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Trade Show Tips
- Define clear objectives: is it lead generation? Introducing new products to current markets — or current products to new markets? Maintaining relationships with existing customers? Publicity? Spend time up-front defining objectives to avoid disaster.
- Define measures of success: number of leads? Sales quota within three-, six- or twelve-months? Number of attendees to presentations or keynote speech? Make sure all co-workers understand these measures.
- Choose the right shows: are the attendees the right audience? Is it better to attend more smaller shows, or fewer large shows? Should you have a single space, or double space? A clear strategy will help you make the right decisions.
- Do more than just exhibit: set lunch/dinner dates with key attendees long before the show, give presentations, establish media coverage, network with association management, open a hospitality suite, attend breakout sessions (and listen to Q&A from your prospective customers!), walk the floor to research the competition, network with other exhibitors who could become partners, etc.
- Set rules for your staff: this isn’t a vacation out of the office! Don’t sit down — engage the people on the floor. Make eye contact and say hello to every person passing by. Make lunch and dinner plans with prospects. Ask questions of the visitors—rather than spouting off sales pitches before you qualify someone. Don’t let a prospect escape without getting complete contact info.
- Lead acquisition: Create appropriate promotions so attendees are willing to give up their info. Remind your staff that they are being measured on their performance. Ask questions of the visitors to your booth. If you are giving a presentation or hosting a luncheon, don’t let attendees out of the room without complete contact info.
- Lead management: 100% lead follow-up is not an option — it is a requirement. Phone calls, emails, thank you cards, newsletter sign-ups — do whatever it takes. Hire outside telemarketing services for follow-up phone calls if needed.
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