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Conventions and Trade show Tips

A Simple Guide to Making Connections at Conventions

Conventions are an excellent marketing and networking tool for many small to medium-sized businesses. When managed properly, conventions provide a great opportunity to attract customers, learn more about potential partners or vendors, and build a database of potential leads for the future. The largest conventions may put thousands of prospects within arms’ reach of you, while smaller events offer the opportunity to mix and mingle with peers on a more intimate level.If you’re considering attending a convention, you need to start planning today. Learn how to choose the right event, what you need to keep in mind when networking, the importance of your booth, and what you should aim to offer those who stop by. Once you have these details under control, you’ll be ready to make a lasting impression at your big event!

The Big Decision

There are a huge number of conventions and conferences each year — most likely, more than one applicable to your industry or line of business. Choosing the right convention to attend is a big decision. Spend some time looking over the available information. How many other businesses similar to your own do you think will be attending?

In some cases, you may do better attending a smaller convention or one that doesn’t specifically target those in your industry. You want a convention that will give you the chance to network with those who may utilize your product or service, as well as those who offer products you can use. However, if you can get your foot in the door of a convention where you won’t have many direct competitors, you may be able to obtain leads that are more valuable.

Networking

While at the convention, put less emphasis on making sales and closing deals and more on making connections, building leads, and networking. Decide ahead of time which events you will attend and which you’ll forego in order to operate your booth in person. If there are any social events, use them to reach out and speak to those you consider potential partners for the future.

Booth Matters

Your booth in the dealer or vendor area is an important marketing tool. Clearly, you want to keep it neat, orderly, and attractive to those who pass by. Additionally, you may want to offer something unique or special to encourage people to make the effort to come see you. Outside of attracting potential visitors, you want to make the booth experience “work.” Make sure you’re staffed with knowledgeable personnel and that you have samples, demonstrations, and (possibly) videos available, so you can showcase the key benefits your products and services provide.

The Takeaway

Whether you network with a potential client at a social event or an interested party stops by your booth, you want to provide a way for people to get in touch with you after the event. Start by making sure your business card stands out from the dozens of other cards attendees will pick up at the show. Have some brochures or handouts available, too. These will allow you to share more detailed information.

Collect key contact information from booth visitors, too, including email addresses, phone numbers, and social media profiles. Then, when the event is over, immediately make contact yourself. The goal is to build relationships that will be mutually beneficial now and in the future.

As you can see, there’s more to think about when attending a convention as a professional than just putting on your name badge and showing up. Spend time planning for the big day (or weekend), and maximize the return on your investment of time and effort.

Tips to Wow Prospects at Trade Shows

Trade shows are a proven way to showcase your company’s products and services, but it can be challenging to stand apart in what can seem like a never-ending sea of booths. Here are a few tips to ensure your company gets noticed before, during, and after the event:

    • Send teaser pre-show mailers that encourage prospects to visit your booth. Include a raffle ticket for a giveaway, promote a prize drawing, or encourage recipients to stop by your booth for a free giveaway item.
    • Consider a theme for your booth, such as a Hawaiian theme, coffee shop theme, or sports-related theme. If you don’t want to go the theme route, simply wear attire that is appropriate for the products you’re selling. For example, if you sell ski equipment, you could dress in ski apparel and offer visitors hot cocoa and free demos.
    • Inviting banners and posters that can display your booth/business. We have seen booths in the past where no-one knows what the business is!! This is the whole reason why you are there! Banners can be used over and over again, so the cost/expense is well worth it.
    • Attract visitors with a delicious treat they can’t resist, such as homemade cookies, cupcakes, ice cream bars, cinnamon rolls, or even full-size candy bars wrapped with your marketing message.
    • In addition to having a widescreen display that offers engaging, informative content, videos, and product highlights, remember that print materials (including business cards, brochures, and flyers) are a must for ensuring visitors will remember you after they walk away.
    • Use a spotlight to draw attention to a new item or promote a “show special” or “best seller” item. Consider offering a significant discount for placing an order during or within a few days of the event, and have promotional flyers ready to pass out detailing any exclusive offers you provide.
    • Be on the ball when mailing follow-up information. If you’re on the road, email someone at the office daily with requests to send info packets immediately.
    • Consider sending a lumpy mailer shortly after the event that includes a thank you card or flyer featuring a photo of you and/or your booth (to spark memory), a small promotional item, and a sample or trial offer of your product. You may also wish to promote an extension to any exclusive offers you marketed at the event.

Let us know if we can help you create stunning marketing materials that will not only spread the word but also help turn prospects into customers!  Check out our tradeshow packages!

Tradeshow Resources

There always seems to be a bunch of information to sort through when your preparing to participate in a Tradeshow.

Here is a list of resources that I will be adding to as I come across them, hope this helps!

 

HOW TO CALCULATE ROI ON TRADESHOW INVESTMENT:

This is a great blog that helps with evaluation of your ROI.

http://blog.hubspot.com/blog/tabid/6307/bid/33643/how-to-calculate-whether-that-trade-show-was-worth-the-investment?source=Blog_Email_[How%20to%20Calculate%20Whe]