Issue link: http://read.dmtmag.com/i/620640
w w w. v w m m e d i a . c o m J a n - F e b 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 1 0 3 onstrating new technologies to r e v o l u t i o n i z e w i n e r i e s a r o u n d the world? Answering yes to all of the above is ambitious, espe- cially when the end goals for a wine tank distributor are very dif- ferent from the goals for a syn- thetic cork manufacturer. Focus on one or two primary objectives for the show. By doing so, you will better plan your staffing and concentrate your messaging, sig- nage and promotional activities around your specific objectives, which will help your effort be more effective. n Make your goals measureable. Do you know how you are going to gauge success? Are you looking for X number of leads or sales per day? How or when are you going to measure these things? Don't rely on serendipity; have a plan for what you see as success and tangible ways to measure it. your new bottling process, you want to make sure the video is visible from the aisle and garners attention; but place it far enough inside your booth so that it encour- ages intrigued prospects to step in, find out more and take a closer look. Are you demonstrating your products or featuring static dis- plays? Instead of making visitors crouch down to see how your rev- olutionary new irrigation system operates, elevate the display and make it convenient for your pros- pects to investigate. n Create an experience. Don't just pour samples of your wine or hand out information about a new product. Instead, develop an exhibit that tells your brand's story. Think about incorporating engaging and informational aspects, such as iPads, that will help create a brand environment. Or, if you're going to have tastings, create a unique, n Reach out to your prospects before the show starts. Don't depend on customers to find you. Send a post card or email, or buy an ad in an industry publication that lets people know where you will be and what you are going to present. And don't forget the press; invite them to your booth to learn more about your company and products. n Have a buzz-worthy booth. Think beyond a product brochure, sample or tasting. Do you have a cool giveaway? Can you provide a consultation with an expert or a demonstration of a new product? n Design a user-friendly exhibit. Make your exhibit inviting and func- tional. Having a barrier between your staff and visitors hinders con- versation; create an inviting area where visitors can easily talk to staff. If you are showing video of ON TAP POSSIBILITIES DESIGN. MANUFACTURE. INSTALL. DISPENSING SYSTEMS FOR BEER, WINE, WATER & COFFEE (866) 327-4159 // www.micromatic.com