April 6, 2023
You’ve decided to attend a trade show and really want to make it a success. Now what do you do? There are a few key steps you’ll want to take time to flush out to maximize your effectiveness at the show and make it worth your time and money.
#1: Set your goals! What do you hope to achieve from this show? Set up a specific set of metrics (e.g., 100 leads, $100 in sales, 2 orders) upfront. You’ll have tangible goals you can compare with at the end of the show to help you decide future participation.
#2: Decide what you are going to showcase! This decision can make or break your show. You want to make sure you put your best foot forward in terms of showing your goods! You have choices! Showcase a new technology, a new item or your most popular items, your most unique items, your highest margin items, the most seasonally relevant items, or the highest inventoried items you have. Creating a theme for the event will help you to organize your show and to build the story behind your brand.
#3: Wow them with larger than life graphics, displays, and technology! You want to stand out! Don’t forget about the lighting, sound, and any interactive elements you may have. Consider having a place for conversation, and of course, don’t forget to bring a few promotional items to give to your potential new customers.
#4: What’s your story and why should a potential customer care? What makes you more interesting than your competitors? This isn’t the time to be modest about your product! You think you’re amazing and your potential customer should too! Make every conversation count. Practice giving a 30-second elevator pitch to draw in the customer. Make sure you communicate:
#5: Capture Contacts & Follow-up: Your first priority is to get a sale, and your second priority is to get as many qualified names as possible. Most trade shows have a system that allows you to scan and capture a visitor’s information. Also, ask questions to determine their specific needs and how serious they are about buying in the very near future. This allows you to be more targeted in your messaging when you do the follow up communication.
#6: Take photos and videos of your trade show booth with and without customers. A picture is worth a thousand words! These are great tools to leverage on your own social media channels.
#7: Analyze Your Results: Compare your actual results against your goals. Overall, give this investment a thumbs up or thumbs down. Recap any feedback or objections from the people that visited your trade show booth. Be sure to include information you gathered on your competitors booths and products. How did you compare? What could you have done better?
And most of all, walk the trade show floor! Be on the lookout for your competitors and what they’re doing. It’s also an excellent way to pick up on new trends or ways of showcasing yourself that you may not have thought of before. This is how you fine tune how to Rock Your Show!