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 One place that you can demonstrate equipment and personally contact large numbers of prospects is at trade shows and conventions. Because of the commitment that you must make in terms of personnel on-site, shipping and setup, and often long hours, you need to plan your strategy, determine goals, and evaluate results. Sigsby Communications can assist you with promoting your appearance at shows, producing signage and handouts, and then performing followup with booth visitors.
We can also write presentation materials, in-booth demonstrations, and speeches and papers for your personnel who will be presenting. In addition to being a place where you can demonstrate products to prospects and meet personally with clients, trade shows are also an excellent place to meet editors and reporters whom you can influence to write articles and stories about your company. We can set up these contacts and work with you regarding interviews. Don't forget the importance of inviting your customers and prospects to the show. Whether through direct mail or email, we can create persuasive copy and graphics to entice visitors. |
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 Trade Show Booth Philosophy
When visitors are browsing through a trade show, what is it about your booth that will stop them and get their attention? We emphasize several levels of attracting elements. At the periphery should be something that simply draws them closer--a fishbowl business card contest, an animated laptop demonstration, and, ok, a beautiful woman. Once the visitor has been drawn near your booth, graphics and messages on the backwall should present benefits that related specifically to his needs. You now have the opportunity to present your "pitch." Even then, however, listen first, talk later. Giving a spiel that doesn't address the visitor's concern will simply send him on to the next booth. |
