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Who's Who in the Zoo?

May 17, 2010

 

 

Time for a quick revisit to a post I wrote just about 2 years ago titled "The Star Wars Cantina" . The message then is the same message now - and worth repeating.  If you are going to exhibit at a trade show, you have 5 seconds or less of a passer-by's attention to say what you do, the market you serve and get them to pause long enough to start a conversation.

You've got to stand out - not with contests, drawings or give-aways - but with crystal clear messaging.  (or do both if your budget allows, but always the messaging).  I'll give you my example.  If I had a booth at a show that was going to attract my target customer - small businesses -  my headline banner would read " We help small businesses stop wasting money on marketing"  Then under it, my company name, then in smaller font, a tag line that would read "Marketing that gets Results".  My headline says who my ideal client is and the problem I solve.  They can read it quickly and decide if that is something they are interested in.  It invokes a question - "how do you do that?", and that question is how you gather prospects at a show.

So if a tradeshow is in your plans, take a long hard look at your messaging.  Tradeshows are hugely expensive for small businesses (the floor space is usually only about 20% of the total cost).   Make your booth work for you.

leadingresults
Written by leadingresults

Leading Results helps businesses stop wasting money on marketing and improves their business development results by putting POWER in their marketing. The POWER is the Processes, Organizational Support, Why (you do what you do), Expertise and Refer-ability. You get strategy, tactics and execution. We work with both individual businesses and businesses as part of a larger ecosystem. Be more profitable.

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