Tuesday, April 30, 2013

Best in Show: 5 Trade Show Must Reads

Though we specialize in audiovisual and computer rentals for trade shows and events, we like to keep an eye on all the news relevant to our industry. This week we bring you a rundown on some of our favorite industry reads from the last couple months beyond the tech realm.

5 Trade Show Blogs You Should Read Today

1. The Principle of Repetition (Skyline Trade Show Tips) 

"At a subconscious level, repetition is a key to persuasion," writes Sarmistha Tarafder. "Repetition creates a pattern, which gradually grabs our attention then creates the yearning for familiarity."

Big brands know this - that's why we see the same commercials slam us in the face over and over again. It's why drive time radio can fill hours of ad space with the same car dealership. But it's also something to keep in mind when designing your booth at a convention or trade show.

You can do this with video displays too - people don't get bored by compelling imagery and video. Try heading to an expo at a major marathon. You'll see runners and their families plopped in front of a video display watching a 2-minute clip on a loop for multiple rotations.

Tarafder reminds us that we can use the same techniques on the trade show floor.

2. The Surprising Cost of Poor Lead Follow-Up (Tradeshow News Network) 

Quality leads are tough to find, yet many are still left untended. Lew Hoff writes about one client that has brought him more than $10 million in revenue over the last 30 years.

How did he reel in that fish? He followed up.

"None of our competitors bothered to respond to him," Hoff said.

Hoff's story proves again that much of the sales battle simply comes down to simply showing up.

3. Trade Show Follow-Up: 5 tips to optimize response (B2B Lead Roundtable Blog)

While Hoff wrote about the costs of NOT following up, we stumbled across Pamela Markey's post with some great ideas for optimizing the response of your leads by helping them out.

Our favorite take-away - just because you got someone's email doesn't mean you should just lump them in with the rest of your customers and leads. Create emails and messages specific to the avenue through which you connected. Make it personal and specific - like you actually remember and care about their concerns!

Setting up that separate email response, or that product specific message will take a little time, but if it creates a long-term customer relationship it's a very wise investment. With the rise of big data and everything we have our fingertips, there's no reason not to use personalized emails.

4. 7 Things to Avoid at a Trade Show (Marketo) 

Sometimes it's not so much what you do, but what you don't do that matters. Shonal Narayan gives us some great reminders about what NOT to do on the Marketo blog.

We love this point:

"So let's say things are going great the show and you're having conversation after conversation. Will you remember what was said in the first conversation? …Make sure your staff logs the key points of each conversation."

5. The Meeting Summarizer (MeetingsFocus)

And finally, our favorite recent post, if only for the great Starbucks line (you'll have to click the link to read it).

Zachary Chouteau interviews Dale Irvin, who has carved out a very unique career as a "Meetings Summarizer." We never cease to be amazed by the careers people carve out for themselves!