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Glass half-empty exhibiting is not what you need

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Posted by , 29th October 2019

Glass half-empty exhibiting will do you no good.

Great ceiling and colour scheme on the Moomin stand at Brand Licensing Europe. No half-empty exhibiting here.

You have to keep in mind as I share this tale that I was young and enthusiastic.

Also, I was working for a show organising company that magicked-up visitors by the tens of thousands.

As a young member of a trade show organising team way back when; I used to make a rod for my own back whenever I went on-site to one of our events. 

How did I do this? 

In the middle of a busy show, I would ask my exhibitors, the people I had communicated all year long with by phone, letter or fax (look-up what that is) what seemed to me to be an essential question;

“How is the show going?”

Wouldn’t you know, my enthusiasm always got the better of me. I was actually pleased to meet my clients after all the third-party communications. 

Invariably, I would hear a tale of woe.

Even if the aisles in front of them where packed tighter than a tin of sardines, I would hear a spotlight was out on their stand. 

Or, a wrong chair was delivered. Or that our organisational skills sucked because they had to queue in the organiser’s office for a few minutes.

But, I would ask; “What about the show? What about the visitors? Isn’t the attendance great?”

Begrudgingly, they would then admit that yes, the attendance was “fair”, but they would have to “wait and see what came out of it.”

I learned from these conversations the meaning of the phrase “seeing the glass half empty.” 

These exhibitors practised glass-half-empty exhibiting. They were not focusing on the big picture and the big opportunity that was happening all around them.

I also soon learned to stop asking that particular question instead of asking how many leads had been taken so far, who their star visitor had been and of course, whether they were going to book for the next show. 

My point is; try to focus on the important stuff when you exhibit. Chairs and spotlights can be replaced easily, the chance to meet those particular potential clients cannot. 

You have to make the very most of every sales opportunity, especially when you exhibit. 

One aspect of achieving the objective is promoting your presence at the show, and the Exhibitors Only team can enthusiastically help you to do that. 

I and they, produce email marketing, landing pages, reports, press releases and whitepapers for exhibitors and exhibition organisers. 

You can find out more about the service by clicking here

David O’Beirne

Posted in Trade show advice  /  Trade show ideas  /  Trade show marketing  /  Trade show sales

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