CWBDEE For the Exhibitor

Exhibiting Tips 

4 Keys to Exhibiting Success 

1 - Pre-Show promotion

While show management is responsible for bringing in the people, you can help make sure they come to your booth! Connect with your target audience before the show, to increase your chance of being on their “must see” list.

Here are some effective ways to build traffic to your booth by pre-show promotion.

• Give out flyers
• Send personal letters
• Give your prospects a call and invite them to visit your booth
• Make sure your sales staff is talking about the show
• Post signs or flyers in your store
• Put a message on your voice-mail to attend the show with your booth-number
• Put your booth # on your website with an invitation to attend

 2 - Creative Tabletop Displays

Some of the factors affecting a prospects decision to stop and look are: 

• Exhibit Size
• Creative Effective Displays
• Show promotions- Exhibit Size

Visitors notice when a display is larger than others. The amount of space you rent is directly related to how many leads you can obtain. The more space you have the more salespeople you can have in your booth and the more brides you can talk to. If your budget will allow for more space, go for it.

You will see an increased amount of leads.

 - Creative/Effective Display Tips:

The main purpose of your display is to attract the prospect to you so you can talk to them. You only have about 5 seconds to do this before they walk on. Your display needs to:

• Attract Attention
• Build Interest
• Create Desire
• Demand Attention

 -  Some main point to consider: 

• Keep the space open and inviting.
• Signs are very important!
• Make sure the tabletop sells who you are! They should be able to see, feel, touch, taste and smell your product. Make sure they can tell who you are in a glance.
• Keep it neat and clean. Don’t eat at your table!
• Show promotions, demonstrations, contests and premiums attract attention. Just make sure you still have time to talk to the bride. You don’t want the premium to attract every attendee to take up space in your booth even if they don’t want your product.
• Literature should be handed out to hot prospects not just left where the bride can “hit and run” without you having the chance to speak to her.

3 - Salesmanship 

The salesperson is the single most important ingredient in obtaining leads at the show. The greatest display in the show will fail if you have ineffective or poorly trained sales people running it. If you are your best sales person, be there, if you are not, hire someone!

Main point to consider: 

• Be open and inviting, don’t sit or you will look really bored or uninviting
• Body language is important, keep it friendly
• Don’t use a phone at your table. When your on the phone, you discourage people from making contact with you!
• Have a winning approach. Practice your opening lines. Never say “Can I help you?” Effective opening lines Must Break Preoccupation, Focus on the individual, Create a bond between you and the bride, and should loosen things up, make them relax and have fun!

e.g. Are you getting married?       Are you having a party?       Are you getting engaged?

Sales people need to stay alert and ready during even slow times. Don’t get into conversations with other vendors or staff and miss the bride or visitor who wants to talk to you!

• Staff working the show needs to know the value of what they are doing, be well trained and excited about the prospect of bringing your business more customers!

4 - Follow-up after the show

• Why collect all those leads and not do something with them? If you want to increase your bottom line after the show, follow up with phone calls and direct mail. Make your letters personalized, remind them that you met them at the show and you are ready to help them with their wedding.
• Remember the ultimate success of your exhibiting in a bridal show and dream events lies entirely on you, follow the tips given on this page and you will be steps ahead of your competition

CWBDEE wishes you much success in your bridal & dream event expo marketing experience.