Making the Most of Your Trade Show Opportunity

So you’ve booked a site at a trade show.  Good for you!  The experienced and seasoned trade show participant knows it’s important to market your attendance leading up to the event, but some of you may not know why.  Here I’m going to give you the tips of making the most of your trade show, especially around marketing.

Why you should bother 

As an experienced business coach, some people say to me “Why bother marketing it?  The organizers do all that.”  And yes, they do.  However, these days with social networks being so powerful, if each participant in the trade show marketed the event (on top of the marketing being done by the organizers) the exposure will become so much more profound – almost viral.  The more people know about the trade show, the more will come and the more business that will be done at the event – by everyone.  Remember if everyone does it, then you all will get exposure to a heap of people who might not have otherwise.

With so many ‘touch points’ needed these days (22 from last count by Google) if someone sees the event multiple times (you and others) then they are more likely to come.  One invitation from you may just not cut it.

However it’s not just about the show being successful, the fact is that you will be more successful from the marketing.  Remember everything you do has your branding on it.  This means YOU are being seen more.  You are seen as an industry leader.  Your marketing (of the event) will more likely get shared.  Now YOU are in front of even more people (especially if you’ve asked people to share the post or newsletter).  You’re starting (or continuing) to build brand awareness.  Then when people see you at the show, they recognize you and know you.  Remember people do business with those they like, know and trust.

How to market a trade show

Once you’ve determined your trade show goals, next is to develop your marketing strategy.  I strongly recommend you document and save this; do the prep once and then at each show, you can pull up your checklist, refresh/revamp it and use it again.  No need to re-invent the wheel every time.  Also, be clear on your call to action and what you want people to do.  I cannot stress enough the importance of preparation, planning and actioning each of these steps well in advance.

• Develop a social media campaign including the content, images, and message
• Create a website landing page – just for the show. Ensure the content is relevant to a show, perhaps asking questions, offering trade specials or in some way doing something quirky or different.  Take time to brainstorm with your team to come up with something fresh or different.
• Have mentions or newsletter articles about the event.
• Pop a message on your email signature. I adjust my own email signature leading up to every event – so I’m always marketing something with every email I send out (and I send a lot).
• Blog on a subject which will likely interest trade show attendees. Don’t forget your call to action or link to the trade show landing page.
• If you’ve been to one before, share photos of crowded rooms – again helping people feel it’s the place to be, because if so many people come, it must be good and is the place to be.  If this is your first, be sure to take photos for the next one.
• Educate your audience (in fact, this can start well in advance of the show). Every business is different, but you may have typical myths in your industry.  Start unveiling those myths, educating your potential prospect and then when it comes time to buy, you’ve probably developed a degree of trust with them.  Of course, you are going to mention the show too. By the way, 91% of people expect a salesperson to educate them.
• Market your prospects and your clients – a great opportunity to bring on board the new client plus also upsell to a current/old client.
• Consider even adjusting your business card to have the back promo the event, with a QR code on it, or link to a free ticket. A batch of business cards is less than $80 – why wouldn’t you – as long as you’re organized and planned well in advance.
• Consider personal invitations – and ideally via text. First, create a Bitly (shortened) link to your landing page then you can send a personalized message to your list – they will feel it’s a personal invite and more likely to consider coming.  Be sure to include their name … otherwise, it’s likely to feel spammy.
• Setup a QR code and possibly even a specialist hashtag – then incorporate that in your printed material for the event. You may send people to the landing page, a special offer page, a competition or some other means that you ask for their contact info (keep the amount of info you ask for really short) and then they get something in return.
• Ensure all your marketing (including emails) are mobile device friendly; people access a mobile device now more than a PC or laptop … so make it easy for them to potentially do business with you.

What to do afterward (or during)

• Have the means to get contact info … you may be rushed off your feet, so ensure you have a system, it works and it caters for those who are technologically friendly, or not so much. For example, not everyone will have a smartphone that can read a QR code.
• Needless to say, follow up is the key afterward. Prioritize your leads and contact the ‘top’ leads first and then work your way down. Ensure you have team, time and resources on hand to do this effectively.  Now, remember, just because you have a heap of leads, don’t shortcut your sales process, or get lazy with just emailing and not following up.
• Add everyone to your CRM or database and ensure your next newsletter or article will be one which will interest the majority of people who attended the trade show.
• During the show, you would have been asked many questions – these make great content to address in a blog, article, your landing page or your FAQ page. If you’ve been in the game awhile and know your market, even load up these questions in advance.
• After you’ve provided a quote, be absolutely sure to follow up. When I do sales training with clients, they often feel they are hassling people by following up.  In fact, quite the opposite, 80% of people wish to be approached after initial contact.  This is a statistical fact – they want you to contact them.

Some businesses I know almost live off trade shows.  It generates millions of dollars of revenue for them and sustains them for months and months on end.   However, I know this just doesn’t happen by rocking up at bump in, sitting at the booth with your nose in a computer or on a phone and then wondering why it didn’t work for you.  Those who are successful at trade shows (and in business) have a plan, have all their action steps mapped out, likely have checklists and attend the show with energy, enthusiasm, confidence, and gusto.

Donna Stone is a business coach with three decades of experience.  She grew her own business from a garage to be a multi-award winning operation that spanned five locations nationally.  Donna works with business owners and other business coaches, consultants and trainers to help them build their own success.  Her Coach the Coach ™ program has proved exceedingly popular.  Donna is a prolific writer with hundreds of articles written and six books published.  Visit www.donna-stone.com.au