In 2020 pretty much every company took it on the chin when it came to trade shows. Either they were canceled or went virtual, which was the kiss of death to a well-planned marketing budget.
With a vaccine in place, an election culminated and a planned return to near-normal, 2021 should be see a return to live trade shows in the second half of the year. The shortfalls every business has seen in sales makes it doubly-important to maximize the impact of your marketing spend and capture as many actionable sales leads as you can. Here are 15 ways to make it happen.
BEFORE THE SHOW
1. Evaluate and select shows carefully.
Are the show’s attendees likely prospects for your products or services? Bigger or more shows are not necessarily better. It’s preferable to have a couple of dozen very qualified leads than hundreds of tire kickers who may not be your real prospects.
2. Set goals.
You can’t determine the success of your exhibit without first knowing what you want to achieve. Your business partners, staff and even the exhibit vendor should be involved in identifying what you can achieve by exhibiting. Make your goals as specific as possible. If you are permitted to sell at the show, how much revenue do you expect? If direct sales are prohibited, how many qualified leads do you hope to generate? What is your definition of a qualified lead?
3. Put your show plan in writing.
This includes a workable schedule that identifies who will be responsible for each task. Don’t wait until the last minute, and make sure everyone knows what his or her job is.
4. Develop a key message for your exhibit.
Like good advertising, a good exhibit communicates one major message clearly. This is more effective than the cluttered image projected by companies trying to do too much.
5. Identify key prospects and invite them.
Mail your customers and prospects complimentary passes to the exhibits, often available free from show management. Call and remind them to stop by your booth, and mention show specials if you have them.
6. Merchandise your show participation.
Include tag lines in your ads such as “See us at Booth 200 at the _______ show.” Include free exhibit passes with your inquiry response materials. Write a press release explaining new products or services to be introduced at upcoming shows. Invite direct customers and sales/specification influencers to stop by or schedule specific appointments with your key people.
7. Train your staff before each show.
They need to know what is expected of them. If you’re offering an at-show special, make sure your staff knows how to fulfill those orders.
8. Design a custom lead form.
Be sure to include questions designed to qualify your prospects by determining the immediacy of their needs, purchasing authority, tax exempt status, etc. And make sure you record all relevant prospect information such as phone numbers, mobile numbers and email addresses whenever possible. Consider awarding prizes or special awards to your exhibit staff for the most completed leads turned in for the show.
SHOW TIME
9. Create a unique identity for booth personnel.
Matching shirts, cowboy hats (for a Western theme) or even custom nametags can identify your staff to prospects who need information or assistance.
10. Offer samples or premiums if appropriate.
Merchandise your traffic-building giveaways through pre-show mailings. For example, include the cap portion of a high-quality pen in a pre-show mailing that invites customers and prospects to pick up the rest of the pen at your booth.
11. Provide live or video demonstrations.
Nothing sells better than a demonstration. If you don’t have the staff to do it live, prepare a taped demo that you can play at the show.
POST SHOW
12. Send requested literature or samples immediately.
Have literature ready to go and bring it to the show. That way, you can email it right away. Send the requested material to prospects within 24 hours. Also, make sure your literature packages make it easy for prospects to take the next step by including ‘where-to-buy’ details, including complete contact information for your company and/or your distributors.
13. Use the telephone first, then e-mail to follow up.
Your goal is to build sales-winning relationships with your prospects and to further qualify them. Telemarketing and direct mail (including e-mail) are cost-effective and efficient ways to do this.
14. Track the success of leads.
Did the qualified prospects buy? How much did they spend? When does their next buying cycle begin? Use the answers to decide if your show investment paid off. Keep in mind that there may be people who don’t buy immediately, but who were still influenced by your pre-show, show and post-show marketing efforts.
15. Do a post-show evaluation.
Look at the entire show experience … what went well, what didn’t and why. Critique each aspect and ask your salespeople and others for comments. Give special attention to the feedback pertaining to lead quality. This information will help you get the most out of future shows.
Good luck in your 2021 trade show season!
John
360.281.5259