Be A Company That Dominates The Trade Shows
Showing up at a trade show is one thing, but it’s rarely enough to make a dramatic impact and generate the return that you want. To do that, you’ve got to get really creative. Just standing there and smiling at customers for 48 hours is necessary, but it’s not sufficient to guarantee success. Tim Ferriss, an entrepreneur with a penchant for the trade shows, recently posted about how companies can go about dominating at their next trade event. Using trade shows, he managed to grow his Yes To cosmetics company into a worldwide brand across more than 2,800 individual locations. Here are some of his tips for making an impact.
Tip #1: The Real Work Starts When The Show Is Over
Here’s something you probably didn’t expect: the real work, according to Ferriss, begins once the show is over. It’s important, he says, to record all the information that you’re given by people at the show. That’s including their names, email addresses and any personal details that you can remember that might be relevant to selling your product. Once you’re back at the office, the next step is to start sending out emails. Reminding people who you are and how your product can help them.
Ferriss says that it’s good to include personal notes too, based on your conversations. For instance, if you got chatting about somebody’s personal life, including a brief reference to that, showing you remember the conversation.
Tip #2: Look Out For “Whales”
Tim Ferriss has a rather funny word for major influencers and VIP who attend trade shows. He calls them “whales.” Ferriss says that it’s important that small businesses create a list of all the people that they need to talk to at the event so that they get the most out of their day.
The trade shows are an excellent opportunity to charm people and put a face to your business. Whales are often very influential people and can lead to significant increases in the amount of business you receive. Don’t miss your chance to speak to a whale, he says, or you may be missing out.
Tip #3: Focus On What Visitors Want
Some entrepreneurs go to trade shows with the belief that the people there have some intrinsic interest in their products. And while a minority may have a genuine interest, the vast majority are only interested in two things: free stuff and entertainment. This is why trade show advertising needs to be different from your regular advertising. If you want your booth to be crammed with people, don’t advertise the incredible features of your accounting software at the show itself: nobody will show up. Instead, announce the fact that you’re giving away free stuff or that you’re going to be putting on a show. Do whatever you can, Tim Ferriss says, to get people pumped.
Tip #4: Your Booth Should Reflect The Company You Want To Be
Many companies go small at trade shows because their businesses are small. But going small rarely makes an impact. What people want are booths that reflect the full potential of a company, even if achieving that potential is still many years away.