Change It Up!….Wait…Why?

A Few Changes

New Look + New Outlook = Great Outcome!

Making changes is not always easy when you have the exact same setup with graphics, booth, products, and sometimes even staff, who also are quite grumpy about being at “another” show. A few little tricks that can help to give a fresh look are; change your carpet color, buy different flowers (daisies, roses, bird of paradise)…ok, that was Washington, California, and Las Vegas. If you have to wear certain logo wear, change-up the color for the staff if that is an option. Make note of what was worn if your shows stack up back-to-back,  just to make sure everyone is on the same page.

One little tip that I loved, from some gypsies that I have known for many years, was that the marketing and host staff (all women) wore company colors, but bought dress blouses, different tops with just a little bit of “bling” on the collars/neckline for each day. We were at a show in Vegas and this was quite appropriate and a hit! Yes it made a huge difference in attitude for the staff, and gave a more formal dressy look for their booth which showed attention to detail. Lilly, Angel, Nancy, and Tasha- you and your team ROCK!

Visual perception is huge on a show floor and this kind of little element, depicts attention to detail which carries forth for the company image. Having staff that look good and are happy and welcoming will have people stop that may not have stopped. This also will generate a crowd; if people can feel the high-energy from the staff, attendees will feel comfortable enough to stop, and that is how you generate BOOTH BUZZ!

Often staff come in from all over the map, and you have never met them, so you need tricks to keep up with everyone working in the booth. Have a pre-show meeting and make introductions to make sure everyone knows everyone even if you have to take phone photos to remember who is who, VIPs included!

I walked up to several booths this past week and asked for certain people who were at the show, but no one knew what they looked like and had no idea where in the booth they might be working. In one case I had met one of their customers at lunch and was going to introduce them to my contact, but I had to do the badge search because no one knew who the person was or what they looked like and they did not want to leave their post to find them. This customer felt very unimpressed with that process and did not start with a good impression of the customer service on the show floor. He mentioned it to my contact who by the way was the CTO, he was not happy that this had occurred and had the customer point out the uninformed staff. Nothing like an angry VIP on the show floor! EEEEK!

If staff is not engaged and have that look of boredom, or have their phone in hand, their face/body language says, I don’t want to be here and really I don’t want to talk to you either! If they are dressed with the folds right out of the package and looking like a raisin they are unapproachable, they didn’t take the time to prepare and obviously don’t care either. The chances of wanting to stop and even ask about products is very low when seeing that type of attitude on the show floor. What generally happens with this type of presentation? Low traffic, therefore it will be reported, “ that the show sucked” pardon my term, but that is what will be said; when really it had nothing to do with show traffic.

Don’t be duped by your attendees, you want as many people as possible to stop at your booth. Granted you have those that may just want the promo item but that doesn’t mean they won’t talk about you if you are nice and give them the general overview of your products. I have found, though they might not be your technical contact or your client, they like to “talk”, and sometimes they are the voice that a real customer hears at the lunch table and the seed is planted and that is how they get to your booth.

Speaking from experience here, as a sales gypsy, it is often that look of disappointment that comes over the marketing person when I am walking up to sell them another show. Worse yet that condescending look by the sales/tech person that discounts my position (FYI-We are Peers we are both selling a product). Keep in mind that people like me meet people all over the planet in all market segments and media outlets. We have a huge network, and yes, “we like to talk too” and I enjoy making connections for companies that are respectful and professional!

Viral marketing starts with a conversation,  I do believe in giving credit where credit is due, and customer service can make or break a company.

So change things up, get a great look, put out your best representation in not only your booth but your attitudes. Generate show buzz by having the most welcoming staff, and creating that positive vibration that will attract attendees over to you. This will not only make your company memorable but will also set the stage for great ROI from your event.

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Changing horses…Wait…why?

Friesian Beauties – (Owner-Kimberly Wright)

There is a commonality that has taken place with organizations and industries and staffing. There seems to be a constant change of staff from the top to the bottom. The whole thing is interesting in that most of the time the staff that they change out usually work for competitors or are industry technologists that have worked for a number of companies that know the industry.  This makes for not only interesting talk on any show floor and a flood of new show shirts; but also gives the indication that if it has not happened to you, you are one of the few, and almost a question of,  why not?

Why are layoffs contagious, are they needed or just wanted? This is just a gypsy observation, in that often changing horses can make a difference on the way the wagon rides, but ultimately it is still the driver that should be in control.  Not that drivers are not changed out too, and that can add additional challenges to the riders in the back trying to keep the cart intact. What happens to the horses when they get bought or traded? Are they fed better and treated better in the other camp and so they are easier to work with and perform better or are they the exact same no matter where they go? So as ponies go, how many times have they been in the auction pen? Sometimes a new horse is needed if the load is heavier but often it is a new driver wants new horses for show. Sometimes those ponies look great but turn your back and they will bite, kick or demolish the cart!

The chosen few whether in work staff or horses, do they make a difference in marketing and branding for a company.  These days I would say yes, as we are such a media-centric society it really has become a popularity contest for companies as well, to say that so and so has been hired away from so and so company makes international news. Is it their accomplishments or their marketing?Well, from on gypsy to another, I am in the driver’s seat, horse, and cart rider only because I am a contract employee with my own small business (for now – you never know what the cards will have in store); but should I ever end up back in the auction pen the horse side or back in the cart; you can bet that I will have my mane done and hoofs manicured and will know all the other horses and drivers; or a major package of industrial strength Velcro to hold things down, I am always prepared!

FYI – the beautiful gypsy horses of choice would be my dear friend – Kimberly Wright’s  Friesian’s