11.06.03
 By
Susan Dunn
As a fundraiser for a homeless shelter, I did lots of trade shows.
It's a lazy, "attraction" method that works, but not the way you
might like if you're keen on the numbers and speed.
Actually every time I go out, anywhere, I tend to get a client. That's
what I learned as a fundraiser. GET OUT. Of course I had more staff
and budget then, but I went to anything I could get into - chamber
luncheons, non- profit banquets, plumbing trade shows, church anniversaries.
Mix and mingle.
Wear a name tag. Think marketing. A fundraiser should never be in
her office. Nor should you on your “marketing” day. |
If you’re a non-profit and go to a Construction Trade Show, you will
attract the curious and the bold, and those with time on their hands,
and what's not to like about that? “Well,” they say, “what on earth
is a homeless shelter doing at a construction trade show ... let's
go see!” [“Coaching? What's that? Why are THEY here?”]
I would recommend doing it a couple of times to see if it works for
you – if you’re the kind of person who can work a trade show. An old
tradeshow trick is to hire a beautiful young woman to staff your booth.
Maybe you are a beautiful young woman, or have a peaceful demeanor,
or a broken arm (I hope not) something that attracts people. You have
to know yourself. I have a big charismatic smile and know how to use
it though I am neither beautiful, nor young, and I get a kick out
of people and it shows. (Also good EQ.)
If it just isn’t your cup o’ tea, hire someone through your local
Temporary Agency. In ways it’s more “professional.”
Try different things. Now, I have brought along a book and sat there
and read. I do Internet marketing. I have a book with HTML in big
letters on the cover, and that gives them a conversation entry. I
take it on plane trips and have gotten clients that way.
Invest in some promotional stuff. I have a nice classy t-shirt with
logo on it. I have a fun one that says "I'm a coach. I solve problems."
I've used a nametag that says "Susan Dunn. Ask me about coaching."
I wear that when I'm out and about. (Get a kit at Office Max and make
some different ones and see what works.) Standing around in intermission
at the symphony, people get real boooooooooored.
A soft, non-threatening demeanor works well. Everyone's timid to approach.
But you learn all this experientially -- how to work the eye contact.
Get some coaching if this is a puzzle for you.
The crowd is one thing. The other vendors are another. The employees
of the convention center are yet another. To me, where there are people,
there’s business.
Here are a few tricks if you decide to do it:
What’s that about “no picture book album? Of course you have things
to attract people. There are small display boards you can buy (heck,
it's an INDUSTRY – here’s one source: http://www.affordabledisplays.com
)
Long Distance - Less than 3.5 CENTS a minute - No Connect Fees! click here
|
Photos. Your brochures and business cards. A picture album
of success stories. Be creative.
Go to a trade show and look around. You'll get all the ideas you
can stand.
Make a home video, bring along a t.v., and run the video (people,
faces, ADS) on a loop.
Make a PowerPoint, or let these folks do it for you: http://www.webstratgies.cc
.
Invest in a table display. Check out some here: http://www.affordabledisplays.com/cust_ displays_tt.htm
My cousin does wedding videos. He has lots of free time on the weekend
and he and his wife go to anything that’s open. He’s gotten at least
one customer each time, and that makes him over $1000 for 4 hours
of sitting around gnoshing. (How do you value your time?) He teaches
3rd graders, so to get out and mix with adults is a kick for him.
Have a drawing - the business card in the fish bowl thing. If you
walk out of there with 100 new email addresses for your ezine, that’s
gold.
The candy bowl – have something people can come by and pick up free,
but be original. Maybe at a trade show what people are really looking
for is a "wipe it" packet to refresh their grubby hands, or a pen
to write with (with your name on it), or a single rose, just 'cuz,
or a booklet of inspirational quotes, or a coupon for one of your
ebooks free .... I don't know what's current, as I haven't been in
a while, but I'd consider it a worthy challenge to figure out something
besides "candy" for heaven's sake.
On the other hand, chocolate is chocolate.
Staffing a booth can be learned. It’s all about eye contact and your
personality. Work with a Marketing Coach.
I have a VA here in town and I send her around to office buildings
with my brochures. She loves it; I don’t.
Have a notepad where they can leave their name and email. Some people
would rather do it that way.
Take the mountain to Muhammed. Get up and walk around. A lot. Mix
and mingle.
Wear something interesting.
If you’re in a field like coaching, for instance, you’ll be promoting
the field, which needs to be done. There are still lots of people
who don’t know what coaching is. Whenever we raise awareness, one
of us will benefit. Your turn will come!
About the Author:
(C) Susan Dunn, The EQ Coach, brings emotional intelligence to the
workplace with individual and executive coaching, workshops, presentations,
Internet courses, the EQ Learning Lab and ebooks. Visit her on the
web at http://www.susandunn.cc
and sdunn@susandunn.cc for FREE EQ ezine. Please put "EQ ezine" for
the subject line. EQ Alive! - http://www.eqcoach.net
- the tools and training you need to coach emotional intelligence,
for coaches, managers, therapists, counselors. Classes starting monthly.
Susan
Dunn Answers Professional Development Questions: Click Here For Free
Answers
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