Trade Show Marketing Training

It may be hard to believe, but many exhibitors spend a tremendous amount of money on the designing, building, and transporting their booths to trade shows, as well as related marketing materials.  More importantly, they do little or no pre-show training for their booth staff that is essential to yield the full sales potential an event offers.  Some experts suggest at least a full day of hands-on training with the tradeshow display booth staff be incorporated into the schedule.  The purpose of our Trade Show Marketing seminar is to ensure the booth staff is able to fully capitalize on the investment of the organization.

This seminar is ideally conducted over a full day for the participants to practice what is taught.  The information can be presented in several hours; however, opportunities for the participants to practice the skills taught would be limited.

Course Outline

This seminar will cover the following topics:

• Challenges facing exhibitors at a show and how to overcome them
• How to sell to prospects at trade shows
• What information to provide to the prospects
• What results to expect from a trade show
• How to determine the trade show’s return on investment
• How to communicate your products/services price vs. value

Seminar Tips:

A trade show elevator speech must be rehearsed so all booth staff can consistently, effectively, and effortlessly deliver the same message to every booth visitor in thirty seconds or less.  An effective trade show “elevator speech” includes the following:

• Describes the features and benefits of the product/service
• Explains how the product/service helps and serves its users
• Highlights why it is better than its competitor’s product/service

20 Tips for Trade Shows

Pre-show Marketing

• Allocate a percentage of your trade show budget for pre-show marketing to attendees.
• Send a pre-show postal mailing and/or e-mail promising something exclusive to show attendees who visit your booth.
• Include the show name and booth number as part of your phone voice mail message 60-90 days before a show.
• Include the show name and booth number as part of your signature on e-mails 60-90 days before a show.

Staff Training

• Provide your booth staff with proper training to represent your product/service.
• Develop written talking points for booth staff to rehearse so they can deliver a uniform message to trade show attendees.
• Share your trade show goals and objectives with your booth staff so they know your expectations and help you achieve them.

During the Show

• Staff your booth with people who are good listeners, not just good talkers.
• Introduce yourself and say, "I'm (name) with (company) and we (10 words of less description)."
• Explain how your product/service helps and serves its users.
• Highlight why your product/service is better than that of your competitors.
• Describe both the features and benefits of your product/service.
• Use wireless laptops and cell phones to follow up on HOT trade show leads DURING the show instead of after the show.
• Deliver your booth presentation in seven minutes or less.
• Attend trade shows with the goal of meeting as many people as possible and staying in touch via social media.
• Understand that not everyone at a trade show is a prospect.

General Trade Show Participation Advice

• Focus on shows that generate leads you can close within a year of the show.
• Aim for at least 50 square feet of open space for each booth staffer.
• Complete your show paperwork correctly, and submit it before the advanced rate deadline to save money.
• Bring small boxes of literature directly to the show site--shipping them in advance will result in hefty material handling/drayage charges.