Amy Holinaty is in the business of making people feel good. In all things, this is her desire but even more so in her M business. She made sure this was the theme of her recent tradeshow. She solidified her vision with her entire team before kicking off the tradeshow. Amy said, “I wanted to make sure people felt comfortable and not embarrassed in any capacity to say no.” They thanked each person for stopping by and giving the STIKs a try. “The smiles we got were so warm, we released them without them feeling pressured to purchase or like they were wasting our time,” she said.
“We wanted to invite people into a positive environment.” She said it was important to make sure each person felt acknowledged and important.
Her team’s kindness extended beyond the patrons to the other vendors. She said, “We treated the vendors like family because we’re all in it together. it was high energy show and a long four days.” She invited each vendor to bring a water bottle by and fill it with a product of their choice. She also gave each of them an additional $5 off the show prices. Many of these vendors took her card, excited to share with others they know. She also made sure her team never drew attention away from another vendor and waited until the patrons finished at the previous vendor before engaging them in conversation.
Ultimately, Amy said, “We wanted to invite people into a positive environment.” She said it was important to make sure each person felt acknowledged and important. Even if they were with another customer, they would say, “Hi, I will be right with you,” or “I will get your sample in just a few seconds.” Another part of the comfortability was customized invitation. When someone working her booth began talking with a patron, usually out in the walkway, they’d pull them in by asking if they wanted to try something new, fun or refreshing. Depending on their answer, they’d walk them over to the booth. It was a way for them to ensure the customer tried something relevant to their needs or wants. Amy said she was also glad to have props. She brought a Contigo water bottle from Costco. They told the patrons the STIKs were heightened hydration they add to their own water bottle. She would give them a sample cup and hold up the water bottle. She’d tell them the sample they were trying today was equivalent to half a stick in the water bottle. She’d then tell them it was customizable based on their palate. She would give them a sample and tell them f they preferred a stronger taste, punch it up and add more. If they preferred a lighter taste, they could add less and mellow it out. She also wanted to make sure each person had the opportunity to walk away with something regardless of how much money they had to spend. They sold individual STIKs for $2.50 and 5 STIKs for $10 (Canadian dollars). By the end of the tradeshow, they also started customizing boxes. Some people wanted an assorted box while others wanted a split box with half one product and half of another.
Amy decided to forego the product profiles with lengthy information. Instead, she described the drinks with the benefits in a very short, concise way on a 4×6 sign next to the drink. For Go•STIKs, the headline read “Natural Energy,” with four short bullet points below about the product. She did this for each product.
Overall, Amy said one of the biggest aspects of tradeshow success is showing up. The events are expensive and a time commitment so she said it’s vital to set yourself up for success. Setting yourself up for success includes product knowledge, appearance and booth set up. Creating the right vibe at the booth that invited people in was key for her team. Amy said it was critical for patrons to immediately know what their booth offered, which is why they had large signs reading, “High-Performance Hydration.” Their booth was very classy and well put together. The booth had lights behind the drink dispensers that lit the liquid. She wanted to create an inviting, classy bar feel that grabbed patron’s attention. She asked those working the booth to refrain from being on their phones or eating to ensure a professional and dedicated atmosphere.
Most importantly, they made sure to have fun, bring a ton of high energy and be completely gracious.
Thank you, Amy, for all you are and all you do!