You're standing in your booth
space, scanning the trade show crowd and you feel somewhat surprised at how
many people stopped their everyday business to attend the show. Coming
from local and faraway places and yet all are there for the same reason.
But does exhibiting at that same trade show year after year with so many
familiar faces seem tedious and repetitive? Do you feel your efforts are worth
it in the end?
Well, repetitive exposure even
if to the same people, is an important piece for any successful Trade
Show! But what if you don’t have the ‘WOW’ in your Trade Show display you
wish you had, what if you don’t have that ‘something new’? What’s the
point then? The point: if nothing else, a Trade Show is no better a place
to form new relationships while maintaining and reinforcing the existing
relationships.
Here are
FIVE strategies to keep your business looking fresh and new at the same
shows because the point is: repetitive exposure is reinforcement of strength in
both presence and relationships.
Tip 1: Focus on Features.
Does every user of your product or service know it completely from the in to
the out? Doubt it! Try taking your most overlooked features and push them. Get
them recognized as a 'new' benefit.
Tip 2: Focus on the Future.
Is something new and exciting coming but not quite there? Are you starting to
focus on eco-friendly processing but it's not quite ready to unveil how. Start
the buzz talk now, ahead of time, to get your new and old prospects talking and
especially wanting that new service or item. Jump start it now.
Tip 3: Focus on the Product.
Use the Proctor & Gamble strategy to make something old something 'New and
Improved'. Here and there you may notice they use that on their laundry
detergent, shampoo brands, etc. If you have changed your product and it is New and Improved well say
it. No need to reinvent the wheel when you can just enhance what you already
have.
Tip 4: Focus on the
People.
Take your best faces and best workers and put them out there. The ones who make
your products, the ones who make your services run smoothly. Put a face on the
action behind the scene.
Tip 5: Focus on Service.
Have great customer service and keep on proving it. Highlight your best
services that make your customer's happy to work with you again and
again.
So, even if you think
you don't have something new to say or exhibit, step back and really think
about it. The point is: you can find something new by looking what you already
have in a different light.
