By Alan Graner
You’re at Widget World walking aisle upon aisle, passing booths with signs stating Johnson Widgets, Hernandez Widgets, Westside Widgets, National Widgets—the usual stuff.
Some booths give away pens, candy, perhaps a chance to win a trip to Des Moines (airfare included!) or to enter a Treasure Hunt. Others offer elaborate demonstrations or give slide presentations in miniature theaters.
They are there for one purpose: scanning your badge and getting a lead. The more leads they gather, the more successful the show.
And then you see a different booth, one that stops you in your tracks. Instead of the usual listing of locations or products, it boldly promises their widget manufacturing process will allow you to produce more widgets faster while increasing quality and reducing costs.
Let other companies concentrate on generating new business; this company concentrates on solving your problems.
Which company do you want working for you?
A lesson learned
If you participate in tradeshows, chances are you’re just another bozo on the bus proclaiming to the world “I’m Here!” as hundreds of potential customers saunter by with perhaps a glance at your booth.
Stop this nonsense.
Next time, instead of offering pens and sweepstakes, offer to solve customers’ problems.
Determine what their greatest pains are and then have a sign or banner or video that explains in plain language how you will solve their problems.
Stress your solution in your literature and in your sales talks. Let prospects know you’re there to serve their needs, not satisfy yours.
If you do this consistently across all your marketing efforts, don’t be surprised if you get better quality leads and increased sales.
How do you get tradeshow attendees to stop in their tracks?
Image: Dave Pape via Flickr®
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at jeffreyswartz@dsprel.com. Or visit www.dsprel.com.
