Trade shows are a great way to showcase your business, network, attract customers and raise your profile. Exhibiting can bring lucrative rewards, if it’s done right.
Here are some top tips on how to make the most out of trade shows.
Firstly, choose which show you want to participate in. There are thousands of trade shows around the world every year, make sure you pick the one which will yield the most benefits, not simply the one which is nearest. This is particularly important if you can only afford one show a year.
Next, do some planning and write down your objectives. Is your goal to increase sales? Meet suppliers? Check out the competition? Having objectives will help determine what your exhibition stands look like and the approach you take.
Be strong when it comes to negotiating a pitch and a price. You need to find a decent spot by which there will be maximum footfall. Experts advise registering as early as possible for a show to guarantee a good place.
Run through an inventory of all the materials you will need on the day: stands, brochures, business cards, branded pens. Will you want a laptop and a projector? Do you need an extension lead?
If you are taking staff with you, brief them on your objectives and some basic customer service protocol, should they need it. Remind everyone that they are ambassadors for the company and should appear professional and knowledgeable at all times. While selling, if course.
On the day, be personable and friendly. Make sure you ask browsers who they are, where they work and which of your services they might be interested in. Request a business card, don’t simply leave a bowl out for people to drop their details in. Spend time with browsers, after all it’s quality not quantity that counts.
Make your stand inviting. Think about providing coffee and tea to draw people in, maybe incorporate a less formal area with a sofa, where people could watch your corporate video. You don’t need to be loud and brash to attract delegates.
After the show, follow up all of the new contacts you have made as soon as possible, while the show is still in their mind. Experts say this should happen within five days.
Finally, evaluate the show. How was your performance? Did any leads turn into customers?
These suggestions may seem obvious, yet you’d be surprised at how unprepared some businesses can be. Bear these tips in mind and you can’t go wrong.