| My client was dumbfounded. The answer wasn't | | | | flashlights. |
| complicated, costly or hard to do. The question was, | | | | While they're trying to accomplish the task, I ask |
| "How do I effectively engage people at the | | | | them what they do and ask appropriate follow ups |
| tradeshow?" | | | | from there. Most people can't get the ball on the tee. |
| "All you gotta do," I said, "is invite people to take a | | | | So after a couple minutes, before they get |
| sheet of your letterhead, make a paper airplane and | | | | frustrated, I say, "Would you like an easier way to |
| see if they can fly it into the open window of one of | | | | get the flashlight?" They always answer "yes". I then |
| your units." | | | | hand them my "Needs Assessment Profile". |
| My client was a Recreational Vehicle (RV) dealer | | | | I say, "This sheet pretty much mirrors our approach |
| selling motor homes, travel trailers and 5th wheels to | | | | to promotional marketing. 1) What do you want to |
| the upscale camping crowd. She was spending a wad | | | | accomplish with your marketing? 2) Who do you |
| on tradeshows but wasn't getting the results she | | | | want to impact? 3) And most importantly, what do |
| wanted. So I went to an RV show and had a look | | | | you want the target to do? Because after all, what's |
| around. | | | | the point if you don't get your target to do |
| Talk about BORING! Every booth was staffed with | | | | something." |
| polite people standing outside their RV's smiling and | | | | Each section has check offs to make it easy. If they |
| saying, "Hi. Howyado'in" to everyone that passed by. | | | | fill out the form, I give them the flashlight. If they |
| RVing is supposed to be exciting and fun. But not | | | | take it with them and fax me the form, I mail them |
| one single dealer at that show had a mechanism by | | | | their gift. |
| which to break the boredom, arrest and engage | | | | A number of important things happen here: 1) If they |
| attendees. | | | | fill out the form, it's likely on some level, they are |
| I went back and told my client, "You gotta give | | | | interested in what I have to offer. 2) I give away |
| these people something fun to do. Something that | | | | something IF, and ONLY if, I get actionable data first. |
| captures the spirit of RVing." That's when I shared | | | | 3) My company and me are associated with a happy |
| the paper airplane concept with her. "If they get the | | | | fun moment in their life. |
| airplane through the window," I explained, "then they | | | | This tactic stops people and engages them. While |
| have to go inside to retrieve it and receive their prize. | | | | they're playing with the game, their guard is down -- |
| You've got 'em where you want 'em -- INSIDE THE | | | | they're likely to open up a bit more. The focus gently |
| UNIT!" | | | | transitions into my creative problem-solving approach |
| Too often, trade show exhibitors believe that | | | | and how they can benefit from it. |
| handing some cheap do-dad to everyone who walks | | | | There are hundreds of ways to arrest tradeshow |
| by their booth is effectively promoting their business. | | | | attendees. A paper cup, a golf ball and a putter. A |
| Key words in that sentence are, "everyone who | | | | magnetic dartboard. Ring toss. Throw a ball in a |
| walks by." The whole point of a tradeshow is to find | | | | basket. Firing rubber bands with your finger to knock |
| qualified prospects. That means you have to find out | | | | over a cup. Drop a coin into a shot glass that's inside |
| who is interested in your product or service AND can | | | | a large jar filled with water. Some of the best |
| afford it. You can't do that if everyone is walking by. | | | | activities are the ones that elicit the comment, "I |
| Here's how I engage people at tradeshows. I use a | | | | haven't done this since I was a kid," such as hula |
| water globe game where you attempt to get a golf | | | | hoops, paper airplanes, silly putty ... playing tic-tac-toe. |
| ball to sit on a tee. I stand at my booth with the | | | | With a little creative thought, you can come up with |
| thing in my hand with 2 or 3 more sitting on the | | | | a simple, fun activity that will arrest tradeshow |
| table. | | | | attendees and increase your ability to achieve your |
| I play with it and invite passers-by to try it. I tell | | | | tradeshow goals. Remember, you don't have to be in |
| them, "If you can get the ball to rest on the tee, I'll | | | | law enforcement to arrest someone. Sometimes, you |
| give you a free flashlight." You can offer anything | | | | can stop traffic with a paper airplane. |
| you want ... I just happened to get a great deal on | | | | |