Marketing Tips

Make the most out of your World Dairy Expo experience by taking advantage of these pre-show, at show, and post show marketing tips. Also check out the Sponsorship Information section of the web site for additional ways to market your booth at World Dairy Expo. For a complete Marketing Tips packet contact John Rozum at jrozum@wdexpo.com

4 Ways To Drive Customers To Your Booth

  1. Daily Schedules and Expo theme stickers are available at no cost. These are great ways to promote WDE and drive traffic to your booth.
  2. Theme artwork is available to include in your newsletters and advertising to encourage customers to visit your booth. Be sure to include your booth number on all ads and promotional material.
  3. Expo joint ticket promotions are also available to encourage customers to seek out your booth at the show. Check out the Sponsorship & Marketing Booklet for further details (page 7).
  4. The Sponsorship & Marketing Booklet offers many opportunities for you to design the perfect sponsorship for your company to increase exposure to attendees.
10 Trade Show DONT'S
  1. Don't let your customers wait.
  2. Don't prejudge visitors by their appearance. A person's badge doesn't always tell the whole story. Welcome all visitors and find out what they need.
  3. Don't allow your staff to eat in your exhibit.
  4. Make sure your sales people listen to your visitors.
  5. Don't tolerate unprofessional appearance. Salespeople who stand with their hands in their pockets, jingling change, rocking back and forth, won't enhance your company's image.
  6. Make sure your visitors don't stay too long in your booth; it wastes their time and yours.
  7. Don't allow excessive touching like a pat on the back.
  8. Make sure that nobody is smoking or chewing gum on the trade show floor.
  9. Don't use sexy models, they will distract your personnel and your visitors from the purpose of the show.
  10. Make sure that staff gets plenty of rest, plenty of water and plenty of breath mints during the show.
10 Trade Show DO'S
  1. Anticipate questions and responses.
  2. Know your role and responsibility.
  3. Get to your booth early to avoid last minute glitches.
  4. Qualify needs before presenting.
  5. Present enough information to stimulate post show activities.
  6. Disengage your professionals from unqualified prospects.
  7. Stand and face out to engage prospects.
  8. Maintain good eye contact.
  9. Be assertive not aggressive.
  10. Be professional at all times.
5 Common Myths & Truths of Tradeshow Exhibiting

Myth...

  1. The more people you attract to your booth the more successful it will be.
  2. If a prospect has good eye contact with the representative, it means he or she is interested.
  3. The more serious the prospect's intention, the more likely he or she is willing to wait for a salesperson.
  4. People visit a trade show to learn only what is new.
  5. Good sales techniques that work in the field apply equally to the exhibit selling environment.
Truth...
  1. Too many people in a booth reduces the quality of interaction with each prospect.
  2. Extended eye contact shows disinterest and passive thought process.
  3. Over 80% of prospects who are ready, willing and able to buy will not wait more than one minute for assistance.
  4. Today's customers are smarter and better informed. Over 76% of visitors attend shows to discus specific needs; and not just to see "what is new."
  5. Show selling is different. The sales call is condensed to a 3-minute conversation. More assertive selling styles are required.
4 Easy Steps Can Turn Trade Show Leads Into Sales
  1. Write down what prospective buyers say. Prospects remember what they tell you so written comments should contain detailed information; written details increase lead quality by 60%.
  2. Always ask for a partnership in the follow-up action. Booth staffer should always ask the prospect what he or she would like to happen next. This will help sort browsers from buyers.
  3. Don't Ask Yes or No Questions. Open-ended questions reduce false leads and identify real sales opportunities.
  4. Follow up on the top 20% of leads every 60 days for one year. Sending 4-6 follow-up mailings can double your sales results.
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