Tradeshow Toolbox

Presented by

Lisa Branch

Exhibit with a Purpose

Use events to build your business by:

• Connecting with Prospective Consultants

• Booking Celebrations with Hosts

• Finding new Clients

Finding Events• Local Chamber of Commerce, City websites, County Offices, Event Facility Calendars• Google search• Types of conventions, expos, trade shows, fairs, etc

Family History or Genealogy Scrapbooking ExposCraft Fairs Women’s ShowsBaby Shows Home SchoolingBridal Shows Family Focused EventsSmall/Women’s Bus. Expo Senior Resource Fair

Some events have options to teach a workshop or conduct a larger demo as well.

Elements of a Large Event

• Share! Share! Share!• Abundance mentality• Greater exposure• 50-100 leads a day

Elements of a Small Event• Lower cost• More personal• More individual time• 30-50 leads

Booking the Event

Contact the event organizer for an application or find it online

Research:• Is another HM Consultant registered?• How long has show been running?• How many guests anticipated to attend? • What type of advertising are they doing?• What does the booth fee include? (table, electricity, etc.)

Tip: Check with your upline leaders to see if they have experience with that type of event.

How many Consultants in booth at all times?• Small craft bazaars = 1 Consultant• 3000 - 9000 = 2 Consultants• 10, 000 + = 3 Consultants, particularly during peak times• 10' of booth front is optimized by 2.5 consultants

Contact upline leaders for consultant scheduling recommendations.

Booking the Event

Planning the Event

• Location, Location, Location

• Exploit Your Space

• Design and Lighting

• Science of Signage

Planning Your Event

Display Tips

• Good use of backdrop space with banners, bookshelves• Neat and organized with book stands, card holders but still accessible for people to flip through the books• Have variety of height on the table – eye level• Display host packets, prospective consultant packages• Keep brochures and business cards off the display – wear half aprons

Banners Available

In your VO click on the Materials icon and then follow the Town & Country links.

Large Event Example

Phoenix Women’s Expo 2007

Design Details • Good use of backdrop space with banners, posters, bookcases • Variety of height on the tables, use of book stands

• Team unity created with a matching T-shirts• Use of half aprons for business cards, brochures, pens, contact cards• Consultants carry personal books, clipboard for contact cards

Small Events

Small Events

Preparing for the Event - MaterialsTrade Show Jump Kit

- Banner- Furniture – tables, chairs, garbage can, shelf unit (optional)- Table Cloths – I just use large fabric strips with some smaller pieces in

certain areas when I’ve created some hidden levels- Levels – items to be placed under the cloth or on top to raise level of some

books or display items. Not recommended if booth only has one table.- Laptop with presentation of book making process (no need for internet)- Book Samples- Consultant interest packs – hand to potential consultantsFolderIntro letter from youBusiness CardProduct GuideStory planner and layout guideBusiness Kit listHost RewardsMagazineConsultant Agreement

- Flyers – hand to each contactgeneral trade show flyer for everyone (eg. Heritage Studio brochure)business card

- Host Packsgeneral host packet materials

- Reference book Š small folder with page protectors to show how WE help themproject organizers (SB, HPJ, BB, Roots, etc)writing tipsproduct guidedetailed pricing sheetsstart-up kitsany other items you will want to offer via email after the event

- Order Forms- Follow-up cards – available from message board- Draw Box – basket, treasure chest, jar, etc.- Pens- Calculator- Tape- Consultant’s personal samples- Poster Sample- Easels

• “Trade Show Jump Kit” document - list of suggested materials found in Yahoo! Group

• Be sure to label flyers with YOUR information using a sticker or stamp – do not handwrite

Preparing for the Event

Plan your follow-up

• Decide on a free draw and use contact cards – these help collect names for potential consultants, Celebration hosts, and contact lists• Schedule follow-up events such as:

• Workshops or webinars for interested clients• Date and location for local Business Showcase • Registration link for next Business Opportunity webinar

• Bring your calendar to book Celebrations right there.

At the Event

Baiting the Hook – attracting visitors to your booth

What to Say

• Lead with a book you have done • Prepare a 20-30 second overview of our product

30 Second Speech

“We do something really special with your photos and your stories – we publish them into storybooks! All you need is a computer and an internet connection and you log into your own publishing account, upload your photos, choose what size of book you want to make, drag your photos in, type in your text and you're done! When you hit "publish" Heritage Makers prints and binds your books and sends them directly to you house in 10 business days.”

Lisa Branch, Founding Silver Director

“Are you online?” Lisa Taron, Founding Director

Sample Discussion“Hi, how are you? Come, let me show you this amazing story. This is Heritage Makers, an online site that allows YOU to create your own book with your own photos and your own story, right in the comfort of your home. This is my grandparents life story…” Give them a moment to browse and think, then show them some other books and styles, and answer questions. Let them know we are doing a drawing for a FREE Storybook and hand them a contact card. While they are filling it out, say, “Oh, and by the way, this is a new company and we are looking for consultants, so if you are interested in a home based business, this is a great ground floor opportunity.” If they are interested, then give them a consultant packet and let them know about the upcoming call they can register for.

Hallie Redd, Founding Gold Director

** Get Their Contact Information **

DOs and DON’Ts• Don’t sit• Don’t info dump – keep it simple and then ask them a question and LISTEN• Watch their cues and go with what interests THEM• Help to narrow down a specific project right there while they see the options. You don’t need to show them ALL the styles. • Do not put business cards or brochures out on the tables – use a half apron • Be prepared before you arrive – i.e. labeling material, creating packages• Keep all answers about other competitors companies positive • Rotate your position in the booth every 30 minutes so that all of the consultants have an opportunity to work the sweet-spots • No chewing gum – bring mints instead • No cell phone use on the booth – please take your calls away from the booth • Bring water, lunch, snacks as it is really expensive to buy food at the expo

Remember, it’s about their needs and their schedule. At the event, if all they’ve done is decided they want to make a book, that’s okay. You have one new client working on a book, and you can help make their project happen. With your follow-up call, if you don’t get the sale on call #1, don’t worry. Keep them moving toward their goal, and when it’s time to make the sale, you’ll get it. Be consistent, and make notes about your communication. Most importantly, remember them, their project needs, and then help them be successful.

Kristi Mazutinec, Founding Director

Don’t forget your Purpose

How do I get Consultant leads?How do I get Celebrations booked?How do I make sales?

• Ask!

• Make your recommendation and keep it simple

After the Event• Prioritize your leads – Consultant leads, Celebration leads, Client leads• CALL prospective consultants to remind or invite them to the next Business Showcase or Opportunity Webinar• CALL potential hosts to book celebrations, and confirm with those who booked• Contact by phone and/or email anyone who is working on a specific project and get them set up with their own accounts• Input names from contact list into Excel document, or other contact management software.• Send email to all contacts announcing specials, webinar dates, etc. • STAY IN TOUCH WITH ALL CONTACTS. General contact once or twice a month via email is good

Good follow-up is the key to success!

Questions and Answers