According to the Center for Exhibition Industry Research in Chicago, 77 percent of executive decision-makers found at least one new supplier at the last trade show they attended.
Trade shows provide a prime opportunity to make sales, build relationships and collect qualified leads. Getting the best return on your investment in terms of time away from your business, materials and participation costs takes some planning.
To maximize the value of your next trade show, consider the following:
CHECKLIST: WHAT TO DO BEFORE YOU GO
Set Goals – Have a plan outlined – strategic and tactical – with measurable goals. Are you introducing a new product or prospecting for new business?
Develop a Follow-Up Plan – Have a “lead fulfillment” system in place. By preparing your materials before you leave, it will help to ensure timely follow up. Industry statistics reveal that 89 percent of exhibitors go with the intention of gathering leads, but only 21 percent of the leads are given proper follow up.
Identify Your Audience – Many trade shows are connected to annual meetings and conventions. Request the organizer’s mailing list, though it may be more extensive than you need. Narrow it to your target audience.
Build Pre-Show Interest – Create “buzz” in your participation prior to the show and target your pre-show mailing. For example, you could send red cards to customers and yellow to prospects and invite them to return the card at your booth for a special gift.
Choose Staff – Your staff should be readily identifiable through dress, presenting a professional, enthusiastic and unified image. Encourage personal goals and have rewards for a job well done.
Select Print Materials – Gauge quantities of business cards, brochures and flyers you want to have on hand. Set out flyers for general distribution; save your high-quality brochures that show off your capabilities for qualified leads. Build in a reason for further contact.
Pick Premiums – Your giveaways should be memorable and naturally complement your marketing message. It’s best if they are used as a thank-you for participating in a demonstration or survey. Avoid leaving them out on a table for anyone to take. You’re trying to reach customers and prospects, not the masses.
For a coordinated look in signs, banners, collateral and cards, consult Allegra Print & Imaging Hamilton before your next trade show. We produce and deliver trade show displays and trade show marketing materials in the Golden Horseshoe area including Hamilton, Burlington, Ancaster, Flamborough, Grimsby, Waterdown and Stoney Creek. Contact us today for a quotation on your next trade show project.
