10 Things I Know About Trade Shows
Deborah Penta is the CEO of Penta Communications Inc., a full-service traditional and interactive marketing firm in Westborough. She can be reached at dpenta@pentamarketing.com.
10. Attention Getter
Trade shows keep your business visible and provide an excellent means of promoting brand awareness, delivering prospects and reinforcing your value proposition.
9. Sell, Sell, Sell
Motivate and train your staff to be salespeople at the show. If your staff doesn’t want to sell, keep them in the office. Make the show work for you by taking a proactive approach of generating leads.
8. Be Territorial
You have one chance to make a smart impression, so be prepared to bring your branded image to the show. Branding your space offers an unprecedented opportunity to get noticed and to stand apart from your competition.
7. Give And Take
Companies waste thousands of dollars on premiums that people throw away. When ordering premiums/giveaways, ask yourself, “Would I use this?”
6. Come Prepared
A pre-program marketing strategy designed at targeting new customers and inviting them to your booth maximizes your trade show investment.
5. Stay Connected
Take all the leads collected from the show and call each and every prospect, schedule appointments and fill your pipeline.
4. Be Different
Make your booth an interactive and engaging experience for your prospects. When you bring your products and services to life and create an experiential environment, you immediately set the tone for how your company is different.
3. Establish Rapport
Literature should be kept to a minimum. Why give prospects too much information and make it easy for them not to engage in a conversation? Encourage a dialogue with your prospects and save the literature for your follow-up meeting.
2. Get Serious
Make sure you implement all the right marketing and keep your booth staffed with “A Players” who can make a great impression, ask the right questions and drive leads home.
1. Set Objectives
Develop a micro-plan specifically related to the particular trade show with specific and measurable goals. What gets measured gets done.
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