Success Strategies for
In the course of a year, thousands of exhibitors set up trade show booths and displays at industry events around the globe. Yet, many exhibitors don't take full advantage of all the sales and marketing opportunities a show offers. |
If you plan to attend a trade show, make sure you are not the only person representing your company, even if you are a small business owner with few employees or a sole proprietorship.
You will need at least one person to staff your display area and another to walk the floor taking in the other exhibits. When you make reservations for the hotel you will stay at during the show, try to find a room as close as possible to the actual location -- preferably within walking distance. That way, you won’t have to bring anything with you to the venue other than the materials for your trade show display.
Before you attend a show, go over the list of vendors who plan to put up trade show booths. Make lists of the vendors you must see, the vendors you would like to see, and those you can live without seeing.
You may even be able to schedule appointments with your top priority vendors. Research the companies and determine ahead of time what you would like to find out from each trade show display and what your goals are regarding each vendor: are they competition, or a potential contact? If they are a potential contact, how would they specifically benefit your company?
Use the map to plan your route, and check your prioritized list of vendors against the directory to find out whether any vendors have been added or dropped.
During the event, be active in your quest for information. Don’t feel bad about passing by trade show booths that don’t interest you. Like you, the company representatives are attending the show to generate new business, and they don’t want to waste time talking to someone who isn’t a potential customer.
Visit your targeted trade show booths, engage in a dialogue with the vendors, and ask questions. If representatives at these trade show booths offer handouts, samples or other materials, take only those you actually want to find out more about.
It can be difficult to tote a loose stack of glossy brochures, catalogs, and bulky product samples around a busy trade show floor. If possible, arm yourself with an empty briefcase or duffel bag to stow materials. Use your time wisely to gather intelligence on your competition and make new industry contacts that will benefit your company.
When the show ends, especially if it is a multiple-day event, take the time to make notes and organize the materials you gathered before you leave.
If you need to mail reports, brochures or other materials to your colleagues, prepare the mailings right away while “who gets what” is still fresh in your mind. When you return from the trade show, remember to follow up with the contacts you have made -- and start preparing for the next event.
Article written by Mat Kelly, president of ExhibitDEAL.
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