Trade shows are a great way to build business, network, and experiment with new cocktails. But they do require your time and money, so it makes sense to try to get the most out of your investment. In a recent post on Skyline Tradeshow Tips, Michael Flavin highlights five key strategies for increasing the effectiveness of your trade show participation.
- Choose a trade show that offers the possiblility of success. This means rolling up your sleaves and doing some research. You’ll want to find out what shows will appeal most to your target, how many people have attended the show in the past, how well the show is promoted, related costs, etc.
- Set your goals. What do you want to get out of the show you’ve selected? Are you there to make sales, build a database or just network? Decide on this prior to attending so you can determine afterward if the show was a success.
- Put the proper people in place. All that money you spend on fancy booth graphics, the slick DVD and stylish brochure won’t matter if the people you have behind your table don’t know how to work the show. Make sure your people know how to qualify leads so they’re spending their time with viable prospects versus someone who just after a free key chain. Which brings up the next point…
- Make your promos memorable. Really, how many key chains do you need? Consider doing something more conceptual that ties in to your product or service. And don’t rely solely on a giveaway to promote yourself. Prior to the show you should be contacting attendees/exhibitors via email or direct mail to let them know you’ll be at the show and why they should care. Many shows allow you to purchase a list of attendees for just this purpose.
- Follow up. If you put in the effort, you’ll likely capture some great leads during the show. But if you don’t follow up with them, it’s all a waste. This is where discipline really comes into play. Have a clear system in place for following up so after the show you’re ready to strike while the iron is still hot. Wait too long, and they may forget about you.
