Cultivating New and Existing Customers

Technology is changing the way we interact, engage and support customers. By the time your customer reaches the trade show floor, they have engaged your company through one of many communication channels. Trade shows are a unique opportunity to meet face to face. This is your opportunity to bring it all together in a cohesive presentation. This is where your hands-on presentations along with your interpersonal skills will shine. You have a limited time to make this count and your first impression is everything.

Your exhibit must reflect your brand and compliment the message in a cohesive manner. It should be an environment that is conducive to sales and allows you to engage the buyer in a way that represents you and the message. You want the buyer to feel comfortable in crossing that “invisible line” that defines your space.

One author on the subject of customer engagement is David Spark who wrote Three Feet from Seven Figures. He outlines how to engage that most important prospect from the aisle and begin building a relationship. Request a consultation and receive this book for FREE.

One author on the subject of customer engagement is David Spark who wrote Three Feet from Seven Figures. He outlines how to engage that most important prospect from the aisle and begin building a relationship. Request a consultation and receive this book for FREE.

Before the buyer arrives at your exhibit, you only have 3 seconds to capture his attention with a WOW factor. Once he is at your doorstep you have the next 30 seconds to convey your message succinctly. The following 3 minutes are yours to gain his trust and interest or lose him to the competition.

The WOW factor is achieved through innovation in design, which is often an exhibit that integrates an interactive opportunity that embraces the product or service with a unique experience. It also supports the newest technology such as digital signage, A recent exhibit that embodied the client’s product through an experience is shown here. ‘BELL’ introduced tasting stations and gamification to enhance the attendee journey.

If you have decided to attend a trade show, don’t rely on your previous touch points to guarantee the customer will automatically show up at your exhibit. You must invite them as you would if you were having a party at your own home. Imagine throwing a party and you didn’t send out any invitations? I’m sure you would be disappointed if no one showed up. The same is true when you participate at a trade show. Don’t forget to invite your guests! Check in with our marketing services department for assistance.

In summary, customer engagement begins with a solid list of potential attendees armed with a personalized invitation to meet and greet and take an attendee journey that embraces your product through an experience. And before they get within three feet of your exhibit be prepared to build that relationship. Finally, the customer engagement shouldn’t stop there. You should have a solid plan regarding follow though after the show closes.

Simple Rules of Engagement:

  1. Break the Ice
  2. Create a Rapport
  3. Qualify the Prospect
  4. Tell Your Story
  5. Collect Information
  6. End the Conversation

•••

Larry is Owner and Principal Partner at Star. With a background in Industrial Design and over 40 years in the exhibit industry, Larry manages Star’s team of consultants and their customer relationships. You can reach him at lholtz@starincorporated.com.

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