[Tradeshows are a great way to penetrate a market, build a company and generate new sales leads. Yet most of the companies we speak with feel that they do not get the results they would like to see from their tradeshow investment.
Just going to a tradeshow is generally better than not going at all. But, if you do them right, tradeshows should contribute significantly to your overall marketing success.
So what does “do them right” mean? While time and space will not permit a full exploration of the pre-, during and post-show strategies we recommend to our clients, we have compiled a short list of the most important tactics to consider in helping you enhance your tradeshow success.
1. What’s your point?
As prospects walk through a tradeshow floor, remember they are distracted. They’re not thinking of you, they are thinking of themselves. So think of your booth as a billboard. Have only one message that speaks directly to your prospects’ needs and gets them to stop in their tracks. Make sure this message has a theme that ties directly to your brand.
2. Get them into your booth.
If your prospects don’t stop and walk into your booth, you’ll never be able to speak with them. So have a plan in place to make this happen. Offer them something if they sit through a short presentation. Do something in your booth that will capture their attention. This is not the time or the place to be shy. Again, just make sure that what you do ties into your theme and/or brand.
3. Do it right.
First impressions are powerful. They directly reflect the perceived image of your company’s brand. Tradeshows can deliver some of the most qualified prospects you could ever wish for. So don’t leave that first impression to chance. Make sure that your overall image, message and display reflects the quality of your organization’s brand. You shouldn’t be cutting corners.
4. Capture names and follow up after the show.
Sounds like a simple and obvious thing to do. But we can’t tell you how many times we have seen companies that have no data-capturing system or follow-up plan in place. Develop a comprehensive plan before you go to the show. Make sure everyone in your booth knows what the plan is. And then execute that plan immediately upon your return from the show.
There are many, many more strategies behind producing a successful tradeshow. If you would like to discuss them, please feel free to give us a call.
As another year comes to an end, all of us here at Gumas would like to wish you and your family a most joyous holiday season and all the best in 2006.
Until next month…and next year…
