Trade shows are a multi-million dollar industry, with well over a million attendees annually. For a small business owner, this represents one of the best opportunities to get your product or service into the hands of potential customers. But it also presents an opportunity to stumble--if you don't do your homework and prepare yourself, your staff and your display in advance of the trade show.
The first step in a successful trade show experience lies in selecting the appropriate show. Nearly every industry holds at least one major trade show each year. Many hold several. Depending on your budget, you may choose to participate in only one show per year. To choose the appropriate show for you, carefully review the location, size, other vendor participants and notoriety of the show. Bigger is not always better. A smaller, but well-known show may cost less and still hit your target market. Trade show organizers are a good source of information and are typically willing to offer advice.
Whether you participate in one show or several throughout the year, advance planning is necessary in order to maximize your efforts. Once you've selected a show, decide what you want to accomplish. For example, do you want to sell something at the show? Or is it more important to strengthen your company's image? You may need to announce a new service or product line, or you may want to focus on getting leads. Identify your main objectives. Write them down. Share them with your staff. Then structure your display to support those objectives.
Now that you've defined what you want to accomplish at the show, it's time to set a budget and design your display. A strong display is critical to your success at the show. You have about seven seconds to capture the attention and interest of attendees as they pass by your booth. And since every other vendor is also trying to capture their attention, you must stand out above the crowd. Be creative and innovative. Think outside the box! From using a "theme" for the show to using interesting lighting and props--the sky is the limit at trade shows. This is your chance to shine! Step out of the professional and somewhat stuffy role you may usually play. Dress up with your staff to promote your theme. Use interactive props to get potential customers to stay longer at your booth. Make sure the trade show collateral you distribute ties back to your theme or message.
Now that you've attracted potential customers to your booth, have a plan for what you want them to walk away with. You will want to determine if they need your product or service by engaging them in conversation. Do you need to educate them? Can you register them for a give away? How about preparing "trade show flyers" that offer a special price or discount to attendees? At the very least, you should collect a business card from them. And be sure to write a note on the back of the card stating what you discussed or something of interest you found out about them. That gives the person who follows up with them an easy way to begin to build rapport.
Finally the show is over. You've generated interest in your business, and met a lot of potential customers. Now the work really begins. Following up within a few days of the show is very important. If you wait too long, you risk losing the momentum you've built at the show. Again, try to think outside the box when contacting leads generated at the show. Follow through on any special offers you made. Do a survey to find out what they thought of your display. Always know what it is you want them to do before you call. And don't forget to ask! Ask for the sale, the referral, and the testimonial.
Once the follow up is complete, be sure to track your success. Try to capture data that will show the return on your investment. Once you have worked one or two trade shows, you will begin to have a good idea of what works best for your company. Each trade show can be a building block to an even better and more effective outcome than the one before. With a little planning and creativity, you can increase your profits and improve your image by participating in tradeshows.
