Client: CIT      

Exhibit Size: 20X30

The Booth Details:

This was a rental design for CIT, truly maximizes its trade show booth space.  It utilizes the company’s corporate colors for branding at the trade show.  This exhibit has two work stations at both corners of the booth, as well as the a sitting area.  The large circular CIT sign is attached to the tower as are the two blue half circles.

The Strategy:

This exhibit lead retrieval systems are located at both work stations.  Each system printed out the qualified leads information for CIT sales representatives to take detailed notes to help with the trade show follow-up process.  The exhibit design focused on being open and inviting, while standing out from other exhibits at the trade show.  The sitting area is for sales representatives to sit down with existing and potential customers at the show.  This allowed for relationships to be created and strengthened while showing these leads any of the new products CIT offers.

No gimmicks are to be used in the exhibit, instead the focus was using a pre-show marketing/sales strategy to increase exhibit booth traffic.  Also, after the show an effective follow-up strategy will maximize their results by increasing conversions of the shows leads to sales.

People Placement Strategy:

Additional sales reps are located on the corners that had the most show traffic flow.  This will all depend on where the entrance of the show floor is, and where the presentation halls are, amongst other things.

Exhibit Marketing/Sales Strategy Consulting:

Marketing Strategy:

The creation of an effective pre–show through post-show marketing strategy makes the difference between maximizing the trade show ROI and having an exhibit be a giant waste of marketing dollars.

Exhibit Staff Training & Strategy:

Working a trade show exhibit is different than normal sales procedures.  In order to maximize a trade show’s potential, it is essential to have a well trained staff.  TMG Exhibits trained exhibit booth staff on:

• The best techniques to stop traffic.
• Staff members are then provided with objectives and assigned roles.
• Secrets of how to interacting with qualified leads at a trade show in a way that provides the sales representatives with their full attention while having a sense of comfort.
• Creating an effective follow-up process that the sales representatives approve of and feel will get the best results.
• Providing results that can be tracked and quantified to show the real trade show ROI.

(image is not same as mentioned in blog)

The other week I was at a trade show with one of our client who was exhibiting. As I walked around this show looking at different exhibitor strategies I had an experience that I think every trade show exhibitor should hear and think about.
I stopped at one exhibit booth that had a trade show model to see the company’s strategy on using the booth model. We had some brief small talk and we took a picture using a “beach back drop.”  All the while I was waiting for her to ask me, “What do you do?” or “Do you use these services?” or “let me introduce you to one of our sales reps.” IT NEVER HAPPENED! I wasn’t even approached by one of the sales reps in their exhibit booth.

Eventually, I asked the model what the company did, and she had no idea! She just laughed and said, “I don’t know what they do, but those are the sales guys over there (she pointed to the huddled sales reps on the other side of the booth)! “They could tell you what we do,” she said. There was a pause and I simply walked away. What a waste of marketing dollars!

Is having a trade show exhibit booth model or “booth babe” as some call it an effective approach to trade show lead generation? YES! You can get a very good return on certain “lead generators”
whether it be, models or other types of talent. However, when a lead generator, such as the booth model in this case, doesn’t have a purpose or a system in place, it is just a giant waste of money.

Five tips to ensure a Trade Show Booth Lead Generator (exhibit model or other talent) is part of an effective lead generation strategy.

1.  The lead generator should know what the company does. They don’t need to have detailed specifics, but they need to have a general understanding.
2.  They need to know the elevator pitch.
3.  Have them ask the attendee what they are do and if they use what the company offers.
4.  The sales reps should be on alert and watching the lead generator when they are interacting with a potential lead, slowly move over and listen in for a jump-in point.
5.  If the sales reps are busy, the lead generator should walk the person into the booth to gain their contact info or hand them information on the company. During this time hopefully a sales rep will free up so they can come over and answer questions.

Recently I was at the Adtech trade show at the Jacob Javits Center in New York City with “Idea Launch,” one of our new clients.  While walking the show floor I noticed two very important things that all exhibitors should know!

1^st
There were quite a few people in the isles.  It was easy to notice that attendance was up!  This is a good sign to exhibitors as it shows that companies are starting to spend money and allowing their staff to attend trade shows.  Also, it is a positive sign to the economy because the companies are loosening their money belts to not only attend trade shows, but are looking to start buying again.

2^nd
When walking the isles checking out the different booths not only to see what the companies did, but also what their trade show strategies entailed.  While doing this I ran into quite a few exhibit booth models.
Companies’ will uses these trade show booth models to attract attendees to their booth, with hope that an increase of booth traffic leads to more leads and in turn more business.  This is also a good sign in the exhibit world as it shows that companies are also spending additional marketing dollars on these trade show booth models.

Has anyone else started to see this at any other trade shows?