Hit The Road, Jack! Making the Most of Tradeshows

Tradeshows are valuable ways to generate leads, network, and stay abreast of the competition.

And they can be intimidating.

Figuring out how to stand out from the crowd, which shows to exhibit at, and what’s the best way to make strong connections with potential customers are important questions to ask before taking to the road.

A common method of directing traffic to your exhibit booth is to rent a list of conference attendees and send them an invitation to visit your booth, remembering to include your booth number and location. A less expensive alternative to renting this list, is to send an invitation to your current mailing list of existing and prospective clients. You may want to promote a special deal if they place an order or sign a contract for services while attending the show.

At the tradeshow, don’t stop trying to draw people to your exhibit just because you have done some pre-show promotion.

Have a game plan. Think of your exhibit booth like an advertisement. Don’t just rely on your logo and corporate identity to make your booth stand out. Display a headline that addresses a common problem your customers experience and you can solve. Make sure you have conveyed what’s in it for your customers to use your product or service and attend your booth. Leave an impression by handing out promotional items with your company logo on such as chocolate, pens or anti-stress toys.

Once you have people in your booth, make sure you have a clever and concise spiel about your business. Collect business cards in a bowl or a hat. Offer an incentive for the business card — promise to draw a business card to receive a free service, tickets to a show or dinner at a popular restaurant. Wherever possible, ensure your booth never goes unmanned. Being there to make a connection with clients is half the mission.

It’s important too, to have team members in the booth who find it easy to talk to strangers. The gift of the gab is a critical component of tradeshow success.

You may also like to consider contacting the show producer in advance and enquire about speaking opportunities at the conference or seminar. This positions your company as an authority, and puts a face to it as well.

Afterwards, remember to follow up all the leads you generate. Research analysts estimate that 55–70% of leads generated at tradeshows are never contacted or used. Sending a brief note, email or personal message after the tradeshow can lead to valuable sales, and make the tradeshow a well worthwhile exercise.