Maximizing Trade Show Success

February 27th, 2010 . by Erika Wahl . Tweet This!

In order to attend trade shows it requires a significant amount of time, money and planning. It also requires you to stay at a hotel and eat at restaurants, so why should you consider attending trade shows? The simplified reason is that it allows you to network, further your knowledge of the industry, gain insider information, enhance your brand and product visibility, generate leads and promote new and existing products.

Whether you are a consumer, investor or a client, attending trade shows is a great way to learn about cutting-edge technology and new products and innovations in your field. This allows you to stay appear current and “in the loop” when interacting with current and potential clients and customers. When you can show that you are up to date on the current trends in your industry whereas your competitors may not be as much up to speed, this will give you an edge that can land you the sale.

Interacting and networking with other vendors and attendees at the trade show will help both your company and you personally. The more knowledge that you can acquire in your field the better off you will be. It will help you shine and stand apart from your competition.

Here are a few tips to help make your attendance a success:

Establish goals, execute your plan and measure your return on your investment.
Choose shows that are in your field.
Always have plenty of business cards on hand to hand out and collect as many as you can as well. You are there to network after all.
Ask about THEIR needs, wants and desires. Don’t try to sell them something they don’t want or need. Sell them what they are seeking. Once you have them as a customer, then you can upsell other products or services to them.
Attend some of the seminars and workshops that are offered during the tradeshow. They offer an amazing learning opportunity.
Choose and design a stand-out booth that represents who you are as a brand and a company. Make your booth so irresistible that people can’t help but stop by to see what you are all about.
Choose promotional products or giveaways that complement your image. A great promo product is a thumb drive emblazoned with your logo which has your portfolio already loaded onto the drive. At worst it is a useful item that will show your name every time someone uses it.
Another great way to get leads is to have a giveaway of a desirable item such as an Ipod. Have people fill out their contact information and enter it to win the prize.
Make sure that the representatives assigned to your booth are well trained to represent your company image, generate leads and bring in sales.
Find a way to make it into the parties and social events around the show/expo. You can gain many clients this way.
Don’t expect to land a whole bunch of new clients/customers at the trade show itself. Get your name out there, get numbers and names and follow up afterward. Try to wow them with your work, your portfolio and what you can do at the show and hopefully they will come to you because you impressed them so much with your capabilities and knowledge of your field and industry.