How a Pre-Show Briefing can really improve your trade show and exhibition
You’ve made it. It’s the most important trade show of the year and your exhibit is set up, touched up and wiped down. You’re display banners are printed and being pulled out of your retractable display banner stands. The large wall pop up displays is impressive. The new brochures are displayed in the beautiful perspex brochure display stand. The hanging banners are arranged and the portable promotional counter has its new display posters attached. You’re ready to go. Your products are working and all of your support is in place to get you on the road to success. Your select sales performers are ready and you have support from your marketing and technical team. Management is ready to help out whenever necessary. The trade show itself will be a challenge but you and your team should be ready. Are you ready for the challenges ahead?
The night before, you need to hold a pre-show briefing. Typically, these meetings are held at a hotel room close to the convention center. These meetings should be highly targeted and specific. You should have objectives for this meeting just as you have with the trade show or exhibition itself. You will need to draw a lot of focus on the uniqueness of the trade show and the unique environment that is about to present itself. Review all of the key issues about the product and motivate those selected for the booth duty to maximize sales by establishing relationships and listening to the prospects that come to the booth. Customer relations opportunities will present themselves and the pre-show meeting can go over different tactics and ways to satisfy the customers’ specific questions.
There will be two teams in the booth. Each team should be presided over by a captain who is in charge of the logistics, including scheduling, booth assignment and the number of people on the trade show floor. You should establish two teams so ensure that everyone gets a chance to relax and refresh themselves. Overworking your team will only inhibit presentations as the day continues. By having two teams, your booth will be filled with energized and enthusiastic people. However, in order for this system to work well, you need an Exhibit Manager to run the entire effort behind the scenes.
Create a comprehensive duty roster and product guide that will review key points, like the products currently available and on display, their features, benefits, pricing and overall competitive analysis. There should be a list of meeting schedules, the key phone numbers and other relevant show information that the booth groups will need.
The suite where the pre-show meeting is held should be the same place where the booth will hold its master command center. This is the company headquarters and where the team should be each day to relax and review the business ahead. They should all discuss sales leads and approaches that have been working for them while operating the booth. There should be a variety of sales and marketing activities. The pre-show meeting should be a place to hold all information and organization that is necessary and important throughout the trade show. There is a lot that can be learned from other experienced team members who have done this before. The pre-show meeting should be a template that will be repeated after each day in the booth and on the floor to keep a good record of everything that is happening in your booth throughout the trade show.
You should organize all sales and marketing activities to maximize their potential. Also, you will want to manage any meetings with editors, key prospects and other important customers. You will be able to have your sales team meet with the top experts in the company to review new products, refresh the goals and objectives of the time spent and express any new opportunities at the trade show.
A complete trade show exhibit should be presented to the team that goes over all the competitors and services that are available. You should get the sales team on the same page at this specific trade show to go over any unique features of the convention and make sure that all sales leads are properly managed. There is a big difference between selling in the field and selling at a trade show. In some ways, selling at the trade show is a very intense and concentrated way to sell and the difference can be a big change for inexperienced booth participants. There are a number of non-verbal graphics and other elements of the booth design that should pre-qualify prospects and help to establish the foundation of the sales approach before the “human element” of the sales process begins.
This were your display banner graphics will come in to play. High quality portable roll up or pull up display banners , brochure display stands, expand up modular wall display systems and hanging display banners are essential.
Each product manager should present the product on display in the booth to cover all of the benefits and features that should be covered in the booth presentation. The competition might be in the next booth, so any competitive analysis will need to have certain and hard facts on their service, pricing and product delivery. Savvy prospects will be able to compare claims in just minutes from booth to booth so the sales team must be on top of their game for competitors.
At the end of the pre-show meeting, the president or highest member of the upper management will need to close the session. He or she should encourage all members to do their best and make the most of the opportunity to sell products and promote the business. Note what is acceptable behavior and what will be frowned on throughout the convention to make sure attitudes and actions are clearly defined. A highly motivational speech will go a long way to fire up the sales team and increase their enthusiasm. The more effective the team is, the more likely the sales leads will increase and push the business to the next level of success.
The entire group will feel excited to start selling when they make their way to the convention center. They can familiarize themselves with the presentations while keeping an eye on each other for support. Literature should be distributed continuously and this process should be reviewed as well. Create a solid plan for breaks, meals and analysis of the competition for each team member so that the booth is always fully manned and ready.
Kylie Batt
May 20th, 2010 at 3:30 am #
Само собой разумеется….
Водитель You’ve made it. It’s the most important trade show of the year and your exhibit is set up, touched up and wiped down…..
VINCENT
July 22nd, 2010 at 8:54 pm #
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