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.

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Welcome to The Business Animal podcast. Saddle up for a

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

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

that will take overwhelm to obedience school and have you

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

Taylor Swift

Hey there business animals It's Kim with

Be More Business

and Cara with Fast Horse photography.

Welcome to The Business Animal Podcast. Today

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

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

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

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

If it doesn't have anything to do with

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

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

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

because that

It's Expo season.

Okay Expo Season I should have guessed

It is Expo season. It's Expo and tradeshow

that

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

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

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

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

trade shows and expos I love going and chit chatting with

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

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

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

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

time this morning when we should have been recording the podcast

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

soon called AIM.

Animal image makers. So that's why we decided

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

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

sitting here planning our animal image makers trade show booth,

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

people that are dealing with this right now in the animal

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

for you guys.

Absolutely. So we came up with a big three for

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

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

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

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

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

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

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

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

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

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

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

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

that I absolutely adore. And that is doing the sales

conversation that you need to have with the people that are

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

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

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

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

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

trade show?

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

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

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

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

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

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

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

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

cowgirl in our main goal and focus there while we were

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

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

growing our mailing list and mostly just meeting people and

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

reasons.

So for me, I think trade shows and expos are

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

that are just launching into a marketplace for you to really

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

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

us our business but there is nothing that beats that meeting

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

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

and and from a consumers perspective of getting your

questions answered and seeing all of your options in one

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

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

hanging around and sort of dogging us into not having as

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

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

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

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

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

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

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

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

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

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

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

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

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

I see happens is that it gets really difficult to sell

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Well, I agree after our art of the cowgirl

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

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

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

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

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

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

with cameras information, where we were hoping to pull people

in, or at least give them information about our upcoming

workshops. So one of the challenges with having both of

those offers was we were talking to two completely different

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

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

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

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

I agree having a small number, something really small that

everyone on your team is focused on pushing and promoting and

talking about with a consistent message probably would have made

that week a little easier for us.

Absolutely. You know, this brings to mind to me

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

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

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

bought into doing a single booth around some really nice elite

equine products, there was Rockin J horse stalls, CSI

saddle pads, a product called the equiface saver and some

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

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

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

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

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

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

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

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

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

experience. And then it would be pretty evident pretty quickly

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

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

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

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

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

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

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

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

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

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

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

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

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

start seeing you to understand your brand presence. And then

for you to consider the conversion in this sale, getting

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

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

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

communicate with us after that event.

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

so much time beforehand, thinking about that process and

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

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

a clipboard with a piece of paper where you people are

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

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

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

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

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

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

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

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

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

It was huge. And then it also eliminates that

horrible experience as a business owner when you get back

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

handwriting really is, or how how different that they write

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

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

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

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

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

really think about how to invite those conversations to start and

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

lot of tradeshow selling CSI saddle pads across the equine

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

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

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

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

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

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

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

when equine trade shows where all the balm across everything.

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

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

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

aisle or along the bigger traffic areas. And what would

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

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

as the people were moving through. So we learned really

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

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

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

comfortable as possible. One Crazy little thing that we

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

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

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

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

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

bit longer because they are enjoying the comfort of standing

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

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

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

cool point of how you design your booth matters for the

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

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

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

like they're not like intruding on you,

Especially during a pandemic.

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

want to block that front entrance with a table or with

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

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

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

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

you have any tips for folks around that?

Well, I know that that was a constant

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

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

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

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

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

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

lot of time trying to move people through and keeping the

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

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

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

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

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

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

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

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

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

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

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

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

people close enough to your booth to even start number

three, your sales pitch, right?

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

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

understand there are introverts and extroverts in the world. So

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

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

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

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

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

appropriate time to walk over and start that sales

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

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

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

conversation with people. So many times at tradeshow booths,

it feels like the people who set up booths especially when

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

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

cooking booth that selling the pots and pans or knives or

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

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

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

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

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

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

immediately kind of start into their pitch about their product

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

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

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

all of the listening and then helping guide the person through

the sales experience and that is having a conversation and when

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

sell.

Yeah 100% 100% I am not one that is

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

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

when people are coming to our booth and walking into our

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

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

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

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

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

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

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

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

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

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

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

them talking and then having the conversation is the best part

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

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

stories behind all the pieces and adding that emotional

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

having a conversation with people and asking them a

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

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

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

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

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

brilliant question to ask people, you know, what image

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

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

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

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

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

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

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

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

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

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

something and having them explain that to you, it means

that you can move the conversation into a conversion a

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

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

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

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

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

secret to stop pitching and start asking and really take the

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

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

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

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

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

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

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

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

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

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

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

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

their email address and sign up for other activities.

Well yeah because even if they don't end

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

not a conversion, that conversion could literally be

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

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

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

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

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

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

kind of underneath all of this that we probably should have

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

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

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

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

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

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

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

Yeah, I think a lot of the events, especially

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

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

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

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

with being a part of their social media channel and their

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Augustine. And I do have the opportunity sometimes to

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

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

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

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

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

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

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

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

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

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

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

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

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

animal based business as well and can transfer to smaller

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

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

get some value from that.

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

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

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

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

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

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

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

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

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

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

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

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

And it was covered in a paper tablecloth

yeah.

So yeah, it was it was not my finest booth

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

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

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

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

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

businesses, especially in the animal based and equine

industries, launch their entire success that was able to carry

them through everything in the future by focusing on attending

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

system so that they could become successful at it

Well Kim I hear a lot of people talk about

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

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

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

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

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

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

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

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

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

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

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

this event that your people are there that you have potential

clients there, and then streamline that offer so that

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

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

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

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

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

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

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

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

booth and look at things first before talking to anyone you

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

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

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

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

all know our products and services hopefully inside and

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

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

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

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

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

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

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

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

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

prepared as we could have been?

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

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

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

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

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

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

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

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

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

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

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

are walking down the aisle. It makes that contact for

conversation a little bit easier. It just facilitates it

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

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

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

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

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

eye to eye and start the conversation with them when

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

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

try that particular tactic, raise your table, raise your

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

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

favorite seasons out of the entire year trade shows and expo

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

expos just here and there dotted especially for the last couple

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

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

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

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

wheelhouse of standing in a booth and chit chatting with

people and doing sales conversations. And they're going

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

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

And a triple whammy with Phyllis there so

and a triple Phyllis is not like she's so

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

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

really are drawn to her and that's

So you're saying she's less obnoxious than

we are. I don't understand?

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

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

insert it.

Exactly. You want to keep doing the show

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

two seconds of this episode.

I love it. And speaking of speaking of our

lovely famous Phyllis friend we do have another podcast now

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

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

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

on the Cowgirls with cameras podcast and enjoy listening to

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

Phyllis.

That's right by the time this episode comes

out the Cowgirls with cameras podcast will have launched so we

highly recommend and we would love the support of anyone in

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

to. This podcast is really geared towards photographers,

people who love photography, and specifically equine

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

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

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

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

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

Business Animal on Instagram and Facebook and at

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

so much for joining us today.

Thanks for listening to this episode of The Business

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

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

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

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