Trade shows are a fantastic way to nurture current clients, find new prospects, and stay on top of industry trends. We know that they are also an excellent opportunity to grow your business if you follow the right steps. In this first blog, we will discuss all the things you need before a trade show, so you don’t miss any detail.
Before the Trade Show
The Early Bird
Don’t wait until the last minute. Depending on their magnitude, some events need up to three months of planning. Others only need a few weeks. Identify possible roadblocks and keep the whole picture in mind.
- Set Specific Goals
- Before arriving at the trade show, have some clear, quantifiable goals established.
- How many new prospects would you like to obtain?
- How will you connect with existing customers?
- Do your booth staff know your company’s goals?
- Has your team found taking points for target companies?
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Merge Email, Website, and Social Media
To get the most out of your investment, use a combination of communications channels. Some examples are:
- Send emails to trade show attendees.
- Update your social media covers.
- Announce your presence in some social posts.
Don’t forget to use the trade show hashtags. Also, retweet key influencers to get running with the trending topics. If you are looking to drive interactions with your brand, live tweeting is also a good strategy. If the show is during non-working hours, apps like HootSuite get you covered by scheduling automated tweets and social posts.
Support your social campaign with an email campaign. Start a few weeks before the event and end it a few weeks after. Remember to prepare a drip email campaign for new leads you capture during the event.
Schedule Appointments Before the Show
Events are busy for most attendees. Send invites to prospects and current clients to come by your booth. Pre-arranged times to give them the attention and quality time they deserve.
Pro tip: Set appointments at weird times, such as 11:43 a.m. People don’t forget appointments at unique or odd times.
Prepare a Presentation
Having games and giveaways are fun, but they may attract the wrong people. Direct all your content on presentations that catch the attention of your audience and transmits your company’s skills and values. Presentations are also a smart idea if the floor is crowded, as long as you have enough room in your booth.
Train Your Team
If your team isn’t inviting, engaging, and well-informed, save your money and stay at home. It doesn’t matter how cool your booth is or how much you spent on advertising if your staff isn’t prepared. Training pays off big time when it comes to making the best possible impression on customers.
Details, Details, Details
Make a list of all the things you don’t have to forget: from pens, papers and a trash can to live-saving duct tape. You never know if you may need it, but it is better to avoid last-minute visits to Target. Think of all the potential situations, and make sure you are prepared.
Want to know how to have a successful event? Wait for Part II for tips and best practices to follow during and after the event.
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