EXHIBITIPS - MAY 2009
| SEX SELLS...DOESN'T IT?? |
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| DO YOU NEED GLAMOUR TO BE A SUCCESS. |
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It’s interesting isn't it? We are bombarded with sexual messages and images in TV, films, magazines. Ad experts say that whenever you have that element, results go through the roof. But does it have a place in the exhibition floor and stand?
Now I don't want to be a prude, but I personally think whilst at some shows this is still a hook to get attention at a stand, it’s probably used as a promotional device less than you think. Time is money, and the strength of exhibiting is that you have a captivated, qualified audience who are looking for solutions, and unless the good-looking model is there to sell a feature and give a solution, maybe you are distracting them from finding the answers they seek.
Beauty or Brand ? It needs careful consideration.
It’s no secret branding has caught up with us. A great example is the jewellery industry. Up until the past few years, the only branding in this industry was those of watches. Marketing of chain and gemstone pieces was all left up to the retailer - but that has all changed of late. As an example, let’s consider Pandora. They have created such a strong brand presence that despite the multitude of similar “me-too” products, many consumers will now enter jewellery retailers specifically looking for the Pandora brand, and for them a similar brand won’t cut it.
My point is brand demand is so strong.
Retailers now really want branding, and having a sadly dressed man or woman on their stand, for no particular reason, wouldn't give them more business, if anything it could turn people off. Now, this is a great example of branding and maybe a long bow for the sex element... but hopefully you get the point.
Conversely, if you are involved with a show where cameras (motion and static) are displayed, models have a very important role. Demonstrating skin tones, picking up on colour and sharpness will demonstrate the true features of the equipment. One point underlying this is the brand and product must not get lost. Like Pandora, you want to create demand in advance so that the sex appeal element does not dominate.
Staffing a stand with the right combination of staff is important and the following 4 points gives you something to consider:
THE RIGHT STAFF - Select staff carefully, they need to be willing, able and most importantly, want to be there.
TRAIN THEM - Ensure staff are familiar with the stand layout and the products and demonstrations on it. Rehearse opening lines to customers, and practice role playing, the environment of a exhibition is a very different sales to that of the field or territory. Agree on a dress code so you look like a team. Train them in how to have exit strategy as you don't want them to get caught up on one customer if there are better prospects to service.
ESTABLISH GUIDELINES - Prepare a roster and ensure staff stick to it. Make sure staff are aware of stand do's and don'ts like eating on the stand, sitting, talking etc. Also make sure they know where the basics are such as toilets, catering and First Aid, both for themselves and for visitor enquiries..
REVIEW - At the end of each day, debrief staff and discuss what worked what didn't. Also keep them in the loop as to what results were achieved and how that compared to what you forecasted. Also get each of them to complete a debrief form after the exhibition of what worked what didn't. Ask customers for feedback, what they liked about the exhibition, did they buy etc, broad questions will give you a insight as to where you fit in.
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| The staff on your stand need to be... |
approachable, people orientated
able to qualify before selling
good listeners
familiar with your competitors and their products
knowledgeable of your company and total product offering |
You need to also get the number of staff right, too many is a turn off and not enough may cost you dearly through lost opportunities.
When hiring promotional staff make sure they are properly briefed so they are familiar with your company culture and product/services.
| Your best sales asset is staff who know their business inside and out. Look at ways to increase knowledge of products and customers. |
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TODAY to help my business succeed I will… |
•Conduct product training sessions for staff attending the next exhibition
•Role-play with staff before your next showto practise scenarios that may occur on your stand. |
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Regards,
Gary Fitz-Roy |
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