Trade shows can be a very cost-effective method to reach your prospects and customers. However, a successful trade show effort begins before the show opens and ends long after the show closes. A carefully orchestrated approach to your trade show program can generate immediate results and contribute to your bottom line. By adhering to the following action steps, you will increase the success of your trade show efforts:
Goal Setting
Set specific, measurable goals for each trade show. Goals can be in terms of number of contacts, qualified leads, presentations and other specific metrics. Goals can also include vendor meetings, client entertainment, press meetings, competitive reviews and recruiting.
Complete a Pre-show Mailing
Most trade show production companies and trade associations provide pre-registered attendee lists for free or rental. A few weeks before the show send the attendees a postcard or letter inviting them to visit your booth. Include an offer for a free item or announce a contest.
Train Your Staff Before Each Show
Every person working the show must understand your objective for being at the show. While educating your staff, provide profiles of anticipated attendees, identify their reasons for attending, and identify potential questions and answers. They also need to be able to effectively answer questions, qualify leads and operate lead-retrieval systems.
Ask the Right Questions
Avoid asking, "Can I help you?" Ask your prospects effective, open-ended questions that will help qualify and quantify their interest. Engage them in conversation. If the prospect is a qualified lead, set the stage for the next step in the sales process.
Invest in a Decent Booth and Nice Graphics
Your display represents your company’s image. Invest a few dollars to develop a display that is inviting and engaging. Display graphics should quickly and effectively communicate your company name and the services and products you offer. Technology can also be effective for attracting visitors. Trade show attendees make quick decisions while walking down crowded show aisles. Your goal is to get their attention and draw them into the booth.
Network, Network, Network
Trade shows are excellent networking events. If a visitor to your display is not the decision maker, find out who in their company is the decision maker. Talk to fellow exhibitors, show personnel, the press and others to identify business opportunities.
Shop the Competition
During the show, stop by your competition’s display. See what they are exhibiting and how they approach their prospects.
Distribute Literature After the Show
Most prospects will be inundated with literature and brochures at the show. The majority of the material will end up in the hotel or convention center trash can. Instead, collect the prospect’s information, qualify his or her need and promise to send information within a few days. Once the show is over, make sure you send the information within 48 hours. However, keep some literature on hand for the prospects who must have it at the show.
Follow-up with Telemarketing
During the show, your staff collected valuable information about the prospect and his or her needs. If your staff did an effective job qualifying his or her interest, telemarketing should be the next step toward a closed sale. Inquiries and qualified leads should be maintained in a database for future use.
Measure Trade Show ROI
Don’t judge your trade show’s success by counting leads. Take it a step further and count qualified leads and find out how many leads turned into quotes and orders. This process may take a few months, but it will be a valuable tool when planning your marketing budget. Follow these simple steps before your next trade show and ensure it is a success.
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