Tips for converting trade show booth visitors into customers

Giving some serious thought to trade show display and making a decent investment will certainly attract quite a few visitors to your trade show booth and help you with lead generation, but that’s just about it. Once they are there, it’s up to you and your staff – whatever you do during and after the show could make all the difference – you would either have the visitors turning into customers or you’ll end up with plain cold leads. Sad but true.

Act as quickly as possible

If you think that asking the visitors for their contact details is good enough, think again, it is not – you must work on those details – have a lead generation and nurturing system in place – only then you can expect to do more business. Start early on, and prioritize the leads as soon as you are back from the show. Don’t sit on them or they’ll grow cold. The quicker you follow up, as in reach out to those who visited you at the show, the more are your chances of getting a conversion. They’ll be much more receptive if you give them a call just the next day and are likely to remember meeting you at the show.

However, their contact details are not all that you need – follow a qualification process during the show, or else you’d have a hard time figuring out their budget and whether or not they are in the position to make a decision. Following up would only make sense if you have these details on you.

Don’t shy away from using technology

Believe it or not, but it may take weeks and sometimes even months to nurture the leads – you will follow up, agreed, but that doesn’t mean that the visitors would make a purchase decision there and then – in fact, you may not have the desired outcome during the second or third contact. That’s when a CRM or a Customer Relationship Management system could be of great use. For starters, it’ll help you further qualify the leads as per their individual requirements and devise a strategy of sorts to gain their trust. Secondly, you’ll be able to track – just enter the details you have, and voila! You now have on record where did you meet them and if they have moved up any further in your sales curve. The CRM would especially come in handy when the visitors want you to take it slow and need some time before they finally decide to purchase.

Relying solely on phone calls is a big no-no

Send them emails – after all, they are one of the most effective tools for making the initial contact and act as great reminders. Take full advantage. This is what your email must include:

A reiteration of the recipient’s needs

A clear picture as to how your products or offerings are a sure shot way of fulfilling those needs
Don’t be too pushy though, and don’t even mistake the email for a means to crack a hard sell. Just try to establish contact with the prospect(s) and cultivate a relationship. The sale would come your way on its own.

Don’t give up or give in – either way, you lose

More often than not, the exhibitors reach out to the prospects only once or twice, and then give up. Make sure you don’t make the same mistake. Rather, have your lead nurturing system schedule multiple contacts. Again, the idea here is to instill trust and strengthen the relationship. Also, it’s important that you don’t give in to the prospects’ natural instinct of not doing anything unless they are specifically prompted to. Prompt. Drop a hint at least. Have a call-to-action ready and make it part of every attempt at contacting the prospects.

To cut the long story short, converting visitors into customers is as easy as attracting them to your booth, but you need to take matters into your own hands and more importantly, be patient.

 

Mistakes That Ordinary Exhibitors Avoid To Become Extraordinary

The biggest exhibitors or the biggest booths can fail to make the right impression or attract the expected number of visitors at a show, while the underdogs make it big. So what possibly turns the tables for them? Well, they do not commit the same mistakes that some of the big ones do, and in fact, make far better choices. In short, they know what to avoid. Here’s what they let go of:

Trying to be everywhere

In an ideal world, the exhibitors should be able to participate in every possible show, but that’s not how it works. They must choose. Trade shows warrant a lot:

– There is the setting of objectives
– Then the exhibitors need to select and train the booth staff
– There are design elements involved
– Purchases have to be made
– Installation, dismantling, and shipping have to be taken care of
– Leads have to be followed and eventually converted
– The results must be measured against the metric in use

Phew! Those who succeed at trade shows know where to draw the line. Over the years, they have realized that they can’t commit to every other show, especially if they lack the time and the resources to do it right. They know that mere participation won’t get them anything and that in the end, they’ll simply be wasting the investment made.

Undermining the importance of communication

If the sales and marketing departments don’t get a chance to communicate, there are likely to be quite a few goof-ups at the booth. Good exhibitors know that they have to keep the lines of communication open. They make sure that the right questions are answered by the right people well in time, so as to avoid any last-minute chaos;

– What kind of information should be fetched from the booth visitors?
– What kind of branding techniques are to be used?
– Is there a plan of action that could be referred to, when the leads are followed up?
– Who would all make excellent booth staffers?

It’s only when they have the answers that they go any further.

Letting price become the deciding factor

Exhibitors often have budgetary constraints; while some use these constraints as a shield of sorts, justifying their choice of vendors and materials, others understand the added value that the expensive ones may bring along. They are thoughtful enough to take into consideration the amount of time saved, the number and kind of problems solved, quality, and more importantly, the results generated. These are the exhibitors who succeed because they know their choice shouldn’t be based solely on price.

Making assumptions about everything

It’s easy for anyone to be assumptive; exhibitors and trade show participants are no different. Many tend to assume that:

– The leads are being followed up, and don’t bother to check if there are any real-time conversions
– The audience already knows about the show and is aware that their company is participating, and that there is no need for promotion
– Every newfangled technology, including virtual reality and live streaming, works for every booth and in every setting
– It is important to offer an unusual, unconventional giveaway, even if it is of no use to the recipients and is merely a liability in terms of the company’s investment
– Everything can be fitted into the booth, every product should be displayed, and every possible activity should be done
– If some marketing ideas worked at a previous show, they’ll do wonders for the next one as well

An “ordinary” exhibitor can always be “extraordinary” and the ones who have already hit the mark did nothing different, except for saying no when they should have.

Custom Modular Stands Are The Need Of The Hour. Jump On The Bandwagon For Your Next Show

Let’s start with why you would exhibit at a trade show in the first place?

  • To showcase your products and innovations?
  • Or perhaps to increase your brand awareness?

 

Well, most of the exhibitors do it for one simple reason – the invaluable face-to-face time they get to spend with their potential customers and business partners. Is your objective more or less along similar lines? If that’s a yes, it’s important for you to ensure that you actually get that “time,” but how do you do that? By getting an attractive booth designed, one that’s a great crowd-puller at the show, and conveys your brand values.

Easier said than done; any such design would cost you a fortune. Not to worry, there’s always a fix, and in this case, a pretty good one: “Custom Modular Stands.” Here’s why they fit the bill:

Your Budget Won’t Take a Hit

Modular Exhibition stands are highly cost-effective. To be honest, they are not dirt cheap, and may even cost you a little more than those pop-up or banner stands that everyone keeps using but to no avail; rest assured they are worth their salt, and would not let you down.

The Obvious Choice for Frequent Exhibitors

If you have plans to exhibit at multiple shows, one after the other, look no further. Modular stands can be reused with ease, thereby forfeiting the need to pay for newfangled stands every time you have a show lined up. In fact, you can simply pack down the stands into compact storage cases and get them transported to the venue of your next show, as and when required. The cases, of course, will not only help you with the transportation but would also protect the stands, when not in use.

You Won’t Have to Settle for Less

One thing’s for sure: every show is different from the other, and while you can use the same kind of display everywhere, a little bit of creativity never hurt anyone. With custom modular stands, you get to be creative, at least your booth designer does – he/she, as per your instructions, can turn what might be a simple counter, into a comprehensive double-decker display. For that matter, often built for self-installation, these stands do not always warrant the involvement of the designer, once you are actually at the venue. And that’s a possibility because these stands are quite flexible and are built in sections, which can be added and remove without any difficulty. The idea here is to reduce your dependency on just one format or visual display, and take the growth and/or objective(s) of your business into consideration.

Going Green Could Not Be Easier

Willing to do your bit for the environment? Now’s your chance. As most of the materials used for constructing custom modular stands can be reused, you get that added advantage of reducing the overall carbon footprint. Better still, you could specifically ask for the use of aluminum and other eco-friendly materials. Doing so would also affect the audience’s perception of you, but in a good way – they’ll see you as a company that cares. There, you just made your point!

Now, there was a time when the exhibitors did not think highly of these stands – some found them boxy and undesirable, while others were not so impressed with the use of metal frame(s), but with tension fabric displays and LED lightboxes taking over, the tables have finally turned, and for good. Make the most of these affordable, flexible, adaptable and convenient stands to stand out at your next show; pun intended.

How to Choose the Right Color for Your Exhibition Booth

How to Choose the right color for your booth

Colors tend to have a tremendous psychological impact on people. Colors happen to stir emotions and you need to ensure that your colors rightly project the idea behind your brand.

Colors are perceived differently by people of different age groups, genders and even state of health.

Vivid shades are appreciated by youngsters, on the other hand, older people feel more comfortable when surrounded by subdued shades. Colors are a key factor in building a mood. What mood do you want to build?

You must keep your audience also in mind while choosing the color scheme.

The right usage of color in your exhibition stand design, marketing collaterals, staff uniform–is imperative.

  • Besides the audience, you also have to keep in mind the theme of the show and your surroundings. You can’t be selling tractor engines at a magenta-colored stand. You get the drift, right? Here are few tips that could help:

 

  • Turn to your logo before you attempt to run through the color chart offered by your booth designer – that’s where you’d find the most obvious choice – colors that will do justice to your stand and would be easy to integrate.

 

  • Be experimental but not to the extent that you have to explain your choice to those who decide to visit your stand despite the colors vehemently shooing them away. Extraordinarily vibrant colors at a defence exhibition are a big no-no. Take your cue!

 

  • Colors mean something; find out. Red, for instance, is the color denoting warmth, love, danger, strength and energy. Do you want your stand to exude any of these characteristics? If not, move on. Look for colors like black and purple that are all about power. White, on the other hand, is subtle; it’s universal, but is widely used. And at a tradeshow, you need to be the best of the lot.

 

Don’t be your competitors’ flag bearers; choose a color scheme that’s visibly different from theirs or else your stand will merely look like an extension. Don’t be surprised if the visitors confuse you for them, and then leave in a jiffy.

  • Once you have made the choice, the next step is to implement it and that’s when it gets tricky. Most of the exhibitors are smart enough to get their banners and displays designed in sync with the overall color scheme, but that’s just about it. They are not out-of-the-box thinkers. You need to be one.

 

  • Let your staff make it easier for you. If the color of their t-shirts is the same as that of your stand, they’ll drive hoards of visitors to your stand, whenever they wander around and (unintentionally or on purpose) drop hints that you are there at the show. Just make sure the t-shirts have your logo too.

 

  • You could also play smart with giveaways. Why restrict the use of colors to your stand when you can have the visitors take home something that’s specifically designed to remind you of them? Your pens, coasters, key rings, calendars and all other giveaways must resonate with the color scheme in use for maximum effect.

 

Of course, these are all generic ideas; sit with your booth designer, see what works for you best, but don’t settle for less – paint the town red; pun intended!

Top 5 Picturesque Exhibition Venues Across The Globe That’ll Sweep You Off Your Feet!

Exhibition centers come in various shapes and sizes, like literally. While some are just plain and uninspiring, often reeking of dullness, and built with the only motive of fitting in the maximum number of guests, others are architectural wonders. They act as magnets – attracting people from all the world, and making them swoon with their aesthetic yet practical designs. Some even go on to become an integral part of the city’s skyline.

Here are Five Such Picturesque Exhibition Centers:

1. Koln Messegelande, Cologne, Germany  

Koln Messegelande, Cologne, Germany

Image Source: koelnmesse

Those from the F&B industry just can’t miss Koln Messegelande, because that’s where Anuga, one of the world’s largest and most important food and beverage fairs, is held every second year. The international trade fair and exhibition centre, located in Cologne, Northern Germany, hosts around 75 such major fairs, and bowls everyone over with its contemporary yet quaint design. The design and the 284,000 square metre space that the centre offers, make it the perfect venue for meetings.

2. Adelaide Convention Center, Australia

Adelaide Convention Center, Australia

Image Source: Adelaidecc

This one was the first purpose-built convention centre constructed in Australia, and has now emerged as one of the world’s best event venues  in many rankings. The centre’s atrium enhances its visual appeal as it links the exhibition and plenary halls and conference and banquet areas, leaving everyone spellbound with beautiful river and garden views. The fact that it’s located in Adelaide, the 20-minute city does it to its charm, apart from making it a lot more accessible of course.

3. National Exhibition and Convention Center, Shanghai, China

National Exhibition and Convention Center, Shanghai, China

Image Source: Shqp

The exhibition venue’s four-leaf clover shape garners ocular appreciation from exhibitors and passersby from all over the world. Although claims have been made that at 500,000 square metres, this is the biggest exhibition venue in the world, what makes for an interesting observation here is that 100,000 square metres of the available space is actually outdoors. Needless to say, the venue, with its spectacular beauty and enormous size, does earn China some extra brownie points, in terms of both commerce and culture.

4. Hong Kong Cultural Centre

Hong Kong Cultural Centre

Image Source: Lcsd

Often described as a “giant ski ramp”, the centre opened to mixed reviews, but is now a landmark. A trip to Hong Kong warrants a visit here – come and appreciate the windowless structure of this multipurpose performance facility designed by the Hong Kong Government’s Architectural Services Department, as the single slither of glass leaves you in awe. The dances, exhibitions, operas and concerts held at the centre are believed to have impacted or rather shaped the cultural identity of Hong Kong.

5. Frankfurt Trade Fair Grounds, Germany

Frankfurt Trade Fair Grounds, Germany

Image Source: Messefrankfurt

An area of 367,000 square metres makes the exhibition venue so big that you may need a 5-minute shuttle ride from the entrance to reach the exhibition halls. No wonder it’s one of the world’s largest. Phew! What makes this centre visually appealing is that each of its composite buildings has a unique design – whether you look at the sweeping roofs of Hall 3 or the Festhalle’s  classical facade, you are to sure to fall in love with this iconic structure.