Exhibiting at a trade show is an investment of time and money. It is important to get the best results. We want to create relationships, make sales, increase visibility, and come away with viable leads. Experience has proven that planning, and setting goals, being engaging and following up are essential to a successful event. Trade shows put you in front of key decision makers and provide credibility. Exposing your target market to your product or services increases the chance they will use them in the future. Trade shows are an effective marketing strategy if done right. Here are some tips to receive the best return on investment.
Set specific goals
What will make this a successful trade show? Do you have a sales goal? Are you focusing on promotion, getting new clients, or launching a product? You can have multiple goals but be clear on what a realistic expectation is.
Create a budget and punch list
Create a budget and punch list of action items. You can save money on space, rentals, hotel rooms, and materials by ordering early. A punch list keeps you on task in a timely manner.
Get the word out
Prior to the trade show send a handwritten note or personalized e-mail inviting key contacts to your booth for a new product introduction, VIP reception, or show special. Make sure to include your invitation on your marketing, PR materials and Web site.
Plan your tradeshow display to attract your audience
Make sure you have the right message for attendees. Provide a call to action on your signage. Create an interactive display with your products. Provide samples if appropriate. Have a show special, free tip sheets, testimonials, press articles, and of course promotional materials and giveaways.
Make it easy for clients to approach you
Place your table inside the booth instead of at the front creating a barrier. You want potential customers to be able to look at your products and ask questions, not stand in the middle of the aisle. Never eat in your booth. Smile! People are attracted to enthusiasm.
Be proactive at the show
Keep an eye out for key prospects. It is important to walk the show floor. Take business cards with your booth number to pass out.
Capture leads
Have a system to capture potential new businesses and follow-up actions. Create a giveaway and encourage attendees to drop their business cards or a registration form.
Follow up and track ROI
It is important to follow up within a week of the event. Track ROI to see if this is a viable marketing strategy.
Lynn Pittman can be reached at
(760) 795-8740.
Set specific goals
What will make this a successful trade show? Do you have a sales goal? Are you focusing on promotion, getting new clients, or launching a product? You can have multiple goals but be clear on what a realistic expectation is.
Create a budget and punch list
Create a budget and punch list of action items. You can save money on space, rentals, hotel rooms, and materials by ordering early. A punch list keeps you on task in a timely manner.
Get the word out
Prior to the trade show send a handwritten note or personalized e-mail inviting key contacts to your booth for a new product introduction, VIP reception, or show special. Make sure to include your invitation on your marketing, PR materials and Web site.
Plan your tradeshow display to attract your audience
Make sure you have the right message for attendees. Provide a call to action on your signage. Create an interactive display with your products. Provide samples if appropriate. Have a show special, free tip sheets, testimonials, press articles, and of course promotional materials and giveaways.
Make it easy for clients to approach you
Place your table inside the booth instead of at the front creating a barrier. You want potential customers to be able to look at your products and ask questions, not stand in the middle of the aisle. Never eat in your booth. Smile! People are attracted to enthusiasm.
Be proactive at the show
Keep an eye out for key prospects. It is important to walk the show floor. Take business cards with your booth number to pass out.
Capture leads
Have a system to capture potential new businesses and follow-up actions. Create a giveaway and encourage attendees to drop their business cards or a registration form.
Follow up and track ROI
It is important to follow up within a week of the event. Track ROI to see if this is a viable marketing strategy.
Lynn Pittman can be reached at
(760) 795-8740.