Everything Old Is New Again

A recent LinkedIn question asked "What's new in Trade Show Marketing" and my response is "Everything old is new again."  It's back to basics time and that means taking the obvious and often difficult step of interacting directly with the delegates at the show.

 Regardless of where the show is or what discipline or 'industry vertical it is in, the best way to do this is to ask audience specific, event specific Open Ended Questions of EVERY delegate passing your booth.

• "How do YOU use this in YOUR operation?"
• "What application do YOU have for this product/service?"
• Who's responsible for this product/service in YOUR operation?"

Asked of the right delegates at any display, trade show or expo requires them to SELF QUALIFY themselves (and conversely DISqualify themselves), thereby making YOUR job one of further qualification and/or addressing the specific features and benefits that deal with their particular needs and requirements.

Using Open Ended Questions (must be answered with something other than Yes/No) effectively and consistently at EVERY B2B display event literally guaranteed your identification of qualified delegates.  This is true regardless of product or service and/or vertical discipline.  The ultimate key to realizing quantifiable ROI is in the follow up.  All the best prospects in the world are but that until you close them on their interest or need.

For more information on guaranteed results from your B2B trade show participation, contact Hiett Ives at 832-372-6900 or HiettIves@ShowDynamics.com