Let’s talk trade shows. I know, I know. I can hear the groaning already.
- People just come for the free handouts.
- Trade shows suck money out of the budget.
- They don’t provide any returns on my investment.
- We only exhibit at trade shows because our competitors do.
- They hurt my feet!
All of the above and then some are true most of the time – especially the feet part. If your dogs aren’t barking at the end of a trade show then you’re not working hard enough.
Plan, Plan, and Plan Some More
The biggest reason for trade show failure is because there was no thought put into it or for that matter the rest of your marketing. Advertising 101 – start with a strategic marketing plan. In this plan you will develop your key message and how that message will be distributed. But that’s another article. This one is about trade shows.
When executed correctly, trade shows really can pay off! Which leads us to your first big decision. What are you looking for when determining ROI (return on investment)? What do you want it to pay off? Are you looking for sales leads? Are you introducing a new product? Are you a new company? Or, are you there because you believe you are sending a message if you’re not there? Your answer to this question will guide you through the rest of the planning process.
Next, what shows are you going to and more importantly who is attending the shows you are exhibiting at? You need to be at the right show with the right people in order to get your pay off. If you’re selling something this audience doesn’t need, want or care about then you shouldn’t be there. Talk to the show organizer – they can provide you with a lot of useful information beginning with a basic attendee profile. If you’re attending a show for the first time, I highly recommend registering as an attendee and walking the show, gathering information and getting a feel for the show. Then exhibit the following year when you have a better grasp on what you’re walking into.
Countdown to Show Time
Time to pre-plan and pre-promote. Stick to your company’s overall marketing message. Your exhibit should be an interpretation of that message. It should coordinate with your branding, your literature, and your advertising. Your audience should know it’s your booth without having to read your name on a graphic.
Your exhibit space isn’t the field of dreams. Just because you built it doesn’t mean they will come. You have to let them know you’re there and more importantly give them a reason to come see you over someone else. Two ways to communicate with your audience are through a direct mail effort or e-mail blast. Show management will usually provide exhibitors with a list of past attendees and currently registered attendees.
Talk to show management about sponsorship opportunities. These provide various marketing opportunities prior and during the trade show that might be applicable to your goal and audience.
Your biggest asset and marketing tool at a trade show is your staff. Choose carefully when picking who will be working your exhibit. We’ve all heard the basic dos and don’ts of trade shows. Do appear friendly and open. Don’t talk on the phone or answer e-mails on your blackberry. Here are some more important characteristics to look for when picking your booth staff.
- Someone that can be “on” for a long period of time. It may seem like a joke, but the truth is trade shows are long hours and it’s exhausting for some people to appear friendly and interested for long periods of time.
- Someone that is a good judge of character. Not everyone that comes to your booth is in your audience. You need to figure that out quickly and politely, and send the rest on their merry way.
- Someone that fully understands your product and knows how to sell it. If your staff can’t sell your product then who is going to buy it?
It’s crucial that you train your booth staff. They need to be able to identify the audience and understand the purpose for being at the show.
Lights, Camera, Action
Be smart when choosing a giveaway. There will be people that are only at your booth for a freebie. Give them something - just make it a less expensive something. Just because they are not your audience today doesn’t mean they won’t be your audience tomorrow. Save the special giveaway good prospects. Make it something relevant and beneficial to your audience.
One of the biggest missed opportunities at a trade show is the media. A little public relations can go a long way. Again, talk to show management and find out what media will be attending the show. Hold interviews with editors and publishers. This keeps your message going past the limited days of the show. If you don’t have something new to say – so what? Automakers reinvent the wheel every single year – why can’t you?
It Might Be Over, But It’s Never Finished
Just because the show is done doesn’t mean your work is. I know you’ve been out of the office and your e-mails have backed up. Maybe your mailbox is even full. Your audience is having this same experience and that’s why you need to follow-up with them immediately. Don’t let them forget you, your company, or your product.
Don’t just stop there. Contact the portion of your audience that you didn’t speak to at the show. Contact the media. Even if you met with them at the show and handed them a press kit – give it to them again. Last but not least, follow-up with your booth staff. Find out what they thought of the show, the attendees and the booth. Make notes about what worked, what could be improved upon and what didn’t work. This will come in handy when you’re planning for this show in six to nine months.
When analyzing your return on your investment, take into account all aspects of the trade show - not just how much product you moved. How many mentions did you get in the media based on the interviews or information you sent out? How many sales leads did you receive? How many current customers did you meet with and maintain a strong relationship with?
When thought out, a trade show can be beneficial to your marketing program. One thing is for sure; it will always remain hard on your feet.