The ropes at Annie Oakley’s Real Western Dudette Ranch were mounted on the saddle. It was just before their first Chicago travel fair, and they knew they were going to get big sales.
Annie and her cowboy staff were sure that thousands of American working women were eager to pay $ 1995 or more to learn the fine art of tying cattle and catching wild horses. Annie feels her two best cowgirls; imagining that if they could handle livestock they could surely increase some sales. The cowgirls brought to the show a couple of bales of hay, a large sign with genuine spurs dangling from it, a clear table in front of her booth loaded with hundreds of little snapshots of the cowboys in action, a four-page story Annie had. . hand wrote to deal. They wore their most worn chaps and their most elegant boots.
Damn! Three days later, Annie’s experienced cowgirls left the program more tired than after three weeks of herding cattle, fidgeting with a throat as dry as dust. They only had four leads and had made no sales. Annie was as irritated as a stepped rattle; she had spent more than $ 5,000. and she was sure it was the show’s promoter’s fault that his cowgirls weren’t more successful.
The Right Trade Show Strategies Drive More Leads and Sales
Annie is fictional, but the way she fell out of her chair is not much different from the dozens of businesses that I observe, and even some that I have consulted. I don’t let those under my kidneys follow Annie’s path of the desert. You can end up more like this fictitious company …
Tropical Bill’s Eco-Amazon Windsurfing Tours had lost no customers to Piranha during the first few months of operation, and they were ready to expand their small tour business through travel fairs. The goals of Bill and his staff at their first show were to create broad consumer awareness of their unique travels, as well as ensure representation from travel agents.
A windsurfing expert, Tropical Bill had little experience in promotion, sales, and trade shows and knew that, like windsurfing, it was a learned experience. He admitted his ignorance and assumed what I call “beginner’s mind.”
Here’s what Bill and his team did to improve their trade show results:
Show management was enthusiastic about Tropical Bill’s windsurfing simulator and provided them with a great location on the floor. A follow-up sales letter was pre-printed and dispatched immediately from the office to key prospects with several new color brochures. The setup, booth, staff activities, offers, and prospect follow-up were all executed well.
Tropical Bill implemented many other strategies covered in this article, raised the banner of its existence, made numerous reservations, established promising relationships with many travel agencies, signed up to represent two large adventure travel wholesalers, and even generated interest. for an editorial story. Outside magazine.
Unlike Annie Oakleys’ Dudette Ranch, Tropical Bill’s windsurfing company was now on the map, generating some cash flow and filling its sails with powerful promotional winds. Bill could hardly wait for his next chance at a show. Annie was last seen commiserating around the campfire in her jeans.
Both vendors knew that travel fair attendees were their best markets. They both hoped to have some sales during the show and raise awareness for future bookings. Clearly, different attitudes and strategies produce different returns on investment. Specific “beginner’s mind”, planning, research, goals, and strategies make for happy trails and windy days. Don’t reinvent the wheel. The resources you need, like the Texas Rangers, are waiting for your request for assistance.
Show management and business organizations are there to help you with your success. This fair, like many others, will be both an industry trade show filled with travel agents and the media as well as motivated consumers of travel-related products and services. Trade shows are abundant fishing grounds; you just need the right equipment, training and bait.
4 strategies to maximize trade show display results
1. Have a team-created plan. Unity provides more sales. Bring your most knowledgeable and motivated staff on board from start to finish. When staff and owners share the same vision and agenda, achieving your goals will be much easier.
2. Pre-show mailings and phone invitations can triple attendance. David Garfinkel and Jay Conrad Levinson in the forthcoming book, “Guerrilla Direct-Mail Marketing,” suggest using multiple personalized invitations promoting special offers redeemable only at your booth.
3. Arrive a couple of days before the show. Take advantage of the guaranteed opportunity. There are unparalleled opportunities to meet with the media, establish a sales representation, and network with other travel entrepreneurs. Share what has worked for you and help others. When the show starts, you will be better prepared and rested than most.
4. Taking care of yourself will give you better results. Schedule your staff so everyone is smiling and well rested. Drink plenty of water. Eat well-balanced meals to get more energy. Avoid alcohol at all times during the show. Wear comfortable shoes. Stretch your muscles while watching other exhibits.
In 2005, American consumers spent more than $ 486 billion on travel-related equipment, travel, lodging and meals, and with hundreds of suppliers like Annie Oakley and Amazon Bill’s. All this just for fun! Proper trade show marketing can be a fun and magical part of your total marketing plan.