The biggest mistake a company can make is going to a trade show without a measurable marketing objective. Studies have shown that an exhibitor has between 7 and 10 seconds to capture a potential customer. The booth graphics are a company's first introduction to your company. A customer needs to know who the company is, what your selling, and why they need you or your services.

Trade shows are a great way to expand your business and collect qualified leads. Surprisingly, studies show that most leads generated at shows are not followed up on. Show follow-up should happen within five days after the show, not several weeks later when the contact is cold.

Generate PR at your trade show. It's an excellent opportunity to meet face-to-face with industry editors and reporters to present story ideas, introduce your executives or spokespeople, and to establish ongoing relationships. Get your message out there in local publications and the exhibit program.

As you're speaking with exhibit attendees, ask them questions and conduct a little research. Here's your target audience -- ask them about their opinions on your product or your competitors.

Don't assume attendees will find you. Start with some pre-show promotion and stand out with an exceptional booth and graphics. Plan to give away brochures, flyers and promotional items to gain traffic.

To get the best return on your trade show investment you need to plan, prepare and then follow up. We have the expertise and we'd love the opportunity to help you with your next trade show display.

 

Nancy Buckley
Account Supervisor

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