From a bare table to client magnetic attraction in 7 items or less
There comes a moment in every speaker’s career when the event organiser in a bright and cheery voice says with a positive and upbeat tone, “And, we have given you a large table in the exhibitors area for your books and materials.” Gulp! – And, they expect you to be happy and excited by this prospect…
You have nothing to put on it!
Here are 7 ideas to get that vast surface area covered with value allowing you to beam out a shining light to the room, attract the right sort of people to your table, engage with them and make your first “speech with table” moment a springboard that generates more speeches, further high paid engagements and acts as a effective opportunity to expand your contact list with high value targets and develop a new #BFF (Business Friend Forever.)
- Booklet – The single quickest way to cover a few square feet of blue velvet is to take one of your top tips posts (like this one), expand it and publish it in booklet form. Add in your credo and contact details and, suddenly, you will have moved up from the newbie slot to being a professionally prepared presenter with presence. Google “print on demand booklets” and you will get a vast choice – instantprint, printexpress, digitalprinting, tradeprint, blurb, cpi-print, printondemand-worldwide, bookbaby, bookprinting etc.
Most have options to upload your copy and artwork, edit on screen, play with size, paper quality etc. and then, just push the button and wait for your booklets by the front door.
Display multiple copies on your table and think about how you will use them to attract passing trade, engage with your target audience and make a meaningful connection.
- Logo Board – You have not been asked to set up a 5000 £,$ or € trade fair booth but this tip will make you feel as if you are moving into the 3D marketing collateral space like a pro. A couple of A4 boards with your logo on will really start to give your table height and make it visible from further away – Essential for catching the eye of serious decision makers.
First. Do you have a logo? If not or yours is a source of constant embarrassment, the quickest way to generate something of quality is to go out to a company such as logodesignguarantee, theprecisiondesign, designcrowd, londonlogodesigns, logosymmetry or, smashinglogo etc. The normal process involves providing a detailed brief of your company, offering and desired look, and, paying for the number of versions and revisions you require. Most agencies give this first bit away cheaply, hoping to get their money back with your first higher value, print order for writing paper, large trade stand banners etc. later.
Second. Now, when you have your desired design, you can get your simple A4 boards printed and delivered by vistaprint, supersizeprint, printroom-largeformat, onwarddisplay, jarbals etc.
I prefer a one at either end approach with the option of a logo board in the middle as well.
- Attraction Magnet – The days of outrageous giveaways are sadly gone (or happily gone if you were the one paying for them.) Now it is about simplicity. Long-range attractors aim to catch the eye of someone at a distance and bring them closer. Examples include a tall bunch of flowers in a vase, a glass bowl full of fruit, the obvious plate of sweets / cookies and the sure fire winner (but do watch out for stampedes) – A large round glass bowl of those red Lindt chocolate balls. Hint – don’t put all the goodies out at the same time or you will be stuck with an empty bowl for most of your time standing at your table.
- Voucher Offer – When your prey is a little nearer, they can be enticed to walk into your lair with a visible value voucher. I like to print an offer on top of an A4 picture of a green €100 note. It looks like oversized money, will raise a smile and can get people reading. Find a high quality digital image from fotolia, istock, shutterstock, depositphotos or, gettyimages, etc. Your prospects can take it away and show their colleagues too, thus increasing your range and eyeball hit rate.
The offer must be strong enough to generate action remotely, be deliverable by you, and, be relevant enough to your audience to attract the right quality of responder – Remember, ambulance chasers and idea magpies are not your target audience.
- The Wine Cooler Raffle – This is where you fire your big guns. You need your prey to come in close and hear your pitch. “Today we have a raffle prize – A no cost demonstration of our XXX. We will come to you and show you etc. etc.”
The offer should be of high perceived value to the RIGHT potential customer. It should be part of your sales and marketing funnel. And, it should be different from the table to the left and right of you.
Collect their business card and maybe note down their name on a sheet too. You might even be bold enough to grab a signature for GDPR purposes.
- Invitation to your Next Event – The king of sales funnels and successful promotion, Michael Port, asks his students to, “Always have something to invite potential customers to.” And he is right. What event can you create that will follow on shortly after your table and speech moment? The simplest to arrange at short notice is a fun and high-energy webinar tackling an irritating problem experienced by your audience. The invitation like, 5. can be printed on a photo of something appealing.
- Pens with your Number – Problems encountered here can be the number you have to order – no one wishes to have 479 pens left over after preparing for a one-time speech with table event. Or the quality of the pen – The £3 Vistaprint pens are horrible with splodgy ink messing up the customer’s writing experience – a definite brand diluter not a brand builder. You decide whether you want your number or E Mail on the pen. What will present the lowest barrier to taking action for your prospective customer?
I hope you have enjoyed reading this post and that we have inspired you to fill your table with visible value so that you can attract great decision makers to within talking distance and can convert strangers into repeating customers, raving fans and advocates of you and your offering.
Please like and share this post. And, pass it on to the nervous new speaker in your community who has just been told, “And, we have given you a large table in the exhibitors area for your books and materials.”
About the Author – Matthew Hill is a keynote speaker, trainer and facilitator who started out with a one-product table and now has a carload of collateral to decorate his client magnet table with. Contact Matthew via E Mail; firstname.lastname@example.org