t spend too much time; and know how to close the interaction with a commitment to follow-up.
Avoid overcrowding the booth with company representatives. Have strict rules regarding employees visiting the show and insist staffers not scheduled for booth duty stay away until their assigned time. Assign specific tasks for company executives working the show.

10. Follow-Up Promptly

The key to your tradeshow success is wrapped up in the lead-management process. The best time to plan for follow-up is before the show. Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up. Establish a lead handling system, set time lines for follow-up, use a computerized database for tracking, make sales representatives accountable for leads given to them, and then measure your results.


Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

tags technorati : Tradeshows

The dreaded fishbowl

This weeks sales tool is not what you should add. But what you should take away. And smash!

I call it the "Trade show Fishbowl." You know exactly what I am talking about. It's that bowl you put out when you are at a trade show with the promise that everyone who enters could receive a free iPod or a gift card. You know you are guilty of doing it, I know I am. I will admit to it.

STOP PUTTING THE FISHBOWL OUT!!!

I am not sure when CEO's decided that the measure of success at a trade show was based on the number of inquiries you had received. But it happened and to respond to that added pressure we all started to put out fish bowls to garner more inquiries. What we find out is that we receive a whole bunch of names of people interested in winning an iPod. Perfect! If your in the iPod give-away business. Of which I am not.

Sure it's great to get inquiries while your at a trade show, but that shouldn't be the measure of success. Trade shows offer the chance to interact with your clients on a neutral playing field. They also give you a chance to scope out your competition and most importantly gauge the pulse of your industry. I could go on, but you get the point.

The Selling Point: Determine your goal of a trade show early on in the planning process. Make sure that you have at least one person from your sales team there to work the booth and qualify the inquiries on the spot. And most importantly, gather quality information for your sales team.

And the fish bowl...well I am sure that your secretary would love a goldfish.