Trade shows and
conferences can be rewarding and valuable methods for gaining new customer
leads. However, they can also be expensive if you don’t fire on all cylinders
and get the desired results. If you want to make sure your next trade show is
the ultimate success, we’ll let you in on a few secrets for increasing your
The Right Gear
How do you expect to leave a trade show with a whole list of leads if you don’t give the customers what they want? You need to spend money to make money, and that’s where promotional products can help.
Not only do people
appreciate freebies, but they can offer multiple reasons for potential clients
to visit your stall. They are a form of brand recognition. If people see
their peers walking around with products emblazoned with your logo, they’ll be
more likely to remember your business in the future.
Let Them Know You’re There
The average business has numerous of advertising tactics at their disposal, so use them to your advantage. Shout it from the rooftops, if you have to, that your business will be present at the next trade show.
Create a hype on social media, offer incentives to visit, and even send out mailers, emails, and other forms of publicity. Even if potential clients don’t need your services before they arrive at the show, they’ll be more likely to think they do by the end of it.
Choose the Right Person for the Job
Hanging around a
trade show for hours on end is not everyone’s idea of a good time. Many
business owners, therefore, prefer to send someone who is not necessarily
best-suited for the job but has the least on their plate for that particular
day. That may be your biggest mistake.
The right person
for your trade show site is one who is a born salesperson. They’ll be able to say
all the right things, identify an interested customer, and leave with a list of
names and numbers.
Be Strategic with Your Site Location
Trade shows are thought to be one of the most profitable business to business marketing strategies. However, if you’re stuck at the end of aisle W next to the restrooms, it can be hit or miss. Be strategic and think about where might be best for you. If you can, aim for a site by the food vendors. These areas tend to attract the crowds – and you want your business to be right amongst them. Once you’ve secured a prime position, make sure your booth is professionally kitted out with eye-catching signage, media wall banners, AV displays and other items to help you make a powerful first impression.
Identify the Tire Kickers
While you should
treat all site visitors like valued potential clients, it’s crucial to be able
to quickly recognise when tire kickers are wasting time that could be spent
with potentially valuable leads. Greet the visitor, scan their name badge, and
ask your qualifying questions to gauge their interest. If their not a
legitimate lead, be polite and move on as soon as you can to the next,
potentially more valuable visitor.
Trade shows can be hard work, but they can also pay off.
Be strategic with your site location, who you choose to present it, and how you
lure potential clients to see you. While not everyone who comes and visits you
are going to be there with the intention of making an appointment, there will
be plenty who are. Try out these tips above and see if they work for you.