TRADE SECRETS BLOG
6 Simple Do’s and Don’ts For Trade Show Events
The six things you should remember when attending a trade show.
Trade shows are a great opportunity for any business or company: they give you a helpful platform to market a new or existing product, they can help to increase your company visibility within the industry, and they allow you to directly connect with your audience in a face-to-face setting.
In addition to helping you grow your network of potential clients and leads, trade shows also allow your business to directly contact the key players in your industry: manufacturers, retailers, distributors and wholesalers.
If done right, a trade show can be a helpful, less expensive way to reach potential customers than your typical marketing efforts such as billboards, newspapers ads and TV spots. However, just like there are several things that you can do to increase the success of your trade show experience, there are also many things that companies often do that hurt their overall return on investment.
Here are the top six do’s and don’ts of trade show events:
1. DO Train Your Booth Staff
Whether you are heading to your first trade show, or you are a veteran to these type of events, it is still important to train your booth staffers. Be sure that they know how to speak with attendees and recognize a qualified lead versus someone who is uninterested in your product. For each event, be sure that your booth staffers are familiar with your companies marketing approaches, your public relations goals, the key VIPs of the industry that will be at the event, etc.
2. DON’T Be Afraid To Ask Questions
Many show attendees and organizers know the ins and outs of the trade show routine and may be able to offer you a wealth of knowledge about demographics, the show’s staff, exhibitor requirements and guidelines, and more. Do not be shy about asking the trade show staff questions as well―they are usually the best source for questions about the convention center.
3. DO Ask Specific, Qualifying Questions
When speaking to attendees, be sure that you are asking qualifying questions that will help you to identify hot prospects that are interested in your services. Some helpful questions include: Where do you work? What is your position there? Are you responsible for bringing new products into your company? What are your company’s current needs?
4. DON’T “Throw Up” on Attendees
Many exhibitors who are attending their first trade show tend to get nervous when talking to attendees and potential clients. This can lead to rambling, throwing out a constant barrage of facts and figures, launching into a much-rehearsed sales pitch, and attendees who are very turned off from your product. Instead, practice the 80/20 rule: Listen 80% of the time and only talk 20% of the time. This will help you focus on your attendees needs and wants.
5. DO Leave Sales Literature In The Box
Many companies tend to print off an enormous amount of sales literature and catalogs to give away at their booth. However, what typically happens is that attendees pick up these packets and handouts to see what they are all about, then they simply drop them in the next trash receptacle they walk by. Instead, keep your booklets and literature in a box under your table, this way when you have a candidate who is seriously interest, you can offer them literature if the situation asks for it.
6. DON’T Forget To Follow Up
The biggest mistake that a trade show exhibitor can make is forgetting to follow up after the event. What is the point in building up a big pile of leads if you aren’t going to send them follow-up information once the show is over? Have a plan in place for contacting interested attendees as soon as you get home from the trade show. This way, you will be fresh in their mind when you extend your information.
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