ANSWER: When many exhibitors obtain access to an attendee list before their event, they’ll send a mass e-mail to announce their presence and invite everyone to visit their booth. However, in order to improve the responses you receive from your target audience, you should target your messages, sending individualized messages where possible (or, at the very least, segmenting your list and customizing your messaging for each type of contact so that your e-mails feel as though they are directed towards specific individuals rather than an entire group). Each e-mail should include the following (commonly forgotten) components:

1. A Personal Hook (the reason what you do matters to the specific e-mail recipient)

Your “hook” should be directed towards the attendee who will receive your e-mail. As you introduce why they should care about who you are and what you do, reference a recent conversation you had with this contact or some of the research you’ve done about their company/industry.

2. The Relevant Benefit (how your offerings will improve your contact’s situation)

This part of your e-mail should briefly highlight a meaningful benefit that will resonate with this particular contact. Although your offerings provide many benefits, it is best to focus on only one (whichever benefit is the biggest priority for your contact).

3. Next Steps (specific options for a future meeting in the convention city)

Before you wrap up your e-mail, you need to clarify the specific steps you would like your contact take next. Suggest the time/way you’d prefer to connect with them in the convention city and then request a specific call back time within the next few days to confirm that meeting.

4. Other Notes (general information about something they’ll be interested in at your booth or recent news about your company)

For many exhibitors, this component is their entire pre-show marketing message; however, it shouldn’t be the main focus for you. Instead, place any general notes at the very end of your e-mail and frame them as a less urgent invitation/reminder.

Pre-show marketing is one of the most effective ways to ensure that you’ll enjoy the quality booth traffic necessary to reach your event goals. If you do choose to e-mail attendees before the event, integrating these components into your pre-show marketing messages will make each e-mail feel more personal and that will help you improve the responses you receive from your target audience.

Do you have a question related to sales, marketing, or trade shows?
Post your question in the comments section below (or send it to Robyn directly)
and it may be selected for a future Q+A post!

Keep reading for a list of the specific topics we discussed (and a few audio clips)
or click Michael’s image below to download the entire interview!

Michael Trow, Helping Your Small Business Grow

Topics discussed in this audio interview:

• Trade Show Trends
• 4 Options for Trade Show Participation (Listen to Audio Clip)
• Using the Quadrant System to Select the Participation Option that’s Best for You
• 5 Steps to Trade Show Success
• Event Selection and Stepping Out of Your Comfort Zone
• Initial Planning is all about Potential… but, when is the Right Time to Start?
• The Difference between “The Easy Way” and “The Hard Way” in General Preparations
• Examples of Execution and Follow Up for each Participation Option
• The Importance of Prompt Evaluation and Recommendations for ROI Calculations
• The Biggest Mistakes Trade Show Participants Make (Listen to Audio Clip)
• And More Tips for your Next Trade Show!

Interested in hearing more about these topics?
Click here to visit Michael’s website and download the full 30 minute interview.

This is the studio where I take Bikram yoga classes...

So far, I have been doing Bikram yoga for almost a full month (excluding classes missed when traveling for work, etc.) and I’m really enjoying it (even though I’m still not perfect at every “pose”); but, more importantly, the benefits I’m receiving are amazing.

Why am I telling you this? Some exhibitors might say a lot of the same things about trade shows…  As such, here are seven lessons first time exhibitors can learn about exhibiting from my Bikram yoga experience:

(1) It’s impossible to be fully prepared for everything.

Even with all of my research (spending more time than I probably should have reading reviews/blog posts, calling with questions, etc.), I went into my first Bikram yoga class without a complete understanding of what I was getting myself into. Most new exhibitors (especially the “type A” planner-types) can relate…

There are promotional videos with clips compiled by the show management, blog posts written by past participants, and discussion groups available for most trade shows; but, regardless of how much research you do, trade shows must be experienced first-hand to truly understand what they’re all about.

Note: More experienced exhibitors may have “been there and done that,” but Murphy’s Law loves trade shows, so deep down, even those exhibitors recognize that they never know what might happen.

(2) Sometimes, just sticking with it (doing as much as you can, even if it’s not a lot, without giving up) is all you can manage in the moment… and that’s okay.

A wide range of feelings isn’t uncommon for new Bikram yoga students, so the instructors offer a simple protocol before the class begins (stay in the room and do what you can). My first time, I got really dizzy and had to sit down for a few poses; but, I didn’t leave the room, I listened to the instructions for the poses I couldn’t do, and, as soon as I started to see straight again, I got right back up to finish out the class. However, during one of my later classes, I did see someone literally run out of the room…

Trade shows can be stressful, scary, overwhelming, and make you feel like you’re going to pass out (especially if you’re too busy to step away for lunch). It’s not ideal but, if just staying in the booth, smiling, and resisting the urge to check your phone every time it vibrates is all you can handle in the last few hours of the last show day, that’s enough. Do your best to get through your first trade show, make a mental note of the challenges you faced, and plan ahead to do better next time. Remember, it does get better.

In case you were wondering, in my second class, I did complete all of the poses (and am proud to say that I haven’t had to miss any others since).

(3) It’s also okay to try something new, not be the best at it right away,
and then keep coming back to get better.

There is a learning curve with Bikram yoga (for example, you’re encouraged not to try certain parts of certain poses until you’ve completed 8-10 classes) and a period of adjustment (not coming back for a second class within 24-48 hours can make your body feel worse than it did when you came into your first class); but, as I mentioned before, it gets better. After learning the sequence, you know what to expect and, after practicing the poses a few times, your body gets more used to them… Just the act of showing up and doing your best every time helps you improve… even if you’re really bad when you start.

Some might say that doing the same thing and expecting different results is the definition of insanity; but they’re not taking into account the way in which you grow with each time you try. If you aren’t perfect at something, just the act of repeating it may improve your next attempt; but, when your execution doesn’t match your intention, you’ll want to grow faster. Start small and work on performing to your potential first.

Everything happens faster at a trade show so, even if you’re a hot mess when you start, by the time you leave at the end, you will have had an opportunity to grow… as long as you didn’t run out after the first hour of that first show day. Also, applying what you learned in that first trade show (even if it’s just the experience of being there) will help you to improve for your second trade show.

(4) Technique matters.

Just like there is a correct way to do each yoga pose (to obtain the maximum health benefits without hurting yourself), there is a science to business and, although (especially during early start up stages) you can get by doing things your way, they’ll turn out better if you focus on doing things correctly.

Trade shows are a massive expense and the strategy required to succeed is very different from that commonly used in long term sales and marketing efforts so it’s even more important to familiarize yourself with the right techniques. Instead of copying your competition or following the traditions you can’t remember why you started in the first place, study the events industry (or hire the assistance of an expert who has the time to learn the ins and outs for you).

(5) But, that can’t be your excuse to take it easy. You have to stick with it (the right way) and put in a real effort, if you want to see real benefits.

As I mentioned above, in my yoga classes, before moving on to the more advanced parts of each pose, we have to obtain a degree of mastery in the building blocks (how each pose starts) and, although this process requires extra mental focus, the progression won’t happen in a timely manner without physical effort as well.

In trade shows, it’s not enough to step back from execution so you can research best practices and visualize how you might apply them to your future trade show efforts; you have to learn and adjust as you go along. Each iteration will bring improvement (or a better understanding of what doesn’t work) but, in order to make that progress, you have to try. Stepping back, taking things easy, or waiting to implement until you’ve exhausted all of the other options mentally means that you’re wasting time and money (neither of which is acceptable to a growing business) because the execution may not produce the results you expected – you need experience to be able to anticipate your results before certain steps are executed.

(6) Trust your expert; they know what is possible (and the best way for you to accomplish your goals) better than you do.

Speaking of experience… The reason you hire an expert is to benefit from her experience (as it is seen through her uniquely objective perspective) without having to live it yourself.

In my first Bikram yoga class, my instructor would say things like “someday you’ll be able to see your feet, not just your mat or the wall behind you” (bending backwards, I could only kind of see the wall, definitely not my mat, let alone my feet) or, in another pose, “now, if you want to show off your strength, go ahead and bounce a little” (for this one, I was having trouble balancing, so bouncing wasn’t an option). I wanted to laugh at her because I couldn’t see how I would get from where I was to where she described; but, now, I can (in fact, I can see my mat, almost my feet, and bouncing is a breeze so, I’ve learned to accept when she says “someday you’ll be doing a standing split” that it’s a real possibility… even though I can’t do it today).

Your trade show expert provides the same forward thinking to your exhibiting efforts because she can see what is possible for you, beyond what you’ve imagined for yourself; and, more importantly, she’ll be able to tell you what steps you need to take to get from where you are to where you want to be. Take advantage of her experience to accelerate your growth; in other words, you can stop limiting yourself because your expert knows what she is talking about and has your best interests in mind.

(7) Finally, the most productive gift you can give yourself is permission to be present for every moment you’ve allocated to participate.

My instructors describe Savasana (also known as “dead body pose” and repeated throughout the second half of each Bikram yoga class) as “the simplest in form, but the most difficult to master” because it requires complete stillness and inward focus; in order to do this pose properly, you have to let your mind go completely blank. My yoga instructors set rules like “no cell phones” in the hot room and “no talking to each other” during class; but, even after they’ve created the right environment, I have to center myself. With so many responsibilities outside of yoga class, I tend to have a lot on my mind, so I agree that this is one of the most challenging poses – but, for me, it is also the most fulfilling.

When you commit to exhibiting at a trade show, you are committing to take that time away from your other responsibilities. Just like my yoga instructors, your company can make this process easier for your team by adapting similar rules; however, it is each individual participant’s responsibility to follow through on their commitment. This means, before you leave, you’ll need to make accommodations so that you can focus your full attention on exhibiting – review expectations with your family, enlist your team to support top clients/prospects in your absence, and maintain your health (sleeping well, eating right, etc.). By shutting out distractions (whether they’re in your mind or physically present) from the moment you leave for the convention city until the moment you return to your office, without excuses, you are enabling yourself to do your best. This is important because your effort in the convention city determines your company’s success; if you want to maximize your success, you have to maximize your focused effort.

Give yourself this gift (permission to be fully present for every moment of your trade show) without guilt or worry… You only get one first exhibiting experience, allow yourself to enjoy it for what it is.

April eNewsletter from When I Need Help (WINH)

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1. Coordinate a pre-/post-show conference call for your team of up to 40 people.

2. Contact show management to obtain answers to any questions that come up (i.e. When does the exhibit hall open/close for exhibitors and what are the exclusive trade show hours? How many extra “guest” badges are you eligible for? What other sponsorship/advertising opportunities are both available and within your price point?).

3. Compile a list of scheduled sessions and events that you may want to attend (combing through the online show agenda for the specific criteria/keywords you provide).

4. Research options for hotels, flights, and shuttles/car services in the convention city. Also, they can track down any missing travel information from delinquent team members and add the details to your “staff travel” spreadsheet.

5. Research restaurant options for important meetings in the convention city and make reservations at the places you approve for the times you’d prefer.

6. Confirm hotel/restaurant reservations, orders placed and expected shipment arrival times, receipt of contracts/requests, and vendor commitments.

7. Seek out other professionals who are actively discussing your event on social media sites and organize their pertinent information (like company name/website and subject of recent comments) into a spreadsheet.

8. Schedule (and later confirm) appointments with key prospects, clients, and partners you’d like to meet in the convention city.

9. Order a good quality, reasonably priced meal for your booth staff (who won’t be eating with clients, prospects, or partners) from a local restaurant to be delivered at an appointed time.

10. Express your disappointment or appreciation to the various vendors you worked with (from complaining about show services billed incorrectly to ordering flowers for the trade show expert who went above and beyond).

Now, you may be wondering, “why can’t I just delegate these types of things to someone who already works for me?” First, especially if you’re running a small business, you may not have the manpower to spare and, second, although arguably more important, trade show tasks pull focus from the on-going responsibilities of your full time staff.

That being said, Fancy Hands isn’t the only option… it’s just the one I’m most familiar with (because I use their service myself). If you’d like to give them a try, click here to save 50% off your first month (note: when you purchase through my referral link to save 50% off your first month, Fancy Hands will apply a small credit to my account too).

1. Get Some Exercise

Outdoor meetings are all the rage so why not include your favorite clients when you take your local yoga class, power through a weight lifting session at the hotel gym, or sweat out a jog/walk around the local park.

2. Don’t Skip Breakfast

Even a grand breakfast will cost less than an average dinner, so, when considering working meals, breakfast makes sense from a financial standpoint and a business standpoint too. Most professionals have made early morning productivity a habit that’s hard to break, so even after a late night on the town, an early morning breakfast meeting is a great fit.

3. Learn to Golf

Participation in the association’s golf tournament (when available) is a great way to connect with clients and, in many cases, show your support for their chosen charity. Or, if you’d prefer to avoid the crowds/sponsorship pressure, skip your association’s event and select another time to take a smaller group. Save on greens fees by checking for coupons through value books and memberships (Tip: Pay in advance to avoid the hassle/potential embarrassment of a price check on-site).

4. Enjoy a Pedicure

Your clients deserve it (and so do you)! After standing in the booth or walking around the show floor/convention city for days on end, a relaxing pedicure is the perfect treat for tired toes. Instead of waiting until you get home, take a client to the top spa in your convention city and check both “to dos” off your list early.

5. Look at Local Events

Check the paper and the city’s website for local events. Festivals, sports, and (maybe even free) concerts can be found in cities across the country on any given day (Tip: Even an upgrade to VIP status at a local event isn’t crazy expensive and provides a better atmosphere that general admission).

6. Be a Kid Again

What were your favorite activities growing up? When you’re feeling nostalgic, a day at the batting cages, a few laps around the go-kart track or ice skating rink, or a visit to the zoo can be the perfect break from the boring business functions your clients are typically “treated” to. Even fun activities more focused on group bonding for grown ups like BYOB painting, cooking classes (Tip: Think sushi making, not budget dinners for families), and exciting dinner theater/comedy performances can be found in nearly every major city.

7. Volunteer

Coming in a day early or staying a day late? Take your clients to the local soup kitchen or humane society and spend a few hours giving back to the community. Everyone wins… enough said.

8. Take Advantage of Show Sponsored Activities

Part of your fee to exhibit pays for show sponsored activities; so, don’t miss out on these opportunities to spend time with your clients. Walk/ride to the event together before buying your clients a free drink at the open bar, enjoying the pre-arranged entertainment, and soaking up the social proof bestowed upon you by contacts who are happy to say a few kind words when introduced.

9. Put your Grilling Skills to the Test

Reserve a space, get a couple of Frisbees, and spend some time together family style. A relaxing picnic in the park isn’t expected to be fancy and, with the right group, it’s the perfect way to spend an afternoon or evening.

10. Give them a Behind the Scenes Tour

Get permission to enter the show floor early (or stay late) to show your top clients a few company/product tricks they wouldn’t be exposed to otherwise. This exclusive access makes them feel special and only costs your time in deciding what to share (Tip: Focus on entertaining examples and stories that won’t diminish your reputation) and actually presenting it. In the end, this will bring you closer and might even give them an idea to improve the way they use your offerings.

The key to successfully executing any of the above inexpensive entertainment options is to know your audience and your limitations; but, above all, don’t let limited funding limit your connections. Get creative with the ideas provided here (or others you come up with on your own) and use them to maximize your time in the convention city (and make long lasting memories).

In this guest post – written for Paul Castain’s Sales Playbook – you can learn how to excel in your company’s on-site exhibiting efforts (with six clearly explained dos, don’ts, and the reasoning behind each directive) and pass along your new understanding .

Click here to read “6 Dos and Don’ts for Sales Pros Involved with Trade Shows”

“Paul Castain’s Sales Playbook offers sales tips for the aspiring rock star.”

To learn more about Paul Castain’s Sales Playbook and enjoy other great articles like this one,
visit the Your Sales Playbook website: http://www.yoursalesplaybook.com

March eNewsletter from When I Need Help (WINH)

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Category 1: Recognition 

This is the easiest and least expensive option; but, when sincere (and accompanied by specific examples), can be the most personally meaningful.

1. Say thank you to individual team members in front of their peers at your end-of-day meetings, the final team dinner, or once you’ve returned to the office.

2. Write and mail a handwritten thank you note to each team member’s home address.

3. Share pictures and congratulations on your company blog and social media sites; brag about their efforts in your newsletter too.

4. Remember compliments received from visitors and onlookers; collect them and dedicate part of your debrief session to reviewing them as a group.

5. Remember the “paper plate awards” you received as a child?  Resurrect the tradition with positive mini-awards (for example, “best attitude for intelligently engaging early-morning visitors” or “most likely creatively to calm our most crushing crisis”).

Category 2: Compensation

Cash may be king; but, if you aren’t planning on giving something substantial, a gift card or other tangible item will be better received.

6. According to their impact on projected your return on investment (or other impressive efforts), release a bonus check to each of your most valuable booth staffers.

7. Reward smaller contributions to your exhibiting success (or spread the wealth amongst more team members) with modest gift certificates (i.e. a $5 Starbucks or $25 AmEx card).

8. If you have enough staff to cover your trade show team’s on-going responsibilities, consider giving a full or half day off to help staffers recuperate (note: whether it’s a day, week, or month after the show, your team will still enjoy their time away).

9. What do you know about your team as individuals?  Send a tangible gift that matches each of their personalities (i.e. logo items from their Alma Mater, flowers, wine, concert/sporting event tickets, or something else).

10. Offer an exclusive branded item (laptop bag, jacket, etc.) to employees selected to work in your trade show booth; this item should be of great quality so using it makes your staffers feel special.

Category 3: Pampering

After the stress and strain of exhibiting, give your team a chance to relax (customize their options according to their tastes – what’s relaxing for one person may be terrifying for another).

12. Treat hard working team members to a relaxing massage.  You can even use this reward as motivation for on-site efforts by exchanging post-show massage minutes for quality conversations in the booth, lead cards completed after each encounter, or business cards acquired during networking events.

12. Give your staff a trip to the spa (or assemble a basket of high-end spa goodies) so they can enjoy a mani-pedi, luxury shave, facial, or other treatment at their convenience, after the event.

13. Upgrade hotel accommodations (i.e. a suite instead of standard room) for the final night and/or return transportation (i.e. using a car service vs. airport shuttle, enjoying a SkyLounge pass, or getting a seat in business or even “economy comfort” instead of standard economy) to ease the trip home.

14. Send your staffers shopping on you!  Allow them to splurge on something that’s special to them and feel free to offer boundaries as to price/store, just give them the freedom to choose their item and don’t pressure them to decide).

15. Identify the hot spots in your home city (restaurants, activities, etc.) and select a few favorites so you can treat your top team members to a night on the town with their spouse, close friend, or family member.

With these ideas on hand, it’s easy to show your staff how much you appreciate all of the effort they’ve put towards making your trade show a success.  After all, it’s your job, as a leader, to support your team and build them up when they do a great job.  When you’re busy thanking the prospects, clients, and partners you encountered in the convention city, don’t get so distracted that you allow this crucial step (of thanking your staff) to fall through the cracks.