It's that time of year again: trade show season. There are two types of shows, those we attend to stay abreast of the various industries we are in and support. And those trade shows we need to exhibit in to help grow our sales. How do we make sure we are effective at both? How do we steer our clients to spend and exhibit effectively?
One of the primary aspects of trade show season that I see lacking in many of my clients is planning. Yes, the one thing that should be paramount for any successful show is a good plan. And many clients (and yes, me sometimes) is the lack of a plan. Sometimes it's because we've been exhibiting or attending the same shows year after and year and feel as if we are "prepared." But in reality that is not the case if you want to be successful. You need to have a plan for every show you are in. This is your chance to make that big impression on your prospects and your clients so plan accordingly.
Pre-Plan all Aspects of the Show Experience
Your plan should include who is attending the show and why they are important to your business. Are you top clients or prospects on the list? Are you inviting them to a special event at the show (one on one time with the principals of your business, your top designers, cocktails, dinner)? Are you sending out a mailing to all the attendees to let them know you will be there and your top "reason why" they should stop by to see you? For me, the pre-show mailing helps to ensure a successful show and a busy booth!
As part of the pre-planning, is your booth up to date? Your literature? How about the take away promotional item? Does it make sense, will they use it? Everything you give should be with the intent that they will actually take it back to the office with them, not leave it in the hotel room! I can't begin to tell you how many times we get that last minute call, "help, I have a show next week, just get me something." And yes, we are able to help and many times with something that is suitable, but maybe that "perfect" item can't be produced in time. Exhibiting at a show (big or small) is a large investment in your business (exhibit fee, personnel, travel, literature, giveaways) so why treat it as a throw-away item?
An Eye-catching, Up to Date Booth Can Increase Traffic
How does your booth look? Is it up to date or are you being penny-wise and pound foolish. Not wanting to spend a little extra to update? Booth technology has improved so much over the last few years that the graphics can now be very dramatic and the ease of set-up can be a snap. As you walk a show, what draws you into a booth? Yes, the people maybe, but if you are walking by an obviously dated display do you think of this company as forward thinking? You may stop, but you may more than likely walk right by. So, don't let that be your booth too.
Also, how does your staff manning the booth look? Is everyone dressed professionally in embroidered shirts so it's easy to tell who is working? I’ve been to shows where the individuals in the booth weren't even wearing name tags. I didn't know who to ask a question so I just moved on. Opportunity lost. None of these items take that much time to plan (if you do it now you are set for the year!). You want your staff to be easily recognizable.
Pre and Post Show Mailings Increase Show Success
Another area that can really increase the effectiveness of your trade show experience is the pre and post mailings to your prospects and clients attending. Maybe you want to further entice them to visit your booth with a "bring this to get a free gift" (this is a better gift than your "standard" trade show give away that everyone gets), an extra chance to win (maybe you have a gift wheel and they get an extra spin or you send a key to possibly open the gift chest) or you give away half of the gift and they get the other half when they come by. There are quite a number of ways your pre-mailing can entice people to stop by.
Of course, for successful follow up after the show you need to make sure you have a way of capturing your leads. I personally collect their business cards and write notes on the back. Then when I have a break I make sure to enter all into my follow up sales process. Because follow up is key to increasing your sales after the show. Send a thank you for stopping by note to everyone that visited and then follow up with those that you had specific conversations with and set up those one-on-one meetings.
Follow Up Is Key
I am sure we have all been guilty of leaving business at the show. What I mean by that is that you made a great connection and you either failed to follow up or waited too long to follow up. Now, I admit there are times where I was SO sure that I had nailed it. That I had made a great connection and that it was only a matter of a short time and they would be a new client. Only to return after the show and follow up and follow up and follow up with no response. To be perfectly honest, I'm still not sure what I could have done differently, but I do know that if I don't have a follow up plan in place before I go it won’t happen. It's better to know I tried than to realize I may have blown it by not following up at all.
And if you really do believe they are a worthy lead add them to your long term business development plans. Touch base on a regular basis – I had a new client tell me recently (after an 18 month pursuit) that they were impressed with my professional persistence. I wasn't always in their "face" but I would periodically invite them to events, drop a note of interest and send a shock and awe package to keep us top of mind. Yes, it took a while, but in the long run it's worth it. My larger clients typically stay onboard for more than 10 years (as a matter of fact, I still have my first client from 24 years ago) so spending the time and energy up front pays off in the long run.
So to recap for an effective (business gaining) show you need to:
1) Plan your show ahead of time; what are your objectives and goals
2) Put your best foot forward – booth, materials and sales staff
3) Pre-sell your booth to attendees
4) Follow up in a timely manner
5) Don't forget them after a few tries; it typically takes eight to 12 contacts to secure a meeting.
For more information, click on the following links:
http://www.inc.com/john-brandon/don-t-forget-this-one-secret-to-running-a-trade-show-booth.html
http://www.ruthstevens.com/articles/how-to-triple-the-effectiveness-of-your-trade-show-marketing-program/
http://www.nomadicdisplay.com/resources/preshow-mailing/
Danette Gossett is the founder of Gossett Marketing, co-founder of Promotions Rescource LLC and co-author of the best-selling book "Transform" with Brian Tracy. Danette utilizes her more than 30 years of advertising agency and corporate marketing experience to develop effective promotional campaigns and products for her clients. Visit GossettMktg.com or SalesPromo.org and follow us on twitter @MarketngTidbits.