PPB October 2018

Trade Show Success | FEATURE www.TheDistributorExchange.com • 844-251-8544 (toll free) All inquiries are strictly confidential. Do you want to sell your distributorship? We can help you sell your distributorship quickly and easily. “This type of business transaction was completely foreign to me so it was invaluable to have The Distributor Exchange take us through the process step by step. They went above and beyond in all regards. I couldn’t be happier with their efforts to make this a win win for all parties involved.” – Cindy Gibbs - Big Fish Branding | OCTOBER 2018 | 77 O’Donnell and Helzel’s teams do similar work—sending requested samples and, if needed, full catalogs to prospects. Helzel adds, “We personally track notes on any key contacts made, or meetings, and that forms the basis for our post-show follow-up. Our notes will include quote requests and recommended plans for follow-up based on the individual conversation.” Though these and dozens of other suppliers have years of experience under their collective belts, not every trade show strategy has proven successful in the long term. Duffy says where they once hauled bulky catalogs across the country to hand out at shows, the practice has ended because “distributors just aren’t interested in taking them anymore.” For exhibitors who are new or still somewhat green in the trade show world, these seasoned suppliers are happy to dole out words of wisdom gleaned from their time on show floors. All agree that engagement remains the most important weapon in an exhibitor’s arsenal. “Interact with each customer as they pass by your booth,” O’Donnell says. “Create a way to communicate with each customer, to get them to enter your booth.” Helzel recommends keeping products within reach for attendees to fully interact with. “Make your products easily accessible to the attendees; people like to touch,” she says. “And bring extra samples, because some may mysteriously disappear.” Duffy suggests staging the show booth at the office first to ensure all the pieces fit together—literally and figuratively— and that they convey the intended message. Additionally, he says, “Build a segmented follow-up plan and count on at least two touches after the show. Follow-up is a lost art in our industry. Prioritize your top conversations and keep those fires hot.” Jen Alexander is associate editor of PPB. DUFFY SUGGESTS STAGING THE SHOW BOOTH AT THE OFFICE FIRST TO ENSURE ALL THE PIECES FIT TOGETHER AND THAT THEY CONVEY THE INTENDED MESSAGE.