Have you ever wished that your trade show booths, staff, and other miscellaneous details would have ran a little smoother at your event? Most exhibitors could probably make a list of all of the things they should have or shouldn't have done at the event.
Although you can t go back in time, you can prepare yourself and your staff better for upcoming events. Here are some tips to ease your anxiety and boost your confidence at the next trade show.
Before the Show
Prepare 3-5 questions that your staff can ask attendees. These questions should be open-ended so the attendee doesn't have the chance to end the conversation. For example, I noticed you were looking at this product. What do you like about it? What are you hoping this product can do for you?
Do some role playing exercises with your staff in order to prepare them for what visitors may say or do.
Create welcoming booths or truss displays that will make visitors feel at ease. Keep the booth organized and de-cluttered, as well has arranging any furniture or tables in order to keep the layout open.
Have a measurable goal set. Knowing this will help you decide whether or not the event was worth your time and money or if you should participate in different trade shows.
During the Show
Assign a staffer the job of posting booth updates to Facebook or Twitter using the appropriate hash tags. This will allow you to reach your target audience and connect with other exhibitors at the event.
Greet every visitor, but only engage those who seem to be very interested. Especially with a crowded display system, too much time spent talking to attendees who have a low or no interest in your product will take away time that could be spent getting a lead or sale from visitors who want to do business with you.
Have promotional literature and brochures available at all times with a literature stand. By doing this, visitors will be able to get information about your business or products while you are speaking to someone else.
Have lead forms available for visitors to fill out. However, if possible, you or your staff should be talking to every visitor to decide whether or not you should jot down their information on a lead form.
Delegate tasks among staffers so you don t have anyone wandering around not knowing what to do.
After the Show
Follow up, follow up, follow up. This is a critical step in turning a lead into a sale. This should be done about 2 weeks after the event. Any later, and your leads may not have the same interest level.
Prepare for the next trade show. The sooner you begin planning, the less stressed and overwhelmed you ll be when the convention date gets close.
Trade shows continue to be a popular form of marketing because of the face-to-face interaction exhibitors get with their audience. With these tips, you ll have a better chance of reaching your goals and having booth that will be talked about long after the trade show.