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Our Best Three Tips to Bring the Wow to Your Next Tradeshow or Expo
Episode 578th March 2022 • The Business Animal • Kimberly Beer & Cara Taylor Swift
00:00:00 00:33:28

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Expos and tradeshows are target rich environments for sales and marketing. Spring expo season is headed our way right now and it’s time to get ready in a way that will create success that does more than just cover the booth fee! In today’s episode, Kim and Cara talk about three key aspects of creating a happy expo experience for you and your business.

Transcripts

Kimberly Beer:

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Kimberly Beer:

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Jaz:

Welcome to The Business Animal podcast. Saddle up for a

Jaz:

gallop to the top of the animal industry, where you'll learn how

Jaz:

to tame your wild business beast with tips, techniques, and tools

Jaz:

that will take overwhelm to obedience school and have you

Jaz:

wagging your tail with joy. And now your hosts Kim Beer and Cara

Jaz:

Taylor Swift

Kimberly Beer:

Hey there business animals It's Kim with

Kimberly Beer:

Be More Business

Cara Taylor Swift:

and Cara with Fast Horse photography.

Kimberly Beer:

Welcome to The Business Animal Podcast. Today

Kimberly Beer:

we're going to be talking about one of my favorite subjects and

Kimberly Beer:

that is trade shows and expos and how to bring the WOW to the

Kimberly Beer:

next one that you do. You know what is coming up Cara? One of

Kimberly Beer:

my favorite times of year. Do you know what that time of year is?

Cara Taylor Swift:

If it doesn't have anything to do with

Cara Taylor Swift:

chocolate or being outside with my animals? Because it's

Cara Taylor Swift:

springtime. I honestly have no idea. You're going to have to

Cara Taylor Swift:

fill me in. But I'm guessing it's something to do with expos

Cara Taylor Swift:

because that

Kimberly Beer:

It's Expo season.

Cara Taylor Swift:

Okay Expo Season I should have guessed

Kimberly Beer:

It is Expo season. It's Expo and tradeshow

Kimberly Beer:

that

Kimberly Beer:

season. And weirdly enough, I know that this is gonna sound

Kimberly Beer:

super twisted. And there's tons of people out there that are

Kimberly Beer:

listening to this that are going man Kim is weird, but I think

Kimberly Beer:

everyone would probably agree to that to a degree. But I love

Kimberly Beer:

trade shows and expos I love going and chit chatting with

Kimberly Beer:

people at them. I love doing the sales part. I don't like setting

Kimberly Beer:

up or breaking down the booth. Anything else beyond that I

Kimberly Beer:

absolutely adore I love planning for them. I love picking out the

Kimberly Beer:

graphics for them. Cara and I have both spent way too much

Kimberly Beer:

time this morning when we should have been recording the podcast

Kimberly Beer:

talking about a trade show that we're going to be going to very

Kimberly Beer:

soon called AIM.

Cara Taylor Swift:

Animal image makers. So that's why we decided

Cara Taylor Swift:

to chat about this topic on the show. Because this is all we've

Cara Taylor Swift:

been talking about. For the last I don't know hour we've been

Cara Taylor Swift:

sitting here planning our animal image makers trade show booth,

Cara Taylor Swift:

our expo booth. So we were like, You know what, there's other

Cara Taylor Swift:

people that are dealing with this right now in the animal

Cara Taylor Swift:

world. So we're gonna hop on and we're gonna do a quick episode

Cara Taylor Swift:

for you guys.

Kimberly Beer:

Absolutely. So we came up with a big three for

Kimberly Beer:

expos and trade shows. The first one of that is to get your

Kimberly Beer:

offers together, which is what Cara and I have been working on

Kimberly Beer:

this morning, how what are we going to offer? How are we going

Kimberly Beer:

to focus on that? How are we going to drive the traffic in

Kimberly Beer:

our booth? And what is the result that we want to get from

Kimberly Beer:

that. The second thing we're going to talk about today is

Kimberly Beer:

designing a booth that has an open flow to it. This is a

Kimberly Beer:

question that I get a lot from people, when I talk to them

Kimberly Beer:

about trade shows and how to do them, they think they just need

Kimberly Beer:

to bring a table and their first inclination is to set that table

Kimberly Beer:

right in front of the booth. And we're going to talk about why

Kimberly Beer:

that's not a good idea. And then also the part of the expo booth

Kimberly Beer:

that I absolutely adore. And that is doing the sales

Kimberly Beer:

conversation that you need to have with the people that are

Kimberly Beer:

coming up. We've got some great tips for you around that. But

Kimberly Beer:

first, before we even go there, I do want to just address for a

Kimberly Beer:

moment. Why should you even be doing trade shows and expos Do

Kimberly Beer:

you have any ideas around that Cara? What What are your

Kimberly Beer:

thoughts on why people should do? Why are why are we doing a

Kimberly Beer:

trade show?

Cara Taylor Swift:

Well, I think there's I mean, I think there's

Cara Taylor Swift:

a lot of different reasons that a business owner would do a

Cara Taylor Swift:

trade show or an expo and have a booth set up. I think there's a

Cara Taylor Swift:

lot of different reasons. I've certainly done them where I've

Cara Taylor Swift:

been selling things I've done on where I've been trying to gain

Cara Taylor Swift:

more exposure and meet more people and grow my mailing list.

Cara Taylor Swift:

I mean, we just were at art of the cowgirl. Gosh, how long ago

Cara Taylor Swift:

was that? Several weeks ago now. We were just at art of the

Cara Taylor Swift:

cowgirl in our main goal and focus there while we were

Cara Taylor Swift:

selling art for the barn. We were also talking about Cowgirls

Cara Taylor Swift:

with cameras and some of the offers that we have. And we were

Cara Taylor Swift:

growing our mailing list and mostly just meeting people and

Cara Taylor Swift:

making connections. So yeah, I think there's a lot of different

Cara Taylor Swift:

reasons.

Kimberly Beer:

So for me, I think trade shows and expos are

Kimberly Beer:

at the top of my list especially for new businesses or businesses

Kimberly Beer:

that are just launching into a marketplace for you to really

Kimberly Beer:

get kick started in in your business. A lot of us today

Kimberly Beer:

depend on social media, we depend on the internet to bring

Kimberly Beer:

us our business but there is nothing that beats that meeting

Kimberly Beer:

people hands on looking at a product or really talking to the

Kimberly Beer:

person that's providing the service and knows a lot about it

Kimberly Beer:

and and from a consumers perspective of getting your

Kimberly Beer:

questions answered and seeing all of your options in one

Kimberly Beer:

central location. And I know it's been a few years since

Kimberly Beer:

we've really been able to have a good Expo experience with COVID

Kimberly Beer:

hanging around and sort of dogging us into not having as

Kimberly Beer:

many live events. But those things are coming back now. And

Kimberly Beer:

despite the fact that I'd brought home COVID from Art of

Kimberly Beer:

the cow girl, I think we're all proceeding back to that that

Kimberly Beer:

situation where we're going to be face to face with each other

Kimberly Beer:

again, and this is a really important way to be able to

Kimberly Beer:

promote your business. And there are trade shows, and expos too,

Kimberly Beer:

that that happen online, I don't want to discount that. But what

Kimberly Beer:

we're talking about today are going to be those live events

Kimberly Beer:

where lots of consumers show up and you have a booth for your

Kimberly Beer:

business. So let's dive into the first part of the big three,

Kimberly Beer:

which is to get your offers figured out before you get to

Kimberly Beer:

the trade show. So it's really important to understand what to

Kimberly Beer:

focus on, if you have a lot of things that you're selling, what

Kimberly Beer:

I see happens is that it gets really difficult to sell

Kimberly Beer:

anything, it's sort of like all things in marketing, when you

Kimberly Beer:

are talking to everyone or have lots of choices, no one listens,

Kimberly Beer:

and no one actually makes a choice. So what I recommend when

Kimberly Beer:

you book your booth at a trade show, first of all, there's some

Kimberly Beer:

work that goes into thinking in advance, is this a good place

Kimberly Beer:

for me to be? Does it have my target market there? And would

Kimberly Beer:

they be interested in an offer that I have available? And if

Kimberly Beer:

the answer to those questions is all yes, then you need to think

Kimberly Beer:

about what do I want to get out of this tradeshow? What is my

Kimberly Beer:

goal? is my goal to sell products? And if it's to sell

Kimberly Beer:

products, is there a specific line of product that I want to

Kimberly Beer:

promote at this event? If I'm selling a service? What do I

Kimberly Beer:

want people to do? Do I need them to book an exploratory

Kimberly Beer:

call? Do I need to just get them on my database so I can

Kimberly Beer:

communicate and follow up with them afterward? So you need to

Kimberly Beer:

have a clear focus for your booth about what it is that

Kimberly Beer:

you're selling what you're offering. So that's your offer?

Kimberly Beer:

And then how are you going to present that to people? And what

Kimberly Beer:

is the next best step for that tradeshow audience to take with

Kimberly Beer:

whatever it is that your offer is. So if it's an exploratory

Kimberly Beer:

call, can you sign him up for it right then and there, so you're

Kimberly Beer:

booking that? If it's a product, are you going to have that

Kimberly Beer:

product in your booth? So you can hand it to them and send

Kimberly Beer:

them on their way? What are your thoughts around offers? Cara?

Cara Taylor Swift:

Well, I agree after our art of the cowgirl

Cara Taylor Swift:

experience, I think one of the challenges that you know, I

Cara Taylor Swift:

worked at our booth most of the most of the week we were there.

Cara Taylor Swift:

And I think one of the challenges was we had two things

Cara Taylor Swift:

we had as products. One was our art for the barn, which was

Cara Taylor Swift:

hanging on the walls, tangible, something they could touch and

Cara Taylor Swift:

take or order online. The second piece was we had our cowgirls

Cara Taylor Swift:

with cameras information, where we were hoping to pull people

Cara Taylor Swift:

in, or at least give them information about our upcoming

Cara Taylor Swift:

workshops. So one of the challenges with having both of

Cara Taylor Swift:

those offers was we were talking to two completely different

Cara Taylor Swift:

audiences for the most part. And so Marcy and I who was Marcy was

Cara Taylor Swift:

helping at the booth, you know, that was one of our challenges

Cara Taylor Swift:

was trying to keep tabs on who was interested in what and

Cara Taylor Swift:

getting them into the right funnels at that actual event. So

Cara Taylor Swift:

I agree having a small number, something really small that

Cara Taylor Swift:

everyone on your team is focused on pushing and promoting and

Cara Taylor Swift:

talking about with a consistent message probably would have made

Cara Taylor Swift:

that week a little easier for us.

Kimberly Beer:

Absolutely. You know, this brings to mind to me

Kimberly Beer:

an experience that I had when I was selling at National Western

Kimberly Beer:

Stock Show in Denver quite a few years ago, but I was

Kimberly Beer:

representing a co-op of Equine businesses that had kind of

Kimberly Beer:

bought into doing a single booth around some really nice elite

Kimberly Beer:

equine products, there was Rockin J horse stalls, CSI

Kimberly Beer:

saddle pads, a product called the equiface saver and some

Kimberly Beer:

other other really nice products that kind of decided to do a

Kimberly Beer:

co-op. And then we just took turns in sales booth. And that

Kimberly Beer:

meant that I had a lot of offers to present to people which

Kimberly Beer:

presented a challenge. So if you're a business that has that,

Kimberly Beer:

what you want to do is try to figure out right away or as

Kimberly Beer:

quickly as possible, what they're interested in and then

Kimberly Beer:

have an offer for that item. Right? I would ask the person

Kimberly Beer:

when they came up to the booth, you know, what kind of riding do

Kimberly Beer:

you do, I would get them started talking about their equine

Kimberly Beer:

experience. And then it would be pretty evident pretty quickly

Kimberly Beer:

what it is that they'd be interested in. And I could shift

Kimberly Beer:

them to that offer, which I think is exactly what we did at

Kimberly Beer:

the art of the cowgirl booth, we got to know kind of quickly what

Kimberly Beer:

it is they were interested in and then being able to present

Kimberly Beer:

that but the fewer number of those offers that you can get

Kimberly Beer:

things down to the easier it is for you to navigate sales in

Kimberly Beer:

your booth. So it's just simpler if you can reduce it to even one

Kimberly Beer:

offer. And you know what, for a lot of you who have service

Kimberly Beer:

oriented businesses or you're into just the launch phase of

Kimberly Beer:

your business, it's okay if that offer is just simply to build

Kimberly Beer:

your database at this event. You don't have to sell a lot of

Kimberly Beer:

stuff, you don't have to have something that's super

Kimberly Beer:

complicated. It could just be a an opportunity for people to

Kimberly Beer:

start seeing you to understand your brand presence. And then

Kimberly Beer:

for you to consider the conversion in this sale, getting

Kimberly Beer:

them to sign up for your database, and we had a lot of

Kimberly Beer:

success with that at art of the cowgirl I was very, very pleased

Kimberly Beer:

with the number of people that signed up to want to continue to

Kimberly Beer:

communicate with us after that event.

Cara Taylor Swift:

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Cara Taylor Swift:

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Cara Taylor Swift:

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Cara Taylor Swift:

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Cara Taylor Swift:

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Cara Taylor Swift:

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Cara Taylor Swift:

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Cara Taylor Swift:

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Cara Taylor Swift:

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Cara Taylor Swift:

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Cara Taylor Swift:

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Cara Taylor Swift:

I think the thing that really helped us too is that we spent

Cara Taylor Swift:

so much time beforehand, thinking about that process and

Cara Taylor Swift:

how that would work. So that it would be really smooth. I mean,

Cara Taylor Swift:

because honestly Gone are the days where you have to you have

Cara Taylor Swift:

a clipboard with a piece of paper where you people are

Cara Taylor Swift:

writing their information. I mean, there's so many better

Cara Taylor Swift:

ways that you can pull people in and get them right into your

Cara Taylor Swift:

system. And so we had a really great system where we were able

Cara Taylor Swift:

to pull people's information right in and send it to our CRM,

Cara Taylor Swift:

so they were in the funnel and ready to roll. So that was super

Cara Taylor Swift:

helpful for us as well is that we took the time beforehand to

Cara Taylor Swift:

figure out how we were going to do that and have everybody that

Cara Taylor Swift:

was doing that trained in the system and how to put people's

Cara Taylor Swift:

information in and pull that. So that was huge. For us.

Kimberly Beer:

It was huge. And then it also eliminates that

Kimberly Beer:

horrible experience as a business owner when you get back

Kimberly Beer:

to your office. And you figure out how poor people's

Kimberly Beer:

handwriting really is, or how how different that they write

Kimberly Beer:

from you. And it's really hard to read the addresses and then

Kimberly Beer:

you don't communicate and the person on the other end thinks

Kimberly Beer:

you're just not doing your job because you're not communicating

Kimberly Beer:

with them. So the goal here is to really get it down to narrow

Kimberly Beer:

down what you're wanting to do. The second piece of that is to

Kimberly Beer:

really think about how to invite those conversations to start and

Kimberly Beer:

that is centered a lot around your booth design. So I did a

Kimberly Beer:

lot of tradeshow selling CSI saddle pads across the equine

Kimberly Beer:

experience and the booths that were set up for CSI were very

Kimberly Beer:

open. In other words, the product was all against the back

Kimberly Beer:

wall of the booth, the owner of that company went to extra

Kimberly Beer:

trouble to always get a corner booth so that the booth was even

Kimberly Beer:

more open. Now I realize we all can't have corner booths because

Kimberly Beer:

there's not that many corners in a trade show. But the goal here

Kimberly Beer:

is to remember that people need to get out of the aisle and back

Kimberly Beer:

when equine trade shows where all the balm across everything.

Kimberly Beer:

And I mean it just was you would go to equine affair and there

Kimberly Beer:

was just like literally hardly any room to stand in the aisles

Kimberly Beer:

of the booths, especially as you got towards the middle of the

Kimberly Beer:

aisle or along the bigger traffic areas. And what would

Kimberly Beer:

happen is if you were having a conversation with somebody, they

Kimberly Beer:

kept getting bumped into by the people, and it was uncomfortable

Kimberly Beer:

as the people were moving through. So we learned really

Kimberly Beer:

quickly how to set up a booth where it had an open space so

Kimberly Beer:

that people could walk in out of the traffic pattern and be able

Kimberly Beer:

to stop and chit chat. And it's nice to make that experience as

Kimberly Beer:

comfortable as possible. One Crazy little thing that we

Kimberly Beer:

learned at the CSI Booth was if we put down a foam on the floor

Kimberly Beer:

of the booth and people step on it, they've been walking on hard

Kimberly Beer:

concrete and then they step into your booth and it's

Kimberly Beer:

automatically more comfortable on their legs. It's a noticeable

Kimberly Beer:

difference for them and they'll hang out with you just a little

Kimberly Beer:

bit longer because they are enjoying the comfort of standing

Kimberly Beer:

on a soft surface which was important for us with the saddle

Kimberly Beer:

pads because that had to do with pressure and all of that. So it

Kimberly Beer:

was also we turned that into a sales tool. But that's just a

Kimberly Beer:

cool point of how you design your booth matters for the

Kimberly Beer:

people that are coming into it. They need to feel welcome.

Kimberly Beer:

People won't walk through a really narrow space. They've got

Kimberly Beer:

to have a several feet like a minimum of four feet to feel

Kimberly Beer:

like they're not like intruding on you,

Cara Taylor Swift:

Especially during a pandemic.

Kimberly Beer:

Yeah, especially during a pandemic. And you don't

Kimberly Beer:

want to block that front entrance with a table or with

Kimberly Beer:

something else where it feels like they're not welcome to walk

Kimberly Beer:

past a certain barrier. So just really think hard about how can

Kimberly Beer:

I make my booth feel warm and welcoming to people coming into

Kimberly Beer:

it? And I know, Cara, you are a warm and welcoming person. So do

Kimberly Beer:

you have any tips for folks around that?

Cara Taylor Swift:

Well, I know that that was a constant

Cara Taylor Swift:

challenge for us at art of the cowgirl and also at other events

Cara Taylor Swift:

that I've done, because we had so many large pieces and

Cara Taylor Swift:

everything hanging in set up. And then we had so many people

Cara Taylor Swift:

hanging around our booth, which is a great problem to have, the

Cara Taylor Swift:

way that our booth was set up is that it was easy for people to

Cara Taylor Swift:

get in and get trapped inside. And so I do remember spending a

Cara Taylor Swift:

lot of time trying to move people through and keeping the

Cara Taylor Swift:

open area open for folks. And I think that's probably that was

Cara Taylor Swift:

probably one of the challenges in it. And I've had that issue

Cara Taylor Swift:

at other events as well, you do want it to be open. I mean,

Cara Taylor Swift:

we've all been in that situation where we've been walking down

Cara Taylor Swift:

the expo aisle, and the booths are on both sides of you. And

Cara Taylor Swift:

there's certain booths that are more inviting for one reason or

Cara Taylor Swift:

another. And for me, I am drawn to the ones that have more space

Cara Taylor Swift:

that I feel like I can be in the booth but not necessarily have

Cara Taylor Swift:

to have a conversation right away, if that makes sense. Like

Cara Taylor Swift:

I can just kind of pick around and look at stuff and touch a

Cara Taylor Swift:

couple things. And that's moving us into I know our number three.

Cara Taylor Swift:

But you know, that's a big thing I think is you've got to get

Cara Taylor Swift:

people close enough to your booth to even start number

Cara Taylor Swift:

three, your sales pitch, right?

Kimberly Beer:

Yeah, you do. You've got to get them in and

Kimberly Beer:

they have to feel comfortable. And it's also important to

Kimberly Beer:

understand there are introverts and extroverts in the world. So

Kimberly Beer:

for me, I immediately make contact with the person in the

Kimberly Beer:

booth and acknowledge that I'm there. And that's just part of

Kimberly Beer:

my extrovert where you rely on your introvert and want a little

Kimberly Beer:

bit more privacy. And as a savvy salesperson, you will start to

Kimberly Beer:

recognize with body language and with other hints, when is the

Kimberly Beer:

appropriate time to walk over and start that sales

Kimberly Beer:

conversation with people and I do think that moves us into our

Kimberly Beer:

number three, which here the big takeaway for this one is, is I

Kimberly Beer:

want you to move from having a sales pitch into having a sales

Kimberly Beer:

conversation with people. So many times at tradeshow booths,

Kimberly Beer:

it feels like the people who set up booths especially when

Kimberly Beer:

they're new, they like got too attracted. I don't know if

Kimberly Beer:

you've been to like a state fair. And they have like the

Kimberly Beer:

cooking booth that selling the pots and pans or knives or

Kimberly Beer:

whatever they sell. And the person sits up there in the

Kimberly Beer:

thing and they they have a whole sales spiel about this knife

Kimberly Beer:

cuts Ginsu knives cut this, you know, I mean, it's the

Kimberly Beer:

infomercial kind of deal, it feels like a lot of businesses

Kimberly Beer:

when they are new to trade shows. That's the way they set

Kimberly Beer:

their booth up, right and you walk in and they just

Kimberly Beer:

immediately kind of start into their pitch about their product

Kimberly Beer:

and they don't take the time to get to know you. As a person

Kimberly Beer:

who's done a lot of sales, I can tell you that the secret to

Kimberly Beer:

making sales is not doing all of the talking it's actually doing

Kimberly Beer:

all of the listening and then helping guide the person through

Kimberly Beer:

the sales experience and that is having a conversation and when

Kimberly Beer:

all you do is pitch then it becomes much more difficult to

Kimberly Beer:

sell.

Cara Taylor Swift:

Yeah 100% 100% I am not one that is

Cara Taylor Swift:

ever been a sales pitchy person I do I like to sell so for me

Cara Taylor Swift:

even though I'm an introvert I do like to sell. So you know,

Cara Taylor Swift:

when people are coming to our booth and walking into our

Cara Taylor Swift:

booth, and we've got art hanging up, we're hoping to sell to

Cara Taylor Swift:

someone I love to use open ended sentences. So I might say like a

Cara Taylor Swift:

question I might say something like, tell me which piece you're

Cara Taylor Swift:

drawn to that made you come in I would love to tell you the story

Cara Taylor Swift:

about how that was created. Just something to talk to people

Cara Taylor Swift:

about what brought them in and how they're enjoying their day.

Cara Taylor Swift:

You know, what do you think about this weather but trying to

Cara Taylor Swift:

use conversation as a way to get them talking? So not asking

Cara Taylor Swift:

those yes or no questions? Like are you having a good time

Cara Taylor Swift:

today? Can I tell you about that piece? Yeah, so these are all

Cara Taylor Swift:

yes or no answers you're going to get from them. So getting

Cara Taylor Swift:

them talking and then having the conversation is the best part

Cara Taylor Swift:

and then you warm up to each other. And the next thing you

Cara Taylor Swift:

know I had you know I was standing there telling them the

Cara Taylor Swift:

stories behind all the pieces and adding that emotional

Cara Taylor Swift:

connection to things make such a difference than for the next

Cara Taylor Swift:

step when you're selling equine art.

Kimberly Beer:

Every small business owner wants to gain

Kimberly Beer:

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Kimberly Beer:

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Kimberly Beer:

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Kimberly Beer:

I don't care what you're selling, starting out with

Kimberly Beer:

having a conversation with people and asking them a

Kimberly Beer:

question that they can't answer with yes or no is just a really

Kimberly Beer:

important piece. And you don't have to start out if you don't

Kimberly Beer:

like idle chit chat. You don't need to start out with how are

Kimberly Beer:

you enjoying the weather? How are you enjoying the trade show?

Kimberly Beer:

You can go ahead and start in like you did. I think that was a

Kimberly Beer:

brilliant question to ask people, you know, what image

Kimberly Beer:

were you drawn to in here, because I'd like to share the

Kimberly Beer:

story behind it. Or maybe you'd like to learn the story behind

Kimberly Beer:

it. And it's fun, because our images do have some great

Kimberly Beer:

stories behind them. And we all have a special memories of those

Kimberly Beer:

stories that we love to share with people. But the same is

Kimberly Beer:

true across anything that you're selling. Even if you're selling

Kimberly Beer:

a widget, you know, I mean, just asking people what their

Kimberly Beer:

experience is and getting an idea I mean of what what either

Kimberly Beer:

draws them in or what their pain point is, on why they walked

Kimberly Beer:

into that booth because they're they have a curiosity about

Kimberly Beer:

something and having them explain that to you, it means

Kimberly Beer:

that you can move the conversation into a conversion a

Kimberly Beer:

whole lot easier, because it feels very special for them. And

Kimberly Beer:

in all of those hundreds or 1000s of saddle pads that I

Kimberly Beer:

sold, or horse stalls or any of the variety thing. I sold carpet

Kimberly Beer:

Cleaning for a while, I mean, it's just crazy, the number of

Kimberly Beer:

things that I've sold in my lifetime, learning that one

Kimberly Beer:

secret to stop pitching and start asking and really take the

Kimberly Beer:

time to listen to the person that is speaking to me and what

Kimberly Beer:

their needs are and where they're approaching, it really

Kimberly Beer:

helps me guide where I want to take my sales conversation, that

Kimberly Beer:

would be the best thing to help them. The other thing this

Kimberly Beer:

allows you to do is it allows you to build a rapport with

Kimberly Beer:

people that makes them want to sign up to hear more from you

Kimberly Beer:

because you've taken an interest in them. So even if they don't

Kimberly Beer:

purchase the conversion to them signing up for your VIP list is

Kimberly Beer:

a whole lot easier, because you've listened to them. And

Kimberly Beer:

they do want to be in contact with you again, because you've

Kimberly Beer:

taken the time to get to know them. So I do think it makes a

Kimberly Beer:

huge difference with being able to get people to return loose of

Kimberly Beer:

their email address and sign up for other activities.

Cara Taylor Swift:

Well yeah because even if they don't end

Cara Taylor Swift:

up, you know, buying something from you that day, if there's

Cara Taylor Swift:

not a conversion, that conversion could literally be

Cara Taylor Swift:

that the last ditch is you've at least got them on your mailing

Cara Taylor Swift:

list, and you can continue to educate them on your product and

Cara Taylor Swift:

services and how you can alleviate pain points. I mean, I

Cara Taylor Swift:

think that's a win too. And it's okay for that to be the win.

Kimberly Beer:

Yeah, exactly. It is okay for that to be a win.

Kimberly Beer:

Cara, you have some really interesting little tips on here,

Kimberly Beer:

kind of underneath all of this that we probably should have

Kimberly Beer:

gotten to at the beginning. But let's talk about this I see on

Kimberly Beer:

here. So Cara, and I have a note sheet that we work off of so

Kimberly Beer:

that we stay on the same topic, because otherwise I probably

Kimberly Beer:

have a tendency to go chase butterflies somewhere. And on it

Kimberly Beer:

she's talking about social media channels and promoting, tell us

Kimberly Beer:

tell us what your thoughts are around that. Because that's such

Kimberly Beer:

a good idea. And I think people just don't always do it.

Cara Taylor Swift:

Yeah, I think a lot of the events, especially

Cara Taylor Swift:

the bigger events, they have tools in place already to help

Cara Taylor Swift:

you. So one of the things that I like to think about is if they

Cara Taylor Swift:

have tools to help you like if they have a social media channel

Cara Taylor Swift:

that they're talking about, you know, how do you get involved

Cara Taylor Swift:

with being a part of their social media channel and their

Cara Taylor Swift:

information they're putting out to the world. Also, a lot of

Cara Taylor Swift:

times they are using event hashtags now. And if you can

Cara Taylor Swift:

plan to build hype before, during and after the event by

Cara Taylor Swift:

posting things that you're doing to prep for the event using the

Cara Taylor Swift:

hashtag asking people you know, who's going to be at the event?

Cara Taylor Swift:

And can you need do you want to stop by and see us, and then at

Cara Taylor Swift:

the event, look what we're doing, if you're here, stop by

Cara Taylor Swift:

and see us, you know, or here's, you know, even if you're not

Cara Taylor Swift:

here, here's a special promo we have going on that you could

Cara Taylor Swift:

access during the event, or Oh, leaving the event, it was a

Cara Taylor Swift:

great week, you know, here's some of the wins that we had,

Cara Taylor Swift:

like just using those hashtags. And being a part of that Expo

Cara Taylor Swift:

community and ride that wave, while it's happening can be

Cara Taylor Swift:

really good for your business before and after, as well. And

Cara Taylor Swift:

not just during that time that you're there. And I also like to

Cara Taylor Swift:

point out because Kim and I, I mean, we're talking about it,

Cara Taylor Swift:

you know, in terms of I feel like because I'm thinking of

Cara Taylor Swift:

animal image makers, or other big expos that I've been to,

Cara Taylor Swift:

like I'm thinking about it in terms of bigger events. But for

Cara Taylor Swift:

a lot of animal based business owners, this might look like a

Cara Taylor Swift:

small festival in your community. You know, if you're

Cara Taylor Swift:

an artist like I am, we have a lot of art festivals here in St.

Cara Taylor Swift:

Augustine. And I do have the opportunity sometimes to

Cara Taylor Swift:

participate in those that might not be an event that draws a lot

Cara Taylor Swift:

of people but if I've identified it as an event, we're all seeing

Cara Taylor Swift:

my audience, these tactics and this setup and this kind of prep

Cara Taylor Swift:

work for the small level events as well. So if you don't find

Cara Taylor Swift:

your yourself in a place where you're going to a big Expo, but

Cara Taylor Swift:

maybe you've got a big I don't know, if you have a big horse

Cara Taylor Swift:

show coming to your area and you have the opportunity to set up a

Cara Taylor Swift:

booth there even using some of these tactics to get people in

Cara Taylor Swift:

to talk to you, you know, having beautiful eye catching signage

Cara Taylor Swift:

available so that people are drawn to your booth and they see

Cara Taylor Swift:

you and they see your brand. And they you're getting that

Cara Taylor Swift:

exposure, we're doing some kind of contest or giveaway at the

Cara Taylor Swift:

event like these are all things that work or the really small

Cara Taylor Swift:

animal based business as well and can transfer to smaller

Cara Taylor Swift:

events, if they're appropriate for your audience. If your

Cara Taylor Swift:

people are going to be there, then you can be there too, and

Cara Taylor Swift:

get some value from that.

Kimberly Beer:

I think those are all great ideas. And I do think

Kimberly Beer:

that, you know, we do tend to think about the bigger events

Kimberly Beer:

being where we want to focus. But I've made some great

Kimberly Beer:

contacts at small events. And one of my best events that I

Kimberly Beer:

ever did was a Purina horse owners workshop in Kansas City.

Kimberly Beer:

And I kind of got randomly invited at the last minute to

Kimberly Beer:

set a table up for my photography. And honestly, I met

Kimberly Beer:

a client at that event that changed my life, because they

Kimberly Beer:

were very well known. And then after that, they introduced me

Kimberly Beer:

to a lot of other well known people. So it was a huge break

Kimberly Beer:

for me. And it was a crazy little table that I had set up.

Kimberly Beer:

It wasn't even a four foot long table with a few photos on it.

Kimberly Beer:

And it was covered in a paper tablecloth

Cara Taylor Swift:

yeah.

Kimberly Beer:

So yeah, it was it was not my finest booth

Kimberly Beer:

moment. But these things allow you to do networking, which you

Kimberly Beer:

never know where the next big break for your business is going

Kimberly Beer:

to actually come from. I mean, we can take some educated

Kimberly Beer:

guesses. But this allows you to set yourself up for really

Kimberly Beer:

opening doors for your business. So I've watched numerous

Kimberly Beer:

businesses, especially in the animal based and equine

Kimberly Beer:

industries, launch their entire success that was able to carry

Kimberly Beer:

them through everything in the future by focusing on attending

Kimberly Beer:

trade shows, and expos and really learning how to work this

Kimberly Beer:

system so that they could become successful at it

Cara Taylor Swift:

Well Kim I hear a lot of people talk about

Cara Taylor Swift:

like they went to an event and they had a booth. But it really

Cara Taylor Swift:

wasn't successful for them. Like they didn't get anything out of

Cara Taylor Swift:

it. And what I think happens there and this is from personal

Cara Taylor Swift:

experience is that they weren't doing our big three, right, they

Cara Taylor Swift:

weren't, first of all, they didn't have a focus, they were

Cara Taylor Swift:

just there for exposure. And I'm using air quotes here. But they

Cara Taylor Swift:

didn't have a focus with an offer. And they didn't put the

Cara Taylor Swift:

time in to really think about how they were going to present

Cara Taylor Swift:

that offer. And instead, they spent their time sitting behind

Cara Taylor Swift:

the booth not talking to people. And I think that's the biggest

Cara Taylor Swift:

thing, you know, spend the time in advance, making sure that

Cara Taylor Swift:

this event that your people are there that you have potential

Cara Taylor Swift:

clients there, and then streamline that offer so that

Cara Taylor Swift:

you're ready to talk about it. And you've got the tools in

Cara Taylor Swift:

place to either sell to convert to get them on your list

Cara Taylor Swift:

somehow, so that you can convert them later, and that you're

Cara Taylor Swift:

making those connections at that event. And then you know, once

Cara Taylor Swift:

again, you see the booths, they're set up, they've got the

Cara Taylor Swift:

table in the front, they're sitting behind the desk, and

Cara Taylor Swift:

it's it just doesn't look inviting at all are your people

Cara Taylor Swift:

like me that are introverts and they want to sneak up to the

Cara Taylor Swift:

booth and look at things first before talking to anyone you

Cara Taylor Swift:

know that it's set up in a way that people want to, you know

Cara Taylor Swift:

that there's something about that booth that just draws them

Cara Taylor Swift:

in. And then the third have conversations, you know, having

Cara Taylor Swift:

conversation sales conversations versus a pitch. And I mean, we

Cara Taylor Swift:

all know our products and services hopefully inside and

Cara Taylor Swift:

out. And when that person is ready to chat about that, we'll

Cara Taylor Swift:

be ready to chat about that. But you've got to get them to that

Cara Taylor Swift:

point. And you've got to build I'm calling it a relationship,

Cara Taylor Swift:

but you've got to build a connection, you know, before you

Cara Taylor Swift:

can get to that side of things. So that's why I think there are

Cara Taylor Swift:

people out there that have those experiences, like this was just

Cara Taylor Swift:

not a good event for me. And I think a lot of times we need to

Cara Taylor Swift:

pull some of that ownership back on us and really identify, you

Cara Taylor Swift:

know what we did to get ourselves there and were we as

Cara Taylor Swift:

prepared as we could have been?

Kimberly Beer:

Absolutely and it is it's not good when you walk

Kimberly Beer:

into a trade show and you're going down the aisle as a

Kimberly Beer:

consumer and there's somebody sitting in a chair in the back

Kimberly Beer:

of the booth with just a table with some literature and the

Kimberly Beer:

front of the of the booth is just not an inviting situation

Kimberly Beer:

for people. I do have one like really random tip before we wrap

Kimberly Beer:

up that is specific to that. One of the things that I learned

Kimberly Beer:

pretty quickly was if you raise the table up to chest height,

Kimberly Beer:

and then you use director's chairs, if you want to sit and

Kimberly Beer:

talk to people raise your table up to chest height and then use

Kimberly Beer:

director's chairs so you're on eye level with the people that

Kimberly Beer:

are walking down the aisle. It makes that contact for

Kimberly Beer:

conversation a little bit easier. It just facilitates it

Kimberly Beer:

because you're at eye level with them. They aren't looking down

Kimberly Beer:

on you. You're looking at them straight on. So There's a little

Kimberly Beer:

tactic that you can use to be able to really help with your

Kimberly Beer:

booth is set up so that it makes it more comfortable for you. And

Kimberly Beer:

it makes it easier for you to make that contact with people

Kimberly Beer:

eye to eye and start the conversation with them when

Kimberly Beer:

they're walking down the aisle way. So if you're struggling

Kimberly Beer:

with that, and you find yourself in the back of the booth a lot,

Kimberly Beer:

try that particular tactic, raise your table, raise your

Kimberly Beer:

chair and see if you can get more success that way. I think

Kimberly Beer:

that these are all great tips. And I like I said it's one of my

Kimberly Beer:

favorite seasons out of the entire year trade shows and expo

Kimberly Beer:

season. I am excited because I haven't been to trade shows and

Kimberly Beer:

expos just here and there dotted especially for the last couple

Kimberly Beer:

of years. And I have I'm going to Equifest of Kansas. I have a

Kimberly Beer:

booth now at a networking event in Kansas City that I'm excited

Kimberly Beer:

about we're doing AIM there's just a lot of really good

Kimberly Beer:

opportunities that are coming up that where I get to spend in my

Kimberly Beer:

wheelhouse of standing in a booth and chit chatting with

Kimberly Beer:

people and doing sales conversations. And they're going

Kimberly Beer:

to get hit with a double whammy with Cara and I in the same

Kimberly Beer:

booth at AIM. So be prepared if you're coming to AIM

Cara Taylor Swift:

And a triple whammy with Phyllis there so

Kimberly Beer:

and a triple Phyllis is not like she's so

Kimberly Beer:

sweet and southern. She has a whole different style than we

Kimberly Beer:

do. She's she's got this very kind demeanor and people just

Kimberly Beer:

really are drawn to her and that's

Cara Taylor Swift:

So you're saying she's less obnoxious than

Cara Taylor Swift:

we are. I don't understand?

Kimberly Beer:

I don't know I don't know where I was going

Kimberly Beer:

with that. I probably better get my foot out of my mouth before I

Kimberly Beer:

insert it.

Cara Taylor Swift:

Exactly. You want to keep doing the show

Cara Taylor Swift:

together. You better you better watch what you say in the next

Cara Taylor Swift:

two seconds of this episode.

Kimberly Beer:

I love it. And speaking of speaking of our

Kimberly Beer:

lovely famous Phyllis friend we do have another podcast now

Kimberly Beer:

called Cowgirls with cameras and Phyllis is in that one. So just

Kimberly Beer:

a quick reminder that that has launched into find it if you

Kimberly Beer:

have not had enough of Kim and Cara then definitely go find us

Kimberly Beer:

on the Cowgirls with cameras podcast and enjoy listening to

Kimberly Beer:

us there and you get to meet our sweet famous Southern friend

Kimberly Beer:

Phyllis.

Cara Taylor Swift:

That's right by the time this episode comes

Cara Taylor Swift:

out the Cowgirls with cameras podcast will have launched so we

Cara Taylor Swift:

highly recommend and we would love the support of anyone in

Cara Taylor Swift:

our listening audience. Now that needs a second podcast to listen

Cara Taylor Swift:

to. This podcast is really geared towards photographers,

Cara Taylor Swift:

people who love photography, and specifically equine

Cara Taylor Swift:

photographers. So we would love for you guys to join us over

Cara Taylor Swift:

there on the show. In the meantime, please reach out to us

Cara Taylor Swift:

on social let us know that you're listening. What do you

Cara Taylor Swift:

think about this episode, and we would love to hear your ideas

Cara Taylor Swift:

for upcoming shows for the next season. You can find us at The

Cara Taylor Swift:

Business Animal on Instagram and Facebook and at

Cara Taylor Swift:

thebusinessanimal.com. We'd love to hear from you guys. Thank you

Cara Taylor Swift:

so much for joining us today.

Jaz:

Thanks for listening to this episode of The Business

Jaz:

Animal. Be sure to subscribe so you never miss an episode. And

Jaz:

if you learned something today, leave us a review. To learn

Jaz:

more. Find us at thebusinessanimal.com We'd love

Jaz:

to hear from you. Until next time, keep your business well

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