Nancy Schmalz: 5 Tips for an Effective Trade Show Strategy

Nancy Schmalz, Senior Vice President at 3D Exhibits, discusses her 5 tips for having an effective trade show strategy.

5 Tips for an Effective Trade Show Strategy:

1. Define the visitor’s experience
2. Define what makes your product or service unique
3. Develop quantifiable goals and objectives
4. Understand your audience
5. Understand your staff

The Importance of Choosing the Most Qualified Sales Force for Your Company

Your sales team can be the lifeblood for your company. They are the face and voice of your company each and everyday.  In today’s economy, a good sales team is now more important than ever. The days of selling-in a program, handing off the project to a team member, and moving on to the next sale are gone. Today, a sales team must take the time to know and understand what each customer’s needs are; to build a long standing relationship. This is extremely important in the trade show industry. Here at 3D Exhibits, we have stated before that no two clients or programs are the same.

A good sales team goes beyond the traditional traits, such as motivated, good leads or connections and past experience. These are all important traits,  however a great sales person must posses more. Otherwise you will be hearing the same-old sales pitch, and the sales person will not grow as the company evolves to meet the ever changing indsutry needs.

Here are some of the key traits I look for in a sales team.

• Bridging the Gap: A good sales person will provide other internal departments with the information and resources required to develop a successful program.
• Client Retention: Turning every client into a lifetime client is the goal for any business. Remember it is far easier to keep and nurture current clients than to gain new clients.
• Personality: This seems like a given but it is key to establishing relationships. I am not saying all salesmen have to be the “Life of the Party,” but the sales life cycle can drag out for an extended period. I have seen successful sales people with the following personality traits:
  • Dedication
  • Integrity
  • Passion
  • Creativity
• Understands the market: This is key in the trade show industry. Our clients’ needs are ever-changing, whether it be incorporating new technology, exhibiting internationally, or developing custom programming. Creatively thinking how clients fit into the market can be the key to landing a new account.
• Think like the client: This is important because you need to know and understand a client’s problems or needs in order to provide them with the right solution.

A good sales staff focuses on the same common goal and with a company strategy to guide them. The key is setting clear expectations, providing support and dedicated commitment from management.

What are your key traits for a good sales team? What do you look for in a sales person for your team?

POLL: What is the most important trait of a trade show manager?

It is very important you choose the right people to be a trade show manager. What is the most important trait you’re looking for in a trade show manager?

What is the most important trait of a trade show manager?

• Solution-oriented
• Resourceful
• Adaptable
• Organized
• Good delegator

View Results

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3D Exhibits Names Chief Strategy Officer

Newly Created Position Ensures Continued Evolution to Meet Changing Client Needs

July 26, 2010—Elk Grove Village, IL—3D Exhibits, an award winning exhibit and event design, fabrication and management agency, has named Hank Heatly to the newly created position of Chief Strategy Officer. Heatly, who was most recently director of client and industry insights for Czarnowski, will ensure that strategic planning drives the execution of processes and projects at 3D Exhibits. [ ... continue reading » ]

What are the little things you can do to make your exhibit stand out from others?

In general terms, attraction is what draws one object to another. In the trade show industry, attracting attendees to your exhibit space is key to your success. You can attract people to your environment in a number of different ways: pre-show offering, innovative technology, or just leveraging human curiosity.

At 3D Exhibits, we have found success attracting attendees to our environments by leveraging all of the senses. Here are some examples of how to attract trade show attendees by engaging all of the senses:

• Taste: At many of our events we have provided attendees with refreshments and cookies. That has helped draw attendees to our booth and provides them with a unique experience. These elements have always been tied into our campaign so the attendee walks into and away from our space with a cohesive message.

• Touch: As we have redesigned some of our exhibits, we have looked to use materials that are not only intriguing to look at but are very tactile. We want our booth to be very interactive and user-friendly. Touch screen monitors, textured materials and other user experience technology can help to differentiate your environment.

• Hearing: Sound is very important. Music and audio can help provide energy and excitement to your environment. However, if you have too much noise it can be counter-productive and not very welcoming to your guests. Live demos, external speakers for music, and live entertainment all can be effective tools to attract attendees to your environment.

• Smell: While this one at times can be a bit of a challenge, there are numerous ways to attract attendees through various aromas. The scents of baked goods, popcorn, coffee, or other familiar smells can help cut through trade show clutter and ensure a memorable experience.

• Sight: This is what our graphic team takes pride in, creating a visually appealing experience. A great visual experience incorporates rich color and graphics, maximize space, and balances the exhibit space.

Developing a strategy utilizing all of the senses can be a useful tool to draw people into your environment however it will also give them a reason to stay engaged longer. It will also help attendees to remember your product or environment, post-show. The key is to be remembered long after the event has ended.

There is a delicate balance you need to strike when planning your trade show strategy. There are certain sensory targeting activities that may work for an environment, but you must keep in mind it does not work for everyone or everywhere. The key is to know your audience and the event you are attending. Then develop a well-planned strategy to ensure success.

What types of sensory marketing strategies have resonated with you? How have you used sensory marketing in your trade show programs?