Developing A Winning Trade Show Strategy
Posted on June 06, 2014
By Nick Chiechi, President, CS Designworks
Tradeshows can be a costly experience and if you’re not careful, they can also be a waste of money. With tradeshow season vastly approaching, we wanted to share some insight and tips on how to make the most out of your next tradeshow, including everything from brainstorming and planning to choosing samples to put on your tradeshow booth.
“99% of marketers said they found unique value from tradeshows they did not get from other marketing mediums.”
First and foremost is choosing the right tradeshow for you. While there are many options, it is imperative that you choose a show that you will bring you the greatest return on investment or ROI. Some tips for finding the right show include looking into the show’s exhibitor and attendee history as well as asking peers where they exhibit. If you have attended tradeshows in the past, look at your records and see which were the most successful and why.
“81% of tradeshow attendees have buying authority, meaning more than 4 out of 5 people walking the aisles are potential customers for exhibitors.”
Once you have chosen your show, the next step is to figure out how to present your company – what your tradeshow booth will look like, what the theme will be and what handouts or giveaways you will distribute. Begin this process anywhere from three to six months before the tradeshow to allow enough time to change your mind, choose new products if you disapprove of the samples, and plenty of time for trial and error that might occur during this period. Your booth should include anything from a banner or tablecloth to samples that will be displayed. All of these items should convey one overall theme. Lastly, giveaways are more important that one might think. A brochure, promotional product or even a visually appealing business card will resonate with a potential client as opposed to a conversation.
“81% of tradeshow attendees have buying authority, meaning more than 4 out of 5 people walking the aisles are potential customers for exhibitors.”
“87% of the leads captured at tradeshows are never effectively followed up on.“
Finally, the most important aspect to benefitting from a tradeshow is to follow up with all possible leads anywhere from one day after the show to one full week. If you wait much longer, chances are your potential leads might not remember you as clearly. As you meet with potential clients at your booth, make sure to take a business card or write down their information and some notes about them in order to send them an accurate follow up note. Because you are both meeting a lot of people in a short amount of time, it’s highly possible you won’t remember their name, company and what they were looking for. It is vital to be personal and thank them for attending the show, stopping at your booth and engaging in conversation with you.
In conclusion, tradeshows require a lot of effort, time and planning prior to attending to make sure you benefit from the show. Important steps include brainstorming to create a universal theme, creating a tradeshow display and booth that represents your company, considering giveaways and brochures and effectively following up on leads.
Source: Tradeshow News Network, “16 Powerful Stats on the Value of Tradeshows” by Mike Thimmesch
Source: Exhibit Surveys Tradeshow Trend Study
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