As you attend a trade show and exhibit your company’s products and services, you want to set yourself up for success. Many moving parts go into trade shows, including networking, booth display, lead generation, brand awareness, and budget allocation for everything involved.
It’s best to create a strategy to prepare for the trade show so that you can have the most confidence going into it and see worthwhile results. Keep exploring this blog to find out how to make a good and sustainable strategy for the most rewarding trade show experience.
- Have Clear Objectives and Specific Goals
Before anything else, you need to define your purpose for attending the trade show. Without it, your messaging won’t be cohesive, your team won’t be on the same exact page, and you most likely won’t see results. Having clear goals will help you focus on those areas, drive brand visibility, and see the results your business is looking for.
When defining objectives, decide what the main focus will be. Do you want to generate leads, launch a new product, nurture existing customer relationships, or simply get people familiar with your brand? Once you know from there, create specific goals that you can measure (i.e, meet with 10 existing customers and 20 new ones).
- Find the Right People and Cater to Them
To find good leads, you need to find the right people who are interested in your product and can benefit from it. When looking for trade shows to attend, make sure that the type of show is a good fit for your business. Consider if the show normally attracts your target audience and if similar businesses have had good experiences. If there is a specific trade show that holds the same event in different places, try attending one earlier on to get a feel for it.
- Create an Engaging Display
The display you create is where the leads will spend the most time with you. Make sure that it represents your brand well. Using a portable trade show display is a great way to save money, travel lightly, and customize it.
- Train Your Team
The part of your team that attends the trade show and represents your company should have training beforehand. This is important so that everyone moves forward with the same purpose in mind. Train your team to talk professionally and friendly with others, demonstrate knowledge about products and services, and stay organized with every process.
- Utilize Social Media Before and During the Trade Show
Social media has taken off in recent years, and you should take advantage of that. Use email campaigns, social media polls, and giveaways to let people know of the upcoming event and get them engaged prior. This will get them excited and plant a seed in their head about the trade show. During the trade show, post regular updates on social media stories so people can follow along.
- Have a Lead Capture and Follow-Up Plan
If your main goal is to get leads, have a plan to make the process as seamless as possible. For example, you could make a quiz that attendees could take that automatically gets their contact information, along with answers to qualifying questions. This can help you get a greater idea of who is interested, what they need, and who to prioritize follow-ups with. Your follow-up plan should include reaching out to the lead no later than two days after the trade show.
Conclusion
Get the results you are looking for before the trade show even begins. Through these steps, you can hold an exhibit at a trade show like a pro and help your business thrive.
