Tradeshow Payoffs

It doesn’t matter if your company is a distributor exhibiting at a show or a supplier exhibiting at an industry show, tradeshows are a big investment.  To maximize your opportunities for sales, you must be proactive in your marketing, training and follow-up.  Here are some tradeshow tips and reminders:

GET THE WORD OUT:  Before the show, tell people you are going to be at the show and you’d like to see them, make sure they have your booth # and if possible schedule a time for them to stop by for a visit.  About 2 weeks before the next tradeshow ask all employees to include a “Come see us at the show” message with the dates and a link for more information at the bottom of all email communications.

SHOW SPECIAL:  Always always offer a show special; it is expected.  You might continue the show special for a week or two after the end of the show.  Be aware of what specials your competitor is offering and be flexible.

GIVEAWAYS:  When the right product is used properly, a giveaway can be an effective tool for getting someone to your booth.  The same isn’t generally true with refreshments.  Choose products that allow a good size imprint area for the company logo and message.  These items become idea generators for customers as well as reminders about your company.

POST SHOW EVALUATION:  Measure the number of leads you collected and how many of these turned into sales.  Evaluate how effective your pre-show and post-show e-communication performed.  The more planning you put into preparing for an event, the greater your return. Tradeshows offer a unique opportunity for reaching new customers and educating existing ones about your products.

I hope some of these tips and ideas inspire you to improve on what you are currently doing and help your company reap even more profits from your next tradeshow.

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