Don't Call Me For 5-7 Years

 I had an interesting conversation this week with a prospect.  I have spoken with him many times and he was interested in some products and services that we were offering.

Total Displays is so much more than just trade show exhibits.  We have many clients that have existing exhibit properties but utilize us for combinations of  some of the following:

• Replacement Graphics For Any System
• Flooring
• Furniture Rentals or Purchase
• Storage and Trade Show Logistics
• Installation & Dismantle Services Nationwide
• Custom Retail or Interior fixtures
• Trade Show Accessories
• Trade Show & Office Safety Products

The prospect told me that he had a booth he bought a couple of years ago and that when I asked if I could follow up with him before his next show?  His response was, "really, you don't need to call me for 5-7 years."  

Let's think about that for just a minute.  A couple of questions came to mind for me as a business owner immediately.

1. So, you are telling me your business will not change or evolve at all in 5-7 years?
2. Are you saying that marketing and messaging only needs to be updated once every 7-10 years? (Remember he bought a new booth a couple years ago).
3. You will have no new products or services in the next 5-7 years?
4. You don't think there will be any wear and tear on your trade show exhibit in 7-10 years? 
   
   
   

Could it just have been a brush off from the prospect?  Yes, possibly.  But it made me think a lot about why people update or refresh their trade show exhibit.  Here are some statistics.

• Expected life time of a trade show exhibit is 3-5 years.
• Many of our clients rent exhibits and update their look every year!
• Do you track number of visitors? (You should be).  Most of our clients report that the number of visitors increase when they have updated or made a change to their trade show exhibit
• Do you want to be seen as a static company or a dynamic, growing, evolving company?  If you want to be static, use the same exhibit and graphics for 4+ years.  Trust me it will work.
  
  
  

Trade shows are a very unique opportunity for you to get your brand, products and sales staff in front of literally hundreds or even thousands of prospects in a very finite window of time.  Trade shows are expensive.  There are easy ways to update your look without breaking the bank or you can really wow them with a new look every couple of years.  If you aren't getting the leads you need or are going to the trade show just because you should be there.  Stop.  Don't waste your time or any one else's time.

Let Total Displays help you get the most out of your trade show program with strategic planning and review of your trade show program and your trade show exhibit assets.  We want nothing more than for you to be incredibly successful at your next trade show or event!  Call us at 952-941-4511 or email sales@totaldisplays.com

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Lori Hanken has been in sales and marketing for over 30 years. She is passionate about service and providing value to her vendors, prospects and clients. Lori is currently co-owner of Total Displays with her husband David. They help people look great at events, trade shows, in retail, museums and develop long partnerships with customers and suppliers. If you would like to learn more, email her at lori@totaldisplays.com. She is an open networker, connect with her on LinkedIn here.

Read other Total Displays Blog posts at http://totaldisplays.blogspot.com/ or check out our website at www.totaldisplays.com