Trade shows can be a winning strategy to attract new clients or they can be a huge waste of time, energy and resources if all that happens is you build a eye catching display and say “hi” to people as they walk by. Do not waste this great opportunity to build your business. When formulating your trade show strategy for success use the following tips to make your connections count.
Look Like a Million Bucks
You want to always look your best when working a trade show. Looking professional makes people more receptive to speaking with you. Make sure you look the part of the successful firm representative. Press your suit, get a haircut and make sure your shoes are comfortable and polished. Where light colors, dark blue and black are more intimidating, go with the lighter colors in your closet for this event.
Get Out In Front
Put together a great display to really catch the attention of trade show attendees. Be sure to position the display tables in a way that allows you to easily enter into the pedestrian isle. Do not put a table across the front of your booth, since this puts a barrier between you and passersby. Keep your booth neat and uncluttered. Put out only a few materials at a time.
Show Your Smile
Show your teeth to everyone and make eye contact as people come near your both. This conveys warmth and makes it easy for people to approach you. Go out of your way to be friendly, energetic, approachable, and connect with all the trade show attendees.
Success Starts with a Great Opening
Rehearse your opening statement. Say something that gets people to stop in their tracks and spend some time at booth. Ask a question. “Are you familiar with (name of your firm)?” is a good one. If someone says “yes” ask what their experience has been, tell them about any services or products they are not aware of.
Offer a Show Special
Offering a show special and prominently displaying information about it can entice people to your booth. Show specials also create a sense of urgency to get people to make a buying decision right away. You can also introduce a new product or service and offer a show special for attendees to take advantage of this new offering.
Gather the Important Info
Make it easy for people to enter the drawing by dropping their card into a bowl. This creates excitement and ensures people will stop at the booth. If people do not have a card, provide a form people can fill out. Make sure people write all their information, address, phone, and especially email address. Gathering the contact information of attendees is one of the primary objectives of participating in trade shows.
People Love Giveaways
If all your materials look like sales materials, they will probably end up in the trash before the tradeshow attendees leave the convention hall. Give everyone coupons and innovative premiums with your logo. These keep the your name in front of someone long after the trade show has passed. Make sure to bring plenty of whatever advertising specialty you choose, Postnotes®, calculators and notebooks. You do not want to run out of goodies.
Your Fortune Is in the Follow Up
Within two days after the tradeshow send out a thank you email or letter with an additional special offer. Within two days is key otherwise they will not even remember you. If you wait two weeks or two months the tradeshow attendees will not even remember meeting and speaking with you.
Trade shows can take a lot of time and energy. When done well they can attract many new clients and expand the services used by current clients. Follow the ideas above and get the most out of your next trade show adventure.
Thanks for making your readers aware of this valuable marketing opportunity! You are so right about the “fortune being in the follow up.” That’s where many trade show marketers lose the momentum.