Planning For the Trade Show You Forgot to Plan For
Boy, calendars are sneaky, aren't they? That trade show or industry conference you budgeted for last year is fast approaching. You have an exhibit. You know who your team is and where they have to be. But, are you prepared?
Events like these are special. They represent that one opportunity to meet face-to-face with your next customer. For most small to mid-size firms, one or two events will account for the majority of the marketing budget.
Events are also like running race. Your ability to win the race is ultimately determined by the quality of your preparation - The Event Plan. Any stroll down the show aisle will prove the point the many firms have missed countless opportunities to improve the return-on-investment for their travel, exhibit cost and out-of-office time.
Even if you're just four weeks from show time, it's not too late to put together an action plan to increase traffic – and potential leads – at your exhibit. Here are five rules to consider.
Rule 1 – BE There!
Showing up doesn't count. Too many times, companies go to a show just so they're not "absent" from the scene. Understand why you are there and what attendees should remember about your presence. Try the following:
- Prepare a Talking Points script so that everyone in your booth knows the story. Test them to ensure flawless execution.
- Use open-ended questions such as "are you familiar with our products and services?" or "is your firm facing pressure to (...)?".
- Invite high-quality prospects to personal meetings
- Administer quick survey at your exhibit, make it fun.
- Assign staff to walk the show, network, attend sessions and gather ideas for next year.
Rule 2 – Have an Offer
Regardless of whether you provide services or products, you should extend an offer to give prospects a reason to visit your booth. Be creative. Think of ways to build a relationship with visitors. Hold a drawing for those who stay for a demonstration or presentation; or distribute educational materials, such as a white paper. Think of a remarkable giveaway that reinforces your brand and won't get thrown away.
Rule 3 – Pre-Market Your Appearance to Prospects and the Media
Look at your timeline. If you have two weeks or more, you can mail or email a promotion to pre-registered attendees. Provide an early-bird special (e.g., increased odds of winning your drawing for people who pre-register) and track responses with a show-specific web page.
If you're introducing a new product, service or capability, consider arranging one-on-one interviews with the media to build exposure. Even if you are not making a major announcement, with a little digging on what the publications will be covering in the near future, you can 'sell' a meeting by offering input on those topics.
Rule 4 – Follow-Up with All Booth Visitors
Don't forget to track who comes to your exhibit. Attendees spent their time and showed their interest by spending time with you. Tell them it wasn't wasted time by following-up. Assign a priority to each visitor so you can invest differently in follow up. Spend more money (and time) on the best opportunities. Get hot leads in your sales team hands and make sure they follow up, fast.
And remember, there could be some diamonds in the rough, so follow-up with everyone. A simple email that thanks them for their time will be appreciated, and you may also extend an offer to provide subsequent educational material.
Rule 5 – Evaluate Your Success
You've made a large investment in attending the show. After you've packed up and headed home, play Monday morning quarterback. Which customers responded to your message and which one's didn't? Use this kind of intelligence to improve subsequent marketing and selling programs.
And for the people you met, stay with them. Get their permission to add them to your database and communicate with them on a regular basis. Keep track of these new leads during the next one, three and six months. You'll never know who might buy later.
Trade shows offer significant opportunities if you know what want to achieve and how to go about it. Think of the word "show". Like any stagecraft, preparing, rehearsing and putting a good performance is what will deliver the ovation you're looking for – the opportunity to create dialogue and value for new customers.
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