Trade shows can be a boost to your business or a money pit.

It's trade show season again. Yesterday I met with some potential dealers in the log home industry and we talked about trade shows. They really understood a lot about the do's and don't's but some in the group didn't.

Here are a few bits of wisdom I've picked up over 25 years of shows.
1. YOUR BOOTH - I can't tell you how many shows I've been to a show and walked by a booth and not really figured out what the did or what they were selling. It should be obvious within less than 5 seconds. And, then there are the people who put up 40 little photos on a backdrop. Duh. Nobody is going to be able to see them from the aisle...nor will they care. Then there are those who just plain don't understand that the booth is simply a billboard with the goal of stopping traffic long enough to take interest. A display with more than 7 words is a recipe for boredom. Your value proposition statement or slogan should say what you do in only a few words that can be read and understood in only a few seconds. Large graphics or photos can really make a huge impact, too...so use them.
2. HANDOUTS, GIVEAWAYS AND FREEBIES. Unless you sell a product or service that absolutely every visitor wants or uses, don't give away anything except a single sheet of paper! Over 85% of all materials picked up at a trade show are dumped within 4 hours after the trade show. Think your expensive catalog or marketing piece is so good that it will survive? Not likely. Email me and I'll tell you what you should be doing.
3. FISH BOWLS - If you want the name, address and phone number of every man, women and child who walks through the show, put out a fish bowl and a big sign "Enter Here for a chance to WIN $500 this weekend." If you only want the contact information for serious prospects and don't have time to sift through 1000's of names to find a few likely prospects, don't put out a fish bowl.
4. TRADE SHOW ATTENDEES ARE NOT FISH - If you are fishing, you through out the most attractive bait in your tackle box that is sure to attract just the kind of fish you are fishing for. And, you wait for them to take the bait. Sure, some visitors are outgoing and will come right up to you and "bite" on your booth bait. Most won't. You need to get out there and pull them in by making friends and asking a few questions.
5. DECIDE BEFORE YOU GO WHAT YOU WANT WHEN YOU GO HOME. If your goal is to go home with the contact information and other info appropriate to your product or service in order to execute your follow up program, then your booth strategy should focus on that. This is critical. Email me and I'll send you some tips on how to easily run a program in your booth that will produce sales.
6. DRESS FOR SUCCESS - Again, I can't tell you how many times I've seen staff in trade show booths dressed inappropriately. This will kill your chances before you ever have a chance. Here's what you should never wear in a trade show booth: hat, tennis-type shoes, jeans, perfume, provocative dress [women], tank top, anything that is wrinkled or t shirt.
7. EASY CHAIRS - Do not ever have a chair in your booth. Never. A high stool is acceptable if it is used only when there is no traffic.

9 Marketing tips I learned from my 10 year old’s vegetable stand

9 Marketing tips I learned from my 10 year old’s vegetable stand

1. Give people something for free and they will feel obligated to return the favor

When you help someone, it creates a natural desire to return the favor. As a web designer, provide helpful tips on your blog, participate in forums offering advice and helping non-designers, share ideas on Twitter. In doing so, you’ll not only build trust, but also develop relationships with potential clients.

2. Give potential customers a taste of your offerings

Offer free themes or templates with an easy upgrade to “pro” versions. Provide free stock graphics that hint at potential identity or branding packages while demonstrating your creativity. Just be sure to make it good. When users are excited about the base product, they are much more likely to upgrade.

3. Make it “Extra Special”

Don’t just offer vegetables. Put in something extra. Make everything you do “extra special” and clients will take notice. Not only will they come back for more, they’ll tell their friends.

4. Don’t Be Afraid to Tell Your “Neighbors” (Network!)

One of the first things my son did when he opened his stand was run next door and tell the neighbor. After getting his vegetables, he called two other neighbors to tell them about the vegetable stand – both of whom came right over with “donations”. Don’t be afraid to tell friends and colleagues about your services. You never know, they may talk to your next big client later that day.

5. Do What You Need to Do to Be Seen

It wasn’t enough to just put up a sign. My son’s advertising consisted of jumping up and down screaming “free vegetables” at passing cars. While it might seem extreme, it worked. How are you “screaming” about your business?

6. Be Persistent

Even though most of the cars passed by, my son didn’t give up. Finally, after many failed attempts, one of them did stop—doubling his income for the day.

7. Build Anticipation

My son’s first customer knew about his project and was there as soon as it opened. Don’t just launch your new web site, let people know it’s coming. Drop hints, show them screen shots, make them look forward to the big day.

8. Find Good Partners

My son’s little sister kept eating the vegetables – not the best partner. However, his friend from down the street was out there with him jumping up and down screaming, doubling their advertising efforts.

9. Advertise Your Popularity

Once my son’s cup started filling with coins, people were more likely to “donate”. Don’t be afraid to advertise your popularity. Place download counters, comment counts and subscriber numbers in prominent places. Just make sure the stats are high enough to warrant a little bragging.