For businesses that are looking for ways to expand their lead generation efforts and engage new prospects, trade shows offer a high ROI opportunity. But to make the most out of these events, it’s important that you have a plan.
Maximize Your Trade Show Experience
Participating in trade shows affords businesses of all sizes numerous perks and advantages that allow for strategic growth and engagement. Some of the top benefits include:
- The simple act of being at a trade show promises increased exposure for your brand. Between having your name on the list and getting a backlink on the trade show website to having a custom booth with your logo plastered on it, there are plenty of opportunities for you to get your business in front of captive eyeballs.
- Your business is constantly promoting its products and services, but a trade show offers a unique platform. Nothing beats face-to-face communication and the ability to interact with people and win them over with your personality, charm, and passion.
- Even though most trade shows and exhibitions limit the number of vendors in a specific product category, you’ll likely get the chance to interact with a few of your competitors. This can be healthy, as it provides you with an inside look at some of the tactics they’re using to reach customers.
Every trade show is unique, and your experience will be strikingly different from anyone else’s experience. However, there are some practical things you can do to enhance the opportunity and enrich your ROI:
- Select the Right Trade Show
Depending on your industry, there may be a handful of trade show opportunities for your brand throughout the year. The key is to select the right ones. You want to participate in trade shows with audiences that overlap with your own target market. It doesn’t have to be your exact target market, but there does need to be a high degree of relevance for it to be worth your investment.
- Plan Ahead
Planning should kick into high gear as soon as you’ve selected a trade show and confirmed that you have a spot. Start by getting all of your internal logistical issues sorted out. This includes selecting the right team members, securing travel, booking hotels, and finalizing the budget.
“In addition to event logistics, pre-show campaign planning is key,” marketing strategist Morgan Kelleher writes. “Are you launching a new product around the same time as the event? Do you have big news to share during the week of the show? Do you need to print product sheets and order giveaways? Start preparing emails for the trade show at least four to six weeks before the event.”
- Be Strategic With Location
Location within the trade show can be a big deal – particularly at larger events with dozens or hundreds of booths. Prime real estate – such as a location near the entrance or by food – will come at a premium. Gather details on the costs and look into how you can enhance your standing.
- Design a Compelling Booth
Unless your brand is a household name in the industry, people aren’t going to walk up to your booth and start engaging with your company. You have to compel them through highly engaging booth design and purposeful interactions.
Your people shouldn’t hide out in the booth. They need to stand in front of the booth and engage people as they pass – pulling them in to learn more. And before a prospect leaves, you should offer additional information.
“You always want to provide people with some written materials on your brand before they walk away,” Printing Center USA advises. “A well-designed, on-brand brochure or print handout is cost-effective and non-intrusive. Be sure to have a stack of these on hand.”
- Follow-Up and Close
The trade show doesn’t end when the booth is deconstructed and everyone goes home. In the days after the event, your sales team needs to follow up with leads and attempt to nurture prospects through the purchase funnel towards a close.
Do You Have a Plan?
If you don’t have a plan in place, a trade show will be nothing more than a drain on your time and resources. But if you’re willing to work ahead and develop an intentional plan of attack, you’ll be rewarded with an experience that’s fruitful and beneficial for months to come. Now’s the time to head to the drawing board and craft a trade show strategy that elevates your brand above the competition.