If this is your first trade show you may be wondering what you got yourself into. The expense of participation. The cost of travel. It may seem like a lot and you may be worried about your return on investment.
But you needn’t “hope” it will all work out. Here are a few handy tips on having a successful initial trade show.
Things to Do For Your First Trade Show
Select Swag That Works for You
You can call a promotional marketing vendor and just ask them what’s on special, but you’ll be better served and will get a better return on investment if you align what you chose with your goals for the trade show. Are you looking to:
- expand your market to a new demographic
- upsell existing customers
- attract new customers
- get your name out there
- use promotional items to get prospects further down the sales funnel
All of these goals require a different kind of promotional item. For instance, a pen won’t get people further down the funnel but is an excellent way to get your name out there. An established promotional marketing company can help you select the perfect swag to reach your audience and accomplish your goals.
Brand Your Company Successfully
Your booth needs to tell people what you do and exude professionalism on its own, without the help of your salespeople. You could conceivably be tied up with potential customers as others are walking by. They should be able to tell what you do and who needs your product or service without talking to a salesperson. Branding your booth is one of the most important things you can do to get booth traffic. You need banners, marketing brochures (or USBs is you want to go paperless) and display stands that help you get your message out there.
Get the List
Most trade shows will give vendors a list of attendees. You want to do several things with the list. First, scan it for existing clients and let them know you’ll be there and would love to see them. Invite them to the booth for a special “thank you” gift. Next, look for people who are currently in your sales funnel but haven’t made a decision. Reach out to them as well. Offer them a helpful piece of information you’ve put together like a city guide to the place the trade show is held or a checklist of things to consider when buying your product or service. Finally, make a list of people who are not customers or prospects but they fall into your ideal customer demographic. Reach out to them and/or follow them on social media. Whenever possible, set up meetings ahead of your arrival so your time at the trade show can be the most productive.
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