Recently I attended a trade show in London. At this show, many companies brought along their software in order to demonstrate features. Several of the companies had software which ran exclusively on the internet. On the surface this looks like a simple and straight forward thing. However, on three occasions, when I asked to see the software, access to the web was down! There was no way to see the software and move me along the sales process to the next step. Stopped cold by the very technology that is supposed to help you sell product or generate interest in your product. Take a step back and think how this could have been different. When you set your trade show marketing objective you have to identify and state the exact reason you want the internet in your booth. It should go without saying that you shouldnt justify having the internet in your booth in case you have to check for a critical email!that is a whole other topic. What is your backup plan if your internet connection is not available? You should plan one of two courses of action. One is to not use it at all. For many companies it is not too difficult to take an exact copy of their site and run it on a dedicated server in their booth. That way you dont need an internet connection at all. (That might save you a few bucks too) A second course of action is to plan for when the internet is unavailable or temporarily out of service. Keep a copy of the site, either a full version or a demo version on a server in your booth in case you need it on short notice. Or, you can create a presentation or simulation so you can at least demonstrate the key features of your product. In either case, you have to have this line item on your trade show planning agenda. It is really important to ensure you staff knows what to do if your connection causes you to be without your demonstration when you have a prospect in front of you. Without planning for this you could be at your trade show after great expense and be unable to capitalize on an opportunity to show your stuff. |
