How to Work a Trade Show: 6 Musts for Successful Exhibiting
MPG’s trade show work has given us a lot of insight into what works, what doesn’t, and what companies are doing to keep their trade show exhibits fresh. In our next few posts, we’ll be exploring some trade show best practices and offering ideas for successful trade show marketing.
You’ve got a beautiful trade show exhibit with a great mix of activities that bring your brand promise to life. Now it’s up to you to bring in the leads. Here are some tips for getting people in your booth, then making the most of the relationships you build there.
- Get Your Team on Board: Hold a pre-show briefing to detail what will be happening in the booth. Preview all activities so team members know what to expect, and make sure all are on the same page with your key messages. We like to do one comprehensive meeting the day before a show opens, then a smaller “check-in” meeting each morning before the crowds arrive.
- Prepare ‘Em for the Spotlight: Your people are the face of your company, of course, but trade show days can be long and tiring. You never know when a VIP could catch someone letting down his or her guard. So lay some ground rules to help ensure your team is at its best. For example: No texting, checking email or playing on smart phones, no eating or chewing gum in the booth, and make sure all attendees are greeted with a smile. Designating an out-of-view spot to decompress and staggering lunches and breaks will help keep everyone fresh and on their toes.
- Use Professional Hosts and Crowd Gatherers: Marketing at trade shows is a special skill. You may have great company reps but drawing people into your booth might not be their strongest suit. Plus, when things get busy you want your best people closing sales. Professional hosts and crowd gatherers are engaging, approachable and expert at bringing a steady flow of attendees to your booth. A company like Moening Presentation Group can help you hire hosts whose look and demeanor best represent your brand.
- Pre-Qualify Attendees: Hundreds of people can go through a trade show booth every day, but not all are what you might consider prime prospects. Some are looking for swag, some are just browsing, and some are family members of attendees. You’ll want a plan to target those who are truly interested in your offerings and prepared to either buy or recommend. Your professional hosts and crowd gatherers offer a great low-tech way to find and send high-interest attendees to your reps. Or you can go high-tech with a digital pre-marketing campaign. Learn more about that here.
- Designate an Answer Expert – Arm everyone in your booth with basic talking points so they can handle most attendee questions, but have on-hand one or two super-knowledgeable brand ambassadors or thought leaders to take in-depth queries. Make sure booth personnel know where these folks are at all times. If your go-to person has stepped away, let the attendee know he or she will follow up as soon as possible.
- Turn Leads into Relationships –Today’s trade shows are more than a way to showcase your products and services, they’re openers to ongoing relationships. So make sure you’ve put a system in place to keep communicating. If your marketing strategy includes social media, then encouraging Facebook likes is a great way to start. Even better is a program that collects attendees’ contact information and allows them to opt in for further conversations with your team. If you’re curious about how this could work for you, contact us and we’ll fill you in on our suite of solutions.