Trade Show Success Strategies

Trade shows can be great for your business. You can generate a positive buzz among existing clients and draw in new clients as well. You can also get the name of your business in the media. There is no way to absolutely ensure success at a trade show, but there are some things that you can control to increase your chances of success…

The history of the show - You need to research and educate yourself on the history of the trade show. How well is the trade show promoted? Do large crowds usually attend the show? Are there other big-draw events taking place during the same time period? Will the show be held in a place that is easy for attendees to get to? How did participating in the show work out for businesses who participated in previous years? Did their client base increase?

Exhibition stands - You want to make sure that your stand and display are professional and complete. Imagine the types of questions you will be asked and the kind of things a prospective client would want to know. You want something that will draw people over to your booth. There is a lot going on at a trade show so you have to stand out. For inspiration, check the Internet, and always make sure that your all of your business and promotional materials look professionally done.

Do pre-show promotion - Experienced trade show exhibitors do not wait for the show to start before they start their promotional efforts. To maximize the effectiveness of your exhibition stand, send out mailings and announcements weeks before the trade show inviting your customers and prospects. Personally call your business contacts and prospects to set-up meeting times at the show.

Giveaways / gimmicks - You do not need to break the bank to do this. You can just have chocolates and candies. Any kind of take-away item always endears people to your company and causes them to remember your booth. Some giveaway ideas include samples of your product or service given away at various times throughout the day, as well as useful items (such as notepads and key rings) imprinted with your company’s vital information.

Be sure to follow up with customers - Now you have made all these great contacts. What do you do next? Make sure you follow up with them so that you can convert them into a long term client. As soon as you finish a conversation, or even while you are talking to someone, take notes. This way when you call them you can refer to the conversation and make it very personal and specific to them. Do not wait more than a couple of weeks to get around to contacting those who stopped by your exhibition stand.