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Keys to Effective Trade Shows and Conferences |
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Written by Administrator
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Wednesday, 15 April 2009 23:20 |
Everybody who's ever had an exhibit at a trade show or conference wonders, "did it pay for itself?"
This question has been asked a billion times, and after the show is a bad time to ask. I had the good fortune to work for a trade show pro at 3M Company in my early career. Don taught me that you start monetizing the show long before you show up with a booth. He showed me how you can always make your trade show activity a success. These are the rules, and if you follow them you will never waste a dollar on a bad show.
Basics:
Never exhibit at a new show. Usually the first year for a show it's poorly attended. You'll be twiddling your thumbs a lot.
Never exhibit until you have been to the same show the year before. Go to the first year show, scope it out. If it looks like a good one for next year, you'll need to note the best locations. Note the booth numbering system so you'll be able to go after that space next time.
If you can, meet some key person from the show staff. Get their card and ask them when the reservations will open for next year's show. Write that on the back of the card and put it in your tickler file.
When you decide to exhibit, make reservations well in advance. Get the location you scoped out last year, or close to it. This is one time it's not bad to be near the food and the restrooms, or the front door.
Don't believe it when they say "everyone who's anyone will be there."
Try doing a hospitality suite, a special dinner or luncheon concurrent with the show. I've done this many times, both in conjunction with a booth and instead of a booth. It works so long as you get personalized invitations out with RSVP's.
If you do exhibit, get a list of know prospective attendees. Send out invitations to them to visit your booth. The invitation should have an offer for a gift for visiting.
A small booth can work, but make sure it's attractive and well-lighted, with good graphics.
Staff your booth with knowledgeable people. As many as it takes to cover the hours of the show.
Don't try to cover the whole show yourself. Shows are exhausting; try 4-hour shifts at most.
Get deep padding under the carpet. Your feet will love you after a few minutes.
Use stools rather than chairs. You can spring up from a stool to talk to someone. It doesn't look like you're taking a rest and don't want to be bothered.
Don't use a big table blocking the front. Use a pedestal and allow room for people to come "in" to your space.
Don't allow your people to eat in the booth; bad manners!
Hand out something that will get them to call you after the show. An offer for a free consultations could work fine, or an offer to bring a gift with you when you get together after the show.
Keep good records of who visited. If you collect cards, write something on the back of every card. I usually print up 5-1/2 x 8-1/2 inch forms that I staple cards to. The form has more space to write what you discussed. Teach this system to everyone who works the show with you.
Within the next 48 hours after the show, follow up with everyone who visited your booth.
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Last Updated on Wednesday, 13 May 2009 18:01 |
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