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Make a schedule with your team to ensure that there is always someone manning your booth and then, make a plan to rotate various employees into the show hall itself to get the latest scoop on who, when, where and what is happening in your respective industry.
Timing Is Everything
When you do have a plan for walking the show hall — timing is really everything. Never try to work your way into a crowded trade show booth. Instead, wait until there are noticeable lulls in the activity levels on the floor. Even going on the second day of the event can mean easier access to the right people at different companies.
Get the Attendee List in Advance
Get the names of the trade show exhibitors in advance so you can pinpoint which businesses make sense to connect with during the event.
Once you have a tentative outline of organizations or key people you’d like to meet with, reach out in advance to schedule a meeting time during the trade show or event. Designate meeting space built in for client appointments.
Visiting with Walk-ins
Make a schedule for a “walk-in” during show hours. You might not be able to schedule with them directly, but you can make a visiting plan that frees up your staff to take a walk over at various points during the day.
Design your Next Move for the NEXT SHOW,
Finally, always encourage your staff to gather information from every company’s exhibit that they visit. Being able to go over the information collectively as a team can help you strategize based on what different companies specialize in, as well as help you identify various trends within your industry.
BELOW, WE HAVE TABULATED SOME DESIGN IDEAS THAT HAVE WORKED FOR OUR CLIENTS IN SEGMENTING THEIR TARGET AUDIENCE AND FRAMING THEIR PROPOSITION TO ANCHOR THEIR MARKET POSITION
FIND COMMON POINTS WITH YOUR PROSPECT AND YOUR CLIENTS TO HARNESS TRUSTWORTHY NETWORKING
Because, in general the adoption of new products or behaviors is a risky proposition. (Only exception EARLY ADOPTERS)
"It’s usually only people we personally know and trust and who we know have successfully adopted the innovation themselves who can give us credible reassurances that our attempts to change won’t result in embarrassment, humiliation, financial loss or wasted time."
SO, WHO ARE THESE NERDS? — A STEREOTYPE REPRESENTATION
"Nerds" are said to be introvert, socially inept, fascinated with the inner workings of technology and closely associate themselves academia. “Nerds” seem to be more intellectually motivated, valuing science, math, and studiousness in general.
SO, WHO ARE THESE EARLY ADOPTERS?
Early adopters are risk takers. They are on the look out for advantages of your new offering. This segment of your audience are financially more secure, personally more confident and invariably more informed about a new product innovation. More often than not, they will gravitate towards innovation on the basis of a well worded news article.
CEIR research indicates 82% of “small” companies included interacting with new products among the top reasons for attending shows.
1. If you are touting a new product or new SOFTWARE AS A SERVICE, demonstrate it, with enhanced design acumen
2. Offer superior face-to-face interaction for a limited number of early adopters to trial the new offering
3. Study the trials carefully and initiate to make the idea/product more convenient, low cost and marketable
4. Highlight your early adopters with enthusiastic media coverage
5. Promote them as your ardent evangelist. Shower them with honorary titles. See how other companies does it.
6. Recruit and train some as peer educators
7. Set up an avenue for regular feed backs
Don’t go big and extravagant if your strategy doesn’t have a purpose.
SO, WHO ARE THESE EARLY MAJORITY?
Early majorities are pragmatists, comfortable with moderately progressive ideas. They will act with solid proof of benefits. These folks are cost sensitive and risk averse. They are looking to simply their job with proven methodology. They require guaranteed off-the-shelf performance, minimum disruption, minimum learning and either cost neutrality or rapid pay back periods.
"Plug-and-Play, "User-Friendly", "Value for Money" are the key words that will entice them.
1. Design your booth to stage one on one consultation or focus on groups of two or three to explain your offering.
2. Use social media, prior to the event, as a tool for them to sign up for this setting and compliment them with giveaways for early sign up.
3. Use mainstream advertising and build media stories with underlying endorsement from credible, industry thinkers.
4. Make the entry cost palatable by giving them show special prices
5. The user interface of the product must be extremely easy to use. Demonstrate it utmost TLC!
6. Show special prices should be complimented by easy application process
7. Make the encounter memorable by inviting them to activities outside your booth space.
8. Induce Incentives for the Early Adopter to share their experience with the early majority
SO, WHO ARE THESE LATE MAJORITY?
Late majorities are conservative pragmatists, who hate risk and very uncomfortable with new ideas. Their only driver is FOMO — fear of missing out, or not fitting in, or being left out. They are comfortable doing the same thing and following the same standards of operation, that have served them well for so long.
BECAUSE, CONVERSATION IS THE CORNERSTONE OF CONNECTIVITY
IT IS BUILT UPON MEANING, RELEVANCE, BELONGING AND PURPOSE