Trade shows offer an excellent opportunity to showcase your products. However, just like any other marketing strategy, you need to plan ahead and establish your goals to generate the much-desired results.
Different companies attend trade shows for various reasons. Whether you want to generate new leads, market a new product or service, etc. this can a perfect opportunity to realize the untapped business opportunities.
But truth be told. You’re unlikely to achieve your goals if you don’t plan and approach trade shows in the right way. You need to prepare yourself to ensure that you get the return on your investment.
If done well, trade show exhibits results can surpass other marketing techniques. Multimillion business deals and partnerships are reached at trade shows every year. To get your rightful share at the trade show, you need to position and prepare yourself properly.
To that end, here are some things that can help you succeed at a trade show:
1. Attend the Right Trade Show
While this might appear obvious, it should form a critical part of your goal making process. Before you make plans to attend a particular trade show, do your research to establish how you will benefit by attending the show.
Some business owners choose to attend a trade show simply because their competitors are attending. However, this should not be the reason why we should spend money on a trade show. Remember you’re spending your hard-earned money by attending a trade show and so you should ensure it’s a worthy investment.
To that end, if your aim for attending a trade show is to win new business, start by researching on the attendees. What is their demographic? Is it comprised of competitors and vendors or companies that could turn to potential customers? If the majority of the attendees are vendors and competitors, you may not get much from attending the show. However, it’s the latter, then you should focus on it.
If you’re attending the trade show for professional development, then be sure to send your “A” team to get the most out of it.
2. Be Consistent in Your Design
You attend multiple shows in a year, right? Are you seeking to capture the attention of the attendee and other participants on each show? Then you should consider buying custom trade show rental booths. This will not just allow you to have a display that promotes your marketing goal but reduce your costs as well.
3. Consider Giving Out Samples at Your Booth
You can also win potential customers by giving out freebies. This is an excellent marketing technique that will deliver results.
Consider creating postcards, prototypes, stickers, bracelets, buttons, etc. and include your name on them. While doing this, consider who your target audience is. For instance, you can give out pop-socket if you’re targeting teens who are always on their phones.
The best thing with this strategy is that once people like your freebies, they’ll inform more people who might end up stopping by your booth to check out more items.
4. Don’t Be Too Salesy
Well, this might sound contradictory. However, you’re unlikely to strike a deal after your first talk at the trade show. Sometime you’ll have to plan follow-up calls and meeting after the trade show to close a deal.
We would, therefore, recommend that you build relationships with attendees of the trade show as opposed to selling. Ask your attendees about their business as well as their life. Ask about their interests. This way, it will be easier to reach out to them even after the event when their lives are back to normal.
5. Be Active on Social Media
Social media can also be an excellent tool to promote your trade show exhibit. Be sure to engage with potential buyers through Facebook, Twitter, Instagram, etc. before the main event.
You’ll be surprised at how much they will get excited when they have a feel of what you have in store for them. Also, you should keep posting even after the show has started. Livestream all that is happening on the tradeshow for your followers to see.
Also, create special hashtags for the event that you can use to track those who interact with your content. By interacting with your audience online, you can find success with them without necessarily hoarding them to make a sale.
6. Follow Up
Don’t forget to do follow up after the show. Collect all customer information and upload it into your CRM system. This information will go a long way in helping you establish the number of qualifies leads. Be sure to share this information with your sales team after the event.