MIRROR MIRROR ON THE WALL…

It’s funny – isn’t it? – how, if we aren’t successful, we always find a way to blame other people or external circumstances; when, in reality, it starts with us. We can really have a huge impact on what actually happens and determine so many outcomes, and sometimes, we just need to look in the mirror! 
The last few shows, I have really noticed how unsuccessful exhibitors have several things in common.
Luckily however, there are other great examples of how some exhibitors work it to ensure a successful outcome, and the first three of the following points could instantly change your results!    

1 SMILING

You wouldn’t think that would be hard, but some make it an art form! The concern here is people genuinely thinking they come across as warm and friendly with a broad grin – when, in actual fact, nothing could be further from the truth. A smile can send so many positive messages, but you have to mean it – not pretend or kid yourself you do. If you have ever seen those old telephone-selling training videos, the biggest point they make is you need to ‘smile’ down the mouthpiece. There’s no doubt that, when you get it right, you can hear it in your voice – it’s infectious. And generally, people most want to deal with those who are happy and positive.

You wouldn’t believe how many people perceive themselves as smiling and welcoming when they are not!

2 FUN

When people visit an event they want to be entertained. For some, visiting a public show is a ‘big day out’, and they have saved up and looked forward to it. At a trade show, visitors are still consumers at heart, even though they are looking for solutions at a different level. At our Jewellery Fair, one exhibitor brought employees in from the manufacturing plant, and they demonstrated their expertise creating pieces – and visitors could have a go as well. This was fun, but it also showed how much work went into each piece as the craftspeople made it look so easy, when in fact it took a high level of skill. The visitors loved watching as much as having a go.

NOWHERE DOES it say you shouldn’t make it fun – and an upbeat experience whereby you engage the visitor will certainly deliver far greater results, no matter what type of show it is.

3 BE THERE FOR THEM

Don’t you love the exhibitor who sits down? Most of you who’ve read my ‘tips’ know how much I hate chairs on stands… ! But then – are you kidding me? -the exhibitor completes this picture of indifference by actually reading the paper!

Think about simple things you can do – preferably using your product – that really look like fun. At a recent craft expo, one exhibitor had multiple measuring tapes actually attached to her and just kept pulling them out and releasing them. This certainly caught people’s attention but – more importantly – it sold them! No matter how many – or how few – visitors come by, wear something attractive or display an appealing sign, and do things that get their attention and draw people to you by raising their curiosity.

You need to be there for them – they have travelled specifically to view the event; they are qualified – and they will buy. If you have failed ‘tip’ numbers 1 and 2, don’t put the final nail in with No. 3!

4 IT’S A SHOW

You may be doing it tough but – let’s face it – 2010 has been a roller-coaster year, what with the end of the GFC, Federal and state elections etc.

BUT you can’t let doom and gloom get written all over your face and really forget about tips 1 and 2. As I said: It’s a show – so show them how you can provide them with a solution, product or service that’s going to help them. Feeling sorry for yourself won’t get the results you’re looking for.

Spending most of your time trying to find another exhibitor who will sympathise with you and say they’re doing the same is just as unproductive. You need to put your energy into your space and product – getting the person walking past to stop and buy is what it’s all about. This is where selection of staff at your stand is really important. You need them to be focused on your stand and have a ‘happy, go-to’ attitude…

5 EXPECTED

How many exhibitors actually expect people to buy from them simply because they are all set up – and there? So you’re there – so what?

An exhibition is no different from any other competitive landscape and people will buy from people they like and relate to. Yes – you need to have the right product, but people buying something just because they related to the exhibitor and the experience they had will have no trouble justifying it afterwards. You can’t – or you certainly shouldn’t – expect people to buy from you just because you’re there. It shouldn’t be forgotten that research has shown that those exhibitors who pre-promote their presence and products enjoy a higher specific-visitation rate than those who don’t. Don’t just leave it to the organiser. Try a pre-promotion such as a special offer, then track the difference compared to when you didn’t.

6 STEP BACK

How many exhibitors think that their offering is great? If you’re one of these, you need to step back and take a neutral, more objective position.

Your tastes may, in fact, be out of step with what the market wants. So be prepared to concede that – just maybe – you need to re-package, re-price and re-present your product and show it differently, or move on from that range or design. I have seen a number of passionate people who think theirs is great just as it is fail in a number of the above points and ignore the fact that the buyers have a high rate of returning faulty products. Be prepared to do some research among your customers on satisfaction levels – would they recommend yours? – for instance, etc.

7 ONE BAD ONE

You can’t judge results on one bad show experience. There are a myriad of things that can affect the outcomes of any exhibition and, as much as you need to be prepared to change, you also need to do it in a way that monitors the changes so that you don’t go too far. I have always said that, if you are doing an event, you need to commit to at least three to build a following. (NB: There may be circumstances, however, where I would recommend this is not the right approach.)

Be prepared to look in that mirror and assess whether it’s your product or the event.

8 THE GLASS IS HALF-WHAT?

The old saying that ‘the glass is half-full or half-empty’ is a great one to try out on yourself. If you see it as half-empty, surely that’s how it will be for you; but, if you see it half-full, that – indeed – will be how it turns out. We humans are great at talking ourselves into situations, so talk yourself into the right ‘half’ attitude!

There are a lot of exhibitors who will fall into the trap of thinking – and saying – “the above doesn’t apply to me”; and, to the 20% who don’t, I say: keep on doing what you are doing as you’re always going to get the results. Unfortunately for the 80% who do fall into the trap, maybe it’s time to look at yourself in the mirror, and determine whether you have the right staff, and so on. In addition, ask: are you – yourself – the right person to be on the stand? Is your product and how you present it what the market wants? Why not make the change?

IN A NUT SHELL:     

     
Look into that mirror and get a smile back on that face.

See you on the floor – with a smile!