We can’t say this enough… we get it. When you sign up for a show (live or virtual), you have BIG PLANS to make it the best show ever… but then the day-to-day workflow gets in the way and you may find yourself scrambling to get everything together at the last minute. You might not even get to utilize all of the deliverables that you purchased as a part of your exhibitor package.
We aren’t magicians who can create more time, but if you prioritize tasks early, you won’t be scrambling. Definitely begin working on your list 60 days before the show starts. Thirty days just won’t cut it if you want to maximize!
So, when the meeting organizer emails you – address the email immediately. If they tell you to provide a logo, a link, a company description/introduction, a video and maybe a downloadable resource… make sure it’s your most up-to-date information and that it will increase chances of engagement! Here are some tips to make those babies shine!
For the company description, don’t just use the same 90 words you’ve used all year. Make it specific to the event… and catchy or funny. Use the space to entice attendees to learn more about a very specific aspect of your product or service. Be sure to include a call to action; for example, “call us today for an exclusive offer for XYZ conference attendees!”
For the video, use the opportunity to provide value to the attendee. Remember this radio station: WIFM (What’s In It For Me). The most common mistake is to make a video that is basically an animated version of your company description. Instead, attendees are more likely to watch your video if it’s titled something like “5 Ways to Increase Your Bottom Line with In-Office Dispensing”rather than “Check out our line of new products”. During the video you can certainly tell them about your products, but always make the message actionable with specific steps the viewer can take to improve their practice. Once they trust you and see you as an expert with valuable information, they are more likely to buy from you.
The same concept applies for the downloadable resource. If you can only have one resource download, don’t use it for your catalog. Use it for something that addresses the attendee’s problem and offers a solution. Think e-book, template, protocol. Once they see what valuable information you have to offer them, they’ll be wondering what else you’ve got up your sleeve!