Getting More Value at Trade Shows

Did you know that 79% of all trade show leads aren’t followed up on?

Whether you exhibit once a year or once a month, trade shows can be a great way to market your business. They can also be an expensive venture if you aren’t getting the most value you possibly can from each show you participate in. Here are a few before, during, and after the show tips to help you get more value from your next trade show.

Before the show


During the show

  • Arrive early to set up
  • Have plenty of staff
  • Don’t sit at your booth
  • Dress the part
  • Smile. Be engaging. Make it fun (Most important thing you can do!)
  • Acknowledge person’s name in shortly after shaking hands – helps with name retention
  • Listen for things you have in common
  • Exchange business cards and make notes on back
  • Ask how you can help them
  • Network with other vendors

After the show

  • Review survey responses and prioritize leads
  • Enter survey information in database
  • Follow up – meet for coffee or lunch
  • Measure and examine results
  • Get team exhibit feedback
  • Use the exhibit in your office

With some focused planning and follow up, your next trade show experience is sure to be a success before, during and after.

Rose Slaymaker
Nemec Marketing Group

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Five Ways to Acquire More Customers

  1. Networking: Successful networkers take a three-pronged approach to networking events. They network BEFORE, DURING, and AFTER. Here’s how. Before the event, set goals about why you’re going and what you want to accomplish. Practice your self-introduction, bring plenty of business cards, arrive early and offer to help with the event in some way. During the event, keep your goal in mind. Smile, maintain good eye contact, be purposeful and enthusiastic, have a firm handshake, and strive to step out of your comfort zone. Look for people who are alone and talk to them. Listen for things you have in common. Exchange business cards, and make notes on the back for future follow up. After the event, follow up. Give referrals and be a resource.
  2. Giving Presentations: Think about two or three topics on which you could present a short program. Create great titles. Assemble your program information. Then market these to area networking groups, community organizations, or associations that may be looking for program topics. Consider creating your own seminar series or brown bag lunch series over the course of several weeks or months. This helps potential customers get to know more about you and your business in a more indirect way. It can also help establish you as a subject matter expert, so put some time into developing these as a serious marketing tool.
  3. Branding: Make sure your brand is on everything you use to represent your business – business cards, letterhead, stationery, website, brochures, postcards, billboards, signage, etc. Consider developing a tagline to cement your value and place in your customers’ minds. Example: Nike’s tagline is “Just Do It.” Think of something that is meaningful and sets you apart from your competitors. Ask your close business associates for feedback and ideas to help you get started.
  4. Follow Up: Once you begin making additional contacts through networking and giving presentations, make sure you establish a good method for follow up. Keep your name and the benefits of doing business with you in front of them. There are many systems available to automate this process. Contact me to request more details on these systems.
  5. Referrals: ASK! A good question to always begin with is, “Who do you know that…?” and fill in the blank with the type of service or potential client that you are looking for. Make sure you ask others how you can be a potential referrer for them also. Is there something I can listen for that would be a good resource for you?

No matter which step you decide to do first, just TAKE ACTION! If I can be an additional marketing resource for you, please tell me how. Visit and click on FREE STUFF for several free resources to help you make 2008 one of your best years in business yet.

Rose Slaymaker
Nemec Marketing Group

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Getting More Referrals in 2008

Did you know that approximately 90% of people are willing to give referrals, but 80% are never asked?

How many referrals are you potentially missing by not asking your current clients, business associates, and networking resources for referrals?

Setting Goals
What are your marketing goals for 2008? Think of just one and write it down right now.

What type of referral is good for you?
Make a list of the types of referrals or sources of referrals that you are looking for in your business. Sometimes going through the process of making this list helps you think of other referral sources you may not have considered before.

Make a Contact List
Now, make a list of 10 people who would give you a referral for your business. If you know more than 10 people who would give you a referral, keep adding to it! Use this list to get you started in asking for more referrals in 2008.

Your Introduction
When you prepare your 30-60 second intro (aka elevator speech), think about including the phrase “a good referral for me is…” and fill in the blank with the type(s) of referrals that you are looking for.

Networking With Others
Networking events are great opportunities to educate people about what types of referrals you’re looking for to grow your business. When you meet other people, find out what types of referrals are good for them, too. Ask them, “How would I know if someone I’m talking to would be a good referral or prospect for you?”

Asking for Referrals
Here are some ways to start conversations when you are asking for referrals:

  • Who do you know that…[fill in the blank with the type of referral source you’re looking for]
  • I’m in the process of expanding my business, who do you know that…[fill in the blank with the type of referral source you’re looking for]
  • I’m partnering with my current clients, who do you know that…[fill in the blank with the type of referral source you’re looking for]

Make sure you include referral requests in your written communications (e-mail, written notes, cards, etc.) also. Continually remind those you meet what type of referrals are the most valuable to you.

Here are some books that I strongly recommend as resources to help you get more referrals in 2008:

  • The Referral of a Lifetime By Tim Templeton
  • Endless Referrals By Bob Burg
  • Get Clients Now! By CJ Hayden (also visit

May your business reach new heights in 2008 by achieving more referral business than ever before!

Rose Slaymaker
Nemec Marketing Group

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Who are you thankful for?

In the hustle and bustle of preparing for the holidays, have you taken time to think about what you’re thankful for this holiday season? Have you taken time to think about WHO you’re thankful for? Have you told them yet?

Expressing gratitude in your personal life is as important (if not more so) than in your business life. If you have a hard time telling special people in your life how much they mean to you, use the outline in this document to help you. A few years ago, I created a “Letter to Mom” template for sharing some of these special sentiments with loved ones. This same template can be used with other family members or special friends as well. When’s the last time you put in words, how much you care?

In Adam Packard’s Spiritual Marketing for Business e-newsletter in December, Adam writes:

“People don’t care how much you know, until they know how much you care. Why do we wait until the holidays to tell people how we feel? What is it about the holidays that brings this out in us?”

“This holiday season, be thankful for what you have. Be thankful for all the blessings you have in your life. Take that feeling that you show others during the holidays, and apply it throughout your entire year. Every day, express gratitude and appreciate those around you. Do this in your business and your personal life. Serve others and give more than you are paid to give. The more you do this, the more abundance you will have in all areas of your life. ”

Use the “Letter to Mom” template as a tool for writing a card to any family member or friend with whom you want to share your special memories.

May 2008 be a happy, healthy and prosperous one for you and your family!

Rose Slaymaker
Nemec Marketing Group

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Low Cost Options for Growing Your Business: NETWORKING

Of all of the low cost options available to businesses who want to grow their business, networking is often overlooked. Networking is an easy way to start building relationships to grow your business. So here are some relationship building ideas to consider for your business:

  1. Association Memberships – If you don’t know what association memberships may be available to you in your area, pick up a copy of any local business journal and read through the calendar of events for a solid month. You’ll find many association meetings, special events, keynote speakers, and other opportunities are listed. Most associations allow guests to visit a couple of times before they are required to join, so take advantage of that and test the networking opportunities before you consider joining.
  2. Chamber of Commerce Events – If you’re a member of your local Chamber of Commerce, take advantage of as many networking opportunities as they provide for you. Many times these are already covered by your membership dues.
  3. Attend Conferences and Trade Shows – You may be surprised at how many solid business leads you can generate at a trade show or conference, even if you aren’t the one exhibiting.
  4. Join Networking or Business Leads Groups – There are many local, regional, and international networking groups to choose from. Find out what’s available in your local area and visit them. If there aren’t any established groups in your city, establish or sponsor one yourself. What a great way to promote your business while helping others network and promote theirs at the same time.
  5. Seek Out Speaking Opportunities – Take some time to develop a couple 30-45 minute presentations on topics related to your business or industry and market it to area associations, chapters, and community groups. Local organizations are always looking for free programs. Keep your topics general enough to cover a diverse audience, yet interesting enough to keep their attention, and you’ll be able to find many speaking opportunities. Make sure your introduction includes your 60 second “elevator speech” and have plenty of business cards and brochures available for after you’re finished. It’s a great way to build rapport and establish connections with a large group of people at one time.

For more information on how to be a successful networker, visit

Rose Slaymaker
Nemec Marketing Group

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Are you in the people business?

When most people think about their business, they tend to get wrapped up in the product or service they are promoting. But the bottom line is we are all in the people business whether we realize it or not. I recently received a newsletter article from a colleague, Adam Packard, which demonstrates this point very clearly. We’ve included a reprint of it here for your benefit as well.

Spiritual Marketing for Business
Volume 1, Issue 4 – September 1, 2007
By Adam Packard

Appreciation wins over self promotion. We keep hearing this phrase but how can we apply it even further in our business? I was thinking about how spiritual marketing is bigger than just showing appreciation. It’s bigger than making sure you thank your customers and your prospects. It is a way of doing business.

Write down the business that you are in on a sheet of paper. Most of you probably put, greeting card business, Realtor, mortgage broker, or insurance to name a few. That however, is your product or service. We are all in the PEOPLE business. It is that simple yet most of us never quite understand it. I have spent a lot of time acquiring product knowledge, sales skills, marketing skills, yet all that we really need are people skills. Think about it, the most successful person you know has great people skills. It doesn’t matter what business they are in, they have great skill in developing a relationship with those they are doing business with.

Yes, I’m sure they have good product knowledge but the reason why people do business with them is because they understand that you can’t be successful without other people.

Regardless of what you do for a living, try focusing your business around people first, and your product or service second. People don’t care how much you know until they know how much you care. They want to know what is in it for them, not how many features your product has. How can it or you help them? I’ve realized that spiritual or relationship marketing is even more than just showing appreciation on a daily basis to those you do business with. Spiritual marketing is about being in the people business. People will buy your product or service not because they are persuaded with some “technique” that you read about. People will do business with you because of your sincere desire to help them in some way, and in your conviction and enthusiasm about what you do.

When you put people first, your business will flourish.
People will be attracted to you because of the way you do business.

Rose Slaymaker
Nemec Marketing Group

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Successful Networking Techniques

Do networking events make you nervous or uneasy? Would you like to maximize your return on the time you spend at networking events? Here are a few tips to help you make the most of your next networking event before you go, while you’re there, and after you leave.

Before the Event

  • Set Goals (Why are you going and what do you want to accomplish by going?)
  • Practice Self-Introduction
  • Bring Plenty of Business Cards
  • Arrive Early
  • Offer to Help

During the Event

  • Keep Goal in Mind
  • Strive to Get Out of Comfort Zone—Great Way to Build Skills
  • Smile and Maintain Good Eye Contact
  • Be Purposeful and Enthusiastic – Have an Idea of the Benefits of Attending
  • Have Firm Handshake (but Not too Strong)
  • Acknowledge Person’s Name in Shortly After Shaking Hands—Helps with Name Retention
  • Talk to People Who are Alone
  • Listen for Things You Have in Common
  • Exchange Business Cards & Make Notes on Back
  • Ask How You Can Help Them
  • Sit at Separate Tables (if you’re in a group from the same company)

After the Event

  • Follow Up – Meet for Coffee or Lunch
  • Volunteer for a Committee – Will Help You Build Comfort Level with an Organization
  • Give Referrals – Be a Resource

Four Steps of Conversation

Step 1: Small Talk – name, job, weather, or the situation that brings you together

Step 2: Fact Disclosure – occupation, hobbies

Step 3: Viewpoints & opinions – politics or your opinion of a certain person

Step 4: Personal Feelings – concern about a family situation or member

Rose Slaymaker
Nemec Marketing Group

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