Marketing Information

Top Ten Blunders Exhibitors Make in Expos/Tradeshows


Triple your response from expos by avoiding the top ten blunders at expos. Turn disappointment into sales success!

If you are like most exhibitors, you were disappointed from the results at your last expo.There is only one reason for dismal results from an expo and that is not knowing how to maximize the opportunities from an expo/tradeshow.

Here are some amazing facts from expos/tradeshows:

1. Most attendees come to an expo because they are seriously researching the vendors and their products and services

2. A majority of the attendees at an expo are either decision makers or have significant influence in buying decisions

If that is the case how come most exhibitors feel that their time and money was not well spent at an expo? In fact, if you were an exhibitor recently, you might be questioning your decision and may shy away from exhibiting at the next expo.

Ask yourself, were you committing any of these Top Ten Blunders?

1. You are not aware of your target market

2. Your target market was not at the expo

3. You did not have an attention-grabbing headline

4. You did not have a compelling call to action

5. You believed that expo is a place to sell, sell, and sell

6. You were focused on getting everybody to buy what you were selling without qualifying

7. You stayed at your booth expecting people to come to your booth

8. Your booth showed lack of preparation and professionalism

9. You were giving away junk at your booth

10. There was no plan to follow up

Let me explain each of these blunders and give you suggestions on how to avoid them in the future.

1. Not aware of your target market:

Who is your target market? If your answer is everybody then you will have a tough time deciding which expo to go to. Even if everybody can benefit from your product or service, you must start with one specific target market.Who do you think gets paid more, a general physician or a plastic surgeon?Obviously a plastic surgeon. Aren't both doctors? One is considered a specialist and that is why, the plastic surgeon charges more money.

So if you do not have a niche, you are likely to never get the most from an expo.So define your market. For example, my friend Jason Ryan of Midstates Alliance, can promote his services to anyone but he chooses to focus on Insurance agents as his firm specializes in restoration. Isn't it more cost-effective to focus on one market and master it than trying to be everything to everybody?

2. Your target market is not at the expo:

If you are selling to real estate agents, what are you doing at a mortgage brokers expo?The point is select the expo you wish to go to based on the other vendors who will be there and the attendees. Take both into account. Sometimes the vendors may be great sources of business for you either as prospects or referral partners.Either way you will win.

Recently, I was talking to one of my clients and she was tired of networking and felt inundated with business cards from these networking events. She felt compelled to follow up and was asking for advice on how to get organized. I asked her, who is her best source of business. She said realtors. I asked her then, what was she doing at general-purpose mixers and expos? All she needs to do is focus on the realtor expos and mixers and sponsor some of their events. She could not believe that what she thought was an organizing problem was really a problem of narrowly focusing on her target market.She can afford to throw away other business cards and doesn't need to show up at every networking event. She freed up her time tremendously.

3. Your booth does not have an attention-grabbing headline:

Does ABC Company really mean anything to your buyers or referral partners?If not, why make that your headline. Advertisement and marketing experts will tell you that you have only 5 to 6 seconds to get anybody's attention. If that is the case, shouldn't your headline grab their attention? So how do you do that?Make your headline something related to solving the problem or pain of your prospect. What does that look like?One of my businesses is to assist business owners and employers in screening candidates in the hiring process by providing tools to assess candidates.So my headline can be" Stop hiring misfits, weirdoes and losers who leave you tired and broke' (see www.makingteamswork.com)A web developer can say " Getting no leads from your website?'The purpose of the headline is to make your prospect stop and try to get more information from your booth.Make your headline attractive enough so your prospects don't miss it in their hurry to get to as many booths as possible.

4. You do not have a compelling call to action

Once your prospect stops in front of your booth and engages you in a conversation, what is next?You must have a call to action. What it simply means is that the prospect must do something to distinguish themselves from tire-kickers and you have a reason to follow-up with them the next day.Registering for a door prize is one of them. Filling out a survey is another.You must ask why will the prospect be willing to give me that information?No wonder, companies give door prizes, pens etc to entice people in giving permission to follow up with them.Make your offer creative and compelling.

5. You believe that expo is a place to sell, sell, and sell

How much time do you have at an expo to talk to a person?Usually you should give only a few minutes to a prospect. If you are trying to close a deal, then you are missing the point.Expos are not the place where people usually make buying decisions. Most attendees look at expos as a place to gather information and research different competing vendors and their products/services. So don't try to convince them and sell them at that time. You will only leave a bad taste in their mouth and lose chances to get them as a client later during follow up.More than once, I have been chased and pressured by over-zealous sales people at expos to buy their services and sign on the dotted line.I usually run in the other direction whenever I see them coming the next time.

6. You are focused on getting everybody to buy what you are selling without qualifying

Expos are a place to generate qualified leads not just collect business cards of everybody who walks in.We talked about focusing on a target market as well. This is an extension of that idea. Let me give you a couple of examples. If you offered a color TV or a vacation to Bahamas, how many people will give you their information? Everybody at the expo will put in his or her business card or register to get a shot at the grand prize.

Is that really what you want?You will have a business card from every visitor but do you know if they are qualified leads? Are they really interested in your products or service? You don't know.So why not be selective as to who you give the prize to by qualifying the prospect in advance?If you are interested in talking to people who are going to invest $250,000 or more with you in your financial planning business in the next 3 months, then your offer or prize should be directed to that group.How about people who are looking to roll-over their 401Ks? Make your booth oriented towards those people. Your headline, offer, materials should be directed to them. Do you really want everybody else to stop at your booth and waste your time? Not at all.

Getting 10 qualified leads is much better than getting 100 unqualified names and numbers.

7. You stay at your booth expecting people to come to your booth

Most people do not have good networking skills. Also most vendors feel that they should stay at their booth and that is the only way to talk to people.Ideally you should have more than one person at your booth. Why? One can walk around and collect information about your competitors and see what they are doing and also see other booths and introduce your business to other exhibitors.What if every vendor stayed at his/her booth? Other vendors could be prospects and very likely referral partners for you. Why miss that opportunity?Mingle, have business cards, flyers and offers for people you meet. Again don't be in selling mode. Show interest in others.If you are looking for ideas on how to effectively network, I have a free audio recording with Bob Burg, the author of Endless referrals, at www.mbaxi.com in Free Resource section.

8. Your booth shows lack of preparation and professionalism

You don't have to spend thousands of dollars to make your booth look magnificent and attractive, yet you must prepare to give it a professional look.Your booth can reflect credibility and position you as a desirable vendor.There are numerous sign and expo display companies who can help you in doing just that. Be aware of what other booths will be like. You must be competitive without being flashy and gaudy.

A little creativity can go a long way!

9. You are giving away junk at your booth

Do you clutter up your booth with junk give-aways?Did you know that most people will throw away the stuff you give to them at the expo?In fact, usually the garbage can at the exit of the expo is full of flyers and junk give-away from the expo!Is your hard-earned money and effort in there as well? I hope not.Giving a grand prize or giving educational information to your prospects is much better than giving everybody a trinket. Also if there is something important that you will be giving them, don't give that at the expo. Send it to them later or use that as an opportunity to meet with them. If you give them valuable information to take home that day, most likely they will throw it away or never open their expo goodies bag.That is a terrible waste.

10. There is no plan to follow up

OK so now you have collected qualified leads, did you have a plan to follow up with them? I remember distinctly an expo where I was the featured speaker. I collected everybody's information and shared my card freely with everybody who asked for it. Out of 150 vendors and visitors not one followed up with me. I had specifically asked two people to contact me because I was interested in their product or service. Another person I told that I had a lead for them.That is amazing but sad. After taking time out of their busy schedule and spending hundreds of dollars to be there, they lost the opportunity to get more business.So set aside the next day or two to set up appointments with people who have expressed interest in your service/product. This is the time when they are most receptive!Take advantage of it. The longer you wait to follow up, less likely are they to buy from you for two reasons. One they lost interest and excitement for the service or product and another, is that your competitor got to them.

You can receive other FREE articles and E-Books in the series of Top Ten Blunders at www.mbaxi.com

Minesh Baxi, a successful business coach, is based in Troy, MI, and has had his own business for over 6 years and has taught numerous business owners how to succeed in this competitive marketplace.He is also in the process of co-authoring 3 books:

1. When In Doubt, Fire The Leader

2. 90 Day Networking Superstar

3. Mastering Business Skills for the Healing Professional

His website is http://www.mbaxi.com and can be reached at 248-828-2970.


MORE RESOURCES:
Business:Marketing Articles from EzineArticles.com
04/24/2018 11:24 AM
Online Mobile Panels: Market Research in the Mobile World
Market research is changing, and smart businesses are seizing the opportunity to use smartphones to gather data in a timely, efficient way. There are two options when conducting market research in the mobile world: in-app surveys and mobile-optimized surveys that are housed on a webpage and accessed from a smartphone. We have compiled a list of reasons why mobile panels online are the future of market research.
04/23/2018 11:53 AM
5 Easy Steps To Getting Speaking Gigs Like An Expert
One of the best ways to present yourself as an expert is through speaking from the stage. When you are standing behind the microphone presenting your ideas, thoughts and opinions, you will have an audience expecting and wanting you to share your knowledge. Speaking from the stage is a great platform for you to represent your brand, products and services. If you want to have speaking engagements as part of your plans for your business, here are 5 ways to get gigs.
04/18/2018 11:11 AM
How to Get More Customers in My Store or Business
So you have a great product that you have worked hard to turn into a business. You have created a great looking website and posted all over social media to let people know that you are officially in business... and... you are only getting a trickle of customers. How is this happening?!
04/18/2018 10:51 AM
Brand Loyalty & Retention Rate Relationship
Brand loyalty increases customer retention rate. Customer retention rate is an important factor to determine business growth and strength. Brand loyalty and customer retention have an established relationship. Business brands are now using customer retention strategies & personalized content to drive customers to increase engagement & improve digital experience.
04/18/2018 10:12 AM
Who's Hiding in Your List?
Why it's important to build a customer database. Build a three-dimensional database and you not only have a ready-made customer base, you also have access to expertise, referral partners and much more. This is for business owners who think it takes too much of their valuable time to create and manage databases, while spending their time and energy chasing the next customer.
04/18/2018 08:13 AM
How to Think Like a Marketer
Many people say they hate marketing. That's usually because they think marketing is all about advertising and sales. Marketing is a process, not an event. It involves research, promotion, and distribution along with advertising and sales.
04/17/2018 11:51 AM
What Is Market Research?
Market Research is the technique of assessing the viability of a new proper or carrier via studies performed directly with the patron which permits a company to discover the target market and report evaluations and different enter from clients concerning interest inside the product. Market studies may be conducted through the employer itself or via a third-celebration enterprise that specializes in the market research subject.
04/16/2018 02:55 PM
Content Marketing is a Surefire Way to Boost Your Business
Steps to increase the productivity of your business through content marketing. The written content must be coercive to attract customers in order to build your business.
04/16/2018 10:58 AM
How Bollywood Movies Help to Learn Marketing Lessons
The digital world has introduced several new opportunities and ways to develop and enhance marketing of the products. The marketing strategies of the Bollywood movie offers a real-time platform to grasp the basics of the promotions and advertising. With focusing on the real fact, marketing gurus also justify the concept and strategies of marketing from Bollywood Movies.
04/16/2018 09:40 AM
How Marketing Mix Can Help Small Businesses Grow
If you are doing all you can to grow your small business but nothing is working, you might want to take a step back and reconsider your marketing mix. Doing the right type of marketing at the right place and at the right time requires some brainstorming, research and analytical approach. Take a look at what marketing mix is and how you can use this concept to grow your small business.
04/16/2018 09:17 AM
The Perfect Store Concepts For Repeat Visits
Catching your customers' attention when they walk in takes work. From the color to the furniture, from the placement of your products to the friendly smile you shine at them from the cashier counter. Whatever it is, understanding consumer behaviour will keep them coming back. So, here are some nugget of thoughts to chew on about how to attract and keep your customers.
04/16/2018 08:59 AM
Seven Ways to Build Your Marketing Skills Without Going Back to Study
Today, more than ever, we are living in a world where access to learning is so readily available, it's on tap 24/7, 365 days a year, from anywhere on the planet. Much of this is for FREE. Even the busiest person can develop their marketing skills if they are hungry enough and know where to look.
04/13/2018 01:17 PM
Content Marketing Tips That Will Boost Your Sales And Profits
Content marketing increases your site content so you can grab audience attention. This kind of marketing also offers you higher visibility by search engines, increases the domain authority and brings more social traffic your way. With the right marketing strategy you can be sure to enjoy improved brand reputation and customer relationships which is why you cannot ignore it. A few simple strategies are all you need to start enjoying good sales and profits for your brand and they include the following.
04/08/2018 10:54 AM
Track Your Marketing For $80 a Year - Or Less
Landing pages are great. You can - and should - set one up for each different ad or content marketing effort you put out on the 'net. Landing (or squeeze) pages are the Holy Grail when it comes to automatically adding contacts to your marketing & sales funnel.
04/05/2018 08:21 AM
Want to WIN More Customers? Think Like a "Professional Scout"
To build true Differentiation and Uniqueness in your market/industry you want to look beyond your products and services. They are easily commoditized today. What isn't easily commoditized is your Customer Experience. When you create an "over the top" customer experience you demonstrate the true "heart" of your company to your customers. Customers want to see this... it's your DNA and describes who you really are to them so they start to feel special and important... much like what a Professional Scout does when looking for prospective athletes.
03/27/2018 09:48 AM
The Real Difference Between Marketing and Advertising
Most people believe that Marketing and Advertising are the same thing. Fact is they're not. What is known as advertising, is just a part of the whole game, which is marketing. Marketing includes the complete development of a brand, starting from the research then continuing to designing, advertising, sale, etc. Advertising is considered a part of the whole marketing process, which sends the message using several mediums, in order to promote a product.
03/26/2018 09:50 AM
Positioning A Product
If you have a business or product, it's actually more effective to be very specific about who / what you center it around. Most people make the fatal error of trying to position it to "everyone" (or insert another huge demographic). Whilst this works logically, in terms of the underlying way a business may be best placed to progress, this will not work very well. Thus, it's strongly advised that you become extremely focused on what it is you're actually there to do.
03/26/2018 08:17 AM
Three Ways Audience Definition Can Save Your Marketing Strategy
If you are new to the world of marketing strategy, the concept of audience definition may be a bit alien to you. That's OK because it is to most people. Perhaps the best way to illustrate what it entails is to think about two people discussing any given topic. Each person has taken up one side of the discussion and is arguing its merits to the other person. The problem is that the argument is going nowhere. Over time, voices get louder & what was once a discussion is now a shouting match with one common insult: "You don't know what you're talking about!"
03/21/2018 02:08 PM
How to Get Started With Referrals
As a small business owner you are much closer to your customers than large businesses are. This brings a powerful advantage in marketing with your existing customer base. This article lays out some referral strategies to take advantage of your existing relationships.
03/21/2018 12:33 PM
Those Who Can, Teach
What's a proven way for Solopreneur consulting service providers to demonstrate expertise, distinguish yourself from the many "me, too" competitors; position yourself as a thought leader; and work against being perceived as a commodity? Teaching! The old proverb, "Those who can, do and those who can't, teach" doesn't hold up in the 21st century marketplace. Teaching is the smartest-ever marketing activity. You get paid to do it, so along with being an effective marketing activity, teaching simultaneously benefits your cash-flow. If that's not enough, through teaching you will become a better public speaker and better able to promote yourself as a keynote or a panel moderator.
03/20/2018 09:25 AM
Marketing and Product Development Professional
First of a series of articles on the steps of the Product Development process and what to look for on a successful launch of your product. The focus of the articles is to understand how to avoid failures before it's too late and how to succeed projections for your product.
03/19/2018 03:56 PM
Strategic Customer Attraction Marketing Blueprint
With the ever changing face of the economy the trend to more and more people choosing to start their own business for various reasons continue to rise. With that said - along with this trend there is an increasing need for structured marketing process and client acquisition processes and methodologies.
03/17/2018 10:37 AM
Global Milk Industry Trend Analysis and Outlook
Milk is considered to be a complete food and hence is an inevitable part of human diet. For any mammal, milk is the primary source of nutrition, especially for infants, since this white liquid is easily digestible.
03/16/2018 12:30 PM
How to Make Marketing Investments Pay Off
Customers are your source of revenue so it makes sense to invest money into attracting, converting and retaining them. But as you plan your efforts, here are a few things to consider to make your customer investments pay off.
03/14/2018 12:59 PM
Pricing Graphic Design Projects
Here are some suggestions on how to put value on graphic design services. Using three components, hourly rate, market value and client budget, you can determine what design services are worth and still make money.
03/12/2018 03:10 PM
Marketing Automation - Why Has It Become the Need of the Hour for Marketers?
Marketing automation as a tool has come of age very recently to compete on the technology front and is doing wonders already. A stat provided by Forrester in its report "Gauging Your Progress and Success" mentioned that 58% of top-performing marketing companies have adopted marketing automation. The technology is supported by various other statistics, which stress mainly on the use of marketing automation tools for considering both simple and sophisticated campaigns. All the stats aside, you need to understand whether it really is a good idea to start with. What does it do other than sending automated emails? Firstly, you need to find out your needs, and then understand an automation tool that matches your requirements and offers tailor-made benefits.
03/10/2018 01:12 PM
10 Super Sales Tips to Smash Your Records
Sales methods and techniques are meant to give you a boost in your sales figures. Here are the top 10 salesman tips for a better salesmanship. I tried to explain all these top selling techniques in a very lucid and practical manner.
03/09/2018 11:34 AM
3 Things You Don't Do Now That You Used to Do for Your Business
Business been heading south lately? Perhaps you've stopped doing these three things that you used to do when it was new.
03/08/2018 03:55 PM
Dishonest Marketing: Deceit Is a Lousy Way to Start Relationships
Think the best way to catch someone's attention is to lie to them? Believe that it's okay to trick someone into reading your marketing or sales message? This article examines why that's a fundamentally flawed approach.
03/08/2018 09:22 AM
Appreciate Your Clients Or Colleagues With Custom Coffee Mugs - Here's Why
If you are looking for some new and creative ways to boost your marketing campaign, so, custom coffee mugs can be your friends. They are the way too perfect to leave a lasting impact on clients, co-workers or co-partners. There are a number of companies, who have already taken the advantage of using them in their promotional activities and if you want to know how it works, take a look at the following points.
03/08/2018 09:20 AM
Reasons To Use Printed Key Chains For The Purpose Of Marketing
Marketing is all about coming into the eyes of the visitors and stick in their mind; so, they'll remember you and spread your name to more and more people too. Though to make such campaign successful, you need to go out of the way that leaves a lasting impression and give one a reason to remember your business or brand name.
03/07/2018 12:08 PM
Hiring a Marketing Expert Vs Doing It Yourself
Marketing is a complex field that includes different strategies designed to improve visibility, establish a brand presence, engage prospective customers, and earn more revenue as a result. Business owners need to invest time and money into marketing if they want to stay ahead of the game and stand apart from the competition.
03/06/2018 11:34 AM
Getting Actionable Insights for Endowment Funds
The world has become a global market and political, cultural or financial developments in one part of the world can have a critical impact on your investment... For example, a small article in the newspaper about developments in North Korea can have an impact on your investment in the USA. Point being made is that there are a host of factors that you need to consider when investing in Endowment funds and you must look beyond the traditional historical data.
03/06/2018 11:30 AM
Missing Out On Big Data Opportunities
Even the largest family fund owners are unable to manage the data overload and make its apt use in making optimal investment decisions... Decisions that could mitigate risks and enhance earning potential! A recent research by Ashby Monk of Stanford University (Global Project Center) and Daniel Nadler and Dane Rook of the Kensho Technologies throws insight into how endowments, sovereign wealth funds and some of the biggest pensions handle data.
03/02/2018 12:04 PM
Important Considerations For Creating And Using Business Logos
Business logos are important for branding activities. Your company's logo represents not only your brand but also provides a way for your customers to connect with your business. A logo can offer marketing opportunities at every step. This is why logo designs and signage are of tremendous importance for businesses.
03/02/2018 09:17 AM
Reasons Why You Need A Mobile Marketing Strategy
Mobile marketing undoubtedly unlocks the powerful opportunities for you and help you scale new heights in the market. It is one of the most powerful weapons that turn the table without taking so much time.
02/28/2018 03:46 PM
What Are Your Digital Marketing Challenges? Here Are Our Top 5 (and Some Solutions Too!)
We're already at the end February (and the countdown to spring is on!). If you're like most small business owners, you kicked off January with a new and improved plan for your business, and most likely that included marketing to new prospects and collecting leads.
02/26/2018 03:36 PM
Becoming an Influencer in Your Industry
Influencers bring credibility (beyond the credibility that you have established yourself for your business) that only they can bring. With credibility comes trust and a position at the top of the food chain as subject matter expert.
02/24/2018 07:19 PM
Growth Isn't Linear
Our culture is really good at selling us the "easy road." There are all sorts of ways to make your life easier, supposedly.
02/21/2018 09:50 PM
Using the Marketing Mix to Maximize Customer Returns
The traditional marketing mix used by businesses comprised of 4 key elements thought to be vital to the success of any business. However, with the passage of time and the variations in the kind of products and services offered, there are 7 key elements today in the marketing mix that require constant evaluation to ensure the best possible results.
02/21/2018 08:07 AM
Let's Play The Marketing Game
Marketers, like most professionals, find their work a mental challenge - not unlike playing chess or other games of strategy and tactics. A favorite mental game that marketers play is called "How would I do it?" Want to play?
02/21/2018 07:50 AM
5 Benefits of Roller Banner Displays
Roller banner displays are known by many names. Why are there so many terms for this product? Experts have a logical explanation for it.
02/18/2018 10:11 PM
Why Not Having a Marketing Strategy Is Like Driving With Your Eyes Closed
When it comes to business, one thing that has been a mainstay for successful companies is having a great marketing strategy. In fact, any business that is serious about actually staying in business would not go one day without moving forward with an effective marketing strategy as it is the foundation for how a business remains relevant.
02/16/2018 03:33 PM
5 Ways Integrating CRM With Marketing Automation Will Help You Boost Sales and Grow Your Business
Bringing together robust CRM software with state-of-the-art marketing automation can be a game changer for your business, but it's just one piece of the puzzle. Learn more about the ways marketing, web development and web enhancement services will help you increase qualified leads, drive sales and grow your business.
02/15/2018 03:45 PM
Is Your Marketing Content Authentic and Impactful?
What are you sharing with your audience? Is it content that is aligned with your brand? Are you sharing it with your authentic voice?
02/14/2018 11:36 AM
The Impact of Technology on Marketing and How Brands Can Use Technology in Marketing
Technology and marketing are now going hand in hand. Brands are using technology to create engaging customer experience. After studying the impact of technology on marketing, in this article I have shared some examples showcasing how different industries are using technology to deliver a better customer experience.
02/07/2018 12:56 PM
A Guide to Going Viral
Reaching customers and creating awareness is something that determines the success of any business. The access to customers has become significantly easier over the years thanks to the development of social media platforms.
02/07/2018 12:04 PM
4 Important Trends of Content Marketing in 2018
Did you know that content marketing is evolving? What worked in 2016 didn't work in 2017. Do you assume that the trend will remain the same in 2018? This article explore four important trends that will shape content marketing in 2018.
02/05/2018 02:29 PM
Best Way to Promote a Business
Whether you're just starting out or have been in business for years, these proven marketing strategies will help your business find new customers without spending a fortune. 1. Plan your attack.
02/05/2018 09:55 AM
Next-Level Marketing With Business Cards
Most people are under the false impression that marketing with business cards is simply handing their cards out to anyone and everyone. Truth be told - it requires some creative thinking to be able to effectively market and acquire a bigger 'return on investment' with this marketing technique. Business card marketing, as well as the connection making and relationship building that goes with it, is more of an art and requires 'out of the box thinking' and standing out.


home | site map |