Why are certain companies consistently
successful at trade shows? They understand and practice
the processes of targeting and follow-up. You can increase
your return on investment by utilizing the same secrets
that successful companies want to keep hidden.
1. Understand the primary reason
you are participating it the trade show
You can use a trade show for many purposes. You may want
to introduce a new product or service, announce updates
of classic products that better serve your clients, search
for new prospects, scope out the competition or perform
market research. Successful companies realize that they
can only focus on one or two issues per trade show. They
make easy-to-understand offers with which targeted clients
and prospects can immediately identify.
2. Plan for your target audience
One main reason a company will fail to have a positive
return on their investment from a trade show is because
they expect to talk with all of the attendees who walk
past their booth. They are not clear who their best
prospects are, how to identify them or how to quickly
qualify their purchasing needs. These companies have
the “yank them in” mentality. They want
volume, and waste time with poor prospects while the
solid gold prospect get frustrated and leaves.
3. Pre-invite targeted customers
and prospects
Once you know what products or services you are featuring
at the show, you can contact the appropriate clients
and invite them to visit your booth to give them a special
preview of your offer. This is an excellent opportunity
to cross-sell your existing customers and ask them for
referrals. Successful companies realize that existing
clients are a fantastic source for increasing sales,
without the investment in time that developing new clients
require.
4. Give them a real reason to
visit you
If you use candy and gimmicks to attract people, you
will get people with sweet tooths who like gimmicks,
not good prospects who want what you have to offer.
The real reason must be clearly stated and benefit-oriented
to the customer or prospect. They do not care if you have
the latest or greatest product or service, they want to
know how they will benefit from it. Unsuccessful companies
(generally 90% of exhibitors) spend a great deal of time
and money telling everyone who will listen how great they
are and how good their service is. The 10% of companies
who are successful forget their ego and focus on the customer’s
benefits.
5. Don’t waste their time
(or yours) at the show
Use the brief time you have with a prospect to ask them
questions about their company and qualify them. Practice
with your colleagues so that you will be able to determine
if the booth visitors are appropriate prospects within
30 seconds. If not, practice thanking them for stopping
by and excuse yourself.
If you determine that they are a good
prospect that will benefit from your offer, ask for permission
to contact them the week after the show. Make an appointment
for a phone call. Keep that appointment. You will be the
only person who does, and they will be impressed with
your professionalism. Use that phone call to further qualify
and set up a meeting or demonstration.
6. Do not plan to give demonstrations
at your booth
While it is appropriate to have your equipment or materials
at the booth, it is not the place to give in-depth product
demonstrations. If you want to have the ability to give
a 10, 20 or 30 minute demo, rent a separate room and set
up a quiet place (with refreshments) so that your customer
or prospect gets your full attention (and you get theirs).
They will love and remember the VIP treatment.
7. Follow-up, follow-up, follow-up
You will dramatically improve your return on your trade
show investment simply by staying in touch with the customers
and prospects you have qualified at your booth. Most companies
incorrectly assume that the prospect will remember them
when they are ready to buy. If you stay in touch with
them regularly with informative direct mail, faxes and
personal calls, they will automatically think of you when
the time is right.
These seven secrets are the keys to increasing the return
on your trade show investment. Successful companies understand
that it is necessary to involve all of their staff in
the preparation, execution and follow-up procedures discussed
here. Growing the profitability of your company can be
assured when all of your team members understand the goals
and can contribute effectively.
Gloria Berthold is president of Marketing
Outsource Associates, Inc., a firm specializing in targeting
profitable prospects and planning a cost-effective follow-up
schedule. For more information visit http://www.targetgov.com
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