2018 Trade Show Strategy

What’s the point?
If you think people will peruse and buy just from a show floor.¬† Think again ūüôā

It’s setting the mood buy –
It’s about having the right mix of products and the right people representing your brand at the booth.

Booth needs to be interactive, engaging, solution oriented, digital, and more. Its not about the quantity but quality of these criteria even for a two hour show.¬† Trade shows and people¬† are valuable in terms of costs and time.¬†Use live webinar, and/or live videos at trade show to drive business to your booth and engage even those that aren’t at the show but follow or engage with you in a digital world.¬† Trade show times and expectations should always¬† communicated prior to show too.

trade shows

It’s about networking at sessions and events.Engage and inquire about¬†the market¬†challenge and successes. Be authentic.

Finally it’s the follow up.
Thank you for dinners and even a quick email blast that’s personalized to who you connected with at that show. Instead of the email blast out to all that’s so impersonal and just a check off of your follow up list.

Shows and Buying need to be a positive customer experience and so does the post sale experience.





What do you do to maintain loyalty in your customer base?  Most service, product and equipment providers make the sale, keep in touch few months post sale with the customer and then the waiting begins for both customer and sales person.

How about a loyalty program?  Reminder programs to keep your customer base engaged with what you can offer in terms of services, education and partnership. Here are a few ideas to get you started:

How about:

  • offering educational webinars

  • offering webinars for different markets with solutions for challenges

  • forums for different levels of an operation for engagement and networking

  • sending out polls to ask questions that would allow you to either bring solutions whether it‚Äôs products and or programs for your customer base

  • points or incentives for your clients for trade show or conferences

Personalize initiatives that make you and your company memorable, reachable and trustworthy among industry peers.

Make 2018 a year your customer base will remember you! Always an opportunity for new opportunities by paying attention to the customers you already have done business with in the past.






Is this like the dinosaur eggs, rare and valued when you find it ?
When it’s said to go beyond people’s expectations today, it’s because it at least enables your employees to meet the minimum of what your customers’ expect. Standards have changed and this is a challenge.

I have noticed many subtle changes. I notice a few days before I was to travel that my airline seat was missing from my document and anyone who knows me know I have a seat and check and recheck. I call the airlines to ask what happened,why now all the seats on the airline was booked,¬†and why did I have to wait to check in at airport. I’m also a gold status on this airline. Quotes from a supervisor, “It happens sometimes”
Not we are sorry, let me check into it or no worries you will have a seat upon check in
No solution. Vagueness.¬†¬†It’s not my problem philiosophy.

I have been at a world-famous amusement park recently and was at a reception. As I watched the service and interaction it was sad.
This park¬† trains their team¬†on¬†anticipating customer needs. YOU¬†would think that when someone asks for a¬†bottle of water someone wouldn’t shrug their head or¬† say we are out of it, but would say let me get it.

I’m sure as you read this you are reliving some of your own #negative customer experiences. I can go on and on. Is it this summer? Is it the age? Is it…?¬†¬†Lately it’s not about making the customer feel special or exceed expectations,it’s about barely solving their issue or challenge and about checking it off their to do list.

Great customer experience starts with the sales and finishes with execution whether that be in terms of a service,  product(s) or an event.

Tips for getting there include inclusion tactics into your daily hub or weekly meetings
Your team needs to be:

  1. Trained to be solutions oriented
  2. Educate about being discreet and answer tactfully to a customer
  3. Empower them with this thought,Do one to others as you would want done to you(or its in a healthcare site-to a friend, family member, etc..)
  4. Training in not only product or service knowledge but industry knowledge and customer service and feeling. Stress this as part of  training, What do you want someone to feel when they purchase your service or product?

This last item is crucial as you can get up to finish line and never cross it.
Organizations have product training solution oriented sale training or service training. They review menus with staff and specials for the day etc but leave this crucial piece out until there is a customer challenge.  There are educational resources on the internet and through your trade associations.  I am a chief experience officer and can work with your teams too.


No matter what your background it or how product/service¬†knowledgeable teams are this is the missing¬† link. You can’t blame it on age or cultural or gender.
It will cost you in terms of dollars , reputation, and loyalty.

Start Fresh this Fall, invest in positive customer centric training. The time and money put into this will pay off great dividends.


clip_image002.gifChief Experience Officer