Exhibiting at trade shows is a unique and valuable marketing opportunity. Few other tactics let companies get face-to-face with customers and prospects like shows can. It can be the most effective way for a small business to market itself, putting it on even footing with larger competitors in the eyes of its customers.
For many companies, attending trade shows is also the one marketing strategy that yields the highest number of sales leads over any other source. Additionally, it’s a great way to launch new products and gather customer insights, along with collecting competitive information.
But trade show participation can be costly and time-consuming. Here are seven guidelines for getting the most bang for the trade-show buck.
- Select shows strategically. Research the shows in your industry and carefully weigh the pros and cons of each. Identify locations, venues, average attendance, and the typical attendee profile. Most show organizers provide information about attendees and offer exhibitor lists. Contact a few past exhibitors and ask for their opinions on the show’s value. Then talk to customers, customer service and sales reps to help determine which shows could prove most beneficial.
- Determine your show objectives. Companies can accomplish any number of tasks by exhibiting—selling products on the spot, generating qualified leads, or demonstrating new products. Shows can also be strong venues for gaining PR exposure, distributing samples, conducting marketing surveys, and finding new markets or new product applications. Identify your goals in advance and maintain the focus as you plan and execute.
- Let objectives drive the details. Once you’ve targeted your objectives, use them to define space considerations, drive show planning, and determine budgets. If taking orders or providing a hands-on product experience is the ultimate objective, make certain that the booth space and its elements will accommodate such activities.
- Make your booth appealing and eye-catching. Here’s where many companies skimp but shouldn’t. A well-designed exhibit will cut through the expo clutter and relay a strong message to attendees. It need not be fancy, but it should look thoroughly professional. It should also have enough durability and flexibility to last beyond a handful of shows. Use high-impact graphics with short, compelling messages, vision-friendly displays, and professionally printed literature to succinctly and effectively tell your story.
- Bring appropriate and sufficient staff. From sales and marketing, to customer service and product development, be sure to bring employees who are engaging and extroverted, as well as knowledgeable about your products or services. Also make certain your booth is adequately manned. Attendees have a lot of ground to cover and will seldom wait around for information. Additionally, because show days are long, you’ll want to build in coverage to allow for breaks and time for booth staff to walk around, scout out the competition, and collect ideas.
- Promote your presence. Pre-show promotions are essential weapons in show success. Often done through mailings and special offers, they target attendees and encourage them to seek out your booth. You can also generate traffic by using at-show promotions that include booth activities, special guests, giveaways, and educational presentations or entertaining events.
- Contact the media. Trade shows are a prime opportunity to connect with trade publication editors and talk with journalists. Create media kits containing timely information about your company, its newest products or events, and other industry developments, and distribute them to the attending media.
Whatever you do, don't forget the most important step of all: following up with current customers and new prospects after the show. Appropriate post-show activities will vary by industry and event, but they should always be planned long before the lights come down and the booth is boxed up.
And if you find that your staff is unwilling to finish the job, let them know that, next time, they may as well stay home.