Consumer Home Shows - Bringing Home the Sale
Lorraine Ball
June 07, 2007
Every year, home service companies across the country attend consumer Home Show. If you are planning to be one of them, remember to do your homework before the event to make the event really pay off!
There is more involved than just standing on your feet for 2-3 days. As you plan your home show strategy, consider some of the following suggestions to help you make the most of your investment.
Measurable Objectives
Before you reserve your space, and write the check decide what you want to accomplish. Have specific objectives in mind, and measure the results! For example:
Number of people who came to booth
Number of leads
Sales within a specific period of time after the event
Post-show surveying for perception (have you raised awareness of your company by participating in the show?)
Number of existing customers who stopped by, perhaps with a friend or colleague
There Are No Bad Locations, Only Better Ones:
Not every location in the room is equal. Selecting a good location will help you make the most of your investment. So register early because the best spaces go fast.
Spaces That Do Work
To the right of the door – As people enter any room, assuming there is no natural barrier, they will tend to migrate towards the right. If you want early visitors to see you, place your booth on the right side of the door.
Birds of a Feather: Consider placing your booth near your competitors? This clustering strategy works for McDonalds and Burger King, they place themselves near other fast food restaurants so when people are hungry they know where to go. The same works in a home show! By locating near your competitors, you make it easier for customers to find you!
Corner Locations: Well lit, high traffic corners are good because you get the benefit of traffic converging from two directions. This may work against you if the room is very large, as people may not walk all the way to the very back, unless there is a lot of activity in the corner. Check to see who else will be located on your aisle.
Hall Perimeter Locations: People tend to walk around the room and may not walk every aisle. An outside location will work well if you follow the rule above. Be sure you are located near other interesting booths.
Spaces That Don’t Work
Front and Center: People typically cluster in the front of the building as they come in standing in front of your booth decreasing visibility and traffic.
Near the Necessity: You do not want to be located near a public restroom, food station or bar. People who are on the way to the restroom are using on a mission and will not stop to talk.
Despite what conference organizers tell you, proximity to the food and bar does not help. These stations will generate traffic, but the crowd that forms is more interested in food and beverage. They will cluster in front of your booth, blocking it from the people who really want to enter. At the same time, you space will be littered with empty plates and glasses. -Near columns, stairs and obstacles: Review the layout chart carefully to be sure the visitors have a clear view of your booth and signage.
Up-Front Planning
Once your reservation is finalized, it is time to begin planning your promotion strategy. Be smart! Pre-plan before you walk in the doors. Below are a few suggestions to help you get started:
Create direct mail (print or email) inviting your clients to stop by your booth.
Provide a link with home show details on your company’s website.
Make phone calls to your clients personally inviting them to the event.
If your company has a newsletter, promote the home show in the months leading up to the event. This will enhance employee awareness along with customer awareness.
Offer a prize which attendees must register to win. This will allow you to collect names and contact information for your follow up list.
Cut through the Clutter
As you design your booth - think simple! Large, eye catching graphics, like a billboard on highway, allow people passing by to grasp the key message, even if they don't stop. Want to give more detail? Put it in a handout or better yet, a follow up note.
Do’s and Don’ts During the Show
Don’t sit down.
Don’t talk to colleagues.
Don’t line up in front of the booth so people can not walk around your or see your sign.
Do Always wear your name badge.
Do smile and nod.
Do stand slightly in the aisle in order to make eye contact and say hello.
Good conversation starters:
Hello, how are you? Are you having a good time at the show?
Where are you from? Why did you come to the show?
Can I answer any questions about our products or services?
After the Show!
This is the most important part of your home show planning. As you walk out the door to attend the show, your follow up plan should already be in place, ready to launch when you return! Create your follow-up packets in advance, so after the show all you have to do is attach the label and postage. While your competitors are still trying to figure out what to send, your prospects are already reviewing your information! Just as a reminder, follow-up packets should be in the hands of the attendee 3 – 5 days after the home show.
Planning for next time - Ask the Staff for Feedback
Before you return to business as usual take a few minutes to review your trade show performance. Where you happy with the results? Why or why not. Think about what you could do differently, makes notes, while the show is still fresh in your memory. And ask your employees for feedback as well.
There is more involved than just standing on your feet for 2-3 days. As you plan your home show strategy, consider some of the following suggestions to help you make the most of your investment.
Measurable Objectives
Before you reserve your space, and write the check decide what you want to accomplish. Have specific objectives in mind, and measure the results! For example:
Number of people who came to booth
Number of leads
Sales within a specific period of time after the event
Post-show surveying for perception (have you raised awareness of your company by participating in the show?)
Number of existing customers who stopped by, perhaps with a friend or colleague
There Are No Bad Locations, Only Better Ones:
Not every location in the room is equal. Selecting a good location will help you make the most of your investment. So register early because the best spaces go fast.
Spaces That Do Work
To the right of the door – As people enter any room, assuming there is no natural barrier, they will tend to migrate towards the right. If you want early visitors to see you, place your booth on the right side of the door.
Birds of a Feather: Consider placing your booth near your competitors? This clustering strategy works for McDonalds and Burger King, they place themselves near other fast food restaurants so when people are hungry they know where to go. The same works in a home show! By locating near your competitors, you make it easier for customers to find you!
Corner Locations: Well lit, high traffic corners are good because you get the benefit of traffic converging from two directions. This may work against you if the room is very large, as people may not walk all the way to the very back, unless there is a lot of activity in the corner. Check to see who else will be located on your aisle.
Hall Perimeter Locations: People tend to walk around the room and may not walk every aisle. An outside location will work well if you follow the rule above. Be sure you are located near other interesting booths.
Spaces That Don’t Work
Front and Center: People typically cluster in the front of the building as they come in standing in front of your booth decreasing visibility and traffic.
Near the Necessity: You do not want to be located near a public restroom, food station or bar. People who are on the way to the restroom are using on a mission and will not stop to talk.
Despite what conference organizers tell you, proximity to the food and bar does not help. These stations will generate traffic, but the crowd that forms is more interested in food and beverage. They will cluster in front of your booth, blocking it from the people who really want to enter. At the same time, you space will be littered with empty plates and glasses. -Near columns, stairs and obstacles: Review the layout chart carefully to be sure the visitors have a clear view of your booth and signage.
Up-Front Planning
Once your reservation is finalized, it is time to begin planning your promotion strategy. Be smart! Pre-plan before you walk in the doors. Below are a few suggestions to help you get started:
Create direct mail (print or email) inviting your clients to stop by your booth.
Provide a link with home show details on your company’s website.
Make phone calls to your clients personally inviting them to the event.
If your company has a newsletter, promote the home show in the months leading up to the event. This will enhance employee awareness along with customer awareness.
Offer a prize which attendees must register to win. This will allow you to collect names and contact information for your follow up list.
Cut through the Clutter
As you design your booth - think simple! Large, eye catching graphics, like a billboard on highway, allow people passing by to grasp the key message, even if they don't stop. Want to give more detail? Put it in a handout or better yet, a follow up note.
Do’s and Don’ts During the Show
Don’t sit down.
Don’t talk to colleagues.
Don’t line up in front of the booth so people can not walk around your or see your sign.
Do Always wear your name badge.
Do smile and nod.
Do stand slightly in the aisle in order to make eye contact and say hello.
Good conversation starters:
Hello, how are you? Are you having a good time at the show?
Where are you from? Why did you come to the show?
Can I answer any questions about our products or services?
After the Show!
This is the most important part of your home show planning. As you walk out the door to attend the show, your follow up plan should already be in place, ready to launch when you return! Create your follow-up packets in advance, so after the show all you have to do is attach the label and postage. While your competitors are still trying to figure out what to send, your prospects are already reviewing your information! Just as a reminder, follow-up packets should be in the hands of the attendee 3 – 5 days after the home show.
Planning for next time - Ask the Staff for Feedback
Before you return to business as usual take a few minutes to review your trade show performance. Where you happy with the results? Why or why not. Think about what you could do differently, makes notes, while the show is still fresh in your memory. And ask your employees for feedback as well.
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