How to Rock a Tradeshow

How to Rock a Tradeshow

For those of you who follow me on Twitter you’ll know that this week I attended The East London Expo in Dagenham. It was a great event but it highlighted a few things for me which I felt were worth blogging about this week. Hopefully if you find yourself getting ready for an exhibition, you can take some of this advice and use it to your advantage.

First things, first – Expo’s are not cheap. You have the price of the stand, the cost of travel, the cost of the equipment and printed material and (don’t forget this one), the cost of your time. If you’re going to invest in this, you need to be sure you’re going to make proper use of it.

So rather than tips today I’ve made a list of thoughts for you

1). Prepare, prepare, prepare – Think out your stand well in advance, work out the dimensions, what you’re going to have on there in the way of furniture and plan it properly (we marked ours out with tape first to see what space we had).

2). Watch out for the ‘snatch and grab’ brigade - Yes, those people who walk round and take every bit of literature going as if it were to be part of a collection or something – placing expensive material near the front of the stand allows this group to do this and guess what, you’re not going to get any work from them – don’t waste it.

3). Seminars – Many shows I’ve been to over the years have had seminars running at them. These are usually unpaid speaking gigs but they give you the ability to raise awareness of yourself and your company. I highly recommend putting yourself up for these talks, at which you can of course invite people back to your stand afterwards to chat further.

4). Dress Appropriately – Suit and smart clothing may be best for your business but if you have branded clothing this goes down especially well because you’ll be walking about a lot. At the expo this week I even saw someone dressed as a spark plug!

5). You’re there to learn, not to sell – POW – you weren’t ready for that one were you? I lost count of the times that I walked around shows and people on stands practically accosted me and pulled me into their stand and waffled at me regarding their service or product. Sound familiar? What had these guys done? They’d spent their valuable time telling me about their business (which by the way I wasn’t really interested in) while their perfect client walked past, saw they were busy and walked on.

6). Them not you - A quick cursory glance at your stand name and then the inevitable, ‘So what do you do then?’ Heard that one before? Crikey, I must have heard that 300 times this week. I almost always respond in the same way (this works at networking events aswell by the way) – ‘We run a web design and online marketing agency, but hey that’s not important, what do YOU do?’ Turning the question around on someone allows them to talk about themselves and for you to learn…that way you’re far better placed to work out which of your services might be able to help them.

7). The next step – Work out what your next step is for the show. What is the perfect outcome for you? Do you want hundreds of cold lead business cards that will probably take you ages to follow up and get back to or would you like fewer, but more serious appointments or at least phonecalls booked? I know which one we go for.

8). Follow up material – If sending out follow up material is important to your business then make sure it’s prepared before the show so all you need to do when you get back is hand over the addresses and away you go.

There are probably hundreds of hints and tips for tradeshows so I could go on but I’ll let you guys take the stage and add some more

Now Your Thoughts

  • What howlers have you seen occur at these events?
  • What’s made you smile and think that’s innovative?

Presenting – Pleasurable or Painful?

Presenting – Pleasurable or Painful?

As an entrepreneur or business owner you’re going to find yourself in positions where you are presenting – Fact. This could be for any number of reasons including raising finance, selling a service/product or simply marketing your business. At Optix Solutions, a large part of our marketing plan is devoted to giving seminars & talks where we aim to educate and give our audience value while not over selling our services. No one likes to be sold to, it’s important therefore that our presentation skills are good. I never stop learning this subject – there is always room for improvement.

Over the last 10 years I’ve provided countless seminars and presentations for pitches, so today I thought I’d share with you my ten strategies for a successful presentation.

1). Watch Others – I’ve learnt more from watching engaging speakers and noting down things they do, than from reading any written material on the subject. Find motivational speakers and absorb everything they do; how they move, what they say and how they interact with the audience. I strongly suggest looking up conferences that have good keynote speakers – Seth Godin (marketing guru) is as good a start as any. There are lots of videos of him on YouTube.

2). The Fear – You’re afraid right? Yeah, most people are but a bit of fear can go a long way (did I just make that saying up?). Seriously though, some nerves can be a good thing; they heighten your senses and pump adrenaline round your body, allowing you to work at an optimum level for the time you are presenting. Admittedly, if they are completely overwhelming it might be wise to work on them with a professional, especially if you’re going to be presenting a lot. There are loads of tactics for getting over nerves but the one I use is to keep reminding myself that the people I’m presenting to are only human – they got up that morning and pulled their socks on just like I did! It’s amazing how that Board Director or Chairman just suddenly got a lot cuddlier.

3). Prepare – The old faithful – “By failing to prepare, you are preparing to fail” Benjamin Franklin. I would never dream of rocking up to a seminar or presentation unprepared, it’s asking for trouble. Make sure you’ve rehearsed a few times and you know the length of time you’ll take. Obviously this should fit in nicely with the time slot you’ve been given. I also try and second guess some of the questions that could be coming at me if it’s a Q & S format so I’m as ready as I can be for them. Be careful however, not to ‘over prepare’, you don’t want to be reading parrot fashion off slides if you can help it and sometimes if you rehearse too much that’s what can happen. I usually run through a presentation twice before hitting the main event for real.

4). Turn up early – There is nothing more stressful than rocking up to something you’re speaking at late, not to mention how unprofessional it looks. Make sure you are there well in advance of the first attendees and ready to setup. You know it’s not going to be simple to connect your laptop to that projector, so why leave it till the last minute? Turning up early also allows you to work out the room: What the acoustics are like, how the seating is laid out, the lighting and anything else that could put you off or make you uncomfortable in your presentation.

5). Summarise your presentation early on – Telling your audience what you are going to talk about upfront is beneficial as it sets the scene and their expectations. Always begin with what you’re going to cover later and keep it simple as possible. If you’re making a short presentation then try and keep it to only a few points.

6). Aim your presentation at your audience, not yourself –
Although you could be an amazing keynote speaker that people would pay to come and watch, I’m guessing that like me, most of my readers will be using presentations to build their personal or company brands in one way or another. If this is the case then remember one thing – your audience want solutions to their problems and needs – they don’t want to hear you babble on about how amazing you are and how great your services could be for them – aim the material at their needs. Understand your audience before the presentation if possible.

7). Long Wordy Slides? No Way Jose! – Long slides with lots of boring text won’t be remembered. If you’ve prepared well, as I mentioned earlier, then you should be able to talk around the content of a slide. Less, in my opinion, is better. In fact, this last year I’ve watched many more presenters using single slides with just one graphic (we all know that visuals work well – picture/thousand words blah blah blah) and a one or two liner to bring home their points. These are fantastic and certainly a route that I intend to adopt on my quest for better presentation skills in the future.

8). Humour – Try, where possible, to inject humour into your presentation. This will break down the barriers with your audience and engage them more. Once your audience is laughing it will help no end with those nerves I mentioned earlier. People connect with humour, if you’re struggling, then why not get others to look over your work and see if they can see opportunities for the occasional jokey image or funny reference. A caveat here though – be careful with humour and public speaking – the last thing you want to do is offend your audience. Steer clear of taboo subjects for jokes.

9). Connect with your audience – No-one wants to listen to a boring, stiff, monotone presenter. The best speakers I’ve seen work the room – it’s an art I tell you. At the most simple level make sure you connect (eye line) with as many people as possible. Focusing on one individual will alienate the rest of the room. If you want to take that a step further and feel comfortable doing so, then engage with a few people one on one (and by name if poss). If you aim a question at one or two people you’d be amazed what that does to the rest of the audience – they soon start listening, thinking it could be them next! I always try and move about a little in order to inject a bit of life into my talks (I have a habit of pacing) – I also use hand gestures as much as possible to control the room (one very effective one is to put your own hand up when you want others to respond in the same way). If you are going to pace about, then it’s good that you got there early so you can test if your shoes will make a distracting noise on the floor – I kid you not, it’s one of the first things I look for. :)

10). Be unique – You want to be remembered don’t you? You didn’t just get up and spend all that time in front of that frightening audience for nothing did you? Do something unique if possible – give value away where you can (especially if it allows you to follow up after the event). If there’s a call to action for your audience, make sure they know what it is. Thank them for listening.

Although I wouldn’t say that I’m an expert, I’ve learnt a lot about presenting and public speaking in the last 10 years – I’m fascinated by the art of it and intend to continue honing my skills over the rest of my business life. I hope this article will help a few people with their own fears or questions about the subject. Good luck…