Lessons from AMS: How to Ensure Trade Show Success
As you know, InsureMe was at the annual AMSUG conference in Orlando last week. Having been back for a couple days now, I've been able to reflect on our experiences there—pinpointing what worked, what failed miserably, and how we can do better at the next trade show.
So for all you insurance folks who are going to be manning the exhibit hall at future events, this post is for you.
7 Considerations for Trade Show Success:
1. Make sure your team is on the same page. I'm all about personal accountability, but it's a good idea to get your conference team together beforehand to make sure everyone's clear on exhibit hours and guidelines, hotel check-in/check-out times, etc. I realize this seems to be a no-brainer, but I assure you it is a necessary step.
2. Get some extraordinary swag. If you're heading to a big industry function such as AMSUG, you can bet at least one of your competitors will be on hand. Accordingly, your goal is probably to divert attention from their booth to yours. And let's face it: people love their free stuff. If you can give attendees something fun and different, you'll stand out. We learned that with the InsureMe stress balls; they've been a hit at every convention we've taken them to.
Tip: Look for promotional items that are action-oriented. They'll catch the eye. And don't forget to print your company's web site and phone number on the goods. We totally dropped the [stress] ball there. Doh.
3. Try a give-away instead of a drawing. Nothing satisfies a person's desire for immediacy like a good give-away. Drawings on the other hand, require the attendees to hang around for three days to see if they are the lucky recipient. And, as we learned from the booth next to us, at a big conference, it can be a real pain in the neck to track down the lucky winner.
4. Let prospects answer their own questions. The same staple of good web design also applies to exhibit halls. Have creative, informative literature readily accessible for those that don't want—or don't have time—to stand around and talk.
5. Appear accessible. At AMS, we had a number of people remark that Maribeth and I were well-dressed without looking corporate. Our team also didn't color-coordinate (which can seem a little intimidating when there are more than four people manning the booth). In essence, we fit in with the rest of the conference-goers and appeared approachable.
6. Be prepared to make a contingency plan. It's imperative to be receptive to what's working and what's not. Whether it's your marketing plan, your opening sales question, the pitch itself, or your promotional tactics, when something's not working, you've got to change it—fast. Sometimes this means throwing your own money at the problem, or making a snap decision...and later phoning your boss from the ladies' room to tell her about it.
7. Have fun. Yes. You're at the expo hall to network with other people, find new prospects, etc. But being Serious Smee about your goals won't be too attractive to said prospects. Smile, relax and watch them come to you. Remember, the insurance industry might be boring—but the people sure aren't.
