“So they told her she could put an ad in the bag given to
the first 500 people that show up at the trade show,” I said.
“Yeah,” Kathy snarled, “And a lot of good that would do
her!”
I agree,” said Gail. “The
first rule of trade shows is don’t get into one late. If you’re going to do
it make sure it is planned well in advance so you can take advantage of the
personal networking opportunities.”
Chris asked, “What do you mean?”
Rick told him, “The booths aren’t where the business is done
at trade shows, Bunkie. Never buy a
booth and hope they will come. Try to arrange meetings for breakfast,
lunch, coffee, dinner and cocktails to get the business and whatever you do
don’t waste money on show promoter last minute opportunities.”
“He’s right,” I said. “Ask the maids at the show hotel how
many of those bags wind up in the trash cans. It is nearly all of them. We’ve tracked
it by calling down all the companies that put stuff in bags at multiple shows and
less than 1/10 of 1% of the offers were exploited.”
Gail said, “So the Solopreneur needs to get noticed and get
some business, what do you guys recommend?”
Kathy: Talk to
prospects you think will be there and set a meeting with them well before the
show.
Rick: “Put
together a private little sweepstakes for a really good prize that the only way
show attendees can get a ticket for is by talking to you. Make sure that a few
well-known blabber mouths know about it and then make yourself available. I
guarantee you will be sought out.”
Fletch: “After
the show be sure to send thank you notes to the folks that talked to you. One of
my clients added $1.2 Million dollars in sales in one quarter by simply doing
that.”
Rob: “Talk to the
show promoter. If it is a publication, suggest an affiliate relationship. I
knew a good ol’ boy with some software that did that and got a year’s worth of
ads. He got a gobbet of sales and a great pipeline on what was being planned in the
market.”
Chris: You mean
you can set up a deal like on clickbank?”
Gail wrapped it
up, “Yes Chris, affiliates were around before the internet. To me the single
biggest thing you can do at a trade show is Network. After you’ve met with your targets, ask for intros to others. Many times senior executives you would have
difficulty getting to are available at a trade show. Talk to them. Connect. And
then stay in touch.
Jerry Fletcher and his merry band of marketing rainmakers
will be back next week. What trade show tricks would you suggest?
Learn more about Jerry’ consulting services at www.JerryFletcher.com
Jerry speaks locally, nationally and internationally. You’ll
find video, audio and rate information at www.NetworkingNinja.com