In the video clip below, Beth Comstock, CMO at GE, talks about their marketing “gold standard”.

So at your company, ask yourself not only about your marketing program, but more specifically about your trade show marketing program.

• What is your Trade Show “gold standard”?
• Can you define your gold standard?
• What does it look like and how will you raise that standard, year after year?
• Does that apply to your trade show display graphics & trade show booth staffers?
• Can you find those pockets of excellence & measure your trade show results and trade show ROI?
• Have you shown your executive leaders what your trade show marketing team does and how it affects the company’s bottom line?

Jeffrey Hayzlett, recent CMO of Eastman Kodak, wrote a new book called, “The Mirror Test”. In it, he poses the question, “What is your ’118′?” So, you’re probably wondering where this number comes from. Hayzlett describes, “The ’118′ comes from the 118 seconds you actually have to pitch: 8 seconds to hook me and up to 110 seconds to drive it home.”

Great, so what does this have to do with successful trade show exhibiting?

According to trade show research, from CEIR.org, you have 3-5 seconds to capture someone’s attention on the show floor. Once you’ve captured their attention, you’d better engage that prospect quickly & effectively. Here is an example:

You: “Hello sir!”

Prospect: “Hi.”

You: “What brings you to the show?”

Prospect: “I’m with ABC Co. and we sell to the XYZ industry. I’m looking for a widget that makes this easier and more profitable.”

You (8 seconds): “We make UVW widgets. Why don’t we spend a few moments to talk more about your situation to see if it is a fit?”

Prospect: “Well… I have a busy schedule today and I have to fly out this afternoon.”

You better have a solid 110 seconds at this point!