Tuesday, October 2, 2012

Getting the Most from Your Trade Show Investment



Making the decision to exhibit at an industry trade show is not an easy one. The costs are many, including staff time, travel expenses, booth furnishings, booth space, marketing, giveaways, etc. But they are still one of the best ways to begin a relationship with new prospects and solidify relationships with existing or previous customers. So, if you make the decision to attend, make the decision to maximize your investment opportunity.

Here are some tips to help you maximize your impact: 

1.    Plan ahead – If you book your booth early you will be able to choose the best location and use the pre-show time for pre-marketing activities. There are often early registration discounts as well.

2.    Pre-marketing – Once you have registered, develop a marketing schedule that begins prior to the show.

a.    Add it to your web site

b.    Get the pre-attendee list and send early invitation post cards or emails.

c.    Touch base with leads you have met at that show in the past and schedule appointments to meet with them again and show them your latest products or services.

d.    Create buzz – trade shows are a great place to launch new products, or preview exciting things to come. Use social media during the last couple weeks prior to the event to continue the buzz, and announce new products and in-show giveaway opportunities.

e.    Maximize your opportunity – enter for awards, take advantage of opportunities to write white papers or articles pre-show that talk about your message, and apply to sit in on panels that relate to your product or service. Consider sponsorship opportunities carefully to strategically coordinate with all of your other plans and increase your investment return.

3.    Develop a great booth atmosphere – no matter the size of your booth, you can create an atmosphere that is inviting and exciting enough for people to visit you.

a.    For smaller booths, use popup banners to create a story and invite people into your booth. For larger booths decide whether purchasing your own display system or renting and having a booth rental company take care of the shipping, setup, and tear down makes more sense.

b.    Really think about the message you need to convey, who is your target market for this specific event, and how best to grab their attention amidst all the other booths and activities that are taking place in their world during the conference.

c.    Use promotional items and other giveaways strategically – don’t just throw some pens on the table; think about items that will best convey your message and won’t end up in the circular file.

d.    Plan your booth layout to be inviting – you need attendees to want to stop and talk to you, not just walk by.

4.    Maximize your time on-site You’ve set the stage, now you must follow through.

a.    Choose the best exhibit staff – much better to have someone knowledgeable and engaging in your booth than someone who just wants to sit there and watch people walk by and maybe pick up a piece of literature. (We could write a whole article on this topic alone.)

                                          i.    Have booth staff stand whenever clients and potential clients are in the area.

                                         ii.    Don’t eat in your booth.

                                        iii.    Always have someone staffing your booth; you never know when the next big client will decide to leave a workshop early to quietly peruse the exhibit hall. For smaller booths with less staff, if you must leave your booth empty, think strategically about how you can still offer information or an invitation to come back. For example, leave a sign to tell folks you had to step away to join a panel discussion about xyz – invite them to come to Conference Room B to join in the discussion or meet you back at your booth at 1:00 to hear more about how they can put this into practice in their organization. Be sure to leave your business cards so they can contact you for more information if they can’t make it back to the hall.

b.    Solidify your brand every step of the way – think strategically about staff uniforms, lanyards, giveaways, messaging, the picture your booth portrays, and customer service with every interaction. In many cases this will be a potential client’s first impression; make it last!

c.    Think of creative and innovative ways that mean something to attendees to get them to give you their business card or contact information. For large shows, use lead retrieval systems available through the conference. Offer to send a free publication that is coming out soon or to add them to a future drawing opportunity. Use social media to your advantage – “like us on Facebook or follow us on Twitter to be entered to win.”

d.    Take advantage of every opportunity to meet with existing customers while you are in the same location. Schedule breakfast and dinner meetings, meet for a drink, or meet in the airport before a flight. Take advantage of your travel dollars and use them wisely. Schedule appointments with others who may not be attending the show while you are in the local area.

5.    Follow it through – You’ve done all this work leading up to and during the show and you’re exhausted. But your job has only just begun! You must take every advantage to follow up with everyone you connected with during the event. Don’t forget those who attended your workshop and those you met with outside the booth, even for a casual conversation. Use multiple opportunities to touch base and stay in touch.

a.    Send a hand written note within a week of the event.

b.    Connect on social media and schedule several follow up postings after the event.

c.    Send a follow up email.

d.    Schedule face to face meetings, one-on-one webinars, and/or phone calls with the highest prospects.

e.    Don’t forget to do everything you said you would.

The bottom line is that conference or trade show exhibit opportunities are a big and expensive endeavor. They must be considered as part of your overall strategic plan for marketing and that strategy must be carried through every step of the way. Done right with every opportunity maximized, these occasions can offer an excellent return on your investment.

Do you ever attend trade shows? What are some things that have worked well for you?
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Kerry Brooks is Co-owner of
ProfessionalEdge Associates, offering a wide range of marketing and support services to businesses that want to increase their success, but aren't in a position to add to their staff.