Themes for the Show: • We are the entertainment • A boat show is an investment. Treat it that way! • Rising tides raise all ships: What can you do to help the industry and the City? Before the Show 1. Goals a. What are your goals for the show? How do you want to be perceived? i. Sell? Educate? Build brand awareness? Hire? Network? 1. Build distributor relationships 2. Find new product lines 3. Develop sales partnerships/joint ventures ii. Solidify client relationships 1. Invite existing customers to visit you at the show – offer them a special deal or perhaps they get exclusive appointment times or you provide them tickets to attend 2. How can you help out of town customers have a good experience in Annapolis? Offer restaurant suggestions, parking tips, etc… b. Make sure your goals are quantifiable and measurable c. Determine how you are going to track and measure your success d. Share your priorities for the show with your staff e. Gather information i. What’s the minimum information you really need to capture? 1. Show-goers can have short attention spans or feel uncomfortable providing personal info 2. Make it clear how you will use the information and stick to your promise ii. What materials (forms, pens, fishbowl, etc…) will you need to capture the info? iii. Who will capture the information? Where will they put it? 2. U.S. Boat Show resources: Take advantage of them! a. Find ad components and more info under For Exhibitors on the show website b. Develop a press release and pass it on to the show organizers for possible inclusion in show e-blasts c. Review the list of exhibitors to see who you need to meet – this is updated weekly by the show organizers d. Hang a sign on the show fence – early bird gets the best location e. Consider taking advantage of "Daily Promotional Opportunities" for an extra fee i. Attendee bags with your logo on ii. Promotional pieces in attendee bags iii. Your company name on wristbands f. Purchase exhibitor tickets in advance i. You won’t get charged for them if you don’t use them g. Know the drill for Will Call for badges and tickets Winning the Boat Shows 2011 Page 2 of 14
3. Exhibit Design: Is yours working for you? a. Does it convey your company’s message? Style? b. Is it visually appealing? Cluttered? c. Will the layout encourage visitors to linger? Is that what you want? d. How will folks flow through and out of your booth? e. Do you need to update your signage? Banners? Order now! f. Plan for tables, chairs, skirting, carpeting, electric supply, etc… g. Consider standing mats to help keep your staffers’ feet and backs happy h. How will your exhibit work if the weather’s bad? 4. Collateral a. Be willing to give your collateral away b. If you don’t want to give your collateral away freely, decide in advance who gets your collateral and why. Determine in advance how to deliver the message in a positive way i. “Those brochures are for people who have taken a tour of the boat. Would you like a tour?” c. How will you protect your collateral from bad weather – rain, high winds? d. Where will you store your collateral during the show? 5. Staffing the Booth a. Business owners should staff the booth if at all possible i. If not, how you do you want staffers to explain the owners’ whereabouts? ii. Have a schedule and be able to tell show goers when key players will be there b. All staffers should be knowledgeable and enthusiastic i. Send your best, most personable people to the show ii. If you can’t staff both your booth and your storefront, consider setting the voicemail at the store, posting a sign and checking messages and email from the show. Use technology to help you bridge both locations c. Plan reasonable breaks and shift lengths so your staffers can keep their smile on d. Select a lead person for each major goal you have for the show e. Make plans for transportation and parking – so staff will be on time i. Buy water taxi tickets and hand them out ii. Offer to pay for parking in the garage or at the stadium iii. Remind staff about the bridge schedule. You can’t be held up for your 11 a.m. shift by the 11 a.m. bridge ☺ iv. Remind staff that they’ll be stopped by friends, customers, etc. on the way to the show, so allow lots of time to get to the booth f. Will your staff wear a uniform? What’s appropriate attire? Plan layers for handling changes in the weather g. Wear shoes that you can stand in all day. Ironically, boat shoes may not be a good choice h. Make sure your cell phones are fully charged at the beginning of the day
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i. Create guidelines for staff behavior in the booth and review with everyone i. Greet people. Hand out literature. Smile. Make eye contact with show-goers; they won’t bite. Help people find what they need. (Whatever fits with your goals) ii. Never sit down in the booth unless you’re in a meeting. It’s not inviting iii. No eating, chewing gum, smoking, spitting, chatting with other folks in the booth, talking on the cell phone, or working on the computer in the booth iv. What’s OK behavior outside the booth? – parties, walking the show, outside the show 6. Handling Difficult Situations a. Develop a list of the questions you dread – and the answer you want staff to provide. Train your staff about how to handle the tough questions b. In case an angry, vocal customer visits the booth, teach your staff how to diffuse their anger and remove them to a less visible spot to resolve their concern. Goal = no one leaves angry c. If a friend or non-buying customer comes to visit you in the booth, ask if they will come back at 6 p.m. – or schedule a specific appointment with them before or after the show or ask them to come at a specific time that you know will be quiet d. Will you need a place to meet privately? Have a plan During the Show 1. Staff a. Plan a meeting at the beginning of each day BEFORE the show opens (bonus points if you provide doughnuts) b. Review how the previous day went (perhaps with initial measurements against your goals) c. What you want to accomplish that day? Do the same? Differently? 2. Logistics a. Be open longer than other exhibitors (start early and stay late) i. 15 minutes can make all the difference b. Make friends with the folks in the booths next to you i. Cover for them when they have to step out and vice versa ii. Set their expectations if you know you are going to be vocal iii. Don’t approach show-goers until they are directly in front of your booth – otherwise you are “poaching” on your neighbors’ turfs c. Consider inviting people back to your booth near the end of the day: End of day is quieter and therefore a good time to close deals d. Program the boat show onsite phone # into your cell phone e. Have cell phone numbers for all your staff f. Have someone outside the show who can help you with errands if needs be – copies, etc. g. Pack a boat show survival kit so your staff doesn’t have to leave the booth h. Keep your space tidy; you never know when a potential client will walk by before, during, and after show hours; make sure your exhibit is inviting
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3. Engage show-goers a. Boat shows can be intimidating. Not everyone knows all the lingo. Make show-goers feel welcome even if they aren’t your customers... yet b. Ask people what they’ve seen that’s interesting, and take note. You can share that with the next customer you have c. Make an effort to make it fun for kids. If the kids aren’t having fun, no one is d. Ask people where they live. If they’re from out of town, ask if they’re going to tour town e. Don’t ever look bored or too busy to help someone 4. Gather Info: Remember those goals you want to measure? a. Where’s a safe place for staffers to store the information they’re gathering? b. Do you want staff to tally the data during slow moments? c. If you have a low-cost product, consider a daily drawing from the fishbowl as a way to gather customer info d. Provide blank cards for people to write in their info if they don’t have a business card 5. Know when slow times are and take advantage of them a. Be willing to reschedule with a potential client for a less-busy time at the show – or before or after. If you can’t, then step out of the booth for an extended conversation or move to a more private location (like a table inside the booth) b. It’s OK to refer someone to another staffer who has a better answer – and may give them a reason to wrap up a longer conversation After the Show 1. Use information gathered to see how well you achieved your goals 2. Write thank you notes to people who helped you out and people you met 3. Follow through a. On raffles/drawings you promised b. Literature or info that was requested c. Update your databases and e-mail lists 4. Consider follow-up promotions – advertising, direct mail, an open house, phone calls to key leads, etc… 5. Do a post-mortem a. Write up a list of problems from the show – while they are still fresh in your mind! b. Make a list questions you were asked so you can prepare yourself and staff next year c. Ask your staff for feedback
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Pre-Show Check List 1. Create a Show Move-In Check List for yourself and your staff 2. Develop FAQs with your staff and print them with answers. Come up with the list as a group in your office meeting. Role play. Dress rehearse. Make many copies or laminate for the booth. (Here’s a start) a. Where is the nearest bathroom? Nearest real bathroom? b. Where should we go for lunch/dinner/happy hour? c. Questions relative to your product d. Questions about your competition e. When is the Schooner Race Start? f. Where are the seminars? g. Where can I get a program? h. Where is everyone getting those nutty buddies? i. What do we say when someone says, “Well, I’m not a boater”? 3. Pull together a Boat Show Survival Kit a. Advil, Tylenol, Excedrin – or all three b. Tums or Rolaids c. Water or soda d. Band-Aids e. Duct Tape f. Scissors, knife, or both g. Pens and/or pencils – lots of them! h. Paper towels i. Wet wipes j. Hand Sanitizer k. Sunscreen 4. Collateral a. Order it b. Receive it and make sure it’s all right c. Pack it to move and store at the shows 5. Make a schedule a. Booth coverage b. Press conferences and events c. Parties d. Meetings e. Seminars
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How to avoid sales at the boat show So, you say, you don’t really have any expectation that you’ll sell boats at your upcoming inwater show. Believe that and you can make it your reality. But it will take some effort to avoid making sales. So, here are some sales avoidance techniques you can use: 1. Don’t exhibit at all. Yes, it’s certain sales will be made at the fall shows. And, while shows won’t create a market that doesn’t exist, they will still draw in those prospects that are actively looking. So, even if attendance won’t be quantity, it’s guaranteed to be quality and the best way to avoid that is to be absent from the show. 2. Make it tough for people to find you. In my experience, dealers do a good job of identifying themselves at indoor shows. But, at in-water shows, they often fail to make themselves stand out. Think about it — hundreds of docks all looks pretty much the same. Moreover, most show managers do a poor job of identifying the docks by directional or information signs. I know . . . looking back, I didn’t do it well, either. So, the prospects looking for you will have a hard time finding you and you can avoid sales if you make your display blend in with all the others. 3. Board by Appointment Only. This is a winning strategy to successful keep people off your boats. Surveys show most people are offended by this requirement. So, if you want to avoid sales, this should do it. But, if you don’t want to be so obvious, the next suggestion can work well, too. 4. No shoes! Sure, many boaters will remove their shoes to board, but many others simply won’t. Perhaps it’s because they once had their shoes “walk off” at a show or someone accidentally kicked one into the water! But it’s a good technique to keep prospects off your boats. The no shoes sign also sends a message that you won’t take the time to put runners over the carpet inside the boat or that shoes will scuff up the deck. But I know a dealer who successfully turns the no shoes mentality to his favor by inviting people aboard his boats with their shoes on while telling them “you can’t hurt a Tiara!” Of course, don’t copy that if you’re trying to avoid sales! 5. Sit down in the cabin. Don’t be in the cockpit to greet people. Make sure people on the dock can see you lounging inside. They’re likely not going to disturb you. To make certain they won’t, hold your cell phone to you ear and lip sync something! No one will feel comfortable interrupting you. Don’t like the cell phone trick? Then, get another member of your sales team and hold a deep conversation. Looking totally absorbed with another employee is a sure-fire way to avoid a possible sale. 6. Make boarding difficult. Forget creating a safe ramp or other method, complete with a handle or handrail so prospects feel confident they can get from the dock to the boat. Women are particularly sensitive to boarding methods, even more so if kids are along. So, keep those wives and kids off the boat and you won’t be bothered by a sale. 7. Don’t put general info where prospects can see it. That means, don’t put a good, readable sign on the boat that gives basic info like make, model and price so people can easily read it from the dock. That way, they’ll have to ask you for basic facts, and you’ll be on the cell phone and unavailable to answer, of course. The bottom line: The atmosphere at in-water shows is less “formal” than at the winter indoor shows, and it should be. But that also seems to lead us to a more lay-back attitude toward the Winning the Boat Shows 2011 Page 7 of 14
shows potential. In-water shows are equally important and powerful as indoor shows, and the displays of boats dockside need to be presented as effectively and worked just as hard if sales are to be made. The fall shows, even in this recession, will produce sales for those exhibitors who are seriously up to the task. By Norm Schultz. Reprinted from Soundings Trade Only
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Show Time
Viewpoint by Donald Brewster
Getting the most for your money Boat shows have become indispensable sales and marketing tools for the marine industry. So, it is depressing to see how many opportunities are squandered at shows by exhibitors, whether manufacturers or dealers, simply because their boat show appearance fails some simple tests. Think about what a boat show represents. It’s a gathering of products, sales people, the media, current and past customers, and new sales prospects. That creates an unusually high level of energy, excitement, crowds and confusion. How you capitalize on the positive opportunities can spell the difference between a good sales year and a disappointing one. What has become increasingly apparent, however, to media, trade organizations and show management is the disparity between exhibitors who arrive fully prepared with well conceived displays and sales orientation and those who expect that just being there will suffice. After-show evaluations often confirm that the first group found these shows much more successful and productive than the latter did. In the Fall, Sail America and the United States Yacht Shows decided to draw attention to the quality of exhibitor efforts with a new competition at the U.S. Sailboat Show in Annapolis. This competition was named “The Best In Show Awards” but was really intended to help exhibitors raise the level of their show performance in future shows. A panel of judges was appointed, using people with marketing experience broader in scope than solely marine. The four were Jonathan Banks, Executive Director of Sail America; Todd Little, President of Mainsail Marketing; Doug Metchick, President of Penfield Marketing Group; and myself, President of Brewster Strategies. All four of us have advertising, marketing, public relations and exhibition experience. We developed a list of five criteria before touring the show for judging: 1) Quality Image. 2) Promotes Sailing Lifestyle. 3) Inviting & Accessible Exhibit. 4) Attentive, Identifiable & Professional Staff. 5) Consistent Branding. Powerboat interests would change “sailing lifestyle” to “powerboat” or “fishing” – but you get the idea: you’re selling lifestyle in any show that’s got pleasure boats in it. Smaller space exhibitors often complain about contests rating exhibitors that “the big guys always win: they spend more on space, have huge budgets we can’t compete with, can use empty space for impact, etc. etc.” So, we decided to show that smaller exhibits can be just as effective as big ones. Perhaps spoiling the suspense, I can tell you here that the overall winner was NOT one of the bigger exhibitors.
We rated four categories of exhibit: booths up to 200 square feet, booths larger than 200 square feet, boat displays of 4 or fewer boats, and boat displays of five or more boats. And the winners were …. Sebago (footwear, booth under 200 sq.ft.), Harken (hardware Winning the Boat Shows 2011 Page 9 of 14
and branded clothing, booth more than 200- sq.ft.), Topaz (boats, four or fewer), and Beneteau (boats, five or more). At this point, the “why” is more important than the “who” – but who these companies are IS important to how they showed. If you attended the Annapolis sailboat show, you may well recall seeing all four because, each of them was memorable. Sebago built an inviting space under a well marked, peaked modern tent. The space was inviting: clear, airy, room to move around, sit and try on shoes – all in a 10 x 20 booth. A single, big sailing lifestyle picture formed the back wall behind a see-through grid holding boat shoes, implying that the shoes on display were meant for the specific audience in the show. And, despite having hundreds of styles in their line, Sebago only featured key products to make each stand out better: less was truly more. Because the judges had all seen the exhibit in prior shows, there was some reluctance to make Harken the winner in the over-200 sq.ft. category. But the quality of their display lets them continue to use it, year after year. Strong, consistent branding includes maintaining a “company color” and a high-tech platform for product display which reinforces their advanced-technology market positioning. Their booth was clearly a “hands-on” exhibit which also included other interactive features and touch-sensitive info-pads: you were drawn from one to the next, capturing visitor time, thought and consideration, thus vastly expanding the value of their show real estate. Topaz USA is the U.S. importer for Topper’s Topaz Sailing System; a range of small sailing dinghies. Despite their small budget, they made the most of their cradled 3-boat display, tiny floating platform and demo-boat floating alongside. Clear, consistent branding included rigid adherence to a black, red and white color palette, extending even to a black rubber floor covering. Their three models were mounted on low cradles that posed each model at a jaunty, aggressive angle, as though these small boats were jumping off waves. The overall effect was, in our opinion, beautifully appealing to the younger generation for whom these boats were developed, and all four judges expressed the same opinion that kids would drag their parents back to this display. The multi-boat winner was Beneteau, not for the nearly uncountable number of models they displayed but for the way they sucked show-goers into their fleet. Yes, they made a big statement, but it was their grand entrance which made it all work, using their two biggest and newest models angled as sides to a funnel. In addition, a Dock-&-Go demonstration, casting off lines and spinning a 50-footer under power in a space only inches larger than the boat without touching and without dockside assistance, was so compelling that the crowd applauded every time. Finally, it’s worth noting that Beneteau “pre-sold” their Fall show appearances with an alluring marketing effort in the media. So, who won overall? Topaz, the small, low-budget start-up – proof that you don’t need tons of money if you have a clear picture of your objectives, your strengths, and your appeal …and you stay focused on them. Wandering around as judges, the four of us got to look at a show full of exhibits and exhibitors. Many of the points given above seem to focus more on the physical presence, Winning the Boat Shows 2011 Page 10 of 14
but we became acutely aware of the importance of the exhibitors themselves, the personnel who manned the displays. The four winners and, fortunately, many others seemed to understand that people, not products, sell products at shows. We made a list of five lessons every exhibitor should learn. First, make sure staff and products are both accessible. Nothing frustrates show-goers more than not being able to see the goods and find a sales person who knows enough to talk about or explain them. Remove blockages and get your sales staff out where customers can shake hands, meet eyeball to eyeball and make customers feel connected. Directly related to this, make sure your staff is clearly identifiable. This can be by uniform or distinctive name tags (certainly not the show credential tags). If wearing company clothing, coordinate everyone to use the same color and style each day: when the booth gets crowded, how will prospects quickly see whom to talk to? We noticed and applauded a few embroidery jobs which included a second logo placed on the back of shirt collars. Makes sense, doesn’t it? Clean and small is better than big and messy. This is as true with giant displays as it is when booths are tiny 10x10s. Be selective, show what’s absolutely the best, and don’t detract by mixing it up with lesser goods – or hide the best among inferior choices. That goes for signage, too: keep the wording short and to your point. Be enthusiastic. Shows are brief moments tightly packed with opportunities. Bring energy for full show hours and days: there’s plenty of time after the show to kvetch, unfreeze the smile and let down. Most show-goers want an excuse to buy; a lack of enthusiasm in you sends them to your competitors who, in this case, are likely to be nearby. Less subtle is the message you give if you are on your cell phone, Blackberry, iPod or staring into a computer screen. All these say that you have something more interesting to do than talking to and selling to the person who just stepped into your booth. Want to check your messages? Do it on your break. Please note that almost all the points made by our group of judges were “cost neutral”: they really don’t add to your show expense, just to your show effectiveness. And, have a great boat show! Following the Annapolis shows, Donald Brewster retired after 37 years heading Brewster Advertising and Brewster Strategies.
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An Open Letter To The Sales Guys Staffing Our Trade Show Booth August 01, 2011 | Mike Thimmesch | Comments 0 33tweetsretweet
Do you have sales people who are “volunteered” to staff your trade show booth? While you welcome the good help, there are some things that could make sales people great help. So here’s an open letter to your sales people who will be staffing your trade show displays. Share it with whomever you wish! Dear Sales Guy, You have been hand-chosen to staff our booth at our next trade show. We picked you because you have so many of the skills and knowledge we need: • •
You know our products inside and out, our competitors, and most importantly, our customers. You’re friendly, have good people skills, and aren’t afraid to strike up a conversation.
These are essential skills for a booth staffer. However, there are some…issues…that I’d like to address, and hope that these 9 points will enlighten you and help you be an even greater staffer in our booth: 1. Rise Up To The Challenge: You can help us reach more prospects face-to-face over the next 2-3 days than you’d be able to see in more than a month of field selling. We’ve invested substantial marketing dollars to drink from this sales fire hose. So be focused and engaged, and help us grow the company. 2. Your New Quota: While staffing our booth, you have a new quota: 2 qualified leads an hour. So leave the office behind and concentrate on helping us achieve a successful show. 3. Shift Gears: The trade show isn’t the same as field selling. You don’t have 20 minutes to chat about the local football team or what you did last weekend. In that short time you’ve lost too many potential leads who walked by the booth. You’ve got to build that relationship quickly so you can then qualify them. Winning the Boat Shows 2011 Page 12 of 14
Present only the part of our story they care about, and then close on an agreedupon next step. 4. Talk To Attendees: Throughout the show, keep focused on engaging potential prospects, not the other company employees. When you chat up our company big wigs in the booth, you’re actually taking two booth staffers out of action. Better to impress them by hustling to get the most qualified leads. Even better, wait until you get your very best lead of the day, then introduce them to our company CMO, VP of Sales or other high-titled booth staffer. You’ll impress the booth visitor, and our top execs, at the same time. 5. Quality Leads: Don’t complain about the trade show lead quality; improve it. Just as every cold call you make doesn’t ring the cash register, not every visitor to our booth is an immediate sale. So rate the leads, A, B, and C quality, and help prioritize lead follow up by your teammates, and ensure the best leads don’t get lost in the pile. 6. Set Appointments: Call your best clients and prospects to schedule meetings at the show. Use the trade show to your advantage. For prospects you haven’t been able to get an appointment in their office, you may get face time with them in our booth. Once there, you’ve got all its visual proof, our top execs, and our new products to advance the buying cycle. Or invite your clients, to up-sell or crosssell them on our proven products they haven’t bought yet. Tell me who and what times and I’ll set aside meeting space and corral whoever you need on our end to meet with them. 7. Ignore Territories: Work hard to turn visitors into leads, no matter if they are from outside your territory. We’ve invested too much to have you not give your all because you won’t benefit 100% directly from the lead. Remember that we’ve invested a lot in training, salary, and benefits to help you succeed as a company sales person. And that somewhere soon, at another show we exhibit at, there’s another company sales person who is hustling to get a lead for you. 8. All The Leads, Please: While this may not apply to you, please, please, please don’t pocket your very best leads from the show. The sales you get will not get credited to the show, and so we may not be able to justify exhibiting the following year. Which would mean fewer high quality leads for you in the future. And if I can’t prove sufficient ROI from the show, I could even lose my job. 9. Follow Up: Follow up on our trade show leads immediately after the show. You’ve been away from your own accounts for a few days, and can’t wait to get back into your usual groove. But remember that we’ve invested about $200-$300 per lead, and that many of these leads will buy from somebody. That might as well be you – so if some get assigned to you, keep following up with them. Better yet, when they do buy from you, let me know, so I can better track our trade show ROI, and keep improving our programs.
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I’m grateful to have you on our booth staffing team. Your skills, knowledge, and positive attitude will help us leave the show with a much fuller pipeline of future sales. I hope you don’t think me too forward for writing you this letter. Please keep an open mind and take these suggestions to heart. Do that, help us succeed, and I’ll go to the wall for you. Sincerely, Your Trade Show Manager
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