Making Trade Shows Work for You

Making Trade Shows Work For You

Question:
During the spring, we attend quite a few trade shows. I’m not really sure what we gain from the shows that we attend. Are trade shows effective?
Answer:
If good exposure and sore feet are all that you expect to gain from your trade show exhibits, you’re missing the boat. While name recognition is certainly important, it’s only a small part of an effective trade show marketing plan. I recently attended a trade show in search of specific products in services for a new home that I am building. I was appalled to find that very few exhibitors asked about my current situation. None asked for my name and phone number so they could follow up.
Should you attend trade shows? Let’s look at a few statistics about trade show attendance that my surprise you. First, the attendees are mostly empowered and motivated buyers. According to recent surveys, the percentage of trade show attendees who have final say, specify suppliers, or recommend for purchase ranges from 77% to 90% of all attendees. And, 59% of these trade show attendees plan to purchase within 12 months of the show.

Trade shows can certainly be effective, but only with the right planning.
In preparing for your exhibits, be sure to address these key points:

Deciding Which Shows to Attend

Choose shows that are targeted to your potential client base. Exposure is great, but exposure to the wrong audience is a waste of time and money.
What is the expected attendance? Just because a show is targeted doesn’t necessarily mean it will be well attended. As an exhibitor you have a right to know and definitely should ask:
• How will the show be promoted? Direct Mail? Radio? How Much?
• What is the expected traffic flow?
• Will lists of participants be provided for follow-up? Before? After?
• If you’re unsure of the show, contact some past exhibitors to see how the show was for them.

Planning For The Show

Goals. Be certain to set goals prior to attending the show.
4 How many people do you plan to talk to?
4 What dollar amount do you expect in sales from the show? (Be sure to allow for follow-up time).
Capturing Leads. Shows are a great way to create exposure for your business. It’s important that this is not the main goal, however. Prospects are talking to hundreds of vendors, possibly thousands. They probably won’t take action on your product or service until you follow-up. Be sure to have an accurate means of capturing leads.
• Drawings at your booth
• Pre-Convention Mailings-give them a reason to seek out your booth
• Convention lists-sometimes the convention will provide a list of all attendees. Don’t rely on this solely. It’s still most effective to generate your own leads. Be sure to talk to your prospects about their specific needs and interests and jot notes for follow up.
Set-Up and Display. Practice setting up your booth prior to attending the show. This will give you an opportunity to make adjustments.
• Don’t take too much-Limit your handouts to those that will make the most impact.
• Choose your best people to work your booth. Make sure your people are knowledgeable about your products and services.
• Make sure that your booth is open and inviting. Don’t place a table in the front like a barrier. Make it easy for potential prospects to feel at ease and walk into your booth.

Follow-Up

A plan for follow-up is as important to the show as any initial planning. Through proper follow-up, you will realize the financial goals that you have set for the show.
• Set a date for follow-up to be complete
• Determine the method of follow-up
• Prepare a return on investment report detailing exact expenses and income
• Keep a show summary for future reference-This will help you decide if the show will be worthwhile attending in future years.

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