Fish Bowl Marketing
Have you ever wondered why some businesses exhibit at Trade Shows and leave with Sizzlin' HOT Leads that result in solid business opportunities, while others struggle to get qualified leads - even though they have gathered every lead they can get their hands on while at the show?! There is a common misconception among some exhibitors; many feel compelled to leave with stacks and stacks of leads and resort to techniques such as "the fishbowl" approach. : O You know what I'm talking about!
For those of you who practice this habit, I am asking everyone to please "Save the Fishies" and stop using this approach for collecting leads! The fishies will thank you and your results will improve dramatically! Why? You ask!
Think back to the last show that you exhibited at with your handy dandy fishbowl, then think about those stacks of leads that you were so proud of collecting; during the follow up calls, how many times did you hear:
- "What did I win?"
- "Who are you again?"
- "What is Your Product?"
- "Oh you were the guys giving away xyz great prize! Did I win?!!!"
- "Sorry, I don't remember your business..."
...Ouch! That HAS to hurt! Are you starting to see why I oppose Fish Bowl Marketing approaches? The results are just not there – unless your sole purpose for exhibiting is to build a database!
There are plenty of targeted strategies you can apply for getting those Sizzlin' HOT Leads you want; I don't like to see businesses waste time OR money, so I am going to share a few of those tips with you to help you improve your Trade Show Leads!
Top 10 Tips for Obtaining Sizzlin' HOT Leads:
1. Make sure you're exhibiting at the right show for your business
2. Determine the lead acquisition and follow up process BEFORE the show; inform all appropriate departments - and most importantly, the booth staffers!
3. Know what type of key prospects you are looking for (title, particular company, industry, etc.)
4. Have your signage address and direct your key prospects to the booth, NOT a stack of promotional items!
5. Ask prospects open ended questions
6. Create a Lead Card with pre-printed multiple choice questions about the prospects needs
7. Write notes about the prospects needs
8. Categorize each lead
9. Let the prospects know when to expect follow up and what method will be used
10. Don't expect to leave with stacks of leads – expect to leave with only several QUALIFIED, Sizzlin' HOT Leads that will result in business
written by:
Linda Musgrove
Tradeshow Teacher
www.tsteacher.com
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Contributing Author:
Linda Musgrove is President of the Miami based Trade Show Training & Consulting firm, TradeShow Teacher, catering to businesses nationwide.
She has taught many companies over the years how to improve their trade show results through educational "Trade Show Tutoring" programs for individuals, departments or entire teams; and with the Trade Show Training Manual she authored, titled: Trade Show Training, for Increased Return On Investment.
Other Articles By This Author:
•Guerrila Marketing
•Fish Bowl Marketing
•Competitive Intelligence 101
•Market Segmentation
•Trade Show Technology Trends
•How To Select A Pop Up Trade Show Display
•How To Select A Table Top Show Display
•Table Top Expos
•How To Select A Targeted Trade Show
•Networking Skills
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