Making News

(Jan. 28, 2008)

MAXIMIZE YOUR EXPOSURE AT TRADESHOWS

AND INDUSTRY EVENTS

Developing a Winning Strategy

By Monica Cubbage

 

There is one reason that tradeshows drive millions of people each year from all over the world: personal contact with a concentrated target market. In order to capitalize on this opportunity and yield the highest return on investment, businesses must develop a well-thought out game plan and stick to it. We’ll show you what to do at each stage of the game to ensure tradeshow success.

Pre-Show Planning

Establish meaningful goals

First, you must have a clear set of reasonable objectives and a step by step process of how you’re going to achieve them. Begin by outlining exactly what you wish to achieve at the industry event. Also, remember to have a back-up plan for those unexpected surprises. Something might not work out exactly as planned, or, a vendor may not show up and you need to be ready to spring into plan B.

Set realistic timelines

Prepare in advance and arrange essential appointments ahead of time. Develop a strong media relations plan to draw traffic and key media professionals to your booth. Also be sure when targeting the media to have specific promotions tailored to them. Taking the extra time to customize your efforts will pay big dividends. Be careful not to overextend yourself by committing to more than you can handle.

Set a budget

The usual tradeshow budgeting process consists of a frantic, number crunching, nail-biting member of management leaning over your shoulder demanding the best results for the least amount of money. While limiting your spending can be very important to your company’s already overstretched budget, spending a little more can go a long way. Be sure that your budget fits your needs and expectations. Don’t forget to add breathing room for unforeseen expenses that may arise during the show.

At-Show Implementation

Choose the right people

Transform your tradeshow blueprints into action. Ensure those working the booth are well trained to fully represent your company, not just your top sales representatives. Make certain your Public Relations team knows your products inside and out and can speak intelligently about them. Generating leads and securing sales is a team relay, not an individual sprint.

Interact

Attend networking events, seminars, parties and award ceremonies. These events allow you to get invaluable face-to-face contact with decision makers and key press representatives.

 

Booth Design

Choose the best type of exhibit booth that meets your promotional needs and budgetary requirements. Incorporate unique features such as hanging displays and product demonstrations that will drive traffic to your space. Effectively utilize flyers, banners, and lighting to heighten visibility and drive sales. Make use of giveaways and in-booth premiums as they can strengthen your company’s image and increase brand awareness.

 

Post-Show Wrap-up

Diligent follow-up

The final step in ensuring you get the most out of your tradeshow experience is to follow up. This is the most crucial activity, yet ironically, is the one most often overlooked. Whether it’s sending a simple handwritten note or fulfilling a promise to send printed materials, meticulous follow through is vital to building long-lasting relationships and keeping the line of communication open.

 

Whether it is your first show or your eleventh-plan ahead, implement an objective-based plan and follow-up with every contact made. In order to accomplish industry event success, businesses must plan for all stages of the tradeshow experience while following these simple guidelines.

 

Want more information about how you can make the most of your tradeshow experience? Contact Steve Kleber at sk@kleberandassociates.com.

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