Observations from Tradeshow Hell

Okay, a few uncouth things that were observed at last week's tradeshow event.

Text messaging. One to many exhibitor reps were witnessed playing with their cell phones, Treos and other high-tech toys. Not every once in awhile. Constantly. I'm sure there was the occasional call or text message that was business related and warranted immediate attention. But, come on! When a rep is constantly distracted, they are not engaging their target audience. Unfortunately, this seems to be a generationally thing. Let's learn to put the gadgets away, and attend to the business at hand.

Loitering. It's inevitable, and we're all guilty of it. You get a little bored, and the next thing you know you're standing in a circle with your co-workers chatting it up. It happens. However, I noticed more than a few booth gossip sessions carrying on for prolonged periods of time. All the while, prospects are lingering around the catalogs and brochures unattended. Not good at all. While conversation is a great thing, we have to remember exactly who it is we're there to converse with in the first place.

Not listening. Active conversation is meant to be a two-way street. Don't become so tied up in your script or pitch that you forget to listen to your prospect. Tradeshows are alot like first dates. If only one person is talking (that one person being you), then it becomes a bit awkward. Ask questions. Elicit feedback. Allow the conversation to bloom. You'd be surprised at what you might learn.

For example, your pitch for product X may tout the fact that it's cost-effective. However, after actively engaging multiple prospects at a tradeshow, you discover that ease-of-use is really what they're after. Now you can alter your script. Not only is product X easier to use, it's also cost-effective. By actively listening, you have been able to fine-tune your pitch.

Wimpy handshakes. A personal pet peeve. I loathe-detest-hate wimpy handshakes. I might as well shake hands with a limp rag. There is no excuse for this. A grip of steel is not necessary -- it is not a strength contest -- but a bit of firmness would be appreciated. There is something inherently disrespectful about a weak handshake. It sends the message, "I'm less-than-enthused about meeting you." Again, not a good thing. Especially, if you're shaking hands with a prospect.

Hopefully, with a little work and attention to detail, we can make exhibiting (and attending) tradeshows more productive.

Tradeshow Hell

Sorry for the lack of entries this past week, I've been preparing for a tradeshow. I'm sure many of you have done the tradeshow circuit at one time or another. So, I thought I'd pen a few observations from Tradeshow Hell.

Multi-storied exhibits. These are the cool, not-so-small-fortune floor destinations. They are beacons in a drab sea of 10' by 10' gray draped booths. When used correctly, multi-storied exhibits can be highly effective. They attract foot traffic. Kiosks, displays and mini-conference areas help entice and engage prospects. It can be a marketer's dream.

Unfortunately, I've witnessed to many of these types of exhibits poorly utilized. Key staffers can often be spotted hanging out on the upper level chatting and people-watching instead of working the floor. There is something about the upper level that is akin to the cool table in any junior high cafeteria. Save the upper level for prospects. A little special treatment goes a long way.

Unmotivated staff. The faces represented your company at events should at the very least be smiling. Often times they are bored and less than enthusiastic. The easiest way to engage a propect is with a warm smile. It's a simple approach that puts both parties at ease. No one wants to talk to a sourpuss. Least of all a prospect. Build that relationship!

Lack of focus. Your message and exhibit should focus on your core strengths. It is not necessary to showcase every single item your company carries. Clutter does not attract, it overwhelms. Keep it simple. Remember the old adage, less is more.

Poor set-up and breakdown. If you are having your staff set-up and breakdown your exhibit, make sure they are properly trained to do so! Don't throw together a display haphazardly. Set it up correctly. The same goes for breakdown. Exhibits are expensive. Take the time to pack up it up properly. I literally cringe when I see someone mistreating graphic panels.

Complacency is a terrible thing. Treat each and every tradeshow like it's the most important one. Keep your staff motivated. Focus, focus, focus! And lastly, treat your exhibit with a little care and respect. It is your company's image.