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Show Off With A Show!
By: Marsha Londe
Issue: 2008jun
Are you ready to show off your business with an end-user tradeshow? Our clients—the end users responsible for purchasing logoed products—are comfortable with the tradeshow concept because they frequently attend and even exhibit at them. Tradeshows are a natural means of bringing an audience with common interests into a controlled location to provide information, examples and samples.
Hosting an end-user tradeshow is a tactic to educate clients about your capabilities, build your company’s brand and image, and impress clients with fun, gifts and ideas. You can network deeper within your existing accounts or meet with prospects. And you can expose your guests to a varied and impressive display of promotional products and creativity.
Need an even more compelling reason? Clients want to work closely with manufacturers. Your show is a way to bring clients and suppliers together while maintaining your role in the purchasing process. And as your suppliers learn more about your clients, they will bring you ideas and solutions for them.
START MAKING LISTS
An end-user show is a positive selling tool, but how do you begin? Start making lists.
Appoint a go-to person to organize and then manage the show committee.
Identify and assign tasks such as designing invitations, selecting food, coordinating supplier reps, preparing gifts and amenities, and sourcing and negotiating space.
Determine your budget, which affects where you hold your event, how many will attend, the food you serve, the gifts you give and the invitations you send.
Select your location, which will affect timing, cost, number of attendees and theme. You have choices as to where to host your show—your offices, showroom and/or warehouse, off-site at a hotel, club house or meeting space, or at the client’s office.
Holding the show in your own office space or showroom may be less expensive, but do you have enough parking? Is your office conveniently located for the majority of guests? What about disruptions to your business? An off-site rental, which means no mess in your office and includes cleanup fees, may be more costly, but your space is limited only by your budget.
MAKE IT A MINI SHOW
A good option for any distributor, especially home-based businesses, is to conduct mini shows at client locations. Focus product selection on their needs and tastes but expose them to a variety of items. Because showing at clients’ sites is convenient for them, you’ll attract more attendees, allowing you to sell to more contacts in the company. Since space will be limited, include only one or two featured suppliers plus a multi-line rep. You can also bring samples from your office.
SELECT A THEME
A clever theme will drive attendance and convey your creativity. Whether lighthearted or serious, upscale or just plain fun, a smart idea should be supported with a tagline, food, gifts, invitation and signage. Your theme can play off a popular or well-remembered TV show or movie, revolve around a specific sport, showcase a location or highlight an event. For example, support a circus theme with popcorn and cotton candy, have a baseball show with hotdogs and peanuts, or a fall festival with candy apples and spiced cider.
SEND CLEVER INVITATIONS
The invitation is another chance to demonstrate originality, deliver a message and set the tone for your show. Include a method to RSVP and a map to the location. Prior to sending invitations, deliver a save-the-date message via postcard or e-mail.
TIMING IS EVERYTHING
Consider rush hour and other traffic issues when determining show hours. When is the client’s best time—on the way to work, on the way home or during lunch? And if the show has a seasonal theme such as highlighting holiday gifts, schedule it early enough in the year to make delivery and before clients have purchased from another source.
PROMOTE YOURSELF
Self-promote by using products with the show logo as door prizes or in gift bags. Incorporate industry food—from ham and turkey to cakes, candy and nuts. Imprint chocolate bars or sweeten the day with truffles. Don’t forget logoed cookies and cakes. Remember to use imprinted napkins, plates and cups.
DETERMINE SUCCESS
Did guests leave knowing more about your services, abilities and competencies? Were you able to show off your warehousing, kit-packing, gift-wrapping or creative thinking? Did you revitalize contacts, land new business, learn more about your clients’ taste and make notes of their favorite products?
The ultimate determination of success is if you did or will write enough business to cover the hard costs of the show. Keep a record of what you spent and what adjustments you should make for next year.
Debrief your staff and sales teams promptly to ensure you capture ideas, information and changes for the next time. Encourage them to write quick thank-you notes or appreciative e-mails to their client attendees and even we-missed-you notes to those who didn’t accept. And don’t forget to thank the reps who gave their time, knowledge and products to support your show.
GET THE NEWS OUT
Last, promote your self-promotion. Add photos to your website and send them with a press release to your local paper and industry magazines. If your show had a clever theme and strong results, enter the competition for a PPAI Pyramid Award. And then show off the win! PPB
Budgeting For A Show
Following are some items to include when budgeting for a show:
Location: rental, clean-up services, parking
Food: a meal, sandwiches, snacks and treats
Beverages: water, soft drinks and/or alcohol
Set-ups: plates, cups, ice, flatware, napkins, garbage bags
Signage and supplies: name badges, posters, art materials
Printing and postage: invitations, thank-you notes
Rentals: tables, chairs, cloths, dishes, napkins, flatware, lighting
Decorations
Gifts and giveaways, show bags, amenities
Personnel and creative time
Other
Necessary Details To Consider
When planning an end-user show, do not overlook these details:
1. Check the date with key suppliers and invited guests.
2. Include directions to the event with the invitation.
3. Develop a plan for the office if all or key personnel are at the show.
4. Change voice mail or instruct the operator.
5. Provide tote bags for guests to carry gifts and catalogs.
6. Instruct suppliers to add your sticker to their catalogs.
7. Capture information on clients’ favorite items.
8. Appoint a person to monitor trashcans and other clutter.
9. Track key numbers (attendance, follow-up orders, budget) to evaluate the event.
10. Send thank-you notes and we-missed-you cards after the event.
Marsha Londe is CEO of Tango Partners (UPIC: TangoP, www.tangopartners.net), a consultancy firm for the promotional product industry. Tango works with promotional product distributors in the areas of new business development, RFP responses, back-office process improvement, workflow management, and program merchandising and implementation.
In May, 2007, Tango founded the industry’s first virtual consultancy for distributors at www.distributorsource.net. Headquartered in Atlanta, Georgia, Tango Partners was formed by pioneers in the promotional product industry and is led by innovators in the use of branded product. For more information, visit www.tangopartners.net, e-mail solutions@tangopartners.net or call 404-846-1900.
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