5 key strategies for trade show success

Up through 2009, studies were showing that trade show attendance was declining — an indication of the bad economy that wrought havoc around the world. Yet, new research shows that 2010 has found attendance rebounding. This news is reinforced by the record attendance at shows like the Consumer Electronics Show 2011 (CES) in Las Vegas in January and the NAMM Show in Anaheim last week. In addition, InformexUSA is predicting record attendance numbers for their trade show in February. 

If you are rethinking sending your team to trade shows this year, you may be missing out on a golden opportunity. If handled correctly, in one weekend, you can make more new connections than in months of cold calling. But if you show up with more of a whimper than a bang, you may, indeed, be shooting yourself in the foot.

 Here are 5 key strategies for trade show success that can make your trip a major victory.

1. Nail down your goals
   Take the time to create a list of goals for the trade show. Are there people you want to meet? Do you want to generate a certain number of leads from your booth? Analyze what goal has the greatest chance of success. Then hammer out—in detail—how you’ll go about meeting that goal. 


2. Nail down your message
   Make sure your people know how to communicate your main message by preparing and practicing answers to the most likely questions attendees will ask. Yes, it may sound silly doing a practice run for a trade show, but practice makes perfect. And nothing can hurt your brand more than stammering over a question from your customer or your staff providing different answers to the same question.


3. If you don’t have big bucks, you better develop a POV
   It’s easier to convince people to talk to you if you actually have something to say. Think about it. At most trade shows, it's the big, multi-booth exhibits that catch everyone's eye. What can you do if your budget allows for only a single booth spot in the back of the auditorium? Take a stand. A provocative theme or even just a banner in your booth can be enough to create a buzz. It will also help you stand out and give you a presence beyond the size of your company.


4. Use your space in a novel way
   Get creative with your real estate, and don’t just decorate the walls with corporate messaging. Think about what your customer wants to see as opposed to what you want to say. As with any type of marketing, think about your booth from the point of view of the people you are trying to attract.


5. Don’t leave your leads hanging
   Getting qualified leads is one of the things you probably wrote down as one of your goals (see strategy #1). But like really good produce, leads are best used when they are fresh. I was astounded when I read that 80% of leads gathered at trade shows are never followed up.

   You need to create a system for following up on trade show leads. And it starts even before the show. Develop a follow up packet or mailer. It's a lot easier to follow up with someone if you already have an idea of what you are going to send them. Also, create a system for judging the strength of each lead. That way, if you are actually inundated with leads, you will know which ones deserve your attention first.

All of these strategies can net results without demanding a big investment. They just take a few extra brain cells. What are some strategies that you have found worked? Let us know in our comments section.

And of course, if you need help getting more return on your trade show investment, get in touch with us.  

Kevin Duffy is the Creative Director for The Duffy Agency's Boston office.

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Comments

[Skyline New Jersey]

Great strategies that are important to every trade show vendor. Follow up might be one of the most crucial parts of a trade show and it is crazy to see such a large percentage of people not doing so. Good post!