Exhibition Lead Generation Magician
From 1989 to 2004 John Hotowka travelled the globe helping companies raise brand awareness and sell their wears at exhibitions. At his peak he presented on average at 20 exhibitions per year. After 15 years he chose to use his magic in different ways.
So why this page? Sentimental reasons really, he loved the challenge every show brought and even today does the occasional exhibition and coaches people how to get the most out of exhibitions with very little cost. He gained a lot of knowledge and experience over 15 years.
You basically only need to know how to do three things when manning a stand, how to stop ‘em, how to hold ‘em and how to lose ‘em.
How to stop ‘em - Most exhibitors let prospects walk by the stand and miss out on golden sales opportunities. John has the inside knowledge how to stop them without them feeling threatened.
How to hold ‘em - How do you find out if the person you stopped could be interested in your product or service? If they are not, how do you get to the person in their company who is the decision maker? John has de
veloped techniques that are better than using ethanol and gets the prospect to willingly give you all the information you need.
How to lose ‘em - Once you have all the information you need how do you let them go and what’s more leave with a smile on their face thinking you’re a wonderful person. Better still how do get rid of those unwanted visitors on the stand who want to sell to you without the privilege of paying for a stand themselves and how do you make sure you haven’t missed a lucrative opportunity.
Ultimately the key to exhibition success is persuading visitors to stop, take notice, remember your message and take action.
To help his clients make the most of their investment Hotowka developed techniques to ….
- create corporate awareness
- identify and qualify genuine leads then introduce them to your sales staff
- educate potential buyers about your products and services
- encourage visitors to stay on the stand to wait for sales people
- keep guests and VIPs entertained
Exhibitions have included:
- IKK (Nuremberg)
- S M M (Hamburg)
- ACHEMA (Frankfurt)
- Drinktec Interbrau (Munich)
- CPHI (Milan)
- British Society of Gastroenterology
- Offshore Europe
- Spring Gift Fair
- Commercial Vehicle Show
- World Travel Market
- Glassex
- Computer in Manufacturing Show
- The Institute of Biomedical Science Congress
- The NFDA Show
- ‘K’ Exhibition (Dusseldorf)
- Interclean (Amsterdam)
- Telecom (Geneva)
- Optrafair
- Building Society Association Conference
- Pakex
“I just wanted to say thank you for your efforts at the BSA (Building Society Association) conference in Bournemouth last week. I think you had the balance just right; I very much appreciated the way you were able to adapt what you’d planned to do to suit the conditions of the day. Everyone I’ve spoken to has said it was an excellent performance, and you were a great talking point both during and after the exhibition.”
Ian Keeton, Lynx Financial Systems (UK) Ltd
“When the brief was set, Hotowka developed a number of tricks and a full routine, which promoted the new brand name and the attribute. Hotowka’s energy level throughout the three day exhibition was good for the delegates, but also helped the Corus team maintain their own enthusiasm.”
