REMINDER: share your trade show tips through January 28 for a chance at one of two $500 Lands' End Gift Cards. Simply click "Comments" at the bottom of this post.
John has been leading our sales team for over ten years but has over 25 years of trade show experience. His endless energy and passion for the art of sales puts him at the top of the class. (His dynamic personality is hard to resist, too.)
"Trade shows are a great medium for reaching new customers and sharing our message. But you have to do it right."
John's tips for a great trade show presentation come down to three key points:
1. Think Vertically. Start with a single goal. Point every message to that goal. You have about three seconds to show people who you are and why you're there. If your visuals are directed to one message, you're halfway there.
2. Invite people in without saying a word. That 8-foot table can be an instant barrier. I see people placing it at the front of their space and sitting behind it. Why not just hang a sign out that says, 'don't talk to me'? Since we sell clothes, our key is dressed mannequins, shelves of clothes, with an open invitation for people to come in, take a look, interact with us. Compelling giveaways play a part in this. But I really believe they need to be smart and closely tied to your message.
3. Every inch must reflect your message. Especially the people working the booth. And yes, I really do believe you should wear logo'd apparel. Coordinate the styles. Match the level of formality to your average attendee. Makes you easy to spot and allows your exhibit to grow legs. Other points: is your signage on brand? If they look at that brochure later, will they recall your booth?
"The fundamental core of the trade show experience hasn't changed in 25 years. The value of face-to-face contact is as vital today as it ever was. We just want you to get the most out of the experience as you can."
Use the comment section to share any stand-out booth ideas you have.
Up next: John takes us through his "Trade Show Manifesto" which looks at the all-important subject of booth etiquette.