5 Ways the Early Exhibitor Gets The Customer

Does your company want to maximize your trade show results?

Your company's trade show success will largely be determined in the six month period before the trade show actually runs; therefore by setting out to be the "Early Exhibitor" your company will have a distinct advantage over competitor companies.

Trade show displays Toronto based company Worden Displays should be your company's first point of contact to ensure a successful trade show display.

The Early Exhibitor Selects the Best Exhibit Designer and Builder

Many companies make the mistake of waiting until the last possible moment to choose their exhibit designer or builder. By selecting Worden Displays as your company's exhibit designer and builder well in advance of the trade show you will;

• Ensure your project will be scheduled for on-time completion


• Give the marketing team plenty of time to create an eye-catching and effective booth that will draw in sales prospects


• Ensure the trade show booth receives maximum attention


• Company specific requirements for the trade show booth taken care of in a timely fashion

Clarify Trade Show Objectives for Maximum Results

Winning trade show exhibitors have crystal clear objectives that are understood by all Worden Displays staff. Be certain to take the time to establish your company's objectives for each individual trade show, the most important of which should be;

• Establishing or enhancing company awareness or credentials


• Creating change and/or reinforcing your company's position


• Promoting a specific marketing message


• Introducing a new product, service or capability


• Quantifying the number of 'cool', 'warm' and 'hot' prospects


• Quantifying the number of at-show sales


• Having a firm goal for new distributors, suppliers, or representatives

Create Killer Offers that Demand Attention

Winning trade show exhibitors have taken the time to create the kinds of offers that motivate show visitors to stop by their trade show booths.

These highly successful offers result from spending time well before the trade show brainstorming ideas. Some key points are as follows;

• Consider an exclusive "by invitation only" savings offer – only available to those who bring their invitation to the show


• Use a two-part offer for best results – a primary offer and an incentive for showing up


• Whenever possible make sure your primary offer is related to your product


• Your primary offer needs to be a strong offer if you want to attract attendees – 5% off a regular price does not constitute a strong offer


• Your primary offer should be geared towards improving the performance of your customers business


• Your secondary offer is the incentive. It can be an interactive contest, draw and/or game.


• Appropriately-themed giveaways can be included as secondary offers. Examples of premiums are travel mugs, pens, key chains, etc. Be certain your website address is on all of your premiums.

Invite the Best Prospects

According to the Center for Exhibition Industry Research, 76% of trade show attendees use pre-show information to select which booths they will visit while attending a trade show. Fewer than 20% of exhibitors send out invitations to key accounts. This represents a great opportunity to get your booth on their lists. It's YOUR job to get the BEST attendees to your booth.

Trade show displays Toronto based company Worden Displays marketing and sales strategy team suggests the following for pre show advance sales notifiers;

• Pre-show invitations can boost trade show booth conversions by 50%


• Determine the type and size of companies that offer the greatest profit potential well in advance,


• compile and verify your lists, and get your offers and invitations ready to be mailed out


• Consider inviting large prospects, customers, past customers, influencers, the press, etc.

Create a Follow-Up System That Leaves No Sales Lead Behind

Follow-up is second only to your pre-show marketing in terms of your trade show success. When your company's show team return from the trade show, forget emails and organizing your desk; focus instead on completing the trade show follow-up because it HAS TO BE the number one priority. One or two days immediately after the show should be set aside to conduct a follow-up.

• What is in your fulfillment package? Make certain your information is different from your at-show handouts


• Organize lead cards into strong, medium and weak if not already completed at the show


• Personalize your follow-up package whenever possible, and keep buyers buying schedules in mind


• Handwritten notes are excellent and always well-received


• Phone calls are still the most powerful trade show follow-up tool. Never phone later than 48 hours after the show


• Keep track of post-show lead statistics


• Be sure to have a statistical process in place to track all of your lead conversions i.e. cost per contact, cost per lead, and cost per sale

Outsource Your Trade Show Needs to Worden Displays for Hassle Free Results

Worden Displays helps companies get better results from their trade show exhibits and their trade show marketing.
Worden Displays offer a full range of trade show services including, but not restricted to;

• pre-show marketing


• booth design and construction


• booth refurbishment


• banner design and printing


• printed marketing literature


• website integration


• show staffing


• lead collection systems and post-show follow-up

Outsourcing your company's trades show activities means the in house sales and marketing team can focus on the core business and aim to achieve better trade show results. Now that's a winning combination.

For information on how to make your company's next trade show the best trade show, Trade show displays Toronto based company Worden Displays can be located at http://www.wordendisplays.com