It’s trade show season. Big shows, small shows, industry shows…you name it, there’s a show for it.
Attending trade shows are usually a really large component of your marketing plans, so how do you make sure you maximize your time at the show?
So obviously you have done the required research to find the shows that are work best with your business model. After that, the real game begins.
Approach your upcoming trade show with a solid plan; I recommend a three-step approach.
- Personalized Contact Prior to the Show
Begin calling your clients and prospects to personally invite them to the show. Send out direct mail initiatives, email invitations and use social media to help bump the number of participants you have in attendance. In all of those communications, make sure you introduce the products you’ll be promoting, share your booth location and invite buyers to visit your booth. This may seem like silly advice, but it increases the traffic to your booth.
- Marketing Activities During the Show
So now that you have invited your current and prospective customers, how do you entice all trade show visitors to stop by your booth?
Don’t get lost in the massive expanse of the show. Some of these large shows can leave you and your booth feeling like a small ant in an ant farm. How about some live entertainment at your booth? Advertise and hold a variety of hands-on activities, demonstrations, giveaways and food. The cost may be more to have some entertainment at the booth, like a magician or clown, but it will pay off in dividends.
At the most recent trade show I attended, one of my partners had an engaging magician at the booth and they reported to me, after the first day, that the badge scans at their booth were up by 30% year over year. By the end of the trade show, they had already been invited to do a demo for a major potential customer.
So when you’re at the booth during the show, maintain a professional image at all times and only have people at the booth who can truly speak to the value of your business.
- Follow Up, Follow Up, Follow Up
You can’t convert your leads without following up. Send a personalized, handwritten note, along with a customized company info packet and any other relevant materials about your company. For the most promising leads, add a personal phone call to reinforce your commitment to service.
You can attend as many trade shows as you see fit throughout the year, however, make sure you have the bandwidth to follow up on all your leads. Trade shows can lead to huge potential, but if you can’t follow up on leads in a timely manner, you may be turning off future leads.
Contributed by Wendy Sanacore, Agency Ingram Micro.
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