Thousands of dollars are spent each year on companies exhibiting at industry trade shows. There are many things that can be done to assure this money is not wasted. Proper planning is the key element in ensuring success at trade shows. Many show organizers offer discounts to companies who reserve space in advance. Not only does this save money, it alleviates last minute stress and annoyance.
Lead retrieval services may be available for purchase from show management; these can be useful in gathering key information about potential visitors to your booth. Obtaining a list of preregistered attendees prior to the show will give you the opportunity to send a direct mail piece informing them of your product or service and giving them the exact location of your booth.
The representatives you choose to take to a trade show play a significant role in how successful you are. These people must positively represent your company all day; they must maintain enthusiasm and energy throughout a long day of standing and greeting potential customers. They should be knowledgeable about the product or service they are selling and be able to deliver a great deal of information in a short period of time. Be careful not to overcrowd your exhibit area, too many staff members in a small booth will make attendees think your booth is too crowded and deter them from stopping in.
The materials you provide to potential customers are a key element to success at a trade show. Information should be printed in an easy to read format, and on heavy but attractive paper of standard size so it is not lost among other show material and is easy to file for future reference when the attendee returns home. Offering promotional items personalized with your company name and logo is also another way to draw future customers to your booth. Make sure the item is useful so the item is kept in front of the attendee. Sending additional materials in a follow-up mailing immediately after the show will help reinforce the connection made during the initial meeting, and allow you to send additional information that may be relevant.