| From time to time Marketing Executives are | | | | 2. Bring plenty of business cards. |
| forced to revisit their budgets and reduce costs. | | | | You must be thinking who would forget to take |
| We all have been there. We are increasingly | | | | business cards to a trade show, right? But many |
| forced to produce more with fewer resources. | | | | experienced people do. Some may even forget |
| Attending Trade Shows tends to be on the Top | | | | the business cards in their hotel room. Others will |
| Five List of expenses that might be cut; along | | | | run out of them before the end of the show. |
| with people, compensation, promotional materials | | | | Take them to breakfast, keynote speeches, |
| and advertise, not necessarily in this order | | | | workshops and even area attractions. You never |
| (Source: my fifteen years of Marketing | | | | know when you will bump into a hot prospect. |
| experience. | | | | 3. Less is more. |
| It is very difficult to measure the Return on | | | | Stick to one or two things you want people to |
| Investment (ROI) on Trade Shows; primarily, | | | | remember. You have 90 seconds to make a |
| because very little sales are done on the Trade | | | | good impression before your prospect loses |
| Show floors. Also, leads generated at these | | | | interest. Blabbing away about your product or |
| events are usually not acknowledged until a Sales | | | | service will reduce your 90 seconds to half. And |
| Rep has to justify attending the next trade show | | | | you don't need those expensive brochures. Most |
| that happens to be in Las Vegas. | | | | buyers will arrive at the show with a plan. They |
| So-- Does Trade Show Really Work? | | | | don't have time to see everyone and they don't |
| Attending trade shows may not always help your | | | | want to. So if they make a detour to your booth, |
| numbers, but not attending them will hurt your | | | | be grateful, courteous and friendly in 90 seconds, |
| business whether you are participating with a | | | | this is how much time you will have to grab their |
| booth or just attending. It's nearly impossible to | | | | attention, make a good impression and set the |
| quantify brand exposure, industry recognition, | | | | bait. |
| networking activities, and continue education in | | | | 4. Floor of Attraction. |
| Trade Shows attendance. And these are what | | | | Lights, color, food, pictures and location are keys |
| you can always count on if the show is done right | | | | to great booth traffic. Everyone has this |
| and you do a good job of what you are | | | | knowledge down to a science. When everything is |
| supposed to do. | | | | equal, the variance is the people manning your |
| So here are some suggestions to help you get all | | | | booth. Smiles and attitudes are the floor of |
| of the benefits a good Trade Show has to offer: | | | | attraction. Make sure you are staffing your booth |
| 1. Think ahead. | | | | with people who want to be there. Even the |
| If you are not outsourcing the set up of your | | | | most competent sales person can be hung over |
| booth, you must anticipate everything you will | | | | or not in a happy mood. |
| need while you are there. And if you are still | | | | 5. Follow up. |
| reading this, chances are that you have been | | | | Unfortunately, there is a likely chance that every |
| delegated this task. Ship things earlier than you | | | | prospect you met will be contacted by every |
| think you should, unless the show has strict | | | | competitor on the floor. Writing personal notes on |
| regulations about receiving packages prior to the | | | | your 90 seconds of personal conversation will gain |
| show. Advance your shipping by two weeks if | | | | you points and possibly a future meeting. If you |
| you are attending an international trade show. | | | | have done your home work, you know |
| Reserve your booth space as soon as registration | | | | something about everyone you want to meet. |
| is open, so your booth doesn't end up on the way | | | | Use things such as recent promotion or vacation, |
| to the bathroom. Book your hotel at that time. | | | | area attraction, keynote speaker, etc. Now, if you |
| You want to stay where most of your | | | | really want to make the cut and secure your |
| customers and prospects are staying. Send | | | | front runner place with that prospect before |
| reminder cards with your booth information and | | | | anyone else does, send them a personal e-mail on |
| the fantastic giveaway to your customers and | | | | the day you meet them on the trade floor. Most |
| prospects no later than ten days before the | | | | people will check their e-mails during trade show |
| show. Make a list of whom you want to target. | | | | and there is a good chance that you may see |
| It's best to have a check list to remind you of | | | | those prospects again before the end of the |
| the things people tend to forget; such as | | | | show. That short e-mail needs to thank him for |
| giveaways, flowers, table cloth, banners, utensils, | | | | stopping by, entice them at a glance from the |
| carpet, and business cards, target list are a few | | | | preview window and ask for a meeting. This will |
| examples. | | | | only get you the customer, not the sale. |