Business Success Center
Tips
and Techniques for Tradeshow Success
Tradeshows…a time for
new opportunities, new customers, and increased revenue! But,
let’s face it…it’s also a time of cumbersome
set-up, long hours, and often unsuccessful results. Having
an exhibit at a trade show, regardless of the location and
duration, is an investment. Make it a worthwhile one!
First and foremost, determine
exactly what you want to achieve from exhibiting at the show.
Make your goals very specific, putting numbers to notions.
For example, if your goal is to attain new customers, set your
sites on attaining 50 leads, which will result in 20 appointments
and ten new customers. Watch generalities, such as planning
to obtain a large new potential client list. Have a plan on
exactly what you will do with this list and when you will do
it.
Once
you set your specific goals, you need to determine if exhibiting
at the show will enable you to reach these goals. Will the
show attract your target market? How has attendance been
in the past? What will be done to market the show? If this
is your first time exhibiting at the show, ask for a list
of past exhibitors. Contact several to learn about their
past experience…get as much free
advice as you can!
According
to Friedman’s,
Exhibiting At Trade Shows, 56% of attendants form their impression
of you within 3-4 seconds. Numerous research exists that can
help exhibitors achieve the look of success at a tradeshow.
However, what I think many fail to emphasize is the people
factor of attracting participants. If you’ve got 3-4
seconds, make them count. Get out from behind that table and
be right where your prospects are. Capture their interest with
enthusiasm and excitement! Your communication is the most effective
show tool you have. Write out and practice what wording will
best enable you to reach your specific goals. Make every word
count!
If you are going to invest the
time and money in the show, use it to help your company in
every way possible. Review your current marketing efforts,
and include show promotion in every appropriate opportunity.
Use your Web site to attract people to your show and the show
to attract people to your Web site. And, of course, use this
opportunity to contact your prospective customers. Personal
invitation by phone, mail, and even e-mail can be very successful.
Have them bring a VIP card to your booth to receive a great
prize or to be the first to test your new product. Take action
to bring the customers you want right to your booth.
Don’t
forget about your current customers. Use the show to continue
positive relationship building with your top customers. Make
a call or include trade show information in the current communications
you have with your customers. Also, realize the show is a
great opportunity to attract new employees. Couple your employee
recruitment efforts with your show promotion to double your
effectiveness.
Regardless
of marketing efforts taken by the show’s host, you can’t rely on their
action to make the show work for you. In this busy world of
multi-tasking, numbers at shows are decreasing. Those who do
attend come with a fixed agenda and have no intention of wasting
time. They have to see a personal or professional benefit for
interacting with you, and it’s your job to communicate
these benefits. If you determine that this show will allow
you to reach your specific goals, spend some time preparing
your plan. Make your investment pay off!
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