The return you get from attending the trade show is dependent on how much effort you put in it. Attending a tradeshow can be very expensive. In addition to registration fees you also have to spend significant money on travel, hotel and other activities during the tradeshow. You need to justify that expense by earning new business. The return you get out of tradeshows is dependent on the effort you put in it. Here are some tips to help you make the time you spend promoting at a tradeshow worth the effort and investment.
- Practice Your Pitch
You are going to meeting people at this event. Potential vendors, customers, and suppliers will all be there. Each is looking for something in particular, and you need to be ready with a unique message for them all. Take the time to practice what you are going to say before you arrive at the show. Spend several days going over your pitch, and refine your delivery. Remember that these types of shows are good for bringing enthusiasts together, but your competition is only a booth away. You may have just a few moments to deliver a message that will resonate. Speak clearly and with confidence.
- Create a Welcoming Environment
Working a booth is a passive activity. The attendees decide which ones they will visit. You must be approachable and inviting to attract the attention of potential leads. If visitors see a more interesting booth, yours will could be ignored or discredited. Always display your company logo, marketing images, and products. Use bright colors and the best quality displays you can afford. Staff your booth with professional looking associates who are friendly, courteous, and helpful. Offer free promotional products, drinks, and snacks.
- Positioning at the Event
For the best results, you should be in the center of the action. The most valuable real estate at the show will have the highest amount of foot traffic. This is always near the entrance or right in the middle. Try not to get stuck over in a corner. The best locations are almost always more expensive, and they sell out early on. Sometimes the larger companies have contracts that give them priority placing. They gobble up floor space making desirable locations for smaller vendors inaccessible. To get the best results, plan your attendance well in advance. You may need to reserve your spot up to a year ahead of time.
- Offer Special Deals
An exclusive tradeshow deal generates interest and incentivizes sales. You want potential buyers to pull the trigger right there on the tradeshow floor. Don’t let a customer walk away without making an offer of some kind. Discounts, special financing, free support, or added promotions sweeten the pot and keep your business in the mind of your customers. These deals should be available only at the tradeshow, but be ready to deal with a buyer who calls you a few days later.
- The Follow Up
This is where most tradeshow vendors fail. After working a booth and building a list of contacts, they do not follow up on any of them. Reach out to potential customers no later than a week after the event. Remind them of your business with an email or letter. Call potential suppliers and invite them to visit your store. Reintroduce yourself to anyone that may have forgotten about you. The repetition builds a connection in the mind of the buyer and increases your chances of making a sale.
Tradeshows are a good way to get your business moving. It is an opportunity to advertise, sell, and make important contacts. Take the time to plan your visit, and get the best return for your invested time and money.
