In a world of websites and emails, trade shows offer one of the true opportunities to build relationships with face to face contact. Something every business can use a little more of. This is why trade shows continue to be big business for all businesses.
Here are Five Trade Show Exhibit Best Practices:
- Never exhibit at a new trade show. New trade shows are untested venues. In today's economic climate, businesses have very limited time and money to experiment on unknowns and promises. Save your cash for the regular, proven shows that reaches the key decision-makers of your industry.
- Be cost efficient. Re-think what a trade show is about: a trade show is a concentration of opportunities. What is important: to have your products on display or a fancy/expensive booth? What do you want to present: a corporate image or your expertise? What do you want to bring home: expenses or leads?
- Create a buzz. Months prior to the trade show, spend time informing existing clients and the market of the upcoming show. Use the show as a platform for a new product launch.
- Train your trade show team. Trade shows are unlike other environments. Limited time and attention of attendees requires quick qualifying, and lead generating tactics. Make sure your team is prepared and knows how to approach, engage and welcome buyers.
- Call them while they're hot. Sales people frequently make the mistake of contacting trade show leads, months after the show. Make sure your team has extra time to follow-up with all leads within weeks of your trade show exhibit.
Today, in order to get the maximum benefit from a trade show, much more effort is required compared to the past. The time when all you needed was to show up at the trade show and set-up your booth to get orders are gone. The market is very competitive and the stakes are high. The amount of preparation and follow up going to an event the scope and the magnitude of PRI for example is almost as important as being at the event itself.
Francisque Savinien, PRI
