An interesting conversation began a few days ago among a few home building industry veterans about how many International Builders’ Shows (IBS) we have attended. The answers ranged from a high of twenty to a mere seven shows. For me, I am attending my 18th IBS next week, January 18-22, in Las Vegas. As a result of attending all these shows, I have learned a few things to share with you to help you make the most of IBS.
A survey of exhibitors and attendees found they both generally remember three things 30 days after the Show. They remember one must-have product, one outstanding person, and one experience off the Show floor. Generally, these three things are readily shared when asked, “How was the Show?” Your goal is to be one if not all three of these memories.
As an exhibitor you need to train your sales people to treat your exhibit like a retail store in which they are inviting and engaging to all the people taking the time to visit them. Resist standing at the edge of your exhibit with your arms crossed in front of you. It looks like you are guarding your space instead of welcoming guests. Keep your people fresh and well fed (outside of the exhibit) so they can share a high level of energy with the customers and prospects. Attendees prefer to be with people that are excited to share with them.
Do not forget to give your show staff the proper information they need to answer the questions the attendees want to know. Benefits, advantages of your products and services, programs, and pricing are all things a good attendee will look to learn. Have this information top of mind or at arms length. A professional, well-prepared sales team will be memorable all by itself.
Experienced show attendees will layout a plan to attack this big show. They will start by locating their current suppliers to learn what is new and connect with the business leaders. Next, the attendees will visit the competitors to their suppliers to learn what they offer that their current suppliers don’t. Finally, with the time remaining, the attendees will ‘walk the floor’ looking for the next innovation or cool product.
With the experience shared above, exhibitors should be prepared to be great hosts to their existing customers, have a good understanding of their competition at the Show, and be prepared to be memorable for all the right reasons. At the same time, attendees should plan ahead to make the most of their time at the Show and take stock of the next big innovation to take home.
IBS is an outstanding event that will catapult your plans for 2010. I hope you will enjoy the experience and create some strong memories of your own.
- Weekly Intel: 2010 International Builders’ Show Primer
- 2010 International Builders’ Show Coverage
- The Incredible Shrinking Tradeshow
I’m not going to be there, but several of my colleagues are. It sounds like fun.
We’re going to be busy doing a full-on news feed from the show. Any suggestions on interesting people or companies we should visit and interview?