As your buyers are challenged to increase sales with fewer marketing dollars, tradeshows and events are being cut from their marketing programs. Collectively, we can help influence and educate our clients that tradeshows and events still represent the best and most meaningful way to connect with key customers.

Face-to-face marketing accelerates the sales cycle and still represents the best dollar-for-dollar value versus other competing media/marketing vehicles.

With this movement, the goal is to collectively communicate that TRADESHOWS WORK!

As part of this campaign, we will be placing this logo on our websites, store front windows, marketing collateral and more and we hope you’ll do the same. Together we can start a trend!

Join us in taking an active role in promoting TRADESHOWS WORK.

Sincerely,

Your Friends at Focus Displays/Nimlok San Diego

How Do Trade Shows Work?
The Power of In-Person Product/Service Experiencce
91% of attendees rank trade shows as “extremely useful” as a source for product purchasing information. Source: Simmons Market Research Bureau

Meeting New Customers
97% of all qualified attendees represented a new prospect and potential customer for exhibiting companies.
Source: Exhibit Surveys, Inc.

Human Interaction
76% of attendees rate face-to-face meetings with potential new vendors very or extremely important.
Source: Center for Exhibition Industry Research

Many on-site marketing activities can be expensive, particularly for the smaller exhibitor with limited budget and resources. Most of the “BIG 5″* exhibitors at your industry events are in a position to take advantage of these opportunities. It can seem daunting at times, but there are several simple AND effective techniques that small exhibitors can do to increase their corporate presence and traffic at industry events.

1. Press Releases

Take advantage of increased presence of the media at industry events and try to time announcements for these events. Schedule on-site interviews between the press and your senior management.

Alternatively, at major shows, your press releases can be lost in the crowd. Use clever timing; instead of waiting to release your news at a major industry event, release your news 4 to 6 weeks before the show so that your announcement appears in on-site publications.

2. Speaking

Being on the conference program can also raise your corporate profile. Be sure to coach your speaker to both include a slide and mention that your company is on-site at booth #X. You can also promote attendance at your session by announcing it on your Web site, sending reminders to customers and prospects, and putting a sign up at the booth to remind delegates to attend your session. Produce signs simply on the desktop or use a banner stand such as the SignUp Banner from Nimlok to really stand out.

Alternatively, if you can’t get on the conference program, do presentations in your booth. Even in a small 10′ x 10′ booth, you could schedule a series of 3- to 5-minute “stand-up” presentations or longer ones providing seating for a few guests at a time.

3. Sponsorships

While many show sponsorship opportunities are beyond most budgets of the small exhibitor, don’t be discouraged. Call the show organizer to see if you can develop an opportunity that fits your budget. Use your imagination and try to match the opportunity to your objectives. Carefully evaluate all opportunities and estimated return on investment. Hanging a corporate banner mentioning 2 to 3 companies can be more effective than hanging your banner with 20 others.

4. Draw Prizes

Drawing prizes can be an effective way to draw people to your booth. The prize is key. I have personally found that “business” prizes (e.g. “Win 3 months free service”) do not attract many people. Again, you need to look at your target audience and determine what they would find valuable. One of my clients was promoting digital signage. We offered a Phillips® Digital Photo Display. The prize was appropriate to its service and was a “hot” electronic item. We attracted many visitors to the booth. More importantly, I had trained staff to interact with them as they approached to drop off their cards or complete a ballot. We were able to present and position our new service and qualify leads more effectively.

5. Gifts and Food

Gifts and food are other ways to attract attendees to your booth. You can get customized food—e.g., candy wrappers, M&Ms with a message, etc.—but I have found the most effective treat to offer is chocolate. It must have brand quality and be individually wrapped. If you want to attract international delegates, dark chocolate works best!

There’s a knack to offering gifts. I’m a firm believer in offering a few quality gifts to quality visitors and having inexpensive gifts to offer to the masses. I have studied this a lot with my clients and you can actually increase/decrease traffic to your booth by how you offer your gifts. If the show is quiet, put out lots of items and you will attract people. When the show is busy, put out fewer gifts and the traffic will slow down. The more gifts you offer, the more visitors will take. For example, if you put out 20 pens, don’t be surprised if visitors grab all 20. If you have 5 to 7 items out, most visitors will take one and will usually ask permission. If you only have 1 to 2 items out, most people, like the last cookie on the plate, will not take them. This technique works with just about any food or gift item.

As with all marketing, an integrated approach works best. Try to incorporate as many ideas as possible. These on-site marketing techniques work very well to draw visitors to your booth. However, it is equally important to train your staff to understand why you are using these on-site marketing techniques and how to use them to engage and qualify visitors.

Footnotes

* – BIG 5 exhibitors are those “top 5″ companies typically with the largest booths, most staff and most marketing presence at your industry shows. They typically have large organizations and most of the market share.

Anne Barron, CME, is President of ABComm Ltd., an exhibit and event marketing firm that provides booth staff training and education.

Web site: http://www.ab-comm.com

Designing your booth with portable display materials, such as Nimlok products, can be beneficial to your international exhibit marketing program:

• You can save shipping costs due to smaller size and lighter weights.
• The exhibit materials are generally accepted by all countries and meet all fire regulations.
• Instead of shipping, you can rent your hardware and have your graphics produced from international locations.

A few years ago, I did a show in Brazil. Instead of shipping my portable display or checking it as luggage, it was quicker and cheaper to rent the booth hardware in Brazil and to have the graphics produced there. Another advantage of working with a local agent was that she spoke Portuguese and English, was familiar with the exposition site, and was able to advise me on local suppliers and business customs.

However, about a month before the show opened, the show organizer sent a letter advising that the Brazilian government had placed an embargo on all wooden crates and materials made of wood due to a recent insect infestation.

You can imagine my relief that I had decided not to send our “custom” booth in its wooden crates! While these last minute embargos are rare, you have to plan for the unexpected.

Nimlok has international renting and production facilities in both Canada and the UK. If you are exhibiting in Europe, you might want to consider having your graphics designed here in the US and then produced in and shipped from the UK.

Shipping to international shows is an important and critical factor to your success at these shows. If the booth doesn’t get there on time, you’re in a lot of trouble! Generally, you need more time and proper paperwork to take your booth into and out of each country in which you are exhibiting. Not all shipping companies can do this well.

Beware of the importing restrictions for each country. These can change from time to time and at a moment’s notice. Restrictions can apply to food, electronics, origin of goods being shipped, etc. That’s why you need to be careful when choosing your international shipper and customs broker. Be sure they have extensive experience with the countries to which you are shipping. Your company may have a broker of record. That doesn’t necessarily mean they have international expertise for the countries you are shipping to or expertise in getting exhibit materials in and out of each country quickly.

Mike Lamoreaux, Senior Director, Exhibit Services at Yellow Transportation, offers this advice: “Since 9/11, there is new and increased paperwork involved in shipping via commercial and freight airlines. All shipments must be verified as known shipper.”

What is a “Known Shipper”?

According to the Transportation Security Administration (TSA) “a Known Shipper is a company that meets TSA’s criteria. The air carrier collects pertinent information from the shipper, and once the carrier has ensured the shipper has met the specific regulatory requirements, that shipper is considered “known” to the carrier.

Later this year TSA will shift to an automated Known Shipper Management System that will use commercial databases to verify the legitimacy of shippers. TSA has 300 dedicated cargo inspectors, supplemented by more than 650 additional inspectors, who ensure compliance with known shipper and other cargo security requirements on a daily basis.”

It is more important now, than ever before, that exhibitors establish and maintain a strong “personal” relationship with their carrier of choice. Select a transportation company with well established working relationships with brokers, intermodal transportation firms including ships, commercial and freight airlines.”

Many exhibitors assume that their two or three fiber shipping cases weighing a few hundred pounds can be shipped overnight to any destination in the world. That is no longer the case. “Only a small percent of packages actually make it onto an airplane. An even smaller amount gets to board a passenger-carrying plane. Of the hundreds of thousands of tons of cargo that is shipped from coast to coast every day, only about 50,000 tons is classified as air cargo. And of that amount, about one quarter is shipped via domestic passenger air carriers.

Lamoreaux indicates that exhibitors “need to ship as early as they can” to international destinations. Take advantage of shipping to the advance warehouse. At most shows you can save money and time by shipping to the warehouse instead of directly to the show site.

Another tip that Lamoreaux offers is to use permanent label sleeves for shipping labels. Some labels have difficulty sticking to the fiber case and need to be taped on with shipping tape to ensure a secure seal. Other labels are virtually impossible to remove! A permanent shipping label will keep your cases neat and clearly indicate the next destination to all the organizations involved in processing your international shipments.

You could also permanently stencil onto each case your return corporate address, e.g., “RETURN TO:…..”

Being aware of the intricacies of international shipping and the various options to rent and produce graphics at international destinations will ensure that you and your exhibit get to the show on time.

Anne Barron, CME, is President of ABComm Ltd., a strategic exhibit and event management firm. ABComm manages international exhibit marketing programs for several of its clients.

Web site: www.ab-comm.com

Most exhibitors take the time to check out the competition at industry events. Your firm probably does this as well and you can bet your competitors are checking you out as well. So what have you done to ensure that your competitors get the same consistent information or misinformation? What have you done to restrict certain information from them? Do you know which competitors are watching you and what they are specifically interested in?

It’s OK for your competitors to monitor your company at industry events. The beauty of trade shows is that they are mostly public forums. All information presented here is considered to be in the public domain. Throughout each show I like to know which competitors stopped by my booth and what they wanted to know. This information can be extremely valuable to senior management and can significantly increase the profile of your exhibit-marketing program.

Who’s watching you?

You can bet that the Big Five companies in your industry have very comprehensive Competitive Intelligence (CI) programs. Who are the Big Five? They are usually those companies with the largest booths, major sponsorships and a strong presence in the conference program. They have the time, money and resources to monitor their competitors, start-ups and trends at major industry events.

You should also be able to find out from senior management who your other major competitors are. In most cases you can assume they are watching your marketing activities as well.

Where are they watching you?

Before, during and after each show. While the Big Five have resources to monitor most shows in your industry, you can bet they and smaller organizations are definitely at all the major events in your industry and the key show of the year. Every industry has that one show that is a must to participate in.

While you are checking out your booth from your competitor’s perspective, be sure to take a look at your Web site, collateral, advertising and overall presence at your industry events.

Fortunately, CI professionals have a code of ethics. It includes always identifying themselves when speaking with competitors and never misrepresenting themselves. Unfortunately, not everyone doing CI is a CI professional. It is highly likely that your Big Five are members of the Society of Competitive Intelligence Professionals (SCIP) and adhere to these practices — but not always. And you can’t be sure of how other, smaller organizations handle their CI activities. Depending on your industry, many behave like cowboys in the wild, wild West — anything goes!

Take some time and look at your exhibit marketing program from your competitors’ perspective. You may be amazed at how easy you make it for them to get a lot of information on your marketing strategies and sales activities without you ever knowing they were there. With a bit of effort you can achieve your marketing and sales objectives and monitor your competitors when they drop by. A simple report summarizing which competitors dropped by, questions they asked, etc., should be part of your show analysis.

Keeping an eye on your competitors will give you timely and informative insight into where your competitors’ are focusing their CI activities and what is of interest to them.

Article by Anne Barron, a Certified Manager of Exhibits and President of ABComm Ltd., an exhibit and event management firm specializing in strategic exhibit marketing that focuses on competitive intelligence. She is a co-author of “Conference and Trade Show Intelligence,” published by SCIP, www.SCIP.org.

Web site: www.ab-comm.com

Successful selling at tradeshows depends upon two things. One is your products and personnel: How good are your products and services, and how well do your people represent them. The second has nothing to do with you at all. It has everything to do with secrets.

Not all attendees are the same, and not every buyer on the floor shares these secrets. But most do, whether they’d like to admit it or not. These secrets are strong unifying factors that influence their buying decisions. If you, as a smart and savvy tradeshow exhibitor, know what these secrets are and tailor your exhibit appropriately, you’ll come away with higher sales numbers every time.

If you could hear your attendees’ deepest, most secret thoughts, they might go something like this:

Secret #1: We’re impatient

Let’s be real here. The boss just shipped me to Orlando, Florida from the middle of a Buffalo blizzard. The last thing I want to do is spend the entire day fiddling around looking at new attachments for our widget-making machine. If you show me what I want, at a reasonable price, I’m gonna close the deal in a hurry and go hit the beach.

What this means to you: Understanding your buyer is crucial. When you know what your target audience needs, wants, and expects, it’s easier to provide it for them. Added incentives and special savings only sweeten the pot, especially for the attendee who wants to get the business part of the business trip out of the way.

Secret #2: We’re lazy

Sure, it sounds like a great deal. But to get that price, I’ve got to go log onto the Web, go to the Website, enter a code, fill out a questionnaire, and then go through the purchasing process? Forget that! I’ll go over here to Vendor Z. I might pay a few dollars more, but I won’t have to jump through any hoops.

What this means to you: If you’re going to offer a show special or promotion, focus on making it user-friendly. Buyers are willing to pay more to avoid what they perceive as “too much” work. Each market has a different threshold point, and this varies with how much potential savings you’re offering. Customers are willing to give more when they are getting more in return.

Secret #3: We’re egotistical

You might not realize this, but I’m the smartest person here. And the tallest. And the best looking. I’m so gosh-darn amazing, actually, that you’ll find yourself compelled to give me awesome deals.

What this means to you: It’s important to give your buyers recognition. “Bonus Buys” – windfall items “spontaneously” thrown in when a purchase is made – is a fantastic way to do this. Offer discounted prices on the floor model for “serious buyers only.” Exclusivity sells.

Don’t start the recognition at the tradeshow. Reach out to your clients beforehand via e-mail and direct mail marketing, letting them know what special deals can be had at your booth. A little extra effort goes a long way.

Secret #4: We hate math

Ok, I don’t want to look like an idiot here. But there’s $25 off of widget A, 15% off widget A-1, and a $500 rebate if I buy now. Exactly how much is that? Is that a good deal? I hate percentages.

What this means for you: Remember the KISS acronym, especially when promoting discounts and sale prices at a tradeshow. You want to “Keep It Super Simple!” Rather than listing a complex set of discounts, focus on the total savings. Have printed price sheets where your booth staffers can highlight appropriate discounted prices and write in the total savings.

Secret #5: We liked to be pushed

I see that this price is only good for a limited time. I’ve read it on the sign. You’ve told me during the sales presentation. I know and understand that there’s a deadline.

And you know what? Chances are I’m going to forget. And when I discover that I missed out on saving hundreds of dollars, I am going to be miffed.

What this means for you: People have to experience a piece of information six times before they remember it – and that’s under normal, everyday circumstances, not during the hustle and bustle of the show floor. Remind your booth staffers to mention the deadline often. Make note of it on any follow-up correspondence, and send a reminder notice to likely prospects. The reminder nudge will spur sales.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com

Don’t despair. There are many ways to pump up performance without breaking the bank. In fact, I’ve collected 27 low or no-cost ways to improve your next tradeshow:

1. Research the show BEFORE you commit. Does it attract a large number of people from your target audience?
2. Give yourself enough time. Planning and preparation for a major show can take 12–18 months.
3. Involve top management in the planning process. You’ll get better results from your team if they know upper management is supporting their efforts.
4. Send e-mail reminders to loyal customers and strong prospects before the show, urging them to stop by your booth.
5. Define goals and objectives for show participation.
6. Share these goals and objectives with your booth staff. They can’t achieve your goals and objectives if they don’t know what they are.
7. Plan for security as needed. You don’t want expensive prototypes or demo models “walking away.”
8. Brief your team on common tradeshow espionage practices and how to defend against them.
9. Send enough people to ensure adequate booth coverage throughout the show.
10. Give each booth staffer a specific role, with job expectations clearly spelled out.
11. Stress the value of friendly greetings, polite manners, and appropriate body language.
12. Take the time to familiarize your team before the show with the lead collection technology you’ll be using.
13. Make sure at least some of the people going to the show are prepared to answer technical questions.
14. Send friendly, personable people with a genuine enthusiasm for your company, its products, and services. These may not be your most senior people; make your choices based on effectiveness, not seniority.
15. Check in with your team throughout the show to assess performance, reward positive behaviors, and stop negative trends before they get out of hand.
16. Establish a dress code for your staffers. They’ll look more professional and act as better ambassadors for your company.
17. Don’t forget shoes, hair, and accessories; people notice details. Manicures are crucial because your team will be shaking hands hundreds, perhaps thousands of times during the show.
18. Two words: Breath mints.
19. Practice asking qualifying questions with your booth staffers.
20. Product demonstrations are a great way to draw a crowd. Make sure your team knows how to give an effective, engaging presentation by having them practice before the show.
21. If you are sponsoring entertainment, a speaker, or other event, make sure your team knows what to do during that time. From working the crowd to collecting leads, there’s plenty they should be doing to promote your company’s name and image.
22. Designate a “go-to” person to act as a liaison with show management. The better your relationship with management is, the better your show experience will be.
23. That exhibitor service manual the show organizers sent you when you registered? Read it! It’s chock full of valuable information to help ensure a stress-free show.
24. Copy appropriate pages from the exhibitor service manual and pass them along to relevant staffers. It doesn’t help you to know when everything has to be broken down and off the show floor if you’re not the person doing that work.
25. Order services ahead of time. Making deadlines = big savings.
26. Establish a follow-up protocol for hot leads, promising prospects, and likely customers. Use this protocol to turn leads into sales.
27. Say “Thank You” to attendees for stopping by and to everyone who fills out survey information or participates in a demonstration during your follow-up calls.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com

They come for the demo

Any demo, every demo. Some people just love to watch a show, whether it’s for the newest floor cleaning squeegee mop or a hydraulic drill press that can bore through four feet of concrete. They seem to travel in flocks, congregating around one demonstration after another, with no intention of purchasing the products being shown. Asking a few open–ended questions will help your staff know who’s at the show to do some shopping and who’s simply looking to be entertained.

They say “Gimme, Gimme, Gimme”

Any type of giveaway attracts these types. Keychains, pens, can cozies, mouse pads, t–shirts — it doesn’t matter. If it’s free, they want it. They may even want more than one to give to their family, friends, and colleagues. You can often identify this type by their bulging tote bags and pockets full of unsharpened pencils. Keen questioning will ascertain if this visitor has any potential.

They’re Gambling People

Winning contests is a passion for some people — they have an almost biological compulsion to drop a business card into a fishbowl for any kind of drawing. They don’t even care what the prize is, as long as they might win. Contests that require more than a business card to enter will help deter these types from finding their way onto your follow–up lists.

They ask too many questions.

Like it or not, tradeshows are a prime opportunity for the competition to indulge in a little industrial espionage. Snooping can, and does, occur. These would–be spies often give themselves away by knowing far too much about your industry or asking specific, precise questions. Make sure that you do more questioning than talking to reduce the chances of giving away valuable information.

They’re snapping up every brochure in sight.

Everybody collects something, and believe it or not, some people just love to collect sales literature. They’ll take any piece of paper, no matter what it is. Check to see if they’re researching a particular market for a supervisor — if so, they may be an influencer worth pursuing.

They don’t want to talk to you.

Some attendees come to a show for a single purpose, and that’s all they want to see, hear, and talk about. These folks simply will not be interested in what your organization is offering. Luckily, they’re not shy about letting you know this. They’ll communicate via body language, by purposely avoiding eye contact with your booth staff, or chatting with a colleague when passing by your exhibit. Waylaying these types will only upset them.

They do want to talk to you

about who built your booth, where you got those great graphics, and how much you paid for your sweater. These types are extremely curious and engaging, but unless they want to talk about your products and services, you’ll want to keep them moving. You don’t have the time to waste on a discussion of booth construction. Take a little time with …

Salespeople.

You’ll find people at the shows who attend with one goal in mind: selling you their products or services. Publication advertising representatives are notorious for this. Chances are they themselves aren’t likely prospects, but you never know. Additionally, they’ve talked to everyone on the floor that day – the insights and info they share might lead you to a more likely prospect. If floor traffic is slow, it may be worth asking a few questions, if only to find out who they could refer you to.

“Nobodies.”

Just because you don’t know who the attendees are doesn’t mean their employers don’t. Oftentimes larger firms send underlings in their organization to a show to do specific research. Never, ever, underestimate these folks. They may be extremely strong influencers — and if they aren’t now, they may be someday, and they’ll remember if you treated them poorly. They may also have some precious knowledge — the names and contact info of the decision makers in their firm. Time spent with them could be invaluable.

Happy, friendly people.

These types are usually extremely friendly. They smile and their whole body language says, “Please talk to me! Please! I’m here! I want to talk to you!” Questioning will determine whether or not they are prospects worth pursuing, and you’re guaranteed a cheery bit of conversation.

Job Seekers.

The top companies in any industry, gathered all in one place — no wonder job seekers haunt tradeshows. It’s an excellent way to network and look for organizations that may have present or future job openings. If you have a spare moment, take the time to talk with the job seeker. He or she may be just the person you need to help your company become even better. But save most of your time for…

Definite Prospects.

Research has shown that the majority of tradeshow attendees are predisposed to purchase new products and services. These are the people who can easily be transformed from casual browsers to definite prospects. Concentrate on them! If you’ve done a thorough job of pre–show marketing, you’ll also have definite prospects and customers seeking you out at the show. Don’t drop the ball once they’re at the booth — give them the attention they deserve. Consider having a separate conference area within your exhibit to speak with definite prospects. They appreciate the VIP treatment, and you’ll be able to have a meaningful conversation with them despite the hustle and bustle of a busy tradeshow.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com

Which brings us to humor. People love to laugh ñ and they like other people to laugh with them. Witness the almost constant flood of jokes and cartoons that flit across the Internet: Proof that humor cannot be stopped. You’ll often find that people go out of their way to remember great jokes, where they’ll never, ever, stop to jot down the details of an eye-catching graphic. This makes humor an invaluable marketing tool ñ if you can make it serve your corporate objectives.

Some of you are dismissing this idea out of hand. “There’s nothing funny about my product!,” I can hear you saying. Well, what’s funny about rental cars? Beer? Car insurance? None of these items are inherently funny, yet companies in all three sectors have effectively used humor to fix their products in the public eye.

It is important to remember that your trade show campaign should be fully integrated into your marketing plan as a whole. If you are using humor in your television and print media, bring it to the show floor. However, if you are known as a conventional and conservative company, playing for laughs at the convention center will fall flat. Consistency in corporate image is key.

Avis Rental Cars “We try harder” campaign centers on humorous scenarios highlighting what would happen if a rental car company weren’t willing to go the extra mile. They film ridiculous situations, such as an attendant handing out books to customers waiting in long lines, and contrast them with the bright, efficient service a customer can expect from their company. It gets a chuckle ñ but you’d better believe that when a weary traveler is eyeing the rental car company kiosks at the airport, an image of that book-toting attendant flashes through his/her mind.

What can we learn from companies that have successfully used humor? There are four key lessons.

Key #1: Exaggerate the norm.

Contrast exaggerated examples of industry “norms” with how your company excels. A restaurant chain that serves large portions could highlight the much smaller servings to be had at the competitor’s. Wendy’s did this very effectively with the “Where’s The Beef?” campaign in the 1980s. Be careful not to explicitly or implicitly identify your competitors, or you’ll be hearing from some very angry lawyers.

Remember the Budweiser frogs? How about the lizards? Or the donkey that wanted to be a Clydesdale? Each of these campaigns was phenomenally successful, yet only tangentially related to the product at hand. Each approach was slightly different. Frogs croaking Bud ñ weis ñ er can be inherently funny, especially if you’ve already had a few brews yourself. It also appealed to the coveted young drinker demographic, as studies have shown an intense brand loyalty among drinkers, generally established in their early twenties. The lizard campaign capitalized on the wry, sarcastic humor enjoyed by Budweiser’s target audience. The donkey campaign tied into the traditional Clydesdale imagery, a strong if staid marketing tool.

Key #2: Know your target audience.

Jokes that appeal to one demographic may not work with another. Gen Y shoppers have especially sharp funny bones, and may appreciate dry wit. Tie in your classic marketing efforts whenever possible.

Geico and AFLAC have recently done very well with their talking animal ads. By using the same animals over and over to reinforce the marketing message ñ after all, that poor duck could surely use some disability insurance of his own by now! ñ both companies have created brand awareness second to none. Ask a random person to identify a disability insurance company, and chances are that they’ll tell you about AFLAC. Ask about another disability insurance company, and you’ll be lucky if the person will name even one.

Key #3: Create a character.

Create a “character” as part of your brand image. This character should show up EVERYWHERE ñ including television commercials, on the literature you distribute at the show, in your signage and graphics, and potentially as stuffed animals. The Serta Sheep toys have taken on a life of their own, and each and every one of them goes out with the company name blazoned on the side. That’s humorous marketing at work. Consumers buy these secondary products because of the laugh factor, and bring a constant advertisement into their home. The influence on subsequent purchasing decisions may be minor, but, in fact, it is there.

Humor can be a great way to convey your marketing message. Geico has done this very well with the “I saved money on my car insurance by switching to Geico!” series of commercials. Exercise equipment salesmen, politicians, animated characters ñ all have been pressed into service to recite those ten words. Using different settings keeps the audience engaged, while constant repetition drives the message home.

Key #4: Repetition counts.

Remember, consumers need to hear a message at least six times before they’ll recall it easily. The trick is to keep the presentation fresh while the message remains constant.

Comedians worldwide will tell you that humor is a tough business. It’s hard to tell what will make one person laugh and another roll his/her eyes in disgust. However, if a joke falls flat for comedians, they simply move on to the next joke and keep moving. If you’ve invested tons of time and money in your humor campaign, you need to know these three things about a joke:

1. It must be funny. Test the campaign on objective people. Lots of objective people. If the majority laughs, you’re golden. However, if less than half the people get the joke, drop it.
2. It must be quick. There are great funny jokes that take half an hour to tell. That’s nice. Inflict them on your relatives or when you’ve got a whole room full of trapped subordinates. Customers aren’t going to give you that much of their time. You’ve got half a minute tops to get them laughing.
3. It must reflect well on your company. Ethnic, racial, sexual, and gender-based humor has absolutely no place in the corporate world. Perceived slurs ñ even if they are made in the guise of a joke – will travel around the world as fast as the Internet can move, and suddenly your company will have all kinds of attention you don’t want.

Laughing is a lot of hard work, isn’t it? But once you’ve found the right balance, you’ll have an advertising campaign that will draw the crowds into your exhibit ñ and more importantly, toward buying your products and services.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com

Smaller companies often hold back from entering the international marketplace. It is very expensive to establish an overseas presence, and business owners don’t want to commit their capital until they are sure there is an international market for their products.

The following A-Z guidelines will help to take the fear and anxiety out of your overseas exhibiting ventures (A-L appeared in the previous newsletter):

Make sure that your top executives are available.

Overseas shows, particularly in European and Asian countries, are serious business as they focus on sales. Top-level management attend these shows expecting to place orders. They expect, and want, to deal with their counterparts in your company. They expect to spend time discussing technical details and will often want to close major deals on the show floor. Technical staff, sales people and in-country representatives will help form a complete team.

Nail negotiating.

Negotiating in international business is extremely complex. Socializing is often considered essential to the negotiating process. Learn the cultural rules, especially as they relate to timing and how business is conducted. Patience is often a real virtue.

Offer quality and uniqueness.

High-quality products and services are expected, particularly when dealing with the Japanese and South Koreans. The packaging is as important as the product. If your products and services compete directly with native companies, there needs to be something unique in the technology, innovation, design, styling or image to gain acceptance in the Asian market.

Plan on having a third-party contact.

Many Asian and Latin American cultures prefer to do business with people they know. Meeting the right people often depends on having the right introduction. If the person you wish to meet respects your intermediary, then chances are you, too, will be respected.

Question whether “no” really means “no.”

Much confusion, frustration and irritation can occur when different cultures communicate real meaning. In some countries, such as France, “no” can often mean “maybe’ and “maybe” can mean “no.” In many Asian cultures, individuals will not say “no” outright. Rather, they use subtle clues, for example, saying, “It’s very difficult” or “I’ll consider it.” A “yes” or a nod of the head may very well mean “maybe” or “I understand,” instead of it being the affirmative response you might interpret. To avoid saying “no,” Koreans in particular will often give you the answer they think you want to hear. Learn to listen to the subtleties by asking open-ended questions. It is at times like these that a cultural mentor can be particularly helpful.

Recognize the role of women in business.

Research the customs of the country you are visiting as they apply to women. Although female business travelers account for one of the fastest growing segments of the travel industry, problems still exist. Be prepared to prove yourself as you may not be taken as seriously as your male counterparts. Familiarize yourself with local and regional attitudes and cultural differences about women in business. This will help to define your approach and avoid potential problems and embarrassing situations. However, business overseas is based on trust and relationships. And women, like men, are responsible for creating the rapport necessary for accomplishing their goals.

Supply all your company representatives with bilingual business cards.

In Europe and Asian societies, business cards are essential. They act like a business passport. For countries where English is not widely spoken, have cards printed on the reverse side in the local language. This is best done in the country you are visiting. Also, be aware of the specific etiquette that exists, particularly in Asian countries, for presenting cards. For example, in Japan, business cards are exchanged ceremoniously using both hands and a bow. Both parties will read and study the card. It is extremely impolite to write notes on the card or shove it in your pocket.

Train your people.

Make sure that the people who represent your company at overseas shows are well-trained and know and understand the cultural differences of the people with whom they will interact. They should know how to greet and address visitors. Formality is the norm in Europe, whereas a more casual and friendly style is acceptable in the U.S. Understanding different business negotiating styles, conversation sensitivities, and how women are treated in business, is essential, in addition to knowing eye contact, handshakes, body posture and spatial distance differences. The key is to develop relationships of trust and sincerity as they are critical for successful business.

Use ATM’s (Automated Teller Machines) to get local currency.

They give you the wholesale exchange rate of 5%-10%, which is a far better rate than you would get at hotels or currency exchanges. Always try to purchase enough local currency before leaving home to pay your transportation from your destination airport to your hotel, plus a little extra for tips.

Value different decision-making processes.

The key is not to sell but rather to build relationships. Decision-making differs around the world. For example, in Asian cultures, it starts from the lower levels in the organization and works its way up the ladder. Many times, lower-level employees will visit a tradeshow to gather information, which they will include in a report to a higher manager. Don’t expect a decision from an initial meeting. Decisions are usually made collectively, and the process is often slow and thorough. However, once a decision is made, especially in Japan, a quick execution is expected. The key, once again, is to do your research.

Watch out for cultural differences.

Know and understand the cultural differences of the people with whom you will interact. Be sensitive to color and symbols and their meanings in different countries. For example, mourning is symbolized by white in Asia, purple in Brazil and yellow in Mexico. If your product, packaging and literature are in the wrong color, you will lose sales. Red and yellow are lucky colors in China – conversely, never use red printing in South Korea. In many Asian countries, the number four denotes death and should be totally avoided, including products packaged in fours. If possible, avoid the number nine, as it has connotations of suffering. Seven and eight are considered lucky. Be safe and always do your research!

Expect to follow-up personally.

Personal contact and immediate follow-up after the show are the best ways to establish foreign buyer/seller relationships to produce future orders.

Yield to a time investment.

Building relationships is a key component of doing business overseas. Behavioral differences are real. It is wise to recognize them and to make allowances when doing business. Willingness to cultivate business contacts through personal visits plays a major role in export success. Plan regular visits to your major buyers, agents, or distributors. Be available, interested and quick to react to problems or complaints.

Zero in on the fact that doing business overseas demands time and patience.

It may take several appearances at trade shows before your company is taken seriously. Foreigners want to feel confident that you are sincere and totally committed to your involvement in their country.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com

More than 2,000 shows are organized worldwide each year, and approximately 150 of these events have significant global attraction. Most are held in the major tradeshow centers in the United States, Germany, France, Italy, the United Kingdom and, now, China. The following A-Z guidelines will help to take the fear and anxiety out of your overseas exhibiting ventures:

Ask…

Ask questions and thoroughly research overseas shows to find the ones that attract your target market. A good starting point is the U.S. Foreign Commercial Service (FSC), part of the International Trade Administration of the Department of Commerce. Other sources of information include banks, trade associations, foreign embassies and consulates, bi-national chambers of commerce and the Internet.

Book space early

Allocation for space is on a “first-come, first-served” basis. Applications for space need to be submitted as early as possible – 12 to18 months prior to the event. Reservations are made with the show organizer or their international representative. Most of the large shows, especially the German ones, have global sales offices.

Coordinate shipping arrangements

Most international tradeshows have an officially designated freight forwarder who is familiar with all the relevant details. The forwarder will handle the invoicing, arrange for licenses and declarations, prepare the packing list, issue bills of lading, handle insurance and prepare all necessary documentation. A duty charge is not normally assessed on equipment, unless it is destined to remain in the country after the show ends. An international carnet facilitates importation and movement of samples and professional equipment between countries.

Determine…

Determine that your product complies with international technical and safety standards. Germany, in particular, has extremely stringent laws regarding testing products to make sure they comply with applicable specifications. Overseas companies are allowed to exhibit products at German trade fairs before their products have been inspected. Formal certification is necessary to legally sell your products in Germany. Certain types of merchandise are also subject to specialized safety codes and technical requirements. It is advisable to use a local consultant to help you through the compliance process.

Establish a realistic budget

Costs of overseas shows vary widely, depending on a host of variables, for example, location, exchange rates, time of the year. In addition to your display, shipping, promotional and staff costs, also take into consideration import duties and export regulations. As a safety net, add 25% to your budget to cover unexpected costs, tipping and exchange rate fluctuations.

Familiarize yourself with overseas union policies

Strong unions exist in the U.K., France and Italy. Understand and appreciate the rules and treat everyone with respect. Offering to buy your union labor lunch or a beer, as well as tipping, often helps to minimize pilfering, loss and damage. When working with contractors, always have someone who can speak the language and give logistical instructions. Arrive at least a week prior to the show to iron out any kinks.

Get to know pricing

Your company representatives should be prepared to negotiate and agree to terms at the show. They should also be fully conversant with tariffs, the European Community’s Value Added Tax (VAT) and other tax implications, and importation and delivery procedures. When quoting prices, most buyers expect prices quoted CIF (cost, insurance, freight), including duties, taxes and other charges. For a small fee, local freight forwarders will assist and prepare CIF costs.

Have arrangements for credit and payment

You should make arrangements with a bank that has international banking affiliations to facilitate your banking needs. Discuss arrangements for transfer of funds, letters of credit and bills of exchange. Potential customers or representatives will expect a credit check. Individual profiles on overseas companies can be found through the World Trader’s Data Reports, available for a small fee from the US Commercial Service. Since exchange rates fluctuate daily and can affect pricing, especially when dealing with Latin American countries, consider getting paid in U.S. dollars.

Insist on using a native-born translator

When translating copy or business communications, always hire a local translator who has technical knowledge of your products/industry. Embarrassing mistakes occur when a translation is done by a non-professional with limited knowledge of a language and little or no understanding of slang, colloquialisms and double-entendres. Prepare product/service literature, data sheets, catalogues, etc. in the principal languages of the major countries represented at the show. Remember that most countries outside the U.S. use metric measurements.

Judge the context

Some cultures are more direct and explicit in their communication. Swiss, German and Scandinavian cultures are considered low context. Their words have specific meanings. In contrast, Japanese, Chinese and Arab cultures are high context. Their languages are often vague, inexact and confusing for English-speaking cultures to understand. Reading between the lines is a must.

Keep language simple

Many of your international business contacts will speak English. Problems occur when you use slang, colloquialisms, idioms, jargon, buzz words, lingo, officialese, acronyms, and metaphors. These are often difficult to translate. It is far more effective to keep communication, written and verbal, basic and easy for anyone to understand.

Learn to speak body language

Seventy percent of our communication is nonverbal. We communicate by the way we stand, sit, tense facial muscles, tap fingers, etc. There are also hundreds of gestures to get across almost any meaning, from greetings, beckonings, and farewells, to terms of endearment and insults. Gestures and body language, with the exception of smiling, are not universal in meaning. Be aware of the etiquette on personal space, eye contact and when, what and how to touch.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com