DO TRADE SHOWS WORK?

Trade Shows…do they work?

Trade shows are a multi-billion-dollar industry for a reason: They work. In the course of a day you can present your product/service to more potential clients than you might in several months’ worth of sales calls.

However, just like in any other marketing endeavor, there is a right and wrong way of presenting your booth. The first hurdle is to select a trade show that your target market is most likely to attend.

The exhibitors’ goals include: gathering sales leads, meeting other people, launching a new product or marketing message and raising company visibility.

Most exhibitors offer attendees a small token during the show. The following are some suggestions: something tied into your company identity or marketing plan, something useful that may be kept on top of a desk (should include your logo), something that drives booth visits, like a contest or raffle.

Your booth is an important part of your overall marketing effort.

• Graphics are the most important component of your booth. Your graphics need to help you stand out from the crowd. Graphics include your logo, colors, taglines, and other design elements that help to identify your company. Make sure that your booth graphics are crafted to work within the exhibit space. Using or enlarging print graphics will end up being very unimpressive.
• Your graphics need to communicate:
  • Who you are
  • What you do
  • Why/how you do it better than your competitors
  • Always emphasize benefits
• Technology
  • Big screen computers telling your story
  • Should be up to date equipment
• Booth lighting and motion
  • These will help you stand out from the crowd and will draw attention

Collecting viable leads is part of the challenge of a show. A raffle is one way of collecting cards or names and e-mails. Another way is to offer a free subscription to something that your target market will find useful.

Most important of all, have a follow-up system in place. Set up your follow-up to allow for at least 6 touches in the course of the next several months.