Check Out These Guerilla Marketing Tips for Your Space
Here are 9 Event Marketing Pointers to Meet More People , Get More Leads, Close More Business, and Build Awareness!
Guerrilla Tips #1 (For First-Timers): Event Marketing is Different (Modify Your Sales Script & Marketing)
Whether you sell in a showroom, in a retail store, at your customer's home, or over the phone, you will need a different set of skills to succeed at shows. Event selling is different!
1. You could be approached by several prospects at the same time and/or during a conversation or presentation . You must a have short script for these cases, and quickly move to capture the leads when approached by multiple prospects simultaneously (see examples below.)
2. Your Marketing Advantage: You can show off equipment or other props that would difficult to do on a phone call or print advertisement! People can touch feel, taste, smell and see your product/serve first-hand. Plus they can make a human connection!
3. Event selling is not about pretty booths or just passing out literature and giveaways! You need a marketing plan and goals.
POWER TIP: Read the book Guerrilla Trade Show Selling by Jay Conrad Levinson
Guerrilla Tips #2: Don't be a Dud! Can the Chair!
Avoid Using Chairs: Your booth staff should avoid sitting at the table with their eyes buried in their laptops or smartphones at all costs. This is one of the most unwelcoming things we see at see at shows. Attendees, will often walk right by your booth. Now, we are not saying there may not be some circumstances in which chairs are alright, but in most situations be attentive and stand when greeting and talking to attendees.
POWER TIP: Leave the booth if you do the following: eat, take a phone call, check email, record prospect information, sit, or take a break.
Guerrilla Tips #3: Focus on One Goal
Most exhibitors try to accomplish several goals at their booth, and some have no goals! Try to focus on one key goal and do it well. Some of the most popular goals include:
- Lead generation
- Awareness building and brand recognition
- Networking with other exhibitors
- Educating your audience about your products and/or service
- Hiring employees
Guerilla Tip #4: Show Off Your Work
Don't just place printed material on your table! Can you show off your product or service? Can you do a live demonstration? Can you bring a machine/product, a prop from your business, or even large posters/pictures ?
Power Tip: Do you even need a table? Can you bring a prop? Be creative with your space.
Guerrilla Marketing Tip #5: Raffles & Prize Drawings (Make them work for you!)
Offer a prize that somehow complements your business. For example, if you are a dentist, offer free cleaning and x-rays.
Power Tip: Ask a pre-qualifying sales question on the entry form. After the show, you very quickly want to follow up with all qualified leads first.
Guerrilla Marketing Tip #6: Giveaways & Premiums (Make customers earn them!)
The polite term is advertising specialties, including pens, coffee mugs, notepads, and trinkets. Any advertising specialty item should reflect the quality and image of your business.
Power Tip: Upscale your giveaways! Gorillas call them bribes and use high-end giveaways only as a bribe when you get your visitors' name, email, phone number, and a lead prequalification question answered. This will save you lots of time and allow you to go after hot prospects right after the event.
Guerrilla TIP #7: Take Care of Your Current Customers!
Have VIP gifts for your current customers who stop by your booth. Better yet, reach out to them before the event and invite them to stop by your booth to get the special gift and say hi.
Power Tip: Building rapport with your existing customers can not be overstated. Ask for referrals and testimonials from visiting customers!
Guerilla Tip #8: Arrange Your Display Table Properly to Attract Customers
Arrange your display table in levels. Put the more oversized items at the rear, shorter items in front of those, and even shorter items in front. Use empty boxes under your tablecloth to create different elevations. Consider placing your booth sideways or in the back of the space to make your area more inviting to customers.
Power Tip: Interactive displays, games, and props you can touch, feel, see or smell, that engages people can be highly effective in promoting your brand!
Guerilla Tip #9: Promote Your Booth on Social Media
Use social media to let your customers know you are participating in a show and invite them to stop by and visit.
PowerTip: Do a Facebook Live post from your booth, and invite anyone who couldn't come to join you on camera. An exciting, high-energy Facebook Live broadcast generates excitement.