Planning For the Trade Show You Forgot to Plan For

Image from Flickr

By Bob Reed
Element-R Partners LLC

Boy, calendars are sneaky, aren't they? That trade show or industry conference you budgeted for last year is fast approaching. You have an exhibit. You know who your team is and where they have to be. But, are you prepared?

Events like these are special. They represent that one opportunity to meet face-to-face with your next customer. For most small to mid-size firms, one or two events will account for the majority of the marketing budget.

Events are also like running a race. Your ability to win the race is ultimately determined by the quality of your preparation - The Event Plan. A stroll down the show aisle will prove the point that many firms have missed countless opportunities to improve the return on investment for their travel, exhibit cost and out of office time.

Even if you are just four weeks from show time, it's not too late to put together an action plan to increase traffic and potential leads at your exhibit. Here are five rules to consider:

Rule 1 – BE There!

Showing up doesn't count. Too many times, companies go to a show just so they're not "absent" from the scene. Understand why you are there and what attendees should remember about your presence. Try the following:

• Prepare a talking points script so that everyone in your booth knows the story. Test them to ensure flawless execution.
• Use open-ended questions such as "are you familiar with our products and services?" or "is your firm facing pressure to (...)?".
• Invite high-quality prospects to personal meetings.
• Administer a quick survey at your exhibit and make it fun.
• Assign staff to walk the show, network, attend sessions and gather ideas for next year.

Rule 2 – Have an Offer

Regardless of whether you provide services or products, you should extend an offer to give prospects a reason to visit your booth. Be creative. Think of ways to build a relationship with visitors. Hold a drawing for those who stay for a demonstration or presentation or distribute educational materials, such as a white paper. Think of a remarkable giveaway that reinforces your brand and won't get thrown away.

To BE continued....