Kyle SouthamKyle SouthamSales EntertainerSales Entertainer

The Secret of Trade Show The Secret of Trade Show SuccessSuccess

In today’s over communicated society, it In today’s over communicated society, it

takes a simple message put across in a takes a simple message put across in a

unique way to capture attention and get unique way to capture attention and get

your sales message through to trade your sales message through to trade showshow

attendees.attendees.

Help Boost those SalesHelp Boost those Sales

+

Sales

Entertainer=

Trade Show EntertainmentTrade Show Entertainment

Exhibiting at a trade show is advertising.Exhibiting at a trade show is advertising.just like the advertising your company just like the advertising your company places in newspapers, journals and places in newspapers, journals and magazines. The effectiveness of the magazines. The effectiveness of the

displaydisplaycan be compared to the number of peoplecan be compared to the number of peoplewho receive your message as comparedwho receive your message as comparedto the number of people attending the to the number of people attending the show.show.

Trade Show EntertainmentTrade Show Entertainment

If an advertisement with colour is placedIf an advertisement with colour is placedamong ads in black and white, the colouramong ads in black and white, the colourad will get more attention. In the same ad will get more attention. In the same way, the trade show display which presentsway, the trade show display which presentslive sales entertainment to introduce a live sales entertainment to introduce a company and its products is most likely tocompany and its products is most likely tobe the booth that draws the largest crowd,be the booth that draws the largest crowd,gains the most attention and does the mostgains the most attention and does the mostbusiness.business.

Trade Show EntertainmentTrade Show Entertainment

At your next show, ask people why they At your next show, ask people why they

stop at various booths. You’ll find an stop at various booths. You’ll find an

attractive booth will stop some people,attractive booth will stop some people,

a prevailing interest will draw others, buta prevailing interest will draw others, but

a live, unique sales entertainer can stop a live, unique sales entertainer can stop

them all.them all.

Finding the right EntertainerFinding the right Entertainer

It is hard to find a great entertainer and It is hard to find a great entertainer and even harder to find top sales people, but even harder to find top sales people, but to profit at trade shows you must find a to profit at trade shows you must find a person who is a rare combination of bothperson who is a rare combination of bothentertainer and salesperson. Working the entertainer and salesperson. Working the trade show booth requires the presentationtrade show booth requires the presentationbe given by the sales entertainer in a direct, be given by the sales entertainer in a direct, condensed form. A short, tightly presented condensed form. A short, tightly presented

sales sales pitch should be given while entertaining and pitch should be given while entertaining and pulling a crowd. But, he or she can do more….pulling a crowd. But, he or she can do more….

A New Marketing Team A New Marketing Team MemberMember

A good sales entertainer can and should A good sales entertainer can and should

become a member of your sales team andbecome a member of your sales team and

can often be used for public relations workcan often be used for public relations work

In addition to the presentation given in theIn addition to the presentation given in the

booth. Hire a clown if you just want booth. Hire a clown if you just want

entertainment. Hire a professional sales entertainment. Hire a professional sales

entertainer if you want respect and results.entertainer if you want respect and results.

What to look for?What to look for?

If you wish to hire an individual who If you wish to hire an individual who cancan

entertain, sell and properly represent entertain, sell and properly represent youyou

and your organization, here are theand your organization, here are the

qualities you should look for:qualities you should look for:

ProprietyPropriety

Will this person dress appropriately?Will this person dress appropriately? Can they meet the expectations of Can they meet the expectations of

your clients?your clients? Can this person relate to your Can this person relate to your

company and its products?company and its products?

SkillSkill

Is this a truly multitalented individual Is this a truly multitalented individual whowho

can entertain and present your sales can entertain and present your sales message?message?

Can this person demonstrate their Can this person demonstrate their pure “entertainment” skills on pure “entertainment” skills on demand?demand?

Sales AbilitySales Ability

Is this person a “quick study” who Is this person a “quick study” who can pick up on your key sales points can pick up on your key sales points by asking good questions?by asking good questions?

Will the audience enjoy listening to Will the audience enjoy listening to him/her sell the virtues of your goods him/her sell the virtues of your goods or services?or services?

The PitchThe Pitch

Given the proper information, the SalesGiven the proper information, the SalesEntertainer will be able to inject the mostEntertainer will be able to inject the mostimportant customer benefits into your important customer benefits into your

showshowand drive them home with constantand drive them home with constantrepetition. Once your Sales Entertainer repetition. Once your Sales Entertainer has effectively stopped the crowd, a has effectively stopped the crowd, a percentage of each crowd will stay to learn percentage of each crowd will stay to learn more from the regular sales staff.more from the regular sales staff.

Traffic and Booth AreaTraffic and Booth Area

When you hire a Sales Entertainer, makeWhen you hire a Sales Entertainer, makesure he or she has the chance to be one.sure he or she has the chance to be one.Don’t hire this professional and then Don’t hire this professional and then

neglectneglectto provide a proper working area. If to provide a proper working area. If customers can see and hear the customers can see and hear the performance pitch, many will come back performance pitch, many will come back to your booth to see the show again andto your booth to see the show again andwill usually bring a friend.will usually bring a friend.

Contests and GiveawaysContests and Giveaways

A Professional Sales Entertainer will blendA Professional Sales Entertainer will blendthese offerings into his or her presentationthese offerings into his or her presentationto give a purposeful look to all of these to give a purposeful look to all of these giveaways. This tends to eliminate the giveaways. This tends to eliminate the hoarding mentality that goes on at mosthoarding mentality that goes on at mosttrade shows where people try and collecttrade shows where people try and collectas much free “stuff” as possible. When as much free “stuff” as possible. When given in a unique way that people remember, given in a unique way that people remember, these giveaways are usually kept separate these giveaways are usually kept separate

fromfromyour competitor’s items.your competitor’s items.

Hospitality Suite Hospitality Suite EntertainmentEntertainment

For an additional fee, many Sales For an additional fee, many Sales

Entertainers will present Hospitality Entertainers will present Hospitality SuiteSuite

mini-shows for the sponsor. These mini-shows for the sponsor. These showsshows

are pure entertainment for the guests are pure entertainment for the guests ofof

the host.the host.

How to get StartedHow to get Started

If you want increased traffic at your nextIf you want increased traffic at your next

Trade show….. If you would like to obtainTrade show….. If you would like to obtain

Top dollar out of your trade show budget,Top dollar out of your trade show budget,

Then consider using a professional SalesThen consider using a professional Sales

Entertainer such as…..Entertainer such as…..

Kyle Southam

Kyle Southam’s BackgroundKyle Southam’s Background

Not only has Kyle been a magician for overNot only has Kyle been a magician for overten years, he has worked for some often years, he has worked for some ofthe biggest companies in the Informationthe biggest companies in the InformationTechnology Arena as a computer consultant.Technology Arena as a computer consultant.Technology is not a new subject to KyleTechnology is not a new subject to Kylewho has worked trade shows for such who has worked trade shows for such companies as Movie Production Houses companies as Movie Production Houses through to Genetic Engineering Companies.through to Genetic Engineering Companies.

Client ListClient List

• United States Postal ServiceUnited States Postal Service• Sahara Hotel, L.V.Sahara Hotel, L.V.• L.A. Unified School DistrictL.A. Unified School District• Magic Castle, HollywoodMagic Castle, Hollywood• Warner Brothers StudiosWarner Brothers Studios• Universal StudiosUniversal Studios• Bell IndustriesBell Industries• C&C ProductionsC&C Productions• Ambassador EntertainmentAmbassador Entertainment• Irish Rugby Football UnionIrish Rugby Football Union• Park Lane Hotel, LondonPark Lane Hotel, London• Butterfield & ButterfieldsButterfield & Butterfields

Jivin’ Jacks and JillsJivin’ Jacks and Jills Malibu ColoniesMalibu Colonies Paracel IncParacel Inc StarConStarCon Specialized SystemSpecialized System Rangiora Rugby UnionRangiora Rugby Union Ferrymead Historical ParkFerrymead Historical Park Ray Courts ShowRay Courts Show Many private parties….Many private parties….

Sales Team TrainingSales Team Training

Get your team fired up and teach them some “ice breaking” magic to show to customers.

Magic is a great item to incorporate into team building exercises. Call Kyle for more details….

For a free, no-obligation consultation, For a free, no-obligation consultation, callcall

kyle_southam@paradise.net.nzkyle_southam@paradise.net.nz

Kyle Kyle SouthamSoutham

(021) (021) 1800 8481800 848