Planning for tradeshow success

From pre-show promotions to exhibit design and graphics lead generation is usually the primary goal of exhibiting at trade shows. The following are some suggestions for ways to maximize your trade show investments:

Determine your objectives

• Remember that setting SMART (specific, measurable, achievable, realistic and time-related) objectives is the foundation for successful exhibiting.
• Set clear goals for your trade show participation. What do you want to get out of it? Do you expect to sell a particular amount of inventory at the trade show, or expect to become known to a certain number of wholesale suppliers? Are you focusing on promotion or hoping to launch a new product?
• Other reasons for trade show involvement might be as follows:
  • Building name recognition
  • Obtaining leads
  • Developing new relationships
  • Reinforcing existing relationships
  • Taking orders
  • Testing your product in a specific market in order to see how people in that market respond to what you offer. (i.e. Do people like it? Is it new and /or different to them? How quickly do they understand it? How effective are you at explaining it? How do people respond to the cost?

Exhibit design

• Remember that the job of an exhibit display booth is to attract the attention of passersby and to project an appropriate image for your company.
• Make sure you design an exhibit that allows for the volume of traffic expected and room for a booth staff to operate comfortably.
• Messaging and graphics should be concise enough to present just a quick glimpse of what you offer and help attract the right prospects to your booth.
• Remember to use hard-to-miss signs, arrows or bright colors to grab attention.
• Develop a PowerPoint presentation to display on your table that incorporates the messaging and graphics used in your booth. This will allow visitors to gain insight into your company while you are busy with other prospects.

Pre-show promotion

• Design a pre-show promotion that tells attendees what your company is offering and why they should take time out of a busy show schedule to visit your booth.
• Timing is critical for a pre-show mailer. Delivered too early, the message is forgotten. Delivered too late and it's there for the attendee to see upon their return. Time the promotion to reach exhibitors one to two weeks before the show or stagger a series of mailed and e-mailed invitations and offers.
• Getting the attendees' attention before the show may very well provide the stimulation they need to stop by your booth
• A list of pre-registered attendees is often available from the Trade Show Management. This list can be used for both pre- and post-show communications
• Just as important is to train booth staff to reiterate the benefits expressed in the pre-show information.
• Pre-show mailing can include:
  • Standard letters to attendees
  • Formal invitation format - single-side or bi-fold
  • One page flyers - one- or two-sided
  • Game pieces to be used at booth for prizes
  • Message contained in a bottle or other innovative packaging
  • Include a return mailer with your pre-show mailing that has to be turned in to someone at your booth so the visitor can redeem his or her gift.
  • Delayed fulfillment - half a premium gift, such as pen/pencil sets, cufflinks or glassware, with the other half-redeemed at the booth.
  • Coupons or advertisements for "show specials"
  • Contest entry forms

Giveaways

• Consider your strategies in using giveaways in your booth. An effective giveaway should reinforce your company's image and message in addition to supporting your communications goals at the show.
• If you have a new product or service you want everyone to know about then choose a giveaway that relates to it directly or that’s meant to generate interest
• Choose high-end giveaways for qualified prospects and a lesser giveaway for everyone else.
• To pull your prospects to your booth send a giveaway pre-show that has a second half or related item that's obtainable at your booth.
• Consider a sweepstakes drawing for each visitor that leaves a business card with a grand prize going to the business selected. This also helps you build a mailing list for after the Show.
• If you want prospects to buy on site then provide a special giveaway for on-site orders with upgraded premiums the more they buy.

Handling leads

• Bring pre-addressed overnight packages to the show and sending your leads back each day to your fulfillment team.
• You should also have lead fulfillment packages prepared and ready to mail so that the information arrives when attendees return from the show.
• Re-offer show specials to prospects via their e-mail addresses or through your Web site.
• Mail out postcards or research surveys that ask for evaluation of the show and/or your company's activity at the show.
• Use prompt, "following-up-on-the-show" telemarketing calls to reassess needs and/or buying plans.
• Plan a series of contact steps to maintain a relationship with your target prospects until next year's show. A letter or card might work. With e-mail and fax machines so prevalent, a monthly e-mail news flash featuring your latest product information, new prices, or new services can also be sent.

Trade show press

• The larger tradeshows often have an area for the trade press, where you can leave press kits.
• Talk to the writers and advertising sales people from the various trade publications to learn how to create a press release that will be most successful at getting publicity in their publications.

Determining success

• To determine if a trade show is worth attending track sales generated from show leads and compare it to trade show costs.
• Consider other values not as objective - such as branding and having a market presence in the face of competition.