Making a commitment to market your products or services through a trade show, you will need to make certain that you are obtaining the most from your investment. Trade shows are an effective means of advertising, but in order to get the most out of your investment there are a few things you should consider.
Know Your Image
Like all advertising endeavors, you need a plan in order to make the most of the time and money you are investing in a trade show. You will want to make sure that the themes you have in print advertising material will be the same themes you portray at the trade show event. The focus should be consistent.
How to Utilize Your Show Space
Make sure your space is arranged and used in such a way that will make it attractive to potential leads. Often the presentation of the space can actually discourage people from stopping by if it is crowded, cluttered or simply unattractive. The space should be a reflection of the entire company with the added angle of luring people in.
Know the Exhibitor Manual Guide
The exhibitor’s guide will help you better understand how you are expected to conduct yourself, and how you are allowed to handle your booth space. This guide will also provide you with information concerning other companies that are participating in the trade show. These can often prove to be important networking targets or even potential leads.
Choose Your Team Wisely
If you will not be manning your booth alone, then you will want to make sure you take the time to choose the right salespeople to represent your company. The team you assemble should be briefed on the event, what is expected of them, what type of leads they are looking for and how to best network and interact with people in that setting, especially if it is something they have never done before.
Have Clear Measurable Objectives
Having clear set objectives will make it easier to measure the success of your trade show efforts. Objectives can be as simple as “collecting 20 leads” to “closing 5 sales.” You should also have a definite plan in place for lead follow up. Will you be cold calling or emailing, or a combination?
During the Show
You should have some great qualifying questions ready for potential customers to help you determine quickly and effectively if they are potential leads. These qualifying questions will show you if you should continue on with an individual collecting their info or pursuing a sale with them. You may not be able to collect information from every individual that stops by the booth. This is why you should have a system for qualifying real leads in order to use your time efficiently.
Blue Sky creates trade show exhibits. We work with companies that are leaders in their industry, that stand for something, and that strive for excellence. Contact us today for more information!