January 24, 2012
Trade shows are one of the most effective face-to-face marketing methods still available today. Every year thousands of trade shows are held across the country with millions of attendees. Some exhibitors are immensely successful at meeting new customers, establishing new business relationships, selling products, selling services and more while other exhibitors fail miserably. Trade shows are not cheap; so if you are not prepared do not waste your time, effort or money.
On the show floor your exhibit makes a strong statement about who your company is, what you do and how you do it. The purpose of your exhibit is to attract visitors so that you can achieve your marketing objectives. Below we give you some tips to make your next trade show experience more successful:
- Plan and plan early. Take advantage of early-bird discounts. Create a checklist of tasks that need to be completed prior to the show date. There is nothing worse than rushing around a day before a big trade show.
- Do your research to select the best show for business development. Make sure the audience is relative to your business. Speak to any colleagues who may have attended this show in the past and get their opinion.
- Be prepared the day of the event and assign responsibility. Know your booth location, know who will be walking the show, know who will be manning your table, know the trade show floor plan and setup your booth days before if possible.
- Smile, be friendly and have lots of visible energy. Have a welcoming atmosphere and greet people as they walk into your booth.
- Setup a schedule that lets you work in the booth part of the day. You also need time to walk the floor to make contacts.
- If possible to obtain the registrant list, send out an email blast or direct mailer notifying registrants that you will be at the trade show and where to find your booth.
- Give visitors an incentive to visit your booth. Include a drawing for a gift certificate or some type of useful technology prize that people would want. This is a great way to obtain business cards and leads.
- Distribute promotional items or giveaways that work. Your giveaway items should be
designed to increase your memorability, communicate, motivate, promote or increase recognition of your company. Consider what your target audience wants, what will help them do their job better, what they can’t get elsewhere etc.
- Follow-up promptly with qualified leads! This is the key to success to any trade show – converting leads into sales. You need to implement a lead-management process where your team members are responsible to follow up with potential clients by XXX date. The longer leads are left unattended, the colder and more mediocre they become.
If you need help with marketing your next trade show please reach out to Pinpoint Promotions & Printing and we can help you get started.
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