Winter is the height of trade show season. In my company, the largest part of our marketing budget goes to exhibiting at trade shows.
Trade shows are effective not only because key prospects are all under one roof, but they’re eager to see what you have to offer. Trade show attendees have the interest, need and time to look at your products or services.
Here are a few keys to trade show success:
Choose the right show
First, recognize the different types of trade shows: shows for consumers versus shows for industry insiders; tabletop shows versus shows with booths; and expositions for buyers versus educational conferences.
Before you book a show, get a list of past exhibitors and call a few and ask about the nature and number of attendees at previous years’ shows.
Develop a promotion plan
About 75 percent of show attendees plan booth visits before the show starts. Before the show, invite people to visit your booth. Send an e-mail, make personal calls and develop incentives. Preshow promotion increases your chance of having visits from qualified leads.
Choose promotional materials wisely
Attendees come to trade shows to gather information. They need something to take home with them to remind them about you. But keep your materials minimal and easy to carry.
Make your booth inviting
Decide which products to feature in your booth and whether or not to offer show specials. The items you choose to merchandise and the way you display and promote them in your trade show booth will affect the numbers you draw to your booth.
Turn browsers into buyers
In the world of trade show leads, quality, not quantity, is king. Practice what to say to prospects ahead of time to determine whether they’re a qualified lead (“What brings you to the show today? What needs in your business are you trying to solve?”) to tell them about your products or services, to close the deal or follow up. (In “Trade Show in a Day,” I’ve provided sample scripts.)
Follow up
Following up promptly with the leads is essential. If you wait too long, they may forget about your product or service or place an order with a competitor. Act fast and deliver on any and all promises you made to them. If you said you’d call, call. If you said you’d send a catalog, put it in the mail right away.
Evaluate the show
Exhibiting at a trade show or conference takes time, effort and money. So how do you know whether your investment paid off? Taking a critical look at your performance at one show will help you make better decisions the next time around.
For help finding a trade show, contact your industry association. You can also check the Web site www.tsnn.com for a list of some bigger shows.
And remember: Drink plenty of water, keep breath mints on hand and wear comfortable shoes.
This is the opinion of Rhonda Abrams, who is the author of books for entrepreneurs. Her newest is “Trade Show in a Day.” Register for her newsletter at www.PlanningShop.com.
The Success Principles(TM): How to Get from Where You Are to Where You Want to Be
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