Trade Show Hints
Many companies plan and execute trade show strategies with little or no forethought. Many make common mistakes and dont know they are even doing it.
Two things have to be remembered:
How much money do you expect you should spend at a trade show?
What do you expect should happen as a result of spending that money?
When it comes to trade shows many companies expect the same payback that could be expected from other marketing resources. Things like direct mail, online marketing, and print advertising cannot apply.
When planning for a trade show its a good idea to pay attention to the seemingly small details such as promotional giveaways. These are usually given out at trade shows and exhibitions to reinforce a brand or publicize a promotion.
Trade shows are all about marketing your products or services.
A successful program will be rewarded with increased revenues, referrals, and industry networking.
As with any form of marketing, it must be learned through experience and education. It isn't taught in most colleges and universities, or covered in most reference or textbooks, but if you are new to trade shows, you can learn a great deal about it on the Internet and other resources.
Trade show exhibitors must learn how to attract interest, to be remembered, and to turn prospects into customers. At a trade show, buyers and sellers are overloaded with choices and information. As a trade show exhibitor, your marketing message can be consistent from show to show, or it can be tailored to the show and the location. Good marketing and salesmanship, however, are always involved.
Having a plan is critical to exhibiting successfully at a trade show. Here are some hints and tips to helping make sure your stand at the trade show runs smoothly.
Prior to going:
Design literature which coordinates and ties in with your corporate theme.
Ensure you have ordered sufficient quantity of product literature.
Design badges for booth staff ( a tip is to include web address and we addresses).
Coordinate efforts across the entire team involved including those supporting the marketing effort back at base or any other departments sharing the booth space from the same company.
Ensure all staff are trained in their responsibilities for the day.
Senior management should be briefed regularly and an agenda and web site for the company efforts at the show should be established.
Upon arrival:
Acquaint yourself and the team with the venue layout;
Photograph the completed booth so you have a record for use in future shows;
Ensure proper refreshments and tools such as coffee and pens are available for booth staff;
Set the mood for the show as the leader how you present yourself will impact on the rest of the team be upbeat and positive;
Take photos of the day as it unfolds these are great for marketing and media purposes, especially shots of customers talking to the staff and demonstrating ho wbusy you were on the day for budget decision makers;
Dont forget to check out your competition and see how they are doing this is a great way to pick up new ideas for your use; and
Ensure all leads are picked up and forwarded for action as soon as the show has ended following up is a crucial element of effective trade show performance.
After the show:
Do not allow the brakes to be applied the project is not finished!
Ensure all follow up is conducted and especially those contacts requesting meetings and phone calls get them as soon as they were promised do not let this be left for a few days while everyone unwinds; and
Send out a note of thanks for a successful day people will be tired and they should know their hard work is appreciated.
Mat Kelly is the president of ExhibitDEAL, a leading provider of trade show displays and accessories such as banner stands and Point of Purchase displays. ExhibitDEAL can be found online at: ExhibitDEAL.com .