In a challenging economy, dollars you spend to generate sales have to work harder than ever, and trade show attendance is no exception.
Attendee travel, registration and membership fees, booth shipping and set-up costs, product brochures, and company branded give-away items are some of the expenses associated with the opportunity to meet and present to key decision-makers.
But the return on your investment can be rewarding when you plan ahead.
One company I worked with made the decision to attend a trade event, but not exhibit with a booth, since we were launching a new program. We decided to focus more on arranging time to meet with potential partners; in fact, we scheduled several meetings in advance.
Then, during breaks in the trade show we met with other potential clients and followed up later. We easily justified the cost of attendance, since we met with multiple companies at one site versus the cost of traveling to multiple locations. The momentum we generated during the show definitely impacted sales for the balance of the year. And the event became a crucial part of our acquisition strategy.
What are some other tips for trade show success?
Marc Beauchamp, consultant and trainer for the financial services industry, says a company with a product to tout should let its target audience and potential customers know in advance that it's coming to a trade show. He recommends sending a consistent message with marketing materials, promotions and the trade show booth.
Attracting potential customers to the booth and quickly building rapport is vital. Collect their contact information and gather follow-up questions to address after the event ends.
Fun ways to follow upDuring an airport industry trade show, we invited potential clients into our booth to try their hand on a short putting green to see if they could land a hole in one.
While waiting their turn, they had the opportunity to ask questions and we gathered more information from them.
Those that made the mark received a branded give-away item. Business cards were collected for a drawing at the end of the event to win the putter. It was an informal, easy way to meet potential clients for the first time and do the follow-up.
Planning ahead, working your plan once you are there, and following through can lead to sales that make a trade show worth the money spent.
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