BLACK COW MEDIA
  • Welcome
  • Speaking
  • Thoughts Of The Moment
  • How can we help?

5 Keys to Trade Show Success

8/1/2014

0 Comments

 
Picture
PictureEarly planning is key to tradeshow success.
Planning on exhibiting at trade shows this Fall? 

Here’s some points to consider to help insure you have a successful show.....after all, now is the time to be thinking of what it is you are trying to achieve.

1.       Understand WHY you are exhibiting at this particular show.
Having a game plan of why you’re going and what, specifically, you are hoping to accomplish at this particular show is important as it lays the foundation to much of the rest of what you will want to be doing. 
Will you be launching new products? Introducing new personnel or systems?
Maybe, you’ve updated your logo or done some other brand updates you want to introduce?

In short, whatever you’re hoping to accomplish by attending the show in a few months should drive how you plan now.

2.       Lay the groundwork to be successful 
Now is the time to be re-doing graphics, updating your pre-show invite list, getting the new collateral materials printed, etc. to make sure that you are communicating the proper message to all who visit your booth during the show. Too often, our day-to-day business activities make us put off these things until last minute and, inevitably, balls get dropped. 

So, make your to-do list (if you haven’t already) and begin checking things off one by one.

3.       People, People, People
We’ve told you before that research show that 85% of your success at trade shows is determined by the people you have in your booth…so make sure you have the right people working in your booth AND make sure they are fully prepared. From top to bottom, everyone is your organization is a Brand Ambassador. Make sure everyone understands that and remains an enthusiastic brand ambassador throughout the entire duration of the show.

Too often, on the last day of the show, the only people to be found in a booth are the folks who are there to do the booth tear-down or others who might not be knowledgeable or someone you might not want meeting with an important potential customer. Show attendees continue to say that often they cannot find the “right” contact people from the exhibiting company in their booth. Don’t let this happen to you when important potential customers are still on the trade show floor.

4.       Leads….Generate. Distribute. And – Follow Up.
Do you do pre-show mailings? Do your salespeople make phone calls and personally invite their customers to your booth. Does your entire team work hard to insure that you get all the right customers – and potential customers – to your booth? Well…the time for that to happen is NOW. Develop a plan to insure you maximize booth attendance, confirm who is coming, and then be prepared for when they will arrive. If you can, confirm a day/time they will be at your booth so that you will be prepared. Hoping a target customer will come by your booth and stop is not a strategy.

When those key potential customer contacts have visited your booth, and then distribute those leads to all the proper people in your organization – both headquarters level and regional level.

Too often, we hear stories that the local personnel who make regular calls on a customer are never informed that they visited the company’s booth. Or, that the sales manager stuffed the customer’s business card into her pocket and never informed the local sales rep of the customer’s visit. AND….MAKE SURE YOU USE AN ELECTRONIC LEAD RETRIEVEAL SYSTEM.  It’s amazing to us when we hear that people do not choose to use one of these. There’s simply too many ways for the critical customer follow up to “fall between the cracks” when you don’t have an electronic system to insure booth visitors get proper post-show attention. So…go ahead and stuff the business cards into your pocket….AFTER you scan their badges!

Finally, have a follow-up plan to insure that 30, 60 , 90 days after the show you make sure your valuable leads have received literature, a sales call, or whatever other post-show follow up is necessary. Follow up. Follow up. Follow up. Studies show – and our own research within the hospitality tabletop category confirms it – that the majority of the leads generated never receive follow up. If you’re not going to follow up with people who visit your booth….why bother going?

5.       Post-Show Review
While buying cycles in various industries vary greatly, make sure that you are putting all show leads into a sales “funnel” and are doing periodic follow up. Also, make sure that if a lead has an immediate follow up need that this happens in a timely manner. If your goal for a show is a more subjective one (i.e., introduce new personnel, re-positioning your brand, etc.) make sure you include this in your review. How effective were your re-positioning efforts? Have you continued that effort post-show? Has your new personnel continued to introduce themselves to your key – both existing and potential customers?

Keep in mind, it takes a period of time, sometimes months, to properly understand and evaluate the ROI on any particular show. The subjective feeling you have as the show closes is only one brief measure of whether the show was “good” or “bad”. Take that show-closing feeling into consideration, but do your true measure over a period of time after your extensive follow up program has had a chance to work its magic.

Finally......it’s true that trade shows are expensive – both in terms of money and time spent. 

However, we still continue to believe that trade shows still offer the very best opportunity for hospitality tabletop companies to grow their brands – and their business. This can only happen when exhibitors have done all they can to do to help themselves have the very best show possible – before, during, and after the actual show itself.


0 Comments



Leave a Reply.

    Archives

    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    January 2017
    December 2016
    November 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014


    Black Cow Media

    Branding for the real world


    Categories

    All
    Alan Weiss
    B2B
    Black Dog Strategy
    Brain-tattoo
    Brand Building
    Brand-building
    Branding
    Branding-diva
    Branding-diva
    Brand-videos
    Brand Voice
    Career Passion
    Content Development
    Content Marketing
    Customer Engagement
    Customer Experience
    Customer Journey
    CX
    Differentiation
    Gary V.
    Great Brands
    Guest Experience
    Illy
    Instagram
    Job Search
    Karen Post
    Leadership
    Marketing
    Misfits
    Next Generation
    Oxygen
    Personal Branding
    Profits
    Recruiting
    Recruitment
    Restaurant Branding Roadmap
    Robin Sharma
    Sales
    Selling
    Seth Godin
    Social Media
    Success
    Tabletop
    TabletopJournal
    Talent
    Talent Acquisition
    Talent Management
    Think Different
    Tom Peters
    Trade Shows
    Trust
    Value


    Sites We Like...A Lot

    Rest. Branding Roadmap
    Brain Tattoo
    Ries and Ries
    Guy Kawasaki
    Sticky Branding

    TabletopJournal - celebrating the world of hospitality tabletop!
    TabletopJournal  Celebrating the world of hospitality tabletop!

    RSS Feed

Picture
Contact us:
Email: dt@blackcowltd.com
Tel: 908.239.8597
Address: 4401 Eastern Avenue, Box 6, Baltimore, Maryland USA 21224

Follow us on Twitter


© 2019 Black Cow Media, LLC. All rights reserved.
  • Welcome
  • Speaking
  • Thoughts Of The Moment
  • How can we help?