Ben Camerota
Ben Camerota is the President of MVP Visuals, suppliers of custom branded displays for trade shows, retail promotion and corporate events
Trade Show Talk: How to Convert Prospects Into Leads
April 4, 2015
With today’s modern technology, we communicate in so many different ways – text, email, chat, tweets, and the list goes on. Even in the marketing world, a huge portion of our interactions are through these newer, more remote channels. Yet every year, thousands of people still choose face-to-face marketing and interaction, by visiting or exhibiting at trade shows.
In-person communication at an event or trade show can be much more valuable than an email campaign or social media interaction – assuming you get that communication right. You typically only get one chance to help an event-goer understand what your business does and how it can help them do what they do better.
The key to converting a valuable trade show lead is speaking to the specific needs of their role, whether you’re talking to the CEO of a huge company or the administrator of a startup. It’s likely that your business offers many different advantages to those who buy in, not just one or two benefits – so why are your booth’s salespeople just sticking to one or two talking points? If you want to improve the communication you have with leads at your next trade show, follow these steps:
Step 1: Prepare Your Angles
Start out by making a list of the benefits your company offers to customers who purchase your product or services: things like up-front cost savings, free technical assistance, free service checks, greater efficiency, higher quality materials, more experienced staff to help, ease of use, etc. Think about the feedback you get from your happy customers and repeat buyers – why do they prefer you to the competition? Be specific and write down key examples.
Step 2: Plan for Personas
Often the only information you have to go on when someone approaches your booth is their name, position and company. Well in advance of your show, create profiles of the types of leads you’ll talk to: CEOs, CFOs, buyers, team leaders, administrators, even entry-level staff and clerks. Connect these profiles to your list of benefits from Step 1, identifying the perks that are most likely to appeal to each persona. For example, a team manager might be most concerned with how your product could improve efficiency within his team, whereas a CFO is wondering if your service could help with budget planning for next year.
Step 3: Train Your Booth Staff
These folks are the smiling face of your brand at every event, and they could be your best mouthpiece with the right training. Organize training before your event, even for experienced staff, and make sure everyone is well versed in the list of benefits to discuss, and the profiles that can help them decide which benefits to discuss with which visitors.
Step 4: Listen and Adjust
Training isn’t just about memorizing personas. Teaching your staff to listen first is vital since many leads will happily share their pain points, needs and concerns upfront – making it much easier to speak to the solutions you can offer them! Make sure your staff understand that their pitch (no matter how well-rehearsed) comes second to asking questions and listening carefully, and should be tailored on the spot to address the needs of that lead.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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