Trade Show Tricks

Trade shows enable businesses to efficiently reach prospects, demonstrate products and increase visibility. But exhibiting at a show can cost anywhere from a few hundred dollars (for a local tabletop venue) to thousands of dollars. Make the most of your investment with these tips.

Start Before the Show

Set your goals for the exhibition. Visibility? Product rollout? Introducing new services? Boost qualified booth traffic with a good pre-show mailer. Target attendees from your database or a well-chosen purchased or rented list. In the mailer, explain why you’re exhibiting. Offer incentives to visit your booth: a special offer, a free gift, a chance to win a larger gift (iPod, etc.). Oversize postcards work well. People receive many pre-show mailers; the key is to make yours stand out. For example, at one show, our client planned to have a raffle for George Foreman grills each day. The postcard featured a photo of Foreman with his grills. The convention information, booth location and raffle offer were printed around the photo. On the back were photos of the client’s new products. This format was so successful at generating traffic that we used it six or eight times for subsequent shows.

Pay Attention to Booth Display

Your displays should be in excellent condition. Replace them if necessary. (Attendees will notice — and remember — dented or curled graphics.) Use a table throw with your logo; it will give your booth a polished look. Don’t skimp on visuals and graphics. Invest in professional photos of your products or services. Be creative with booth space. If you know you’ll be near a support pole or wall in the convention center, ask if you may use this “obstruction” as a surface to project slides or video of your product.

Create “Show-Only” Special Offers

These make attendees feel like they’re getting a special deal. Discounted samples, previews of new products and preferred order status are all attractive lures for attendees.

Limit Your Printed Collateral Materials

Attendees don’t like to carry excessive materials, especially if they’re travelling. A better plan: Electronically swipe badges and follow up afterward. Make notes on business cards and categorize attendees’ interest levels (immediate need, future need, no specific need). Some questions to ask to help qualify prospects: “What are your current challenges? Who else is involved in the decision-making process? What is your time frame? Can you share your budget?” Call the most qualified prospects after the show and send them requested materials. Next, contact the moderately interested to gauge when they might be ready to buy; send materials if requested. Finally, keep the minimally interested on your radar with email follow-ups. To keep costs down, offer to e-mail information when possible.

Buy Promotional Materials Wisely

Don’t slap your logo on any random product just to have something to hand out. Select high quality, appropriate tools for your message. It may help to consult a promotional products expert to select items.

Consider multiple-tier gifts, for three levels of prospects. At the lower-end, choose gifts for booth visitors that spur name recognition. Middle-tier gifts should be for qualified prospects, while higher-end gifts are for regular customers.

All should reflect the caliber of your company image. Avoid bulky items that travelling attendees will leave behind at their hotels and items that will end up in a child’s room (unless kids are your audience!) A client at a major show gave out imprinted mint tins for a lower-tier gift, a jotter-size notebook with an aluminum cover and matching pen as a middle-tier item, and, as a higher-tier gift, top-quality golf caps with matching t-shirts. Keep the higher-level gifts in a safe place out of view at the booth, and give them out at your discretion.

After the Show

Don’t waste your trade show appearance by being slow to follow up. Send information promptly. Make follow-up sales calls to more qualified prospects. Consider an e-mail thank-you and a survey to continue the dialogue with prospects until sales calls are made.

Trade shows are an integral part of many marketing plans. Planning ahead can make all the difference in converting prospects into customers.

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