As I write this article the
temperature in Chicago is fifteen degrees below zero. WATERCON 2014 is less than two months away,
and that usually means warmer temperatures. We hope.
By the time this issue hits
the streets the exhibit hall should be sold out. We have a lot of new
exhibitors participating this year and we have a lot of exciting new ideas to
improve the traffic to the entire exhibit hall.
For example, at Monday’s
grand opening, we will have a magician strolling the exhibit hall performing
astonishing feats of legerdemain. He
will be performing throughout the entire afternoon until the end of the Meet ‘N
Greet. Below is a list of other events
that will be taking place in the exhibit hall this year.
- The Logo Hunt
- Top Ops
- Water for People 50/50 raffle
- Minute To Win It - NEW!!! Just like the TV game
- IWEA Operators’ Challenge – NEW!!
- Hydrant Hysteria
In the last issue I passed
along some information from Richard Erschik, the Voice of Tradeshow ROI on
exhibit hall Dos and Don’ts. This issue
I’ll give you just a couple of his Tips-n-Tricks. He will cover all these items in much more
depth during his FREE Exhibitor Webinar.
Two sessions are scheduled for your convenience, February 19th
at 10:00 am and March 5th at 2:00 pm. Everyone can definitely learn something from
the expert in his field, regardless of how many shows you’ve participated in.
Tips-n-Tricks #1 • BOOTH LAYOUT for EXHIBITING
The way you arrange (layout) your booth is strategically
important for proper traffic flow in/out. If you have a 10x10 space, don’t
block the entry way to your booth with a table or literature stand. Leave the
front completely open to allow visitors easy access and exit.
Chances are you will find visitors standing in
the aisles reading your graphics and eye-balling your products, before they
even enter your exhibit space. If there is anything blocking their entry into
your booth, or your path as you walk up to greet them, it sets the stage for an
awkward meet-N-greet that is critical to first-impression.
Tips-n-Tricks #2 • TELL it for the SELL of it.
Don’t make the mistake of selling "features” when
your customers and prospects buy "benefits.”
Be sure your verbal and graphic messages are clearly related to what
your products and services can do for them.
EXAMPLE - DON’T say "We
sell pumps.” DO say "We
sell pumps that save you money.”
Don’t forget to attend the ISAWWA Power-Hour
exhibitor education webinar February 19, 2014 @ 10:00am or March 5, 2014 @ 2:00pm