5 Tips for a Successful Trade Show

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Trade Shows – Done right can be very successful – Done wrong and you waste a lot of people on trade fair convention - blurredmoney and resources.

During the recent recession, many businesses opted out of doing trade shows to conserve budget. Now, trade shows have been added back into the marketing mix; albeit strategically. Being an exhibitor is expensive so optimizing every element around a show is vital to get the kind of prospects you’re looking for. Here are 5 tips to maximize your trade show success:

#1 – Message: Define your key marketing message for the show’s attendees. What are you trying to convey to prospects? Why should someone do business with your company? Messaging should be more than you have the best widget.

#2 – Inviting Booth: Is your booth comfortable? Can people easily walk into your booth? Are there products on display? Giveaways?  Are the booth graphics compelling?

#3 – Engaged Staff: Are the folks staffing your booth professional and knowledgeable? You might say this is a no-brainer, but I see tons of booth staff chewing gum and reading their emails instead of engaging folks passing by their booth. Also, are the booth staffers outgoing? Again, this is obvious to many, but I often see engineers staffing a booth that oftentimes are not the best in engaging attendees in conversation.

#4 ­­– Eyes Open: Is your staff working all corners of the booth? Funny how many times I’ve seen booth personnel with their back to the aisle! Yikes! This is Sales 101.

#5 – Promises: Make sure you deliver on what was promised to the prospect. “I’ll send you some literature (white papers, app notes, etc.) or “I’ll have one of our customer specialists give you a call.” Make sure your promises are kept.

With all the activities leading up to a trade show, making sure everyone is ready for “show time” can make all the difference in a successful event. Oh, and one more important tip: Make sure you keep your appointment for selecting your booth space for the next show. If not, you risk losing your seniority and preferred location.

Happy Marketing!

PJ Jennings

Jennings & Associates

www.JandACommunications.com


Also published on Medium.

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