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Trade Show Exhibiting: A Day in the Life

By Business

Packing and shopping and selling, oh my!

As our team is busy preparing for the AVMA Convention starting on July 14 in Denver, we are reminded of all of the checklists, deadlines and orders that are involved in exhibiting at a conference. Many industries have trade shows, conferences, or the like for industry experts to learn about or sell new products. These shows happen all over the world, in all kinds of industries. For those of you that have not had the pleasure to go to one (as an exhibitor or attendee), we thought it would be fun to give a little bit of insight into what a show week might look like for an exhibitor.

Enjoy reading through a typical “day in the life” of an exhibitor, and if you are planning on attending the AVMA Convention – don’t forget to stop by and say hi! You can find our smiling ViziFolk team at booth #932!

Day 1

7:00am
Wake up, text your coworkers in other rooms to see if they’re awake yet. They’re not, so go back to sleep. You did travel all day yesterday, after all.

8:00am
Wake up for real this time or you’ll have to rock your “I woke up like this look” which, quite frankly, isn’t a good one.

10:00am
Drive all over the place picking up the last minute items needed for a successful show – candy, gifts, carpet, copies of forms… are we forgetting something? I feel like we’re forgetting something.

5:00pm-9:00pm
Do a full day’s worth of work in 4 hours – a tradeshow doesn’t mean we can keep our clients waiting!

Day 2: Exhibit Set Up Day!

9:00am
Load the car (which is really only meant for 4 people’s worth of weekend-luggage) with our backdrop, tables, tablecloths, monitors, computers, lights, gifts, carpet, candy, giveaways, and all the odds and ends that we bought yesterday. Somehow squeeze ourselves into the car along with all of the aforementioned supplies…

11:00am
Start setting up exhibit. That part goes a little something like this:

Day 3: 1st Day of Show!

8:00am
Walk onto show floor, ready to conquer the world. Set up booth. Drink your coffee. And begin.

9:00am
Talk to people. Over, and over, and over. Get them just as excited about your brand as you are, because after all, you have some of the best services and products to offer to this industry! Don’t just talk to business owners. Talk to consultants, bankers, other marketing representatives, giant companies, anyone you can get your hands on to tell them just how awesome your company is.

10:00am
*pause* Where’s the pens? Oh…that. That was the thing we were forgetting. Tell your team that we have to go to the store on the way to dinner to pick some up.

10:05am
Talk to people some more. You’re in the tech industry after all, you don’t need no stinking pens!

12:00pm
Lunch. Sit in the exhibitor lounge, and realize for the first time all day just how loud it is on the show floor. Embrace the quiet, take a few deep breaths and walk back onto the show floor, ready to conquer the world.

1:00pm
One of your clients comes to visit! After they tell you how happy they’ve been with the service so far, remember to ask them for a video testimonial. Those look something like this:

Day 5: 3rd Day of Show

*repeat*

4:00pm
Realize you have been on your feet so much that your shoes are now separated from the sole… tell your team that you have to go to the store on the way to dinner to buy new shoes. Decide you are going to start investing in better shoes after this show.

6:00pm
After buying new shoes, go to dinner and celebrate an already successful show, because you know you won’t have time to celebrate when you get home (it’s going to get busier, after all!)

ViziSites Team Member with a Visiting ClientDay 6: LAST DAY!

8:00am
Walk onto show floor, ready to conquer the world. Set up booth. Drink your coffee. And begin.

10:30am
Talk to a very important attendee that came back to see you because you made such an impression on them last year that they want to know more. Try to contain your excitement… at least until they are out of earshot.

2:30pm
Tear down the exhibit… Donate the table and chairs, give away the last of your candy to every passerby you meet, and once again, fit a clown-car’s worth of equipment + 4 people in a car that magically seemed to still have room.

5:30pm
Arrive at airport. Check baggage, run into someone who recognizes your team from the show, and board the plane.

6:00pm
Pay for in-flight wi-fi because our clients can’t wait just because we are 30,000 feet in the air! Besides, if you take care of those emails now, you can go straight to bed when you get home.

7:30pm
Land. Pick up luggage, take a Lyft home, and sleep like you’ve never slept before. There are big things coming your way after all – you need your beauty rest!

At the end of the day, these shows are exhausting. But, they are also incredibly rewarding! There is nothing like the energy of a show floor, the excitement of the people you get to talk to, and the information you learn in the process. If you are a veterinarian, we hope to meet you at the AVMA Convention from July 14-16 in Denver – find us at booth #932! Want to talk before the show? You can contact us online anytime.

Written by Cassandra Parsons, Director of Client Experience
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Business Lessons Learned on a Visit to the Vet

By Veterinary

Every so often, I get to visit one of our clients in person. This is unique for a multinational marketing company. 99% of our work can be done on a computer without ever seeing the client in person, or even picking up the phone (although we do pick up the phone regularly, because who wants to talk to a computer screen all the time?). These visits are impactful to the client for many reasons, the foremost being that it is rare to meet your marketing representative in person. However, they are just as impactful for us as they are for the client.

I recently had the chance to visit 3 of our clients. At every visit, I learned and observed things about the practice and the team working there that are difficult to fully understand over phone calls and emails – even after a year or more of working closely with each practice. The three takeaways I gleaned from these visits:

  1. Having a personal connection with your clients is powerful, no matter your industry.
  2. Even the tiniest details can make the biggest difference.
  3. You will always be more comfortable in your element than outsiders. Own it, and you’ll make an impression.

A Personal Connection

The first hospital I visited is located way on the southeast edge of their city. While I was there, multiple clients came and went, and the team knew every one of them by name. Often, they even knew enough personal details to ask about “how is your son doing?” or “are you done with the move?” This made an immediate impression on me – and I’m not the only one it impressed.

The difference this connection can make is huge…

One of their clients, an older woman, stayed to visit with us for a little bit after (I would guess she is in her 70s or 80s, but I also know not to guess a woman’s age). In that conversation, I found out that she drives to their hospital from the next closest big city, putting her commute to the vet at over an hour away. Why does she make this drive just for a 20 minute check up for her 5 pound chihuahua? Because she’s made a personal connection with these doctors. The team greets her and her pup by name when they walk in the door, and the doctor walks her out to the parking lot.

These little gestures don’t take much. Perhaps a few notes on the client that can be used as a “refresher” before the next appointment, or taking a few moments before or after an appointment or meeting to show some personal interest. For a few minutes of time, these gestures make a very powerful impact – enough of an impact for an older woman to drive on her own, in the rain, over an hour, past who knows how many vets (I know for a fact there are at least 10), to get to you. Wouldn’t you like to have that kind of a client pull?

The Devil Is In the Details

I say it should be “The Devotion Is In The Details” – not only your devotion to your business’ success, but as a result, your client’s devotion to you. The greatest example of this that perhaps I have ever seen was at my second hospital visit. They had the usual details I see at hospitals – coffee bar, water, comfy waiting area, etc. But one particular area of attention to detail quite literally brought tears to my eyes.

Take a page from this book…

As with most veterinary practices, they were searching for a way to make pet euthanasia appointments just a little less stressful for their families. To do so, they have set up a garden in the space behind their facility with flowers, a tree, and benches, so that the entire appointment can take place outside. Now, I realize not all veterinary practices have the ability to set up something like this – and if you’re in an entirely different industry, it may not apply at all. However, it was all the other details their staff thought of that collectively made the impression.

One in particular stood out. The team noticed that some families only take 10 or 15 minutes to say goodbye to their pet, while others would take an hour or more. Rather than intrusively poking their head out every ten minutes to see if the family is ready, and risking the family feeling rushed, they provide a simple remote controlled doorbell. When the family is done saying their goodbyes, they simply ring the doorbell that is sitting on the table to notify the staff that they are ready to go.

This is not an expensive or time consuming detail, but it shows you care. In an industry that can be so delicate at times, a change as simple as this can make a world of difference in someone’s day. If you can impress someone with your actions even through a difficult or frustrating time, you will have their loyalty for years to come.

Own Your Space

My last visit struck a chord with me for a very different reason. I met the team and walked around the facility with the veterinarian/owner of the practice, as I do on most visits. “This is our laboratory area,” we turned the corner, “and this is our surgery suite. Our doctor here is pulling out a fatty lipoma from this patient. You’ve probably seen this many times before on your other visits!” Nope, can’t say that I have. But hey, there’s a first time for everything.

Believe it or not, the surgery isn’t what impressed me, it was what happened next…

“How’s the removal coming along, Doctor?”

“This one’s going as smooth as you could hope for! It’s not wrapped around anything and should be all the way out in a few minutes here.”

“Good news!”

Five minutes later, we’re in one of the exam rooms chatting about the website, the local food scene and whatever else, when one of the tech’s walks in. “All done, want to see?” And all I could think was it’s only been 5 minutes. In the time it took for us to finish the hospital tour and talk about some marketing goals, this veterinarian had removed a tumor and was already almost done closing the dog back up! No fuss, no worry, just going about his day-to-day.

I wish you all could have heard the calm, professional manner with which this vet spoke while he quite literally had his hands inside of a pet. It was amazing. The reason this stood out to me so strongly is that these are the same types of people who call me on a daily basis asking things like how to buy a domain name, or set up an email account. And yet here they are, multiple times a day, performing surgeries and treating cancer or other diseases in pets and doing all kinds of things that I guarantee my team would never touch. Everyone has their specialty.

The lesson? Own your space. You know it, and you know it well. And most people will recognize that. If you can talk about your industry the way this vet spoke about removing a tumor, I assure you, you’ll be a success.

Written by Cassandra Parsons, Director of Client Experience
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