How to get the most out of trade shows

by Dan Beaulieu

One of the best ways to ramp up your company’s reputation is to attend trade shows. For a relatively small investment you can get your name in front of potential new customers. It’s like going to market for your company.  

However, it’s important to create a strategic plan before going to the show. Start with these questions: Why go to a trade show? Which is the best one to attend? How can I make the most of each show? How will I generate new business by attending the show?

Why go to a trade show?
Here are 16 great reasons to attend a trade show:
1. Introduce your company and products to a broader market
2. Network
3. Make sales to other exhibitors, assemblers and fabricators
4. Meet the media and get exposure
5. Establish industry position
6. Create a new image
7. Announce new products
8. Meet with existing customers
9. Meet with new customers
10. Get sales leads
11. Troubleshoot with other professionals
12. Do market research
13. Find new reps and distributors
14. Recruit new employees
15. Scope out the competition
16. Use the above information to develop future strategic direction 

Which show is the best one to attend?
There are more trades shows out there than ever before. Your decision about which show to attend is also more difficult than ever before.

Here are several things to consider:
• Who is your target customer?
• What region of the country do you want to focus on?
• What kind of technology are you selling?
• Are you targeting companies who want that technology?
• Will they also attend the show?
• What other companies plan to exhibit at the show?
• Will your sales people or independent sales agents help you with the show?

If you answer these questions accurately and honestly you will have an excellent idea of which shows to attend. You should also make a list of which shows would be worth the investment of setting up a company exhibit. Sometimes it’s an excellent idea to walk a show first as an attendee before paying to become a part of it.  

How can I make the most of a show?
Before you invest in a show exhibit you need to create a strategy. You have to ask yourself what you want to get out of each show. It’s very important to write down your goals and establish a tactical plan to meet or exceed them.

Here are some things you need to keep in mind while you and the rest of your team man your booth.

1. Keep a tight and effective schedule:

• Schedule visits from customers and reps

• Create a good place to meet in the booth

• Appoint a booth captain for each day or shift

• Rotate two shifts each day

• Have a review meeting at the end of each day. What did you learn today? What’s your agenda for tomorrow?

2. Decide what to do when people come to your booth:

• Get as much information as possible

• Focus on key information

• Get contact information

• Use key selling questions

• Document, document, document

When the show is over, hold an informal debriefing with your entire team.

Make sure someone takes notes when you ask the following questions:
• How did it go?
• What did we accomplish?
• Did we meet our goals?
• Would we come back to this show again?
• If so, how can we work it more effectively next time?
• Any other comments?

It’s a good idea to develop a time-lined action plan for the following year. Work backwards and lay out what you need to do and when you need to do it. For example, if you decide to return to the show, sign up for the next one before you leave this year’s show. Book hotel rooms and start working on your booth graphics at least four months in advance; develop a day-by-day booth strategy a month in advance. If you do this every year, you will become an expert at making the most out of each and every trade show.

How to generate new business from the show
Make a plan for what to do with your leads. After all, generating qualified leads is the reason you attended the show in the first place. Have a follow-up plan to score those leads.

Here are five tips:

1. Send out requested literature before you leave the show. This way information about your company will be on the desks of your prospects when they return to work from the show.

2. Make sure you include a personalized cover letter. Remind the person about your conversation and answer any questions s/he might have asked you at the trade show.

3. Let them know the next step. Tell them you are going to call them in a few days.

4. Call a couple of days later and set up an appointment.

5. Keep track of the customers and the amount of business you gain from the trade show. Compare this to what you spent on the show and you will know your ROI.

Once last piece of advice, don’t wing it, and don’t allow your people to wing it. This is probably the most common mistake. Avoid this at all costs. Never make things up as you go. Attending a trade show is very serious business. There is a great deal of time and money at stake; not to mention the future of your company.

If you take trade shows seriously, plan carefully and follow up, attending them can be one of the most effective tools you have to attract new business. It’s up to you!

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