As we continue to improve digital marketing capabilities, we are increasing our ability to target the right people. We can improve engagement, efficiency, cross-channel tracking, and hone our CRM systems to help customers move through the sales journey.
The problem: So can everyone else.
The challenge (and opportunity) moving forward will be finding ways to break-through in an intimate way. I’m not talking about better personalization—I’m talking about reaching someone in-person in a way that is scalable. Yes, physical face-to-face interaction on a grand scale. Creating your own lane that is off the digital grid and supplements everything else that you do.
One of the ways to do this is at Trade Shows. (I’ll use that as a catch-all for home shows, conventions, exhibits, and sales meetings.) At these events, you have highly focused people interested in the same thing. It could be consumers at a home show, buyers at a merchandise convention, or retailers at a wine & spirits show. In one place, you have potential customers, influencers, media, and partnerships waiting to happen.
Here at The Zest Lab, we’ve been the preferred staffing partner for major trade shows and managed thousands of events. Here are some things to consider as you plan your next show—or booth.
You invested in the space, don’t invite your customers to a bad party.
Too often, companies commit to a booth or display and don’t do much else. If you do a show, put your best foot forward in a compelling way. If not, you may do more harm than good.
Don’t be afraid to use brand ambassadors—even with your team on-site.
Even if your product is technical, requires expertise, or needs a specific narrative, brand ambassadors can really help. Your team can focus on closing and deeper engagement while the ambassadors manage the traffic in a professional way. This is especially true if you are a wine or spirit brand. Get experienced samplers and mixologists. It’s worth every penny.
“Trust” takes on a whole new level of importance with your staffing partner.
It may go without saying, but I have to say it: make sure you pick the right staffing partner for your show. They must be your subject matter expert. Your staffing partner must understand the value of training and will prioritize finding the right talent for your brand. The ideal scenario is a partner that works with multiple staffing companies and can get the best of the best. Remember, the staffing partner is an extension of your show and operations. Choose wisely.
Passion and enthusiasm are more important than brand knowledge.
When staffing a show, there are layers of engagement. At an exhibit hall, trade show attendees are a microcosm of a CRM strategy. You need those that can engage, manage traffic, and move the hottest prospects toward your closers. If your customers feel passion and energy from the staff, they will be more likely to talk to someone at the booth who has deeper knowledge.
Be flexible, be ready to pivot, and be prepared for change.
If it can go wrong, it will. That’s OK. The key is to work in contingencies before you ever step foot on the plane. Also, the best shows always have services in and around the venue to help. Experiencing a late shipment? Work with a partner that is willing to run to the store last-minute for you. Brand Ambassadors are a no-show? A good, preferred staffing partner will always have back-up at the show, waiting to step in. Ultimately, if you’re not getting that level of support, you’re working with the wrong partner or you’re in need of one.
Trade Shows are important. Digital carries the load, but you need to supplement your marketing with ways to connect in-person—engaging them face-to-face. Those who win in the new marketing world will be tactically open-minded. Don’t get bogged down on whether tactics are cutting edge digital or old school actions. As one of my best marketing mentors always reminded me: “Do what works.” Simple, profound, true. I’ll expound on that on another day…