Conventions are an excellent way to promote your business, whether your company is small or large. However, you can t expect to get the results you want by just showing up. Stunning trade show displays is the first thing you need to get noticed at the event, but there s more to plan for as the big day approaches. Here are some mistakes that many exhibitors have made and hopefully you will prepare for.
Without a goal, it will be very difficult to measure how successful you were at the trade show. Are there a certain number of leads or sales you want to get? Is your main goal to brand your business? Are you targeting businesses or consumers? Knowing the answer to these questions is important to setting your goal and knowing what you are striving to accomplish at the convention.
Items that you decide to give out to attendees at your display booths don t need to be expensive, but they should not be products that they will throw away the minute they leave your booth. They should be products your customers would appreciate (for example, if you sell primarily to other businesses, they may use lanyards or laptop bags). No matter what you decide to hand out, your logo and company s contact info should be printed on it. This way, the attendees will be advertising your company every time they use it in public.
One survey by CEIR revealed that about 80 percent of attendees know what trade show exhibits they want to visit before even getting to the event. If you are not promoting your display booth, there s not a good chance you will be on their list of must-see display systems. Promoting your convention exhibit doesn t have to be expensive: use social media to reach out to your Twitter, Facebook, and LinkedIn community, take out an ad in your local paper or commercial. Your marketing campaign should begin about a month prior to the convention to give everyone an ample amount of time to fit it into their schedules.
You spent hours on the trade show floor gaining contact information from leads, but what are you supposed to do with that information once the show is over? Send out handwritten thank-you cards or give them a call to let your leads know how much you appreciated talking to them at your display system and answer any further questions they may have. This little gesture will put you in the front of their minds when they are ready to buy.
Hopefully you will learn from the previous mistakes made by many exhibitors. The right plan, trade show display, and giveaway items will make you a hit at the event!