Archive For: Exhibiting

Happy Birthday

I like birthdays. I figure every year that I have one is a good year and to be quite honest, as I get older I feel more comfortable with myself and my life. This week it is my 44th birthday.


Naturally wifey has been asking what I want for my birthday. The reality is that I have everything that I need. I don’t really need anything extravagant just for the sake of it.

But Wifey is persistent.

The lawnmower died a couple of weeks ago, so on Saturday I got a brand spanking new lawnmower for my birthday. Thanks Wifey!

I wanted to give you a gift as well. It’s my way of saying thank you for receiving the Get More Goer every week and tolerating some of my literary indulgences and tilted perspective on the world. A few years ago I created the Birthday Bash. It is an easy to use two page document that enables you to do a quick assessment of the year past and the year ahead. You can download it here as my birthday gift to you.

Whether you use it on my birthday (this Thursday) or wait until your own birthday is

up to you, as long as you use it.

Happy Birthday to me, I hope you enjoy it. I know I will!




PS Speaking of gifts, if you struggle to think what is the best gift or freebie to give when you are exhibiting, sign up to our 2 hr Exhibit Like A Pro session to be held in Melbourne on Monday 30th April. This is just one of the many things we will be covering. Find out more info here.

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Quality or Quantity?

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What Happens After?



So often we get focussed on the event or the meeting or the conference or the get together, that we forget about what happens after.  On most occasions, the real value is after the event. For some the activities after is the icing on the cake that magnifies the value.

Let me give some examples:

  • The personalised thank you cards the go out after the wedding referring to the gift you gave
  • A confirmation email following a prospect visit detailing actions you will take and next steps
  • Review of a project to look at what went well to repeat and what did not go well, to improve
  • Actions to implement new ideas or skills after a training session or annual conference
  • Arranging appointments after a trade show to convert your message into sales

So when you are next having a significant event, make sure you pay enough attention to What Happens After – that’s where the real value is.






PS If you Exhibit or are considering Sponsoring as a client acquisition technique, register for today’s Get More From Exhibiting webinar.
The focus is going to be on What Happens After. Even if you can’t make it, register and get access to the recording.

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Did You Read The Signs?

Sign
At a recent webinar for Exhibitors, I stressed the point that your signage has to be simple, focussed on the visitor and it has to make it easy to be a customer. Wifey and I saw this sign at an airport in India during our recent trip. It hit all the right buttons!
It was simple – Only 3 words
It was focussed on me – Just in case I thought to bribe/tip someone
It made it easy – I had no question on whether I should bribe/tip someone or not.
How many times have you seen banners or signs loaded with words that you don’t read?Maybe you do read them and you find that it is all about the vendor and telling you how good that they are.The reality is you customer does not care. Their focus is firmly on themselves and their own needs.
How is your signage? Do you read your signs with your customer’s shoes on?


PS If you want more tips on How

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To Exhibit Like A Pro, I will be running a webinar with my business partner Danielle Storey on Monday 26 March at 1pm AEDT. The focus of this session will be on what to do AFTER the Expo or Trade Show. Click here to register and find out more information.

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Have You Exercised Your Slack Muscle?

Damage
Have You Exercised Your Slack Muscle?

Wifey and I are into investment properties. We like them and they work for us.

Late last year a tenant advised us that someone had broken in and done some damage. It turned out the damage was smashed walls, windows and a massive mess. The neighbours advised us that within weeks of moving in there was a huge party and the cops had to be called. In fact, the party made the local paper. Personally, I suspect the damage was more “party” related than “break-in” related.

Anyway, the landlord insurance covered the replastering of the third of the house and we took the opportunity to repaint the entire inside of the house and re-carpet it. That is not us hiring painters, that is wifey and I spending three 14 hour days washing ceilings and walls and then giving the ceilings, walls, door frames and doors two coats of paint.

To be honest, I was physically shattered!

I am used to speaking on stage, strutting around trade shows, talking on the phone or working at my computer. I have all these muscles that had gone slack in my body. An intense painting work out reminded me they were still there.

It got me thinking about some of the muscles I used to exercise in the workplace but haven’t for a while. I haven’t done cold calling for quite a while, I haven’t done random networking for a while and I haven’t called my old clients to see how they are for a while. Like my slack painting muscles, when I do this it may feel strange, hurt a bit, make me feel exhausted or even turn me off doing it ever again. It is so important to exercise the slack muscle in your business. To do the tasks that pay off, even if you don’t want to do them.

Have you exercised your slack muscle recently?




Valentine’s Day Deal
Don’t forget that up until Valentine’s Day you can save $450 on the Get More Business Success System and Get More from the Next 90 Days eCourse. Visit www.WarwickMerry.com/GMBS for details. Don’t miss out!

Complimentary Exhibiting Webinar
Join Million Dollar Relationships  Expert, Danielle Storey, and me for our complimentary Exhibit Like A Pro webinar Tuesday 31st Jan at 2pm Melbourne time. All the details here.

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Top 10 Tips of a Successful Exhibitor


1. Set Goals

Too often people have no idea why they are exhibiting. They don’t know why they are on the stand, what the business is hoping to achieve or how “success” will be measured. You MUST know why you are there and “Branding” doesn’t count unless you have a strategy on how to measure any shift in brand awareness.

When asked why you are exhibiting, it is too easy to say “our competition is here”, “we did it last year”, “it’s our industry show”, “if we don’t do it, our competition will” or “it feels like the right thing to do”. These are not valid reasons. They are contributing factors but not reason enough alone.

Like all goals, your exhibiting goals have to be SMART – Specific, Measurable, Attainable, Relevant and Time sensitive. How many sales, how many leads, what level of increase in brand awareness, how many people at new product launch, what level of customer feedback, what kind of customer research, how many join the loyalty program.

Once you know why you are exhibiting, make sure everyone on the stand knows the goal, that way they can work towards it.

2. Pre Market

When you talk about Exhibiting, most people get all excited about how sexy the booth will look and what else will be at the show. Hardly anyone takes the opportunity to do the pre-marketing work prior to the show.

Don’t depend on the show organiser to bring in the crowds. Do your own marketing to your prospects, existing customers, target market and loyal fans to get them to the show. Consider a private function for your high worth clients to say thank you and have them bring an industry friend.

Use the fact you are exhibiting as a focus of additional marketing. Consider a billboard near the exhibition hall or the airport (if people will be flying in for it). Maybe a joint venture advert with the exhibition organiser. What can you do to let others know that you own this space?

Whatever you do, don’t just wait for people to turn up on the day. Be proactive to get your target market to your stand and to the show. Typically the organiser will give you free tickets as part of your fee to exhibit. Be certain to use them to their best advantage.

3. Booth Set Up

Don’t forget the booth is not about you. You think it is, your marketing department will insist it is, but it’s not. It is about your customer and your prospect. What will they want? What do you want them to do? Make sure you set it up so it is EASY for them to do what you want them to.

If you have signage make sure it is at eye height or above. If you put it low, one person in front of it blocks it for everyone.

If you want them to put their business card in a bowl, put the sign next to the bowl and make it easy to read.

If you have a show discount, have signage to let them know. A sign saying, “Ask me about the show discount” gets them engaging in a conversation. A sign saying, “50% off” gets them salivating. What do you want them to do?

By the way, it is ok to change the booth around. If what you have got is not working, move it. People from the morning session or the day before won’t remember and it may just be the boost to your show that you need.

4. Plan for the Worst

In business (and in life) a motto for success is “Expect the best and plan for the worst”. As an exhibitor, this is your motto to live by. Plan on couriers not arriving, luggage being lost, signs falling down, your location changing and you won’t be disappointed.

At an international show, an exhibitor’s portable and easy-to-build stand did not arrive until noon of the third and final day of the show. Forklifts have pierced expensive machinery just as the show was being set up.

A trade show training colleague arrived at a trade show only to be told his exhibit had been moved as they had secured a high paying sponsor and they were now in his spot. He had done a load of pre-show marketing and was no longer at the stand number he had told his clients.

Deal with this by taking a deep breath and being prepared. Have a tool kit of gaffer tape, packing tape, scissors, Velcro, pins, and anything else you think you may need. Carry some key posters and brochures with you on your carry-on luggage so that in a worst case you can stick some posters up in the booth space and engage with people.

Disasters occur on a regular basis in the exhibition world. What counts most is your ability to engage with people and satisfy their needs with your products and services. Not your booth, your location, your freebies, your branding or any other item. Make sure you can keep your cool and deliver when all around you is going to hell.

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5. Have Pick Up Lines

Exhibiting at a Trade Show, Expo, Market or Conference is exactly like speed dating. You are at a place surrounded by people who want what you’ve got. They are nervous, hesitant, shy and scared of making the wrong move to the wrong potential partner. You need to get their attention, attract them to what you’ve got and engage them into a lifelong, mutually beneficial relationship.

One thing that has proven itself for centuries is the well delivered pick up line. Make sure you have some. Naturally different ones work on and for different people. Find one that works for you and use it.

Make sure it is about the prospect and not about you. The reality is no-one cares about you; they are focussed on their own needs. Find out what the majority of your prospects are after and make it about that. Be a bit playful too. Business can be so boring so spice it up with some playful and humorous lines.

If the lines you have are not working, change them. If the ones you used successfully yesterday are not working this morning, change them. Do what it takes to get their attention and then engagement.

6. Have Lead Cards

Collecting business cards is not enough. They are overwhelming and do not give a focus on what you need to do next. Have simple lead cards you can staple to the business card. This lead card can capture some basic but important info. Items like:
  • Priority – are they an A, B or C prospect
  • Interest – what product or service are they interested in
  • Follow-up – what day of the week is best to follow-up with them
  • Budget – do they have a budget set aside for this purchase
  • Reason – what is their main reason to buy
  • Existing – who is their existing supplier

You can have a lot of this information in a checklist format so that a few simple ticks on an A5 sheet will give you valuable information you can use in your follow-up call.

7. Be Present

If you are on the show floor, be on the show floor. Turn off your phone or computer (better still, leave them at home or in the room), focus on the prospect, and work toward achieving your goals. It is too easy to be distracted. Your firm will have spent tens (if not hundreds) of thousands of dollars for your time on the stand. Give those few days everything you’ve got.

Your feet will hurt. Wear your most comfortable shoes and toughen up. It’s only for a few days. DO NOT sit down. You will lose money. People will not approach you, you will start chatting to colleagues and not be present to the reason you are there.

Use the opportunity to market your booth. Have your out of office message on your phone and email tell everyone where you are and to come and visit, otherwise you will get back to them AFTER the show. Your job back at the office will wait and if it can’t have a well-trained back up dealing with it. The show floor is your job for the limited time it is on so give it everything.

If there was one tip of the ten to focus on, this would be it. Be there for your prospects and customers. The rest of the world will wait while you are on the floor.

8. Follow Up

The half-life of interest in you and your product after you exhibit is 2 business days. By that I mean, in 2 days, they are half as interested as they were on the floor. Another 2 business days, they are half as interested again and so on.

What this means for you is book out the 2 days directly after you exhibit. These 2 days are to be used for follow up. Naturally you will have mountains of emails and phone messages. They will wait another two days, your show prospects won’t.

While a bulk email to your visitors may be easy, it is nowhere near as effective and results generating as a phone call. This is where your lead cards pay off big time. It is during the follow-up time that you put your visitors into your standard sales cycle and start the process with your A priority and B priority visitors.

9. Measure

What gets measured gets improved. You also need to measure if your exhibit process was a success. Look back to your original goals, did you achieve them? If not, why not? What level of success have you experienced? What is the return on your investment?

Only by measuring can you establish whether you will exhibit at this particular event again next time. Granted you may need to commit to a couple of shows before you can measure the results but it is essential to measure your exhibiting success.

10. Have Fun

As mentioned earlier, trade shows are speed dating, so have some fun with it.

People would much prefer to do business with people they like. Enjoy your time on the floor. It is an absolute buzz and you will meet some amazing people as you do it.

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How Hard Is It?


Have you ever had one of those moments where you thought that things were just too hard? Some things in your life had changed and now you couldn’t do some of the things that you wanted too? Maybe you weren’t getting the results in your life that you wanted? It was all too hard?  I have felt that too.


On the weekend I got a sense of perspective. I heard an amazing story from a guy named Dale Elliot. He is guy just like you and me. No one special – just a bloke with dreams, desires, a life. He took his cousins motorbike for a spin and on the last corner home a dog ran out on to the road and his life changed forever.


As a paraplegic his life was hard, damn hard!


How does he keep going? By focussing on what he can do not on what he can’t. Looking back to his past and what he can’t do serves no purpose. His focus is looking forward at what he can do. Creating new goals and dreams that stretch him and doing it with a sense of humour, joy and gratitude.


So how hard is it? Granted there may be things you can’t do like you used to. But what can you do? How can you stretch yourself, grow and make contribution to those around you? I suspect it is easier than you may tell yourself.


For more information on Dale, get inspiration or book him for your next event, check out his website at www.DaleElliott.com


Photo: Dale Elliot

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How Sharp Is Your Saw?

Saw
The 7th Habit in Stephen Covey’s 7 Habits of Highly Effective People is to Sharpen the Saw. What he is saying is how often do you take the time to get better at what you do? Are your skills being improved and honed or are you still doing what you do the same way you always have?


If you were 10% better, what would that mean to you? 10% more sales? 10% better customer service? 10% more time to do things? 10% more organised? 10% more focussed or energised? Or would it simply mean that you are back as good as you used to be because you have recently developed some bad habits?


The time you invest in sharpening your saw is well worth it.  A saw blade you continue to use slowly gets worn down. It stops sawing and starts Hacking.  Are you Hacking anywhere in your workplace? After you have been hacking for a while, you then are simply going through the motions without getting a result. Surely you aren’t simply going through the motions anywhere?  Are you?


What will you do to sharpen your saw?  I can highly recommend The Super Conference on this week. I will be MC and speaking there.  If you can’t make that, find something else. Your professional association, industry training courses, personal development courses or training for a specific skill set all contribute to your success.


How Sharp is your Saw?

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Saw Image: Mom The Barbarian 

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Do You Share?

Concert Poster
It is amazing how many people in the workplace do not share who they really are with their colleagues. 

They have strong boundaries (almost barriers) around their distinct groups.  Their work friends are never allowed to mix with their social friends and neither of these groups are allowed anywhere near family.

Why would you do this?  While I am all for a sense of privacy and not sharing every single detail about yourself, why would you not share with your friends all of who you are? What are you trying to hide?


While you may have weird hobbies that may raise some questions or work in a job or role that your social group may not expect, don’t hold back on who you are.  We are complete beings with varied, colourful and complex parts to ourselves.


One of the most valuable gifts you can give to the world is your Authenticity.  It also takes less effort than putting up a facade or remembering to not tell certain people certain things.  Share of yourself with the world. The world will be a better place for it.

So do you share?






PS As part of my sharing, I need to let you know I sing in an A Cappella choir. It is fabulous and a whole lot of fun. We have a concert in North Melbourne at the Comic’s Lounge this Sunday at 2pm. It’s only $15 and kids are free. If you are in Melbourne next Sunday, I would love to see you there. Further details and samples of our work at www.MoodSwingChoir.com

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What Do You Want?

Party Tram


I was out for dinner with friends last week and we saw one of those rare beasts, a Party Tram!  You can tell it’s a Party Tram because that’s what the sign says on it. There is no confusion, it is really quite obvious and if you are after the Party Tram you know which one it is.

I am like the Party Tram. When Wifey and I got together five years ago I told her:

“I am a mere male. I don’t respond well to subtle comments, hints, implications or suggestions. If you want something you MUST be blatant and tell me directly that way you have more chance of getting it.”

It was a great ground rule that has served us well.

Clients and prospects are the same. When it comes to your products and services, you cannot be subtle, hint, imply or suggest. TELL THEM what you do and make it easy for them to find out about it. Just like the Party Tram does it!  

Several of my exhibiting clients have found this fabulous advice. Rather than have a booth that is about their brand with subtle hints on what they have and want their clients to do, bold signs with information or prices encourage prospects into action. 

So what do you want your prospects to do?




PS For those who retail or exhibit at shows, expos or markets, I am running a webinar on How to Get More from Your Next Expo.  It is at 11am Thursday 29 Sept AEST. (Click here for world times). It’s a freebie and I encourage you to attend and invite your contacts who may be interested.  So register here right now! (Had to tell you what to do!)

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Are You Haemorrhaging Cash?

When it comes to exhibiting at Trade Shows, Expos and even a simple market, it is so easy to spend and even waste money.  They are not cheap and everything you need seems to “cost extra”.


Over the last week I have run a couple of webinars on how to Get More from your next Expo. The question was raised, is it still worthwhile to exhibit?  To me the answer is always “Yes, if you do it properly”.


Exhibiting has one of the lowest cost per leads/cost per sales figures of any form of marketing.  It is a way to get great exposure to your target market and let them get hands on with your products, expertise and brand.  What is even better is most people do not exhibit well. So with only a minor bit of extra effort you can stand out from the rest.


This doesn’t mean you need to spend thousands of dollars on a stand. Some of the best stands are the simplest. A few small changes in how you operate can actually double your return on investment at the show.  Here are a few things you can do:

  • Market your stand before the show
  • Smile on the stand (most people don’t)
  • Stand at the stand – NEVER SIT DOWN (unless it is with a customer)
  • Turn your phone off
  • Followup with your prospects
  • Set up a Lead Management System
  • Have fun!

As you can see these things are not rocket science. But the difference it makes can be significant.  If you want to find out more, join me on the next webinar where we discuss things in far more detail.


The next webinar on how to Get More from your Next Expo will be held at 11am AEST on Thursday 29 September. To register click here https://www3.gotomeeting.com/register/426956998

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What Do You Want?



It has often been said that you will get what you want once you want what you’ve got.

The book Affluenza talks about how many people spend money they don’t have buying things they don’t need to impress people they don’t like.

Whether it is the “stuff” or people you have in life or the clients and customers you have, once you start showing appreciate for them, you can’t help but attract more of the clients,

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customers, “stuff” and people into your life. You just have to show your existing ones how much you appreciate them.

What do you want and what have you already got?

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How Will You Celebrate


It’s my birthday! On Tuesday I turn 43 years old. Happy birthday to me!

I must confess the each year just keeps getting better. Sure there are things I would like to be different in my life but on the whole I have a blessed life.

It was Socrates who said, “A life unexamined is a life half lived.” So for my birthday, I would like you to celebrate by examining your life. To make it easier, I have created a 2 page tool I call the “Birthday Bash”. It allows you to consider the last 12 months and the next 12 months.  What lessons have you learned from the last year and what can you do different for the next year.

I am celebrating my birthday by completing the Birthday Bash and having the day off, how will you celebrate?


PS Make sure you have your birthday off too! Put your leave form in today to make sure it happens. No one should have to work on their birthday!

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Where is the Best Place to Exhibit?

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Have You Got Gifts?

It is only 12 days until Christmas. For those of us who celebrate it, now is the time

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for us to run around like headless chooks searching for the perfect gifts – or not!! In fact, Jill Chivers (a friend, shopping guru and woman who has just survived a year without buying clothes) has some excellent tips on How to Survive Holiday Shopping.


As it is only 12 days until Christmas, Wifey and I got to chatting about the 12 Days of Christmas. Personally, I don’t need that many birds. With all the swans, partridges and even maids a milking, I don’t have room in the house for all of those presents. So we came up with the 12 Days of Christmas challenge.

Technically, the 12 Days of Christmas start on December 26. I am happy for you to start this challenge any time you want. Maybe you don’t even celebrate Christmas. You may prefer Ramadan, Hanukah, Festivus, Holy Give Warwick a Present Day – whatever you choose. But I strongly recommend you choose the 12 Days of Christmas Challenge. This challenge is not about what you get, but about what you give.

So check out the 12 Days of Christmas Challenge and let me know how you go!

Enjoy


Warwick

PS Speaking of Christmas, I have been able to get some more bonus items from other authors of Agents of Action. It is now up to over $1,600 worth of value for the price of the book. Thanks to those of you who have already pre-ordered it – you will get all of the bonuses (and any more I may be able to get!)

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