Whatever your reason for exhibiting, chances is getting leads and sales are at the top of your list. If you have been to expos in the past and got miniscule results, it most likely had nothing to do with your tight budget, display exhibit design, and giveaways. One aspect that is often forgotten about is a little thing called a plan. Planning is essential if you want to generate a good amount of leads from the event, increasing your ROI. Here are some planning tips for your upcoming events to make sure your booth is well worth the time and money invested into it.
Determine a Lead Number
Go over your trade show expenses to determine how many quality leads you will need to get in order to make the event worth your time. As tempting as it may be to try to get as many leads as possible, getting quality leads is more important than quantity. Ask the right questions to verify the interest level of attendees and whether they would qualify as a lead or not.
Train Your Staff
As I mentioned before, asking the right questions is critical to determining which attendees would be great leads. Train your employees on how to approach, answer questions, and get the lead. Also, they should know how to ask the right questions to find out what problem the attendee needs a solution for in order to decide if your products or services could fix it.
Hold a Staff Meeting
Clue everyone in on what your lead goal is, as well as what their individual goals should be. Make sure everyone is on the same page and knows what is expected from them at the show in order to achieve your lead number goal.
Get the word out about your show booth through social media, your blog, or other marketing mediums to help drive more traffic to your booth. In these promotions, be specific by informing your audience who you are and what they can expect to see at your booth, whether it s a new product that just launched, a contest, a presentation, product demonstration, or anything else that may get raise their interest level.
So many exhibitors fail to follow up after the show, letting all of their planning and efforts go to waste. Without this final step in converting leads to sales, you can bet that you will not accomplish your goals at the show. Send out a thank-you card or give them a phone call asking if they have any further questions about your products or services. Also, make sure to give them your contact information if they do have any further questions or comments.
These are just a few planning tips that will help you obtain the perfect amount of leads, making your time and money well worth it at the event.
What other planning tips would you add to this list?