If you are familiar with industry events called trade show, you know how valuable they are to the growth of your business. The trade show offers a wealth of opportunities to increase brand awareness, network with prospects, and sell.
The most well-known is Southwest Airlines' annual SXSW event in Austin, Texas. Emerging companies such as Twitter and Foursquare have been able to gain early traction, primarily thanks to the unique marketing tactics they used at the SXSW conference.
A trade show is just an event where products and services from a particular industry are exhibited. While more and more businesses are conducted online, trade shows offer merchants and participants the opportunity to discover and develop new business relationships and discover new products. If you don't know how to find a sample that is unique to your industry, Trade Show News Network and 10times are two sites that provide a list of samples from different industries.
Many plans are needed to exhibit at the trade show. Preparation should start at least 2-3 months in advance. It's not just about appearing and expecting the best. There is a lot of competition and it's easy to get lost in the booths and the sea of enthusiastic participants.
With this in mind, follow the tips below to knock out your first trade show from the park.
1. Find out who will participate
At many trade shows, a list of participants is available in advance. Do your research to find out which contacts are interested in your business and send them a short introductory email.
Consider letting them know that you want to see them and encouraging them to stop by your booth. However, sell the service immediately to avoid spamming your inbox. Keep in touch easily and personally first. If you need help setting up your email marketing, check out our article on the best free email marketing tools for startups and small businesses.
2. Bring "Team A"
The teams participating in the trade show can have a significant impact on how the event progresses for the company. There are two options. You can either bring an in-house team or sign an event staffing agency with work experience at a trade show. Whichever you choose, understand that the people working in your booth will be the face of your business. That's why it's important to have a friendly, professional, motivated, and outgoing group that represents your company.
In addition, keep your expertise in mind when choosing trade show staff. We would like to bring in team members who complement each other's skills. PR pros can respond to media inquiries, salespeople can optimally convert leads, and technical specialists can answer technical inquiries.
3. Prepare the staff
Be prepared for questions. Inevitably, everyone who staffs your booth will be asked for details. This means that all trade show team members must be experts in your product and company. Make a list of expected questions and role-plays before the show to make sure your team is ready. You are glad you did.
Asking people to approach the booth is just as important. Your goal is not only to sell, but also to establish mutually beneficial relationships. What do you offer that they find useful? The only way to know is to qualify them. Even if your product or service doesn't fit well, they may know someone who can benefit from it.
4. Get ready to demo the product
It is important to display the product and prepare it for participants to test. People want to see, touch, and taste something before they buy.
5. Physically prepare
Trade shows can be mentally and physically exhausted. If you are extroverted, there may be no problem with the super social atmosphere. If you are more introverted, you can run out of energy in the middle of the day.
Be sure to sleep before the event. Keep hydrating and avoid excessive alcohol if provided. Most of the day you stand and sit, so take a walk to cleanse and shed blood.
6. Include seats or lounge space in the booth
For tired trade show participants, nothing is more attractive than a comfortable place to rest.
Lounge space brings more traffic to your booth and keeps potential customers longer. Needless to say, it's great to have space where you can relax with a cup of coffee and chat about the product.
7. Distribute things for free
People love free stuff and expect to get a good score at the trade show. You can seduce the crowd with something as simple as a freshly baked cookie, or take it one step further with promotional items such as pens, hats, and notebooks. A bottle of water. Be sure to offer something related to your brand.
Don't be shy about giving away giveaways. The more participants see your product, the more he or she wants to find your booth and find out what you are doing. This strategy is great for sale, as after someone has tried something, they often feel they have to make a purchase. It's called the Law of Reciprocity — use it for your benefit.
If you're looking for a place to create great promotional materials, here are some of your favorite sites.
8. Act positively
You don't have to wait for others to ask you questions. Let's start the conversation! "Did you know that our products are organic?" "How about the samples so far?"
If you're shy, don't think too much. Keep in mind that the point of the trade show is to make connections.
9. Become a speaker
This strategy requires a little more preparation and effort, but if you can contact the trade show management in advance and convince them that something is worth it, you will establish yourself as a sort leader in the industry. can do.
If you have the opportunity to speak, avoid promoting your product or company as it can be unreliable. To be beneficial. We provide the audience with something truly valuable. In the end, if you have the opportunity, encourage the listener to speak one-on-one.
In addition, don't forget to attend other lectures and panels to get the most out of your trade show experience.
10. Assemble a memorable display
The average human attention is only 8 seconds. This does not take into account all the distractions at the trade show.
Creating an attractive trade show booth will help ensure that potential customers stop by. When it comes to displays, throw away the words in the image, as the human brain processes images faster than text. Try to make a display that can be seen from a distance. Your goal is to be noticed, not ignored.
11. Bring your business card or pamphlet
Not only that, please bring a lot. Almost everyone you meet will want to exchange business cards. You don't want to run out.
Your business card is an invitation to a long conversation that transcends trade shows and is a concrete reminder of who you are. It's a professional necessity. Without business cards, you look out of place and people are less likely to take you seriously.
12. Take lead notes
Trade show often has a system that scans attendee badges that can capture the notes of the individuals they meet.
Another great option is a mobile app that allows you to scan business cards and attach notes. Perhaps you are a pen and paper note-taker, and that's fine too. Simply have a system in place to record potential customer needs and wishes so they can be remembered and addressed during follow-up.
13. Follow-up
Speaking of follow-up, this is one of the most important parts of attending a trade show and is often abandoned. Remember your main goal: Turn your trade show referrals into long-term business relationships.
With this in mind, reach out to the people you meet. Browse lead notes to create personalized messages that address the individual concerns and desires of each potential customer. Do all this within a few days of the trade fair. I don't want to lose momentum.
14. Participate in social media
Under the bustle of the trade show, social media chatter continues. Don't give it up. Twitter is an easy way to connect with other participants and keep your followers out of the event (see our small business Twitter guide here).
The most trade show has official Twitter hashtags that you can use to record your day. Schedule posts in advance, keep your regular social media routine going and use Facebook and LinkedIn to network with other participants you meet throughout the day. This makes the follow-up process much easier.
Final idea
It's not easy to stand out at a trade show. It requires a lot of planning and effort. But it's also a great marketing opportunity that can offer huge profits to open new business channels. Plan well, have fun and embrace new people. I don't know who to meet.
Finally, once you've said everything, learn from the mistakes, figure out what worked for the other exhibitors, make the right adjustments, and prepare for the next show.
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