Episode 013 - Bringing the Experience of YOU at Trade Shows - interview with Robin Sacks & Angie Pohlman
Episode 013 – Bringing the Experience of YOU at Trade Shows!Special Interview with Robin Sacks and Angie Pohlman of GroundedInClarity.comIt’s more than just experiencing your company – the key is the experience of you.· Are you more than just the brochures and stuff in your booth?· People buy from people – and they need to experience who you are.Robin’s favorite quote from Maya Angelou – “People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”Exercise – You and your team show up, but none of your stuff arrived. The only thing in your booth space is YOU. What do you do?If the boxes with your stuff didn’t show up, could you do what you needed to do?It’s about having the confidence to say to yourself, “I know my stuff. I know what I need to know about my company. I am going to embrace this situation, have fun, meet some people, and make them feel good that they actually stopped by this empty booth!”It’s easy for us to lean on our “stuff” as a crutch and fall back on old habits of just shoving a business card and literature into someone’s hands instead of starting a meaningful conversation.Move beyond transactional goals (# of leads, # of badges scanned, etc.) and toward meaningful conversations.When you do this, a magical thing happens. You don’t have to go looking for people as much – they will start looking for you!Whether your stuff shows up or not, your approach should be the same. Start with the thought of engaging with people and getting to conversations and relationship building.When figuring out what you and your staff should say, think about it from the viewpoint of the attendees. When you are an attendee, what draws you in? What makes you want to visit a booth and really dig into their offerings?· What makes you smile? What makes you feel good? And what makes you want to turn and run?· Don’t push your stuff on them. You want them wanting to take your brochures and business card because they enjoyed their experience with you.· This starts to talk about your Personal BrandExercise – Three Little Words· First – describe yourself using only three words.· Next - Ask people who know you – If you had to describe me in only three words, what would those words be?· Many times something amazing happens because often people will use words that we would never use to describe ourselves.· There are one or two qualities we have which others see and value, but we don’t value them in ourselves. Often times we will even hide these qualities.· These words and qualities are your Super Powers!o If you are not bringing those Super Powers out all the time, you are probably missing out on opportunities on being authentically youTETRIS Game example:· The goal of TETRIS is to fit different shaped blocks to create complete rows. Once you complete a row, it disappears.· TETRIS taught me everything I need to know about life…o When you fit in, you disappear!· Your goal at Trade Shows is to NOT look like everyone else and fit in.· One great way of standing apart is to give people an experience, and that starts with YOU.If you are doing smaller or local shows that are just 1 day long and maybe just a few hours, you have a very limited opportunity to grab people’s attention.· At these smaller shows, it is even MORE critical to Stand Apart!Stop thinking and communicating in Words – and start thinking and communicating with STORIES.· Info can make you look like everyone else, however…· Your stories are unique to you· You can use stories to get to the heart of the needs of your attendees· Bring stories to bring situations to life and this will help you BE MEMORABLE· Stories allow you to go where the attendees need you to go· This leads to meaningful conversations and that is when attendees will reveal their needs· Come into the show thinking, “What kind of problems can I solve for the attendees?”· Never assume you know what the drivers of the attendees areIntroverts – best thing for introverts to know is that you don’t have to do a lot of talking. You just have to start with a good question.· So being an introvert can be an asset because you are showing the attendee you are listening and caring about what they have to say· The beauty of being an introvert is that you don’t have to produce a script. You don’t have to present. You just have to be able to listen, and then guide the attendees to get their needs met.· Just get CURIOUS!· So if you’re an introvert, don’t focus on the parts everyone thinks are weaknesses. Focus on your strengths.· Try out the Three Little Words exercise and bring your Super Powers to the shows!· And being an extrovert isn’t all positive! Extroverts can come across as overly aggressive and chase people away.No matter what your personality – you need to give yourself permission to show up as you.· Just show up and be Authentic, have conversations and be curious· Try it sometime and you will see the power in it.· Plus its easier than you might think!· Be confident in yourself! Confidence doesn’t necessarily mean loud or boastful – it can be a quiet confidence.· Most confident people say less – but what they say Matters!!Robin & Angie’s Key Takeaways:· Remember the Maya Angelou quote: “People are going to forget what you said. They’re going to forget what you did. They’re never going to forget how you made them feel.”· Find those moments to help your attendees “feel.” People don’t buy just on logic, but by how they feel.· Remember – It’s not about you. What do THEY need? o Unless you get Curious and ask questions, you will never find what they need.o Keep your focus Outward as opposed to Inward· YOU are everything you need to bring to the tableo Have self-awareness and know what your Super Powers areo There are some people who will naturally be drawn to who you are and want to build a relationship with you· Remember the TETRIS analogy – when you fit in, you disappear!o That is something you definitely don’t want to happen at your next trade show!To Contact Robin and Angie:· Go to www.GroundedInClarity.com and go to their Contact page· Or send an email to email@example.com· Or on LinkedIn search for Robin Sacks and Angie Pohlman
27 Jan 2020
Ep. 023 - LinkedIn Mastery for Shows & Events - with Heather Taylor
Ep. 023: LinkedIn Mastery for Businesses and Trade Shows! With Heather Taylor----------------------------------------------SPECIAL PROMO OFFER!! LinkedIn Profile Optimization & OverhaulMention Trade Show University and receive $20 off!!----------------------------------------------Heather is the Boss Lady and Social Media Chick with GlitterGirl Media. She works with business professionals and entrepreneurs to help them stand out in the vast social media crowd, understand the importance of keywords and creative content when posting and to use LinkedIn as an unparalleled lead generation and sales tool.Q: What is your experience relating to trade shows? I help business professionals use LinkedIn to keep track of their trade show contacts, create a proven, repeatable process for generating leads and convert connections to real life living, breathing clients.So important to use LinkedIn to keep in touch with leads, customers and contacts. LinkedIn will help get the most bang for your buck at shows and events.Very few people use LinkedIn the way it should be! It’s more than just a place to have your resume. Not enough to just “be” on LinkedIn, but use it as a valuable tool.Q: How exactly should we use LinkedIn at shows?Most get a lead or make a contact at a show, we connect with them on LinkedIn, and that’s the end of it. We need to use LinkedIn to stay in touch, see what their interests are, and how we can best serve them. So the value of LinkedIn lasts long after the show. It’s a living, breathing tool but only has life if you continue to feed it!Most people only use LinkedIn on average of 17 minutes a month. If you give it the time and spend an hour a week, you will be far ahead of the average, and build relationships with meaning.It costs nothing to be on LinkedIn. They offer their paid upgrade service, but do not recommend doing it! So keep it free!Use LinkedIn to promote your personal and professional brand.Reach out to congratulate.Give recommendations and secure endorsements.Use for Social Selling – in the right way! Don’t be pushy.Q: How important is your LinkedIn profile? It is so incredibly important. It’s what you LEAD with. It is your “face” and the first thing people see. It should be worded from a “reader’s” perspective, and geared exactly to your ideal client.Have it read like a story. Every line should tell the value you bring.Don’t have it tell your qualifications or just your title – have it say what you DO. Q: What is the best way to use The Feed? Take a few minutes a day and scroll through. And post often – things of value that match your brand. Post articles, quotes, and things that will bring value to your network and target audience.Make sure if you are posting an article, READ the entire article and make sure the whole thing matches your brand and is consistent with the value you want to bring.Q: What should Exhibitors do with LinkedIn to prepare for an upcoming show? First – post that you will be exhibiting at the particular show. That lets your network know where you will be, what you are doing, and position you as an expert. Also - Research the show organizer, the other exhibitors, and possible attendees. We don’t cook with a cold oven, so put yourself out there and warm up your audience by posting items of value!Q: Besides LinkedIn, what other platforms would you recommend? LinkedIn is by far the absolute best platform for business. As for other platforms – it depends. All other platforms are good for specific businesses and audience. Do your research. Twitter is NOT a good platform for business anymore – so please don’t spend your time there.80% of all online B2B leads come through LinkedIn.Q: How often should we update our LinkedIn profile? Update your profile at least monthly. Updating even more often can be better. Don’t make it a bullet point list, but a story of who you are and what you do!Q: Tell us about Glitter Girl Gives Back. I will do traditional marketing and social media for small non-profit organizations that are in need of some help and don’t have the budget. I take on one account each quarter. Email Heather with a non-profit organization you would like to nominate! firstname.lastname@example.org ----------------------------------------------SPECIAL PROMO!! LinkedIn Profile Optimization & OverhaulMention Trade Show University and receive $20 off!!----------------------------------------------How to get in touch with Heather!Heather TaylorBoss Lady/Social Media ChickGlitterGirl Media330.email@example.com www.GlitterGirlMedia.comFacebook - Facebook.com/GlitterGirlMediaIG - @GlitterGirlMediaTwitter - @GlitterGrlMediaLinkedIn - www.linkedin.com/in/heathertaylorsm
16 Mar 2020
Episode 006 - What Lead Gathering Option should You choose?
Episode 006 – Lead Gathering OptionsIn this episode we will be discussing different options for gathering leads at your next show while going over the Pros, Cons and my Bottom Line comments. Plus We’ll also discuss the difference between leads and qualified leads, and which ones you really want. · The important thing to remember when gathering leads, is It’s not just about the number of leads you gather, it’s about getting QUALIFIED leads· Just collecting business cards or scanning the badges of everyone who enters your booth will cause way more follow up work than needed· Five main methods to capturing the info you need· #1 – Badge Scanners. Many shows have exclusive badge scanners for their shows. To determine if a badge scanner is a good choice for you, consider:· How busy will the show be? If you are having hundreds or even thousands of attendees, then a badge scanner can be a quick and effective method.· What other attendee information will the show provide with the scans? Aside from basic contact info, what else is the show collecting and will be providing to you? Find out everything, and if that info is important to you this may be a good option.· What’s your budget? If the budget is tight, skip this option.· PROS – Quickest way to get contact info. · Get a spreadsheet after the show of all your leads and info which can be very handy for follow ups. · You don’t have to invest in your own equipment or use your personal phone· CONS – Can be pricey. · Typically only get one unit and it can be tied up when someone else wants to use it. · If only use it to scan badges and get contact info, then its no better than getting a business card.· Bottom line – Suggest getting a badge scanner at a show ONLY IF you do more with it than simply scan a badge. Make it your info gathering tool to guide your staff through the initial conversation with attendees. Most scanners are customizable to add in questions.· #2- Business card scanning apps – Go to the Apple or Google app store and do some research. Most are free to try out – at least for a trial or limited use. But even if going to full purchase, will be far less expensive than renting a badge scanner.· PROS – Inexpensive option – possibly free, multiple highly-rated options available, can be customizable to capture the info you need, each person at your booth can potentially have one on their own phone and be able to scan attendees· CONS – Requires attendees to have business cards to work so if you’re marketing to consumers this is not your best choice, need to consolidate everyone’s scans after a show if multiple people are using, may not integrate with CRM· Bottom line: Using a business card scanner can serve you not only at trade shows, but any time you are doing business or networking. Plus you can immediately and at usually no cost evaluate multiple options to see what is best for you.· #3 - Kiosk or iPad to capture info· Setting up a kiosk or stations with iPads or laptops where attendees can enter in their own information can be a very effective way to do things. · Multiple highly-rated apps or even web-based services like Survey Monkey available for you to use.· Getting attendees to do this does a couple of things – gets them involved, plus frees up time for you and your staff.· Can have booth staff enter the info while talking with attendees, or hand an iPad or tablet to attendees to complete the information. Or create a kiosk for attendees to do on their own. · PROS – Can be fairly affordable with the iPad plus inexpensive or free software· Attendees can fill out info while staff is free to do other things· Can customize to get the info you need· With kiosk can add to the look and branding of your booth· CONS – Might not be best solution for those on tight budget· For some markets or smaller shows, can prove to get more in the way· Bottom line: Using a technology kiosk or iPad to gather information may be the best way to do it – especially if you combine it with an offer or giveaway. People will take the time to voluntarily give you the information you want and need in exchange for what you are offering. Plus if you have a kiosk or an iPad stand, you can use that to brand your booth.· #4 - Gathering business cards – Putting out a bowl for people to drop in their cards in exchange for winning a prize is not a bad way to gather cards. If you are marketing a product or service that anyone can use, this can be effective. · However this can create a lot more work for you after the show. Business cards alone don’t tell you who is qualified or if that person is part of the decision making process. Second way is by having one on one conversations with an attendee, and then if they have the potential to become a customer, you get their business card. · PROS – Super simple and possibly inexpensive· With the fish bowl method, can get a large number of cards with little effort· CONS – Could lead to a lot of wasted time in the follow up.· Info on the business cards usually is not enough to qualify the attendee· Bottom line: Gathering business cards can be inexpensive, quick and easy, but not the recommended way to go because you can waste so much time on the follow up.· #5 - Paper and pencil – Using paper and pencil can be just as effective as an app or technology in getting the information you need. Just may take a little more time. · But if you don’t have the technology available and are on a really tight budget, then printing up forms can be effective. · PROS – Most inexpensive route· Great if you don’t have tech· Simple to create and use· Not much training needed – everyone knows how to use a pen!· CONS – Lots of work after the show compiling and putting into your systems· Can take longer to complete & some attendees may just skip if too much· Bottom line: Don’t overlook paper forms! Not as cool as tech, but can be equally effective at gathering info for a lot less time and money.· THE KEY IS IN QUALIFYING:· Scanning badges and gathering business cards is great, but is going to cost you a lot of wasted time in the follow up process making calls and sending emails to companies that will never buy from you, or communicating with people who are not decision makers.· Focus on getting qualified leads. If you don’t qualify your leads, then you will be wasting a lot of time during the follow up process trying to sell to people or companies who will never buy from you.· Qualifying the attendees is necessary. · The first step is to determine what a qualified lead looks like. Start by looking at your current clients or customers. What industry are they in? What size company? What title is the decision maker? Whatever the criteria are for your business.· Determine the one or two most important criteria. Then craft questions to determine if the show attendees you will be talking to meet your criteria.· Remember – talking with unqualified attendees is simply a waste of time and money.· Summary of today’s class on Gathering Leads:· 1 – Badge Scanners· 2 – Business Card Scanning apps· 3 – Kiosk, laptop or iPad· 4 – Gathering Business Cards· 5 – Pen and paper· And the 2 Keys to whatever method you use is to Qualify the attendee, and to capture all the information you need!
19 Dec 2019
Episode 007 - What should your staff Wear in the Trade Show Booth?
Episode 007 – What to Wear at Your BoothIn this Episode, we’ll be discussing what you and your team should be wearing at your booth when working a trade show. Yes – what you wear DOES make a difference in your branding and results!· Yes, having a plan for what you wear at your trade show booth is Important, but doesn’t have to be complex· What you wear is the first impression you will make with attendees. They will make a lot of assumptions about you and your company based on what you are wearing and how you look.· Some apparel makes a statement, and others have practically little impact.· The principles are pretty much the same whether you have one person or a group of people working your booth· When someone looks at you, are you memorable or forgettable? You want to be memorable! Maybe not you specifically, but your company. · Of course, there are varying degrees of memorability. Wearing a shirt and tie may have a professional look, but also may be easily forgettable. Having everyone in the booth wearing the same tie notches the memorability up a notch. Having that tie with your logo goes up another notch. Having guys and girls all wearing that tie, one more notch.· My number one rule - Be sure you match in some way! · The benefits of matching far outweigh any negatives.· First – reinforces your brand. Your corporate colors and logo should be represented. Plus people should be able to look at you and get at least some understanding of how you are to work with as a company. · Second – attendees can identify you. By having on the same colors or outfit as the rest of the people from your company, attendees can make a better connection between you, your company, and your offering or promotion.· Third – when your booth is hopping with activity, attendees know who works there and who doesn’t. If everyone is dressed differently, can be very difficult to tell. So instead of getting a question answered which can lead to a meaningful conversation, the question may never get asked.· Don’t fall in the trap of letting everyone wearing whatever they want “as long as it’s professional.” When everyone is dressed differently – even if it’s professional – it looks messy because there’s no cohesion.· When it comes to apparel, you really only have two options. You can either go Corporate, or go with a Theme:· Corporate is having everyone wear something similar that reflects your organization, your culture, your industry, or your brand. · What you will see most often are polos and/or button down shirts. Polos and button downs might say we’re a little more casual and good to work with. · Companies wearing Shirt and tie or a suit definitely give a more formal vibe, and convey trust and expertise. Might find companies in a shirt and tie that are focused on regulations, compliance or contracts - like finance, banking, insurance or consulting.· On the other end of the spectrum, maybe t-shirt and jeans will work for you. That look will also work if you’re trying to market to millennials and a younger generation.· You can also dress for your industry. For example, if you’re a fitness company, maybe your staff is in workout wear. Or a healthcare company in nurses scrubs. · No matter what corporate look you are going for, make sure you all match, and make sure your look matches your brand and culture.· Theme. You can use a theme for:· Promotion - A promotion can be a contest, a sale, promoting a product or more. · Brand – use a theme to promote or boost your brand. Is safety and security part of your brand? Dress as police or security officers, or maybe Men in Black suits. Is expertise or creativity what you want people to think? Maybe everyone can have wizard hats. Brainstorm! Be Creative! And have fun! · New Product/Service – Creating a theme around a new product or service launch can be impactful. Just have to make sure the theme fits the product. For example, a company launching a new enhanced service program called White Glove Service had everyone was dressed in tuxedos and wearing white gloves. This was super effective because just by looking at the booth and each person working, you knew exactly the type of service they were offering. Plus seeing someone in a tuxedo anywhere else in the show was a visual reminder.· Bottom line – Having a theme at your booth can be effective, memorable and fun. Just make sure your theme ties to whatever you’re trying to get people to remember. Don’t have a theme just to have a theme. You don’t want people leaving the show talking about the booth where everyone was dressed in safari outfits, but can’t remember the company or the product, or that they didn’t understand the theme. Remember - Brainstorm! Be Creative! And have fun!· For Individuals – here’s four quick tips for you when you are working a show. · 1 - Look Professional. If you don’t have a theme, and maybe you’re working a show by yourself, the key is to look professional. Doesn’t have to be a business suit, but something appropriate for your business and your brand. If you’re still unsure, then think about who the attendees will be and dress to their level or above.· 2 - Look Good. Not just what you are wearing, but how you’re wearing it! Make sure your clothes fit right – not too big or too small. So if you are wearing a new shirt from your company, try it on way before the show in case you need a different size. Also – be sure to iron your clothes! · 3 – Smell Good. Yes, you wear your smell! It can definitely make the wrong impression. Shower, wear deodorant and cologne/after shave. And also have mints or gum with you so your breath isn’t the one thing they remember about you!· 4 - Wear comfortable shoes. Trade Shows can be brutal on your feet and legs because you’re basically standing on cement for hours or even days. You owe it to yourself to have a good pair of broken in, comfortable shoes. · Ladies – as much as you might look great in a pair of high heels, recommend leaving those at home and going with something lower that will give you more comfort over the time you’re on your feet. And if you must bring those heels, bring another pair of shoes to change into if your feet start aching.· So let’s WRAP UP this class on Trade Show Apparel 101!· 4 key takeaways:· What you wear in your booth definitely can make a difference! Are you memorable or simply forgettable?· Make sure everyone in your booth is matching in some way. The benefits can be significant!· You can go with a corporate look – one that at very least reinforces your brand, and gives an idea of your culture and how you are to work with, or corresponds to your industry.· Or you can go with a Theme – one that supports a promotion, your branding, or even a new product or service launch. Brainstorm, be creative, and have fun!
23 Dec 2019
Most Popular Podcasts
Episode 003 - Training Your Booth Staff for Success
Episode 003 - Training Your Booth Staff Training your booth staff starts with giving them the basics, and then shows them how to use those basics to help reach your goals and maximize your ROI. · When training is done right, it can make the difference between having an okay show and an amazing show! · The Basics are so important and we’re going to cover 12 of them in this class · To start – really there are just two questions. · First question is do you train your booth staff? If YES, then what do you train them on? You need to train them on how to really WORK a show.· If you don’t train, you need to start. Do not assume your staff knows how to work a show to meet your goals. We will be discussing exactly what to train on.· The first thing you need to do is create a strategy and timeline.· For a successful show, all of this doesn’t just happen right before the show – it takes planning. · Assumption – You already have all of the display pieces, banners, and other items you need. If not, figure in time needed for design, printing and manufacture of those items.· Timeline:· About 6-8 weeks out OR more – you need to prepare a complete strategy for the show. Work with company leadership to make sure you are focused on the right goals. · You will need more time than this if you are preparing a large, complex booth or designing a new booth display.· In your strategy, set goals, the focus at the booth, who will be working the show, pre-show marketing, and more. Go through every detail to be covered to plan the show and run the show AND hit your goals. Also assign responsibility for each aspect. · About 2 weeks out – Hold a training session or conference call with everyone working at the show. · Get feedback from your team to get buy-in. · Once details have been finalized - follow up with a one-page summary they can print out, or have on their phone or ipad.· The Basics – These apply to all types of businesses1. Goals – Make sure everyone knows what you are trying to accomplish at the show, and their role in achieving those goals. 2. How to capture the info you need. Whatever your metric – make sure you have a system to achieve these. Train your team on how to use that system. 3. All about the show – Cover every detail that will be important to your staff. Include industry, number of attendees, job levels, show history, etc. · Also share the show floor layout with booth location, customer and competitor booth locations. 4. Your key Product or business info · What products or services are you promoting or highlighting at this show? What information or new promotions do attendees need to know? Main branding message you want your attendees leaving with. Every attendee should leave your booth not only with what they came looking for, but with what you want them to have.5. All about Your booth. · Your booth layout· Booth design· Marketing materials and literature· Where the booth is on the show floor· Attendee traffic flow · Who is responsible for set up and tear down 6. Agenda and timing – Including timing for every event during the show your team is involved with. · Exhibit set up and teardown times, and who is responsible· Exhibit hours· Meetings, workshops and networking events – times, locations and instructions · Shifts times· What to do at networking and social events – For some it can be an awkward experience. Train how to get the most out of these networking opportunities. 7. Games, Raffles or Giveaways – Make sure everyone understands what game/giveaway or raffle you are holding, and how it’s run. Every game, raffle or giveaway should have a purpose!8. Booth Flow – A Booth Flow is the method and pattern for attendees to flow through your booth. Everyone working your booth should know exactly the process you want attendees to go through, who they should speak to, what products they should see, what they should leave with, and what info you want to capture. This is BY FAR the step which will get you the greatest return! 9. Attire – Make sure everyone not only knows what to wear, but that they have the right shirts or other items. Remind them to iron their clothes and come looking good! 10. Marketing before and during the show – Explain any mailers, ads, social media efforts, and other marketing. 11. Follow up efforts – Explain follow up efforts and responsibilities12. After show recap – let your team know within a few days after the show you will be holding a meeting or conference call to get everyone’s feedback on the show, pros and cons, what changes should be made, and should you do the show again.
9 Dec 2019
Ep. 019 - How to use Marketing Automation for Maximum ROI! With Ryan Mansfield
Ep. 019: How to use Marketing Automation for max ROI! With Ryan Mansfield Check this out!!! Exclusive for Trade Show University listeners!!! ** Get a FREE Audiobook ($20++ value) and FREE 30 day Trial of Audible! ** Visit www.audibletrial.com/tradeshowu ** Sending emails to follow up with contacts you made at the last trade show can be a good method, but you don’t want to send the same email to every person. And you don’t want to have to manually send out personalized emails to potentially hundreds of people. Marketing Automation can be the solution you need to meet all your needs, while making you more effective and efficient. Today’s guest, Ryan Mansfield of Revolt Automation, walks us through powerful tips and tricks on how to improve your Return On Investment (ROI) at your next show, while saving you a ton of time! Best of all – you’ll get even better results. Ryan also introduced us to several affordable or even Free technology tools to help you! Here is the list of tools mentioned in the episode: --- Hubspot (starting at Free!) - https://www.hubspot.com/ Hubspot is an effective CRM (Customer Relationship Management) tool for handling all of your customer and prospect information. And much more. --- Woodpecker (starting at $40/mo) - https://woodpecker.co/ Woodpecker is an email tool that allows you to send text-only emails for follow-ups. They can be scheduled and sent when you want. Can also create multiple emails and send different follow ups to those emails based on how the person responds to your emails. Plus it gets sent right from your email account so it looks like you did it. --- Zapier (Starting at Free!) - https://zapier.com/home Zapier is an automation platform that allows your apps to talk to each other and work together. Powerful tool! --- Survey Monkey (starting at Free!) – https://www.surveymonkey.com/ Robust survey creator that you can use on your website, in social media or in emails. Great tool to help you do research you need with customers and prospects. How to contact Ryan Mansfield: Email: firstname.lastname@example.org Web: http://revoltautomation.com/ LinkedIn: https://www.linkedin.com/in/ryan-mansfield-03483ab6/
2 Mar 2020
Episode 005 – How to Maintain Your Energy at Trade Shows – with Brittany Cermak RDN
Episode 005 – How to Maintain Your Energy at Trade Shows – with Brittany Cermak, RDNA very special episode today with our guest (and in full disclosure – my daughter) Registered Dietitian Brittany Cermak! Brittany is going to discuss what we need to be doing to maintain our energy throughout these long shows. With many hours on our feet and having to perform at a high level, we can get tired and drained. This is important information for anyone who works trade shows!Brittany is a Registered Dietitian & Nutritionist in Cleveland, Ohio who works full time for a non-profit health clinic group, is a professor at Case Western Reserve University, and also has her own private practice called Your Life Nutrition. What is your experience relating to trade shows?I have attended many trade shows for Food and Nutrition from local to national and engaged in company booths.I have also held a booth for Your Life Nutrition at different health fairs trying to engage attendees for nutrition education and to promote my services My goal was to leave attendees with something to remember that was positive about me and my business. Energy and passion is critical. What was your most memorable trade show moment? At a large, national nutrition show, I got to see Lisa Lillian from “Hungry Girl” at the Flatout wrap booth. Even though I didn’t get to meet her, I waved at her and she waved back. I was a little star struck!Lesson – how can you create “star-struck” moments for attendees at your next show? Maybe it is bringing in a celebrity or someone well known in your industry to your booth. How else can you have people feel special at your booth and leave with a unique positive experience? Your top tips for our listeners (trade show planners and workers)Eating properly is critical for maintaining your energy.So important to eat breakfast! Stay away from high carb, high sugar items like donuts, pastries, waffles/pancakes, etc., because they will have you crashing down in energy after a couple of hours.Higher protein items like eggs, meats, veggie omelet, etc. will help you feel full longer.Coffee is fine especially if you are used to drinking coffee regularly. Skipping can lead to headaches.For longer shows spanning multiple days:Plan & PackStick portable healthy options in your show bag to have on handHave your snacks in single serving bags so you can easily grab one when you need. Also smaller portions will help you avoid eating too much at once and running out of your food before the show ends.Don’t rely on what food offerings vendors at the show venue haveAlways pack more than you thinkItems that can be taken through the airport High protein options to help with feeling satisfiedEat a snack every 3-4 hours to keep you energized and prevent feeling hangry and ravenous Put in single serving bags so they are easy to pull out and eat your portion without eating all of your packed snacks at once.If you don't want to pack these, hit up your local supermarket when you arriveDried nutsProtein barsJerkyCommit to eating fruits/veggies with every meal to help provide natural energy and keeping it light Focus on lean protein Whole GrainsAvoid high starch meals like only pasta dishes that will leave you feeling full and sluggishPass the candy offered by vendorsTake advantage of the fruit available in presenter, press, exhibitor, and VIP rooms if you qualifyMake time for Lunch Make time for lunch, even if it’s finding the one healthy meal for sale at the venue restaurant. If you rely on snacks and booth samples alone you will be so famished and fatigued by day’s end that every food will call your name.Hunger does crazy tricks to our brain so do your best to maintain the snack and lunch timing you have at home.For Dietary Restrictions, Food Allergies or Sensitivities:If you have dietary restrictions or allergies be sure to communicate this with the event staff well in advanceCheck also with your hotel to find out what options are available to youCan scope out local restaurants or markets for other optionsDo NOT just take the chance on your health because you feel you might be embarrassed to not eat what your colleagues are eating. You will be grateful to do your research and stick to a diet that you know is good for you.Proper hydrationThis is key!Proper hydration affects your alertness and mental acuity as much as food does.Pack a reusable water bottleTake sips during the show to help you avoid having to rush to the bathroom!Have gum or mints can keep your mouth hydrated without slugging down huge amounts of water – plus it keeps your breath fresh!Avoid the alcohol or sugary drinks and juices which can also cause post-drink sluggishnessIf traveling for more than a dayTry to stick to your typical diet routineCommit to eating fruits and vegetables at every mealFocus on eating lean proteins like fish, chicken, turkey and eggsEat whole grains – brown rice, whole wheat pasta and breadsAvoid high carb mealsIf you have a sensitive stomach or get gas easily you may want to avoid any new foods you aren't used to eatingFoods that frequently cause gasCabbage, Garlic and other foods that cause problems for youEating for the showAvoid eating at your booth because it makes you look messy and less approachable Keep a tooth brush or breath mints in your bagBrush your teeth after a meal or pop a mint so that your potential clients are smelling your garlic laden lunchTo avoid body fatigue – legs and feet:Have comfortable shoes. Ladies – may want to leave the heels at home!Do not get brand new shoes for a show – can lead to blisters and pain The top 1-2 takeaways:Choose healthy options, eat light, and add fruits and veggies to every mealSnacks are your friends! Nuts, fruit, protein bars, etc.Take small sips of water to prevent the need to run to the bathroom What would you like to promote (for your own business)? Please take advantage of this! We want this to be a WIN-WIN!My services and meal planningFollow meHead to my website to subscribe to my website for weekly emailsMake sure your product or offer is somewhat timeless for those who tune in long after the original episode airs. Special Offer for Trade Show U listeners!!· 10% off any Services – Weight Loss, Meal Planning, Nutrition Consulting and more! How should people get in touch with you?www.YourLifeNutrition.org – subscribe for value-packed weekly emailsAlso search for Your Life Nutrition and Brittany Cermak on Facebook, Instagram and LinkedIn!
16 Dec 2019
Episode 004 - Creating your Booth Flow
Episode 004 – Creating Your Booth Flow If you’re not familiar with the term Booth Flow, it’s just what it sounds like – how to get show attendees to flow through your booth. And it's possibly the number one thing you can plan and orchestrate which will make the greatest difference in your results!· The reason Booth Flow is effective is because it incorporates the most critical parts that will make or break your success at a show. · How to engage attendees· What info to capture· How to capture it· What you want people to leave your booth with· The Booth Flow is your game plan!! It includes just three key components:· First – Get attendees into your booth· Second – Capture Your Key information – What do you want to capture, and how will you capture it?· Is everything you need on a business card? Probably not. Then you need to identify all the info you need and want.· How are you going to Capture that info? Figure out a system.· Third – What do you want them to leave with? · Literature/Marketing materials· Giveaways· What do you want them remembering?· What do you want them to experience?· How do you want them feeling? · Orchestrate how your attendees will enter, experience and exit your booth – and that is the secret ingredient to maximizing your results.· Your Booth flow, just like everything else, starts with your Goals. Your goals will help determine your flow. · It all starts with making that first contact with an attendee. Don’t rely on attendees walking up to you. You need to have a strategy for engaging attendees.· There are three ways to get people to stop at your booth:· #1 – Pre-show marketing. Advertising, social media, direct mail, etc. · #2 – Games, giveaways, attractions, or promotions. Nothing attracts like a spinning prize wheel, a magician, or something that delights the senses.· #3 – Actually engaging people and inviting them into your booth. This can make the biggest difference in the results you get from your show. · Now you can do all 3 options together to increase your odds of getting more people into your booth, but #3 is by far the most important. · Never assume that attendees who walk past your booth got enough information to tell they don’t need to stop. · You may have the best products, innovation, display and employees. But it doesn’t matter if people don’t stop!· Top 6 things to NOT do in your booth:· Give a simple greeting like Hello, how’s it going or how you doing.· Asking any sort of yes/no question that has nothing to do with your company OR doesn’t make the attendee think. · Say nothing! Just stare at the attendee, have a big smile, and say nothing. 4. Be on your phone and ignoring attendees. Put your phone away while you’re in the booth!5. Talking with other booth staff6. Leave the booth Empty. Unless you’re by yourself and have an emergency – NEVER have an empty booth!!· Switch to this one simple technique which will lead to more people stopping and having meaningful conversations with you and your staff.· For every attendee that is walking by your booth, Ask them a question relevant to your business that stops them in their tracks. One that makes them think even for a split second.· Needs to be a question that gets you a quick answer. · Can be a YES/NO question, but only if it qualifies the attendee.· If they don’t qualify and won’t do business with you, don’t spend your time talking to them. Let them walk away. · But If they say YES to your question, then great! They qualify and you want to talk to them. Now get them right into the next step of your booth flow.· The key is this – don’t pick and choose who to ask the question to. Ask everyone you can! As soon as you’re done talking to one person, ask the next one you see. · In Episode 002 on Staffing Your Booth, talked about running your booth like a restaurant. Restaurants have a front of the house and a back of the house. The front of the house is responsible for greeting, seating and serving the guests. Back of the house takes care of the food prep, presentation and other details. · Break your booth into two areas – front of the booth and back of the booth. · Front of the booth is where you will first engage the attendees, bring them into the booth and qualify them. · Back of the booth answers questions, conducts product demos, hands out information and more.· Assign specific roles to everyone working. · Just like a restaurant, you have to figure out a flow for your attendees. For example, who greets them first, what does that person say to the attendee, what do you want the attendee to do, who do they go to next and why, etc.· Next step is capturing all the information you want and need. Ask more questions, have them take a survey, give a demo, enter them into a drawing, etc.· Find out the person’s role in the Decision Making process· Capture the info – determine who will capture the info and how· · Third part of the Booth Flow – what do you want them to leave with. If you have a new product or service you are promoting, then they should know all about it, leave with literature about it, and be signed up for updates. · The key to all 3 parts of the Booth Flow is consistency! Ask the same questions, capture the same info, put them through the same experience, and have them leave with the same stuff. · You may have 2 or even more flows you put attendees through based on their answers, what type of customer they are or some other variable. Just remember to stay consistent.· So your homework assignment is to start creating the Booth Flow for your next show! Take your time, train your staff, stay consistent in execution and this can pay off better than anything else you will do!
12 Dec 2019
Episode 008 - New Years Resolutions for Trade Shows
Episode 008 – New Years Resolutions for Trade ShowsNew Years Resolutions for Trade Shows? Really? YES!! Resolve to make 2020 the best year ever for your shows! · 2019 is in the books, and I hope it was a good year for you personally and professionally. · Celebrate and remember the highs, take the lessons and memories from the lows and keep moving forward. · I want you to Make 2020 the year you commit to expect more and get more from each and every trade show. Raise the bar! · But focus is key. If you have too many things you are trying to accomplish, chances are you won’t do any of them as well as you could. · Here are just 4 Resolutions for your trade shows in 2020. o 1st Resolution - Take shows seriously. Act like it’s your own money being spent on the show. If you were footing the bill, would you take it more seriously? And if you’re a small business owner, it is your money! Don’t forget what your time’s worth. That should go in your calculation. § Also don’t procrastinate. Don’t put things off. Give yourself the time needed to set goals, strategize and plan for success.§ Don’t assume your staff is good enough and doesn’t need training. Assume they know nothing and train them so you can hit your goals.§ If you’re the leader and responsible for the show – act like it! Take charge. Make things happen. Take it seriously.o 2nd Resolution - Don’t get bogged down in the details. Make results your focus! Yes the details are important, but strategizing for results and ROI is MORE important. We can tend to spend so much time on all the little details for the show. Of course all of these are important, but they often overshadow goal setting and training your staff to maximize results!o 3rd Resolution - Improve at least one part of your booth, display or staff show efforts with each new show. Make a commitment to improve at least one thing for each show. Don’t just do the same things over and over every time. No matter how good your results, you can always improve! So keep focusing on improvement and trying new things – at least one new thing for each show.o 4th Resolution – Keep your staff accountable. Your people should never just be allowed to show up at a trade show, work and then go back to life. § Each person should be responsible for different things and have their own goals to hit – and this includes you! § There should be no confusion as to their responsibilities, and there should be clear follow up after the show – and possibly even during the show (depending on what’s being measured). Remember – what gets measured gets accomplished! § Keep your team accountable and they will deliver!· So there you go! Take those Resolutions and make them your own, and 2020 will absolutely rock for you! You will crush your show goals!· I want to hear from you! What are your resolutions going to be for this year? Head over to our Facebook or LinkedIn page and leave a post, or even message me, or shoot me an email to email@example.com I hope you are seriously going to be making some changes and committing to making your shows in 2020 the best ever!
30 Dec 2019
Ep. 21 - 11 Giveaway Tips to Save Money & Get Results
Episode 21 - 11 More Giveaway Tips & Tricks to save money and get customers!We just recently had an interview with Promo Guy Anthony Gaudio – episode 18. Tons of value and expertise in that episode! I’ve had some listener questions about some things we didn’t cover in that interview, plus wanted to give some of my experience and go even deeper on using giveaways at trade shows. So that’s why we have kind of a Part 2 to the giveaway and promo items topic! Filling in a lot of the gaps and answering more questions from our interview.Not going to tell you specifically what to give away. What I am going to do is help you avoid some common mistakes so you have a successful show and that your giveaway meets the purpose you are buying it for in the first place! And not just become something that gets tossed or given to the kids of the attendees.First before you decide on the items, have a brainstorming session – maybe by yourself or with your team – and decide - What is the purpose of your giveaway? Don’t just have something to have something. That’s like throwing money out the window. It can be high ticket or low ticket. Doesn’t matter – but what does matter is that each item should have a purpose.Next - Brainstorm by yourself or with your team. What items represent your brand? Your promotion? Your booth theme? Once you have that framework down, you can effectively select the absolute right items for your upcoming events. Here’s 11 tips which will help you have the best stuff for your goals and your brand.Tip #1 – Make your giveaway fit your business or your brand. Think of it as a different kind of business card. If you have a car dealership or car repair business or anything have to do with cars – what will be more effective after the show? A squeeze ball with your logo, or a car-shaped squeezy thing with your logo on it?Tip #2 – Try a giveaway that is different or memorable. Think of your current giveaways or ones you have used in the past. Are they different? Are they memorable? Not that you can’t use pens or a more common item, but try taking a shot on something a little more unique. Tip #3 - Get samples of everything! Unless you are right up against a deadline and can’t get a sample in enough time to get an order placed, then do yourself a favor and get a sample! Even if something looks amazing in a catalog or website, don’t take the chance it looks, feels or performs cheap in person.Some pens look expensive and high quality in pictures and feel so cheap. Same goes for tote bags, duffel bags, t-shirts and so many more items. Your name and logo are going on the item – make sure your decision to save a couple of bucks doesn’t reflect poorly on your brand.Tip #4 – Be super selective when choosing a tech item as a giveaway. Tech is cool because it has a high perceived value. Things that look expensive in pictures can have a cheap feel and break. So any time you are considering tech gadgets, please be sure to get samples and test them. Remember – the reason you are having these items is that they reflect your brand in some way. Don’t have people thinking low quality while they’re staring at your logo on the item that won’t work!Also - Be sure to check the specs for your tech items. True example - As an attendee I got a power brick and I thought this was amazing! Then I got back and tested it out and it only added about 10% battery life to my phone before the power brick needs a recharge. That thing will go straight in the trash.Tip #5 - Make sure imprint size is significant enough to make an impact. I have ordered some items from a website that looked big on screen, but super tiny when I received them. So if you’re not sure, take a ruler and measure it out! Seen some so small couldn’t read. And if you’re sold on the item that has a small imprint area, don’t try to cram your logo, your web address, your tagline and your phone number in it!!Tip #6 – Understand what the price includes. Different companies price things differently. Set up fees, multiple color imprint fees, shipping, taxes, etc. Get the final cost. It’s real easy to have a $1 item turn into a $3 item when all of the other costs and fees are added in.Tip #7 – Understand lead times. It might say 7 day shipping or something like that on the website, but that doesn’t mean its 7 days from the time you place the order! Add in time for approval of artwork (which can take longer than expected – especially if you have some re-do’s), and time for production. Tip #7-1/2 – Try as much as you can to order your items at least a month in advance. Last minute, rush orders can add high rush processing fees and overnight shipping fees to your order. Plus, the closer you get to your deadline, the number of products available to you becomes fewer and fewer.If doing multiple shows over the course of a few months or even a year, place a larger order to get you enough to cover all your shows and also getting better pricing.Tip #8 - Understand the size of the items you are giving away. Are the cases going to take over your booth? Tip #9 - Also understand how they come packaged. Flashlights with batteries separate. Pens individually wrapped in plastic. Don’t need to be spending valuable time at the show putting things together or taking things out of a package.Tip #10 – If you know there will be customers or solid prospects coming to the show, get a small quantity of higher-value giveaways just for them. High end travel mugs, nice pens, or something like that. Keep these items stashed away. Put a lower priced giveaway on the table for the general attendees.Tip #11 - Promote your giveaway item in pre-show marketing. Bring postcard to get gift. Mention social media post to get gift. Don’t just have them sitting out.So there you go – 11 massive tips! Everything you need to choose the right giveaways in the right ways to make them as effective as possible!*** Special discount from Quality Logo Products! Go to www.qualitylogoproducts.com, and enter code AGLOVE for 6% off your order!
9 Mar 2020
Ep 018 - Using Giveaways & Promo Items for Powerful Results! With Promo Guy Anthony Gaudio
Ep. 018: Using Giveaways & Promo Items for Powerful Results! With Anthony GaudioWe see promo items in every booth throughout every trade show! But what works and what’s a waste of money? Promo Industry Pro Anthony Gaudio of Quality Logo Products is with me today to discuss everything you wanted to know about Giveaways!Q1 - What is your experience relating to trade shows? I’m more of the behind the scenes guy when it comes to trade shows. Most of my experiences come from that of my clients. Connecting with my clients both before and after their show helps me gain insight as to what products worked for them and what items were not so hot. I use this info to help other similar business/individuals target products to service their individual markets. I don’t just work with one auto body shop, I work with 30 of them. If 24 of the 30 had great luck with XYZ pen then that’s the pen I’m going to recommend to the next auto body shop looking for pens as the proof is in the pudding. Q2 – What do businesses really need to understand about giveaways? Understanding the need for giveaways and how they can enhance your pitch and entice attendees to visit your booth. Having a good base of promotional products, and layering promotional items to further exposure Need for Giveaways - People like free stuff! In exchange for a bit someone's time giving them something in return to say thank you is in my book necessary. It builds a connection with the individual(s) and offers an opportunity to look back and remember the conversation after the fact. #1 rule of marketing… the puffy envelope gets opened first. If you get a stack of business cards and one widget with contact info printed.. What are you going to look at first? Having a Good Product Base and Layering Items – 1. Solid Product Base: Having a good product base is also super important. Every company should have a few base items they give away regularly. They don't need to be super expensive, just something consistent that over time builds up in their marketplace. Branded pens or mints at the front when you walk in, keychains, can holders, etc.. When people see it, they know where it came from and it’s consistent with your business's reputation and overall branding vision. Think of these as fancy business cards. 2. Promo Wear- Branding your employees with shirts, hats, jackets, socks, etc… further layers this notion of consistency and quality. It also provides a means to both build comradery between employees as well as identify who works there, LOL!!! 3. Something Extra - To further layer promotional items, having a little something extra to give away from time to time is also a way to build rapport with clients and single out individuals that have continued to support your business. These can be nicer products, stainless steel tumblers, backpacks, USB drives, even apparel works well. Just something extra to give to those that consistently give back to you. Q3 - What was your most memorable trade show moment? The first positive moment I can remember would be that of my first industry tradeshow. Meeting vendors I had worked with over the past couple of years was great. Being able to shake hands with these people and take some new products away to share with my team was awesome. Q4 – What are Your top tips for our listeners? 1) Work with someone who knows what they are doing (I.E. me, LOL!!!) and that has your/your business’s best interest at heart. Ask for the top salesperson in the company. They’re the top salesperson because they aren't really selling anything, they’re providing positive solutions to their clients. 2) Plan ahead. If you have a show coming up and you know you need goodies to give away… call us a few weeks in advance. The more time we have to work with the more product and printing options you’ll have available to you. There is also considerable cost savings when we don’t need to factor in express shipping or rush production. 3) Have a good mix of promo goodies. Don't overspend and don’t underspend. This comes with trial and error. You are going to know your business better than anyone else. If you’re going to an event open to the public with no set criteria for entry or means of qualifying individuals attending the show prior to the show. Don’t blow your $2500 promo goodie budget on $15 a pop stainless steel tumblers. You’ll never see the return on that giveaway. Rather, spend a few hundred dollars on 1000 lip balms or inexpensive hand sanitizers to pass out. You’ll have a broader reach and spend WAY less money. You can have a few nice tumblers on hand to pass out should you qualify an attendee. Vice versa, don’t show up at a tradeshow exclusively for Doctors and Surgeons with a handful of $.50 pens. Pick the right promo for the project/event. Q5 – What are your top takeaways for the listeners? 1) Even the best promotional products are not going to save you from putting in the work to sell yourself, your service, and/or your product. These items are in-addition-to’s. They are a synapse, a means to trigger a chain of events resulting in a positive outcome for your business. 2) Don’t be afraid to try something different. I say this all the time but we are not saving lives here in the promotional world. The sun is going to rise tomorrow. If you make a mistake and the promo flops no one is going to die. I.E. If you’re in the middle of a heatwave and everyone is passing out fans, be the guy or gal to pass out “iced hot cocoa” in a one of a kind limited edition 11oz c handle mug with your one of a kind logo on it :) 3) Give away items people are actually going to use! SPECIAL OFFER FROM ANTHONY!!Get 6% off your order of Promo Products from Quality Logo Products! Email Anthony directly at firstname.lastname@example.org and use code AGLOVE!!Or go to www.qualitylogoproducts.com, reference Anthony Gaudio in the comments. How should people get in touch with you? Call me at 866-312-5646 x 116 Email email@example.comOr you can stalk me on my family’s YouTube page. Just google “the Gaudio’s” and we’ll come up!!!
24 Feb 2020
Ep. 016 - Unleash the Power of HAPPINESS - with Christina Unrein, Happiness Coach
Episode 016 – Unleashing the Power of Happiness – Interview with Christina Unrein, Professional Happiness CoachChristina’s goal is to have people find their own happiness, and get to it a little bit faster on their own!Q – Who is your ideal client?A – People who are a little weird, with quirks, people who want to be themselves, and also the workaholics and people pleasers. Also I like working with people who want to be courageous and like to be with themselves – no matter what that looks like.Happiness is a Continuous Choice. We have to stick with it!Q – What experiences have you had at Trade Shows?A – I’ve experienced just about every situation there is at shows. Being an exhibitor behind the booth, in front of the booth, walking around shows, and more.Q – Do you see Happiness missing at Trade Shows?A – I believe it has to be intentional for it to show up. It can’t be forced. You shouldn’t say, “We’ll just play music or have an ice cream social.” It has to be intentional for the attendees.Should create a more personal environment rather than a “salesy” environment.But its rare, especially in business because people are so focused on the results – getting badges scanned or business cards. Rarely do people create an environment to just have conversations – but in reality that is where happiness naturally comes out.Q – How do you create the right environment for happiness? Especially in industries that are more “serious” like medical, legal, insurance, etc.?A – Think about your audience and how overwhelmed they are. What are they experiencing at the show – long days, bad food choices, etc. Now think about what would give them energy and what would make them curious.Then let them care about what they care about. Let them tell you by asking them questions. Get curious about them!Ask them how best you can support them, because the answer might not be you! It might be you connecting them with someone else at the show. Be a Servant! Find out how you can help them, and they will remember it and may even refer others to you because you made them happier in some way.Q – How do you get past the “I’m here to work, I’m here for my company, and I’m here to get results” mindset?A – Start thinking I’m here to have fun, to meet people and add quality and energy to their lives. I’m here to learn and to grow. There’s all sorts of ways to change your mindset and to be intentional. One thing is to be Authentic so people get a good idea of who you really are.Also – be curious!And if the show is slow, meet the people in the other booths and find out how you can add value to them.You already know what you know. Give yourself a chance to learn from others by being curious, asking questions, and then being silent to hear what they have to say.Q – Tell us about your book!A – The book is titled – The Happiness Workbook: Rise Up Happiness Soldiers! LINK: https://www.amazon.com/Happiness-Workbook-Rise-Up-Soldiers-ebook/dp/B074CPNQGLNOTE: You can get the Kindle version for FREE!!One thing to know – I don’t like writing! So instead of copy heavy, it has a lot of exercises.I took the concept in each short chapter and tried to apply it in the 5 ways most people learn: (1) By doodling, drawing or creating. (2) By movement. (3) By visualizing. (4) By speaking aloud. (5) By tearing the concept apart and rebuilding it. You can do as much or whatever you want, in whatever order you want.Q – What do you say to those who are more reserved or intimidated by approaching others?A – Identify things that you enjoy or bring you happiness. For those who enjoy working with their hands or building things,Choose to bring those types of things into your booth and you will draw people to you because you are unique, authentic, and joy-filled.People can see and feel you having fun, and they will get drawn in toward you. Share that joy with them.This allows you to own your space and share your happiness!Christina’s Take-aways:(1) Show up as yourself! Do things your way. Know that it’s not so separate to be yourself and be engaging. Be Authentic!(2) Be curious! Ask questions. (3) Try to build relationships instead of always selling.How to Contact Christina:Linked In: https://www.linkedin.com/in/christinaunrein/Website: www.possibility-lab.comGet Christina’s book The Happiness Workbook: Rise Up Happiness Soldiers! https://www.amazon.com/Happiness-Workbook-Rise-Up-Soldiers-ebook/dp/B074CPNQGLNOTE: You can get the Kindle version for FREE!!
10 Feb 2020
Episode 011 - The 4 Key Things You Need to Research before Your Next Show
Episode 011 – The 4 Key Things You Need to Research before Your Next ShowFor many people listening to this right now, you are headed right into a busy trade show season, or maybe right in the middle of one. The best part about this is no matter when your next show is, you can utilize research as your secret weapon to give yourself an edge at the show and beyond. Obviously if your next show is still a ways away, that gives you more time to research, but even if it’s just a week away, you can still conduct research to give your company an edge!If you are heading into a brand new show you have never been to before, then research is so critically important. But research is also for shows you have done before, maybe even multiple times before. Here are the 4 Key Things you need to Research before Your Next Show: · First – What industry does that show serve. To best prepare your booth, what info you will be bringing, what your focus and your message will be, you need to understand all about the industry – even if you’ve been in that industry for years! Here’s what you need to research:o Industry trends, o Who are the industry Leaders – what do they focus on? What is their messaging and branding? Learn from how they do what they do o Buying habits – important to know their buying habits, and how things may have changed. Do they buy direct or go through buying groups or dealers? o Have government regulations affected the industry? · Second – All of the Show info – how old is the show, number of attendees, number of exhibitors, speaking opportunities, networking opportunity.o Doesn’t matter if you have done this show many times in the past, dig through the show website to find out what’s new. Shows are constantly trying to reinvent themselves to keep things fresh and attendees coming. They may open up new segments to draw in whole new markets.o You don’t want to be caught off guard and miss out on new opportunities! Find out what the show is doing new. This should be on the show website, and if you can’t figure it out, call your show contact and ask!· Third – Your Competition – who is your competition in this space? You may know who the current competitors are, but what do you know about them? Do they have new products? How are they changing? What are their strengths and weaknesses? And who are the new competitors? Pay attention to any new names coming into the market! They may be bringing all new products, services and ideas that can sway customers in their direction. o Stay aware of companies that are not direct competitors, but sell a similar or complementary product or service. Especially if they sell to the same customer base you are selling to. o Another example would be a complementary business which becomes a direct competitor. o Don’t dismiss anything the competition is offering or saying. Better yet, use the information you found to create answers and a response to attendees who mention your competition and what they have to offer. o The key takeaway with competition is to never be caught off guard. Be aware, Prepare and be ready.· Fourth – Where to go to do your research. There are several inexpensive or free options available to you which are excellent resources. Some will give better results than others based on what industry you are in and what you’re looking for.o Show website – This is a must for finding out who attends the show, how many people, who else is exhibiting, who is speaking and so much more.o Internet Search engines – Yahoo, Bing, YouTube, Google and others.o Industry associations – The purpose of an association is to serve its members, and one of the ways they do that is by conducting their own research. Most associations have tons of stats, data and info that can help you better understand the industry they serve, and it’s often free! o Industry publications – always a great resource for the most up to date industry trends, case studies and datao LinkedIn – Search companies you would like to target, can find job titles of leadership and identify similar companies. Find industry groups, join in and see what discussions are happening on the hottest topics.o Government websites and resources. Not only can you find info on the government and its many agencies if you are marketing to them, but can also find out data on population, worldwide trends, and much more. The Library of Congress website is widely regarded as one of the top research sites. Looking for more localized info? Check out your local chamber of commerce. Research doesn't stop when you get to the show! Research competitors, industry, attend talks, and get important info you may not be able to get anywhere else.One last thing – be quick and efficient with your research. It can be so easy to get overwhelmed by the amount of information available to you. Figure out before you start what you want the research to do for you, and then stop after you have gotten that info you need. · So get in, get the info you need, then get out. · Also make note of resources that you want to go back to later that may be helpful in other areas of your business.HERE’S THE WRAP UP! Here are the four main things you want to consider to make research your secret weapon for your next Trade Show!· #1 understand what industry the show serves. Investigate the trends, buying habits, leaders and more.· #2 – research the show. Dig through the show website to get all the info you need to best prepare you and your resources.· #3 – research your competition – Try to understand their strengths, weaknesses and offerings – and know how you compare.· And #4 – where to go for your research. Know your options so you can be efficient and effective with your time.
13 Jan 2020
Ep. 022 - Coronavirus COVID-19 and Trade Shows and You
Episode 022 - Coronavirus (COVID-19) and Trade Shows and YouWith the Trade Show Industry being ravaged by Coronavirus, I discuss how this impacts businesses and options for you
13 Mar 2020
Ep. 015 - 7 Traps to Avoid which can Ruin Your ROI
Episode 015 – Top 7 Traps to Avoid that can Ruin Your Results & ROI ********* Proud to introduce our new Sponsor - Audible! This Episode is brought to you by Audible! Audible is offering Trade Show U listeners a Free Audiobook with a 30-day Trial Membership! Just go to audibletrial.com/TradeShowU ********* Here are the top 7 traps to avoid when working trade shows. These are not mistakes – traps are things and situations you can get stuck in if you’re not careful. Things that in the moment might not even seem like it’s anything wrong. TRAPS TO AVOID AT THE SHOW: Trap #1 - Don’t compare your booth to others. -- It’s easy to look at other booths and think they are doing everything better than you are. This could put you in the wrong mood from the start and hurt your chances for success. -- But at that point, there is nothing you can do about the display, the lights, the literature, the giveaways -- nothing. -- But there’s everything you can do about your attitude, engaging attendees in positive and meaningful conversations, and reaching your goals. -- Now if you get some ideas from other booths that you’d like to upgrade or try for future shows, then go take pictures. Grab some of that nicer literature. Even talk to the people at that booth and ask them who built their display or where they got their backdrop. -- Turn it into a positive experience for you! Just don’t let it drag you down! So trap #1 – don’t compare. That only leads to a negative attitude which will definitely affect your performance! Trap #2 - Not resetting your booth each day -- Before the show starts on day one, you and your team make sure everything is perfect. The display looks great, the literature is filled in the rack, you have your giveaway items in a perfect pyramid – you booth looks like it came out of a magazine! -- But when you get to day two or three, the booth just isn’t as perfect. Odds are the majority of people walking by are brand new and didn’t see you on day 1 or at very least didn’t stop by. Don’t you want everyone to have the best impression of your booth and your company? -- So get to the show a few minutes early at the beginning of each day, and have your booth looking like it did on day 1! Suggest assigning one person to check how your booth looks once or twice during the day each day. They can be in charge of refilling the literature, the giveaways, picking some paper scraps off the carpet, and making the booth look like new again! That’s Trap #2 – Not resetting your booth. Take a few minutes and make your booth look great again! Trap #3 – Thinking that scanning badges or gathering business cards is enough. -- Success is not just having a bowl is full or a ton of badges scanned. -- Think about how much time and effort is going to be spent following up. So many emails and phone calls will be made to people who will never buy from you. -- You need to be sure these people are qualified! Ask them the right questions to make sure they are qualified before getting their card. Or if you have a great conversation at your booth and get their business card or scan their badge, then make notes to refer to before following up to increase your odds of success. That’s Trap #3 – Just getting business cards or scanning badges without qualifying Trap #4 – Assuming your booth staff knows how to work a show. -- Just because your staff knows how to talk to people or have worked 100 shows before doesn’t mean they know how to engage people and qualify them in a show setting, plus do everything to help you hit your show goals. -- You need to train them at very least on the basics! Go back and listen to Episode 3 on Training Your Staff for Success -- Some of your veterans may think they don’t need the training or resist. You can ask them to be involved in the training so they have some input and buy in. But they still need to be trained! That’s Trap #4 – Assuming your booth knows how to work a show and not taking the time to training them properly. Trap #5 – Assuming certain people that are just walking past your booth are not interested or not qualified. -- Never make the assumption that attendees have gotten all the information they need from your booth to know they don’t need what you have to offer. You have to ask them a quick question to engage them! -- Don’t dismiss attendees who are in jeans and a t-shirt or just don’t have that “Look”, and only focus on people who are in suits or have whatever that look is. That person in casual clothes may appear to be screaming “I’m not qualified!!” Don’t fall into this trap! -- If they are at the show, no matter who they are, they can most likely qualify their company. And even if they are the lowest level person in the company, they can probably tell you who the decision maker is and how to get hold of that person – and usually they will! -- Lastly, sometimes even the most casually dressed people can be key decision makers. But you don’t know unless you ask! So Trap #5 is to not make assumptions on people that are walking past your booth. Engage everyone! Trap #6 – Getting into long, rambling discussions about nothing with people who are not going to become customers. -- If someone is going to spend a lot of time in your booth talking about the weather or where they went for dinner or about things irrelevant to your business, then they probably aren’t serious or a decision maker. Now if you completely qualified them and want to take the time to begin relationship building, then fantastic – unless there’s more potential customers walking by your booth. -- However, most serious decision makers at trade shows want to make the most of their time while they’re at the show. They will want to move on from your booth to others. Respect their time as well and make sure you’re not the one making all the small talk! That’s Trap #6 – don’t get sucked into long discussions with attendees – especially if they’ll never buy from you. And finally – Trap #7 - Be careful of the after-hours socializing. -- I hope I’m not stepping too hard on your toes here. I know this is the highlight of the show for some of you. -- Now I’m not saying you shouldn’t go – you definitely should take advantage of every opportunity to network and build relationships with your customers and prospects. -- However, be sure not to enjoy yourself TOO much – if you know what I mean. -- Some people having too good of a time can say things they normally wouldn’t say, like divulging some confidential company information, or things that may be considered inappropriate for the workplace. Less sleep than normal, plus the after effects of all that enjoyment can throw you off your game. -- So know your limits and ease back on them a little. Maybe nurse that drink a little longer than you would normally. -- You and your company have invested way too much in the show and are relying on you to help hit goals to have you showing up the next day not feeling, looking or performing at your best. Here’s the top 7 Traps to avoid that will lead to lower results: -- Trap #1 - Don’t compare your booth to others. -- Trap #2 – Not resetting your booth each day. -- Trap #3 – Just getting business cards or scanning badges. This will lead to wasted time and ineffective follow ups! -- Trap #4 – Assuming your staff knows how to work a show. -- Trap #5 – Never make assumptions about attendees and ignore them. -- Trap #6 – Getting into long rambling conversations especially with those attendees who will never buy from you -- Trap #7 – Watch that after-hours socializing. You want to make sure you are always at your best. Avoid these traps and let your staff know about them as well! And if you see your staff falling into them at a show, fix it! Pull your people aside and train them on the right way to do things. Fall into these traps and your ROI will fall right with you! Go to www.tradeshowu.biz and sign up for our weekly email newsletter for even more tips and news about upcoming episodes! ************** This Episode is brought to you by Audible! Audible is offering Trade Show U listeners a Free Audiobook with a 30-day Trial Membership! Just go to audibletrial.com/TradeShowU **************
3 Feb 2020
Ep. 014 - Are You Preparing for the Super Bowl or a Pick-up Game?
Episode 14 – Are preparing for the Super Bowl or a Pick-up Game?The Super Bowl is this Sunday and it got me thinking about trade shows. Shocker, right? I have a question for you – are you preparing for your next show like it’s the Super Bowl or like it’s a neighborhood pick-up game? There’s a difference! There’s a reason it’s called The Big Game. It is the BIGGEST game of the year! Win or go home. Do or die. Here’s some things I thought of that compare your next show to the Big Game: --- How are you preparing? Do you have the training regimen like a world class athlete putting in the reps, being at the gym or practice field for hours a day? Or the preparation of a championship coach? Pouring through hours and hours of game film, reading over scouting reports, and late night meetings with the coaching staff. Or are you treating your next game like a neighborhood pick up game – maybe tossing a football around in the back yard with a buddy?--- Do you have a well thought out game plan or just going to wing it? --- Is your team prepared? Are you training them well? Are you spending the time and making sure they are well versed on the booth, your business, your goals, and how they are going to be engaging and qualifying attendees? Or are you just going to let them show up? Be sure to check out Episode #3 on Training Here: https://tradeshowu.biz/episodes/episode-003-training-your-booth-staff-for-success/ --- How much do you know about the other team? About all the other exhibitors? About your competition? Listen to Episode 11 about what and how you should research for the show! https://tradeshowu.biz/episodes/episode-011-the-4-key-things-you-need-to-research-before-your-next-show/ --- We have come to Halftime in this short episode! Just like the Super Bowl has it’s amazing commercials – Trade Show University officially has its first sponsor!This Episode is brought to you by Audible! Get a Free Audiobook and a Free 30-day Trial by visiting www.audibletrial.com/tradeshowu We are back for the second half! Let’s go right to the next thing teams do to prepare for the Big Game. --- Do you have the right players on the field? Whether its for the full game or just one specific play, coaches strategize about who needs to be on the field. You need to do the same thing for your next show! Depending on your goals, you want to make sure you have your top performers there. Need to engage people? Have your sales or marketing people – or your people people out in front! Need to do demos? Have your product people, your engineers, developers or designers there. Whatever your goals, staff up accordingly! For help, check out Episode 2 on Staffing your Booth for success: https://tradeshowu.biz/episodes/episode-002-staffing-your-booth-for-success/ --- Just like each player has a role on the team, so should your booth staff. Make sure you have a specific role or roles for each person in your booth. We talk about this more in Episode 3: https://tradeshowu.biz/episodes/episode-003-training-your-booth-staff-for-success/ --- Is your team conditioned to still be playing with high energy in the 4th quarter? Just like a championship is trained to play at a high level throughout the entire game, make sure you and your staff are doing what it takes to keep your energy high throughout the entire show. For tips, listen to Episode 5 which was my interview with a registered dietitian: https://tradeshowu.biz/episodes/episode-005-how-to-maintain-your-energy-at-trade-shows-with-brittany-cermak-rdn/ --- So you get to the show and depending on how you planned and strategized – like for the Super Bowl or for a pick-up game – you will end that show in one of two ways: ( 1 ) At the end of the show are you jubilant or… ( 2 ) Sitting on the sidelines with your head in your hands? OR ( 3 ) and possibly worst way - are you walking away like you were just leaving another day at the office? Like no big deal. You have to get invested in this and have passion to get the results you need!So plan and prepare for your show like it’s the Super Bowl and not just some little scrimmage game! Then go and execute like a champion!
30 Jan 2020
Ep. 020 - Marketing Automation for non-techies - Breaking it Down
Episode 020 – Marketing Automation bonus – breaking it downIn our last episode, Ryan Mansfield from Revolt Automation brought a ton of value about Marketing Automation and gave you some amazing tools to utilize – and 3 out of the 4 of them were free! And he talked about how these tools can help you be more efficient and effective when sending follow up emails. For those who aren't so tech-savvy, I wanted to give my thoughts and help break this down even further. Wanted to give you some additional ideas on how you can make marketing automation work for you.First – you’re going to need an email service which can handle batching your outbound email. What I’m talking about is having the capability to send emails to a group all at once, and not one at a time.Now I know that many of the listeners are small businesses who are trying to cut corners and save money everywhere they can. I totally get it! So if right now you’re doing everything from your gmail or yahoo email account, it’s time to look at an email service. If budget is super tight, try MailChimp as they have a free starter email service that is still surprisingly robust. If you’re ready to invest in something a little better, there are lots of options like ConvertKit, AWeber, InfusionSoft, and so many others. Just do your research to see what fits your budget and what program will fit your needs best. What these services will allow you to do is more effectively target the messaging in your follow ups after a show or event.For example – to make it simple, let’s just say you have broken your leads into 3 separate categories. One set of contacts simply dropped their business card in your box to enter a drawing. Another set you had a conversation with and you got them qualified, but they either had low interest or they weren’t in the market to buy. The third set of leads you had great indepth conversations with, they had strong interest and maybe even were ready to buy now.The question is – would you send all three groups the same follow up email? I hope you said NO! But how many businesses do this today? I get follow up emails all the time after a show that are super generic even though I may have had a great conversation and even scheduled a follow up! This is confusing.Certain email programs will also allow you to run drip campaigns. Drip campaigns allow your email recipients to receive customized email campaigns based on what they do (or don’t do).Have Questions or Need Help? Contact Ryan Mansfield!Email: firstname.lastname@example.orgWeb: http://revoltautomation.com/LinkedIn: https://www.linkedin.com/in/ryan-mansfield-03483ab6/
5 Mar 2020
Episode 012 - Answering YOUR Burning Questions! Listener Q&A #1
Episode 012 – Answering YOUR Burning Questions – Qualified Leads, Getting the Most of Your Staff, & Follow-UpsI have been getting so many fantastic questions from Trade Show U listeners. So I picked three of the most popular burning questions and answer those in this episode. I’ll be featuring more listener questions in future episodes! Don’t worry – when you send me a question, I’ll answer it right then and there. You won’t have to be waiting for the next Q&A episode!Question #1 – How can I determine Qualified leads vs. tire kickers?· This is the million dollar question! I only wish more companies asked it!· Determining qualified leads vs tire kickers, it’s all on you. Unfortunately it doesn’t say “Qualified Lead” on the name badges, and doesn’t tell you on a business card or when you scan a badge. · And because qualified is different for each company, that means you have to ask questions!o Qualifying the attendees is necessary. § The first step is to determine what a qualified lead looks like. Start by looking at your current clients or customers. What industry are they in? What size company? What title is the decision maker? Whatever the criteria are for your business.§ Determine the one or two most important criteria. Then craft questions to determine if the show attendees you will be talking to meet your criteria.Question #2 – How do I get the most out of each person working our booth?· This is a struggle for most companies. Just like each company has it’s A players, B players, and people all the way down the alphabet, you will have a variety of skill sets and motivation in your booth.· Training is great first step, because if they are unaware of what they need to know or supposed to do, they’re even more likely to check out. But the real keys are Goal Setting and Accountability for each person.o With goal setting, of course each person should know the overall goals, but performance is more likely to happen when they have an individual goal and they know how they personally will help reach your overall goals.o Then it’s backing it up with accountability. · I suggest going back to Episode 002 – Training your booth staff for Success for a deeper dive into this topicQuestion #3 – I am frustrated by Lack of client's interest when following up after the show. What would you recommend?· This is a great question, and I’m sure most if not all of us have experienced this.· After the show you’re excited to follow up with the people you met at the show and you get “Not interested” or “Who are you?” or no response at all.· You will never be able to avoid this 100% of the time because sometime people just stopped by to get in your drawing or grab your giveaway. · Here’s a couple of things you can do to maximize the effectiveness of your follow up and the majority of it is determined by you in your booth:o Make sure you are following up with a qualified lead. Talked about this earlier in the episode.o Make sure they are the decision maker or part of the decision making processo Let them know while they’re still at your booth how you will be following up with them and what you’ll be discussing. They should leave your booth expecting your follow up!§ “Thanks for stopping by our booth, Chris. What happens next is I’m going to give you a call next week (or someone from our team), and we’ll go over the pricing of our deluxe package which we discussed today. Does that work for you?”§ Maybe you even set up a specific date and time. May not be easiest in show setting.o Then to reinforce and remind about the follow up – send an email with the details of the follow up. Chris – great meeting you at the XYZ Show last week in Orlando. We discussed our Deluxe package, and I promised to give you a call later this week with the pricing information you were interested in. I look forward to talking with you.· So to summarize how to increase the effectiveness of your follow ups so you’re not calling people who all of a sudden have no interest, do these four things:o 1 - Make sure they are a qualified leado 2 - Determine their place in the decision making processo 3 - Confirm the follow up before they leave the booth with specifics – people remember specifics. o 4 - Then follow up after the show with an email remindero Do all these things and you will increase the odds of having successful follow ups.
20 Jan 2020
Episode 009 - Using the Power of Improv and Creativity - with Roger Miller of Tues@7 - Part 1
Episode 009 – Using the Power of Improv at your Trade Shows (Part 1) – Interview with Roger Miller of Tues@7Show Notes from Interview with Roger Miller – Part 1Introducing Roger Miller – a right-brained person in a left-brained world. Roger has the unique background combination of being in the not-very exciting medical Insurance industry, and also a special effects makeup artist! Roger has been involved in many shows in both of his worlds – insurance and special effects makeup. He draws on inspiration from both to give great tips and value for you and how to do things differently in your booth for greater customer engagement and results. Tips for doing things differently at the trade show booth:· Learn from Experiential shows that are extremely creative. The energy, creativity, engagement, live streaming, multi-media and more are used in more of the arts, theater and creative industry shows.· Iconic characters are one way companies can brand themselves and build on themes· In the insurance industry, think of Progressive’s “Flo” and Allstate’s “Mayhem”· Memorable and effective for very different reasons· Flo is good but Mayhem is great because his character immediately ties to the benefits of having insurance.· But think about characters like that and what make them memorable. Then think of those aspects and how you can create a character or a brand image using those characteristics.· Try to bring the same kind of creativity to the show floor and use it in a way that stops attendees in their tracks and allow you to engage in new and exciting ways.· Obviously this takes planning with your team prior to the show to give you enough time to execute your plan.· Figure out what emotion you need to get from your audience. Is it fear, like in the insurance industry? Is it desire? Or something else?· Then its about taking it to the next level – taking your attendees to a place they haven’t gone or typically don’t go at a trade show.o For example – at an auto show go beyond just letting people sit in one of your cars and give them an immersive test drive experience.· Step 1 is Drawing Attention – how do we actually get people to stop.· Step 2 is Engaging the attendees· If you are in a more traditional business industry like insurance, being creative will really help you stand out at your next show. However, if you are in a creative field like art, music or theater, then you really have to ramp up your game because everyone there will be employing creativity.· Don’t call your booth staff your sales people or marketing people or whatever their usual role is. Call them Your Cast.Using Improv· When most people think of improv, their minds go to the TV show “Who’s Line is it Anyway?” starring Drew Carey. o Most people who watched this thought that there is no way this could be improvised – these people are way too good. This must be rehearsed.o But it is truly improvised!o The key to these people being so good is that they practice their improv by practicing various situations that they might be put in. So when new situations come up, they can pull from things they have practiced in the past that are similar· Business – especially at a trade show – is really more like theatero In traditional theater you have a cast who have roles, lines and actions – all of which they commence at specific times.o Trade shows are just like this. You need to treat your booth staff as your cast – giving them roles, scripts and actions to carry out.· In theater – there is a “fourth wall” which separates the cast from the audience.· With Improv – you need to “break” the fourth wall at all times and include your audience in to the performance.· There are 3 components to Improv: Stage, Go, and Engage.o Stage includes creating roles for everyone. If you are including creativity and one person is meant to stand out from the rest, then they need to dress and act the part.§ The stage is also where you are seen – and is truly your entire exhibit. Maybe you have a platform for some of your staff or your display to be raised above everyone else – even if it’s just a few inches.§ This takes most of your planning.o Go is breaking that fourth wall. It’s going beyond your booth to grab the attention of the attendees. § Go is probably the easiest piece because it doesn’t take near as much planning as the other parts.§ Your cast or characters need to come off of the stage to approach the attendees.§ The critical part of GO is to Look and Listen. Absorb the information from the attendees, and this info from the audience will cue your next response where Engagement occurs.o Engage is where you start that conversation with the attendees based on the information you gathered while looking and listening in the Go phase.§ This is where we make the connection, convey our value, and get remembered§ Training and preparation ahead of time is critical! Practicing on the standard questions and situations will help prepare us to better handle the unexpected questions and situations.------------------------------------How to contact Roger Miller:Roger's Facebook page: https://www.facebook.com/roger.miller.7359Tues@7 Facebook page: https://www.facebook.com/groups/385753735423902/Tues@7 YouTube channel: https://www.youtube.com/channel/UCtPMYkSfKmesd3kE5TaxVHACheck out Part 2 of the interview with Roger Miller where we explore Improv further and specific exercises for using creativity to achieve massive results!
6 Jan 2020
Episode 010 - Using the Power of Improv at Trade Shows PART 2 - with Roger Miller of Tues@7
Episode 010 – Using the Power of Improv at your Trade Shows (Part 2) – Interview with Roger Miller of Tues@7Show Notes from Interview with Roger Miller – Part 2Introducing Roger Miller – a right-brained person in a left-brained world. Roger has the unique background combination of being in the not-very exciting medical Insurance industry, and also a special effects makeup artist! Roger has been involved in many shows in both of his worlds – insurance and special effects makeup. He draws on inspiration from both to give great tips and value for you and how to do things differently in your booth for greater customer engagement and results. Improv Tips:· Train your team on the top 20 questions they may hear at the trade show bootho Get your team together to brainstorm and come up with the top 20 questions and things attendees may asko Then come up with efficient responses for each question and give them to your team (aka your cast)o Practice these 20 responses for a couple of weeks leading up to the trade show. The more you practice your responses, the more your team will be prepared to not only answer these popular questions, but also the unexpected questions that may arise as well.o This is truly at the heart of improvisation!· Remember – during the GO phase, you want to Look and Listen, and that will tee up your next response.· Listening is so important! Listening leads to proper responses which will engage the attendee into a deeper conversation.o By not listening, you can be wasting your time and the attendees’ time.o Not taking time to listen will cause you to just give the points you want to give and may totally miss the mark with the attendees. You literally can turn off a potential customer.· Engage ALL the senses. How can you use…o Sight – using holograms, virtual reality headsets, creative lightingo Sounds – music, spinning carnival wheels, industrial sounds, moreo Smells – foods (like coffee, popcorn, fresh baked cookies), flowers, dirt, otherso After using something to engage the senses, one exercise would be to simply ask attendees, “What do you think?”· By taking some of these more creative aspects and introducing them into more traditional business shows, you WILL stand out and draw in more attendees· Add in the training done on the Top 20 Questions and you will add to how memorable your booth is in these ways:o Being unique – uniqueness is always more memorable. Just be sure it is tied to your brand or your products.o Giving efficient and direct answers to questions from your trained staff.o You have broken the “fourth wall” and gone out to engage with attendees.TIPS for those who don’t consider themselves Creative or Outgoing, or who are uncomfortable going out to engage attendees:· Remember business as theater, and your cast can be characters· Roger shared a story about when his wife was in high school used to be a server at Pizza Hut. Occasionally the manager would let them wear alternate nametags – and she went from Beth to Sassy.o This new name not only set a new level of expectations for her customers, it also gave her license to become a “character” and do things she wouldn’t normally do – and create a positive experience.· Brainstorm on what qualities you would like to have yourself and in your team members, and possibly create “characters” for you to emulate.o Would you like to be more aggressive, outgoing, fun, engaging?o Do whatever it takes to create that personalityo Give yourself permission and license to bring those personalities to the trade show flooro Study other popular and iconic characters to see how you can take their personality traits – like the Saturday Night Live characters from several years back – weightlifters Hans and Franz.o Your “character” might not be taking attendees through the entire lead process, but maybe just be present to start the engagementSTAGE – GO – ENGAGE (go back to Part 1 of this interview to hear the intro on this program)· STAGE – can actually bring a stage to stand on. Want to stand out? Then stand on a stage so you are higher than everyone else!o Do something so you and/or your characters can be seen from other booths and by people walking down the aisleo Doesn’t have to be super over-the-top but just create enough of a difference to be memorableo This memorability can bring customers back over and over· GO – you and your cast don’t physically have to leave the booth (or Go) to be part of the Go process. o It is putting your memorable experience in action and getting people to notice you in a positive way· ENGAGE – this is all about getting attendees involved in your experience and your processo The BMW Example – using the auto show as a stage, and inviting attendees to a special private event where they can test drive cars on a big track. o This is a unique opportunity that many will get excited about, and allow them to engage with you and your product after the showo Remember that the engagement part doesn’t always have to happen right at the show! Be creative!· This system is all about getting attendees and potential customers step by step into and through the buying cycle process. Determine the steps and figure out ahead of time how you will get them to Step 1, and then Step 2, 3, etc.Words Change Worlds!Roger’s Takeaways:· Commit to looking at your Business as Theater, and your staff as your Cast· Break that fourth wall and really invite the attendees into your world· Make STAGE-GO-ENGAGE part of your regular process and culture· Create those characters, and go from “Beth” to “Sassy” if you need!· Come up with the top 20 Questions and Rehearse your answers so you are well equipped to answer the unexpected questions, too------------------------------------How to contact Roger Miller:· Roger's Facebook page: https://www.facebook.com/roger.miller.7359· Tues@7 Facebook page: https://www.facebook.com/groups/385753735423902/· Tues@7 YouTube channel: https://www.youtube.com/channel/UCtPMYkSfKmesd3kE5TaxVHA
9 Jan 2020