Ask Andi: We almost missed out on a trade show that our clients and competitors attend. However, we didn’t set ourselves apart very well. Now that spring shows are upon us, how do we better represent our firm?
Thoughts of the Day: Prepare before attending trade shows. Build a list of target shows. Investigate who goes and why. Define goals and decide who to send. Figure out how your company can stand out at each show. How will this make your business money? Review post-show results monthly, to ensure you get what you want.
Getting ready for trade shows
Don’t just focus on the shows you go to for your own industry. That’s like being in a room full of competitors and hoping a prospect will pick you. The odds aren’t in your favor. Build an expanded list of possible shows by asking customers where they go. Do research on your target market’s trade show preferences. Put the data into a spreadsheet organized by the show. Winnow it down as you find out who goes where, and why.
If you want to talk to senior financial people, search on the internet for CFO Trade Shows. Looking to sell to IT people? Search for IT Trade Shows. There are also trade shows and conference directories to look through for ideas on shows that attract your target market. Contact event organizers and people who have gone to shows before. Here’s a list of questions to ask:
- Can non-industry companies like ours attend events; any restrictions?
- Are there opportunities for companies like ours to speak or sit on a panel?
- How about hosting or sponsoring an event?
- Were shows well attended last year? Was the advertised target market there (i.e. CFOs if it’s a CFO conference)?
- Is a list of attendees available before the show? Or after?
- Do attendees have time to meet with vendors?
Planning for success
Take advantage of trade shows exhibits to promote your business
- What should an exhibitor expect to pay for access to attendees?
- How many days/hours is an exhibitor likely to have with show attendees?
- Where is the trade show floor located? How far is that from the event registration desk? How far from where the main events are happening?
- What percent of attendees typically visit the trade show floor?
Whether you’re speaking, attending, or exhibiting, you can create visibility. Develop a thought leadership theme for each show. Brainstorm what makes your company special, different, and important to this group of attendees. Use social media, handouts, and scripts for people walking the floor to get your point across. Press hard to get speaking and panelist opportunities that make your company stand out.
Set goals for each show: # of contacts, # of deals, information gathering, visibility. Review potential trade shows to see which ones fit your company’s goals. Match potential payoff with cost. Factor in travel costs. Project an ROI for each show.
An essential part of marketing
Decide where to go. Select who to send from your company based on likely show attendees. Your sales and customer service people should be with their clients and prospects. Send marketing people to gather intelligence. Resist the temptation to go, just because you’re the owner.
Be organized. Plan to arrive early and stay late. Bring lots of business cards. Have people scheduled to attend specific activities? Use post-card handouts. Send a card scanner. Have an email follow ready to go. Arrange for secretarial support so your people can work the show all day and evening. Compile a list of contacts and what they need next, to use for post-show follow-up.
Review results once people come home. Stay on it. Check-in monthly for a year. Make people prove the show was worth it.
Looking for a good book?
The Social Trade Show: Leveraging Social Media and Virtual Events to Connect With Your Customers, by Traci Browne.
