Have you ever heard of the Judy Garland Festival or the Handle with Care Coffin Convention? These are real conventions and trade shows you can attend throughout the year! The benefit of these shows are that they attract businesses and people work in specific industries. Though the ones listed above may be seen as extreme, there are thousands taking place every year for you to choose from. Trade shows can be valuable opportunities for any business to showcase their products/services, network with industry professionals, and generate leads. These benefits will put you on track to not only grow your business but scale it. Here are seven ways to make the most of participating in a trade show:
1. Decide what your goals are for a show.
Do you want to generate leads, network with others in your industry, create awareness around a new launch? Knowing your objective before you decide on what show to participate in can keep you and your team focused on achieving the goals.
2. Plan ahead.
It’s good to get in the habit of looking at what relevant trade shows are taking place in your area about 8-12 months in advance. That way you can develop a plan of action for it. Which show is right for you? What is your booth going to look like? What do you need to order or have made to ensure it looks the best? Do you want to do sampling? These are all things to consider when looking any show.
3. Train your staff.
OK, it’s the first day of the show! Make sure each person is clear on their job while at the show and ready to talk with potential customers if that’s part of their duties. Teach them how to engage with customers that come to the booth.
4. Trade Show no-no’s
Avoid chairs in a booth and sitting staff unless you are having a staff or client meeting. Otherwise, it can be off-putting for people that are walking by your booth. Eating and drinking in addition to other actions are strongly inadvisable. A well-informed team that is clear on what is expected of them as well as what to avoid while at the show is the best way to help achieve your goals of the show while ensuring everyone has an enjoyable time.
5. Publicize your attendance.
You can announce your attendance beforehand in your email newsletters and via your website to let your audience know you’ll be at the trade show. Will you be posting about the show on social media using a show hashtag? Offer incentives, like discounts or giveaways, to entice attendees to visit your booth.
6. Collect leads.
Have a system in place for managing the leads that come in. This might include using a digital badge scanner, collecting business cards or lead capture apps.
7. Determine the follow up for after the show.
Having a gameplan surrounding follow up will allow you and your team to lay the groundwork when meeting people in-person. Plan to have a show debrief within two days of returning to the office. Encourage each person to share what worked well and what needs improvement for next time. This is invaluable info that can help you make the most of these opportunities and forge teamwork.
As the end of the day, a successful trade show often requires a combination of effective planning, engaging booth design, well-trained staff, and strategic follow-up after the event. It’s an opportunity to leave a lasting impression on potential customers and partners in your industry.
Want to meet Marketing Maven at your next trade show? Email us at info@marketingmaven.com.