I just started a new job in sales at a hotel in Portland, Oregon. I just found out, after being here for 1 week, that I will be doing a B2B trade show (put on by my Chamber of Commerce) in a week and a half. This is my first trade show, ever. I don’t even know where to start! We just opened and the only items with logos I have are simple brochures, a little box of pens and gift bags… What do I do?? Step by step please. I need help with everything from set up to breakdown…
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Will the show be at your hotel or in another facility? If it’s at your hotel, then you’ve got “home court advantage”. Everywhere people look they see your hotel.
The goal of any trade show is to start a conversation. Seldom is money exchanged at the booth. It’s a get-to-know (and get-to-trust-you) experience. You’re listening to what people need and learning how to take care of them. Your goal is to arrange a private meeting with interested parties at a later date. That’s all. Because the people attending your booth will be looking at your offerings from lots of different perspectives: business meetings, conferences, weddings, retreats, and even a visit by the in-laws. Don’t assume you know what they want. They know you’re a hotel, but what makes you a special hotel? Is the thread count of your sheets? The organic soaps? The fresh-baked cookies at the front desk? A concierge who knows all the hot spots? Romantic hide-aways? 100,000sf of meeting space that’s easily configurable? A garden perfect for meetings or weddings?
Show the various aspects of your offerings. When someone visits, ask if they’ve ever visited your hotel. Do they travel frequently? Do they entertain a lot of out-of-town guests (and/or clients)? Listen, and write down details. Make a follow-up appointment.
The booth swag should be tied to the hotel itself. Perhaps a flower (if you have a great garden). Some of your fresh-baked cookies. A mint that you put on the pillow. A stay one night free with first night. A 50% off dining coupon. The sky’s the limit. Just make sure that you make the trade show the start of a great relationship.
Hi Jay,
Good post on what to do at one’s first trade show. I think the thing to keep in mind is that it is just another form of marketing, and the same rules apply. One needs to know everything about their product (in this case, the hotel), and not be the sales guy that thinks he can sell anything whether he knows anything about it or not. I agree with all your points, including that it is about talking and LISTENING to the customer. I also like your “swag” ideas – very good.
And of course, I think it is important to have a good trade show display so that you “Get Noticed” (like your tag line) and so that you look professional and prepared..
Keep up the good marketing advice!
Steve