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When you are concluding the presentation, it is important to give them a briefing on what was just covered so that all loose ends are tied up and no one is left confused or uninformed. If done successfully the conclusion should set up a number of important steps for you as an exhibit team. The conclusion of your Trade Show Displays presentation should confirm that the attendee is interested and also what they need from you as a company, which should in return set a clear tone for the follow-up. If this is done correctly, you will be able to see more success with your follow-up leads if you already know what they want from you and how you can provide that for them.

Your conclusion should begin with a slight, quick review of the attendee’s concerns and the features and benefits of your products and services, because these are the most important parts of the exchange overall. The summary of the overall presentation should put the whole discussion into a nice package that makes it easy for the attendees to make a decision on whether they would like to do business with your organization. After you have summarized the objectives and proved that they have been met, you must now ask for a commitment. Often times trade show exhibits and displays will put on wonderful presentations, draw large audiences throughout the event, but will not get enough follow-ups at the end of the event to really make a difference. Well, the solution is to be proactive and ask for a commitment at the end of your presentation. It could be as casual and easy as, “The next step for us would be to schedule a time to meet and examine the greater picture, and how my organization can help you meet all of your objectives and goals.” This will enable you to schedule a follow-up o the spot, which will make your chances for success even greater.

Finally, make sure that before you and the potential customer part ways that you leave making sure they are feeling positive and excited about the idea of working with you. Make sure to seem interested and let them know that they will be well taken care of with you. Good planning, effective time management, and flexibility will all lead to a direct, meaningful, and hopefully profitable presentation.

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Your exhibit presentation is a very important key to success at  trade shows.  It gives you and the team an opportunity to convey a clear and concise message to all prospects that enables you to re-focus and reiterate the most important aspects of your organization’s products and services.  The introduction to your presentation must smoothly bridge the gap between your ability to gather information and your need to give information to potential customers.  Depending on how attention grabbing your opening is, prospects could be drawn to stay at your display booth for longer in order to become more informed and possibly more likely to use your products or services.

The opening should tell all who are listening, exactly what you are going to inform them of as the presentation continues.  This method consumes the attendee’s attention and helps them focus in on what is happening at your trade show booth, and no one else’s at that moment.  Always remember that trade shows in general cause information overload with many of the attendees, you do not want to aid in this chaos, but rather you want to help each prospect easily organize their information in order to avoid confusion and frustration.

Lastly, remember to lay out clearly what exactly is going to happen next so that no one is surprised or misunderstood.  If you can describe the two or three main points of your presentation, then it will give you as the presenter a focused approach to the body and conclusion.  Having focused and opening up on a strong point will not only help the  trade show attendee to stay interested and focused, but it will also help you to stay on track and deliver a strong presentation.

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For most business owners in general, trade show marketing is one of the key concepts that must be performed correctly in order to stay afloat in the competitive marketplace of today.  Businesses need marketing campaigns that ensure profitable, stable business that is sustainable and consistent; but many do not know where to begin.  The first thing you can do as a company to ensure marketing success is to, establish a brand identity that stands alone and above the rest of the pack.  This will set you apart from your competition and promise that you will not be forgotten.

The ability to powerfully, and concisely communicate your message to the public is how you will ensure success for the future.  Branding will do this for you.  It will establish a core identity for you and your products and services so that not only the public know who you are and what you stand for, but also for your employees and yourself to never forget what your organization was built upon.  Create a fun and exciting campaign that will give your staff the creative freedom to reach out to the public in a way that will truly make a difference.  If you successfully build a brand identity in the marketplace of today, there will be now way that you can go unnoticed for too long.  Remember that branding power is lasting power, and never give up!

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The ability to communicate with customers and prospects at your exhibit displays is one of the most important parts of the process as a whole.  If your exhibiting staff does not have the gift of communicating and selling, then you should rethink who you have out on the floor.  The staff member’s words are what usually seal the deal.  You could have a beautiful trade show exhibit with immaculate banner stands and all the flashy accessories to go with it, and although this may catch the attention of many, it will not last long without a competent communication-savvy staff to tie it all together.

Being able to recognize and test the communication aspect of your exhibit is a great way to see if you are doing things right.  It helps you to know what worked and did not work, so that through trial and error you can create a sales plan that works the best for you and your organization.  It also lets you know if your advertising and marketing messages were received well with the consumers, and if they “got it.”  Knowing the communication aspect of your exhibit, also allows you and your team to assess the shows success and to see what happened in a more detail oriented way.

If you would like to know if your communication advertising messages are affecting the right people, then you must find out this information: What was the trade show attendee thinking about your organization pre-trade show?  After visiting the  booth, did the exhibit have any effect on the attendee’s opinions or perceptions?  And finally, what were the opinions of the attendee after the trade show event?  After asking yourself these questions, you must now form a method to find the information.  The two most commonly used methods are: an exit survey, and a telephone survey, which will be discussed in the next article.

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