We’ve all been asked a
million times, “Are trade shows worth the time, money, and soft costs/staffing.”
I’m here to tell you, YES they are!
According to the NY Times,
companies are holding more in-person events than in previous years, and they expect
that growth to continue. The truth of the matter is that there is nothing like
the good, old-fashioned in-person meeting. We’ve all fallen hostage to the convenience
of email, social media, mobile marketing, and video conferencing over the
years. While these modes of communication are valid, effective, time saving,
and cost saving, they are better reserved for existing customers and
colleagues. When it comes to making new contacts and building your business,
the most impactful way to make a connection is in person.
Of course, once you’ve
decided to exhibit at a trade show, you need to remember that there’s more to
an event than just showing up. If you really want to get your money’s worth,
here are some actionable items to add to your trade show planning:
·
Proper and advance
planning will save you money in the long run and enable you to take advantage
of early-bird discounts, advance shipping, and lower travel costs
·
Purchase the
event mailing list and promote your presence in a compelling way that will
drive people to your booth, i.e. a contest or giveaway
·
Set goals and
define a strategy
·
Divide and
conquer: review attendee list and
assign key people to each of your staff to meet
·
Send your most
energetic staff and train them to diligently gather information and leads
·
Ensure all leads
are gathered, entered into a database, and sent a follow-up email within 24-48
hours of the event.
An event can be a great success,
but you need to ensure that leads are collected and processed. Your leads are
the most important part of this event. We’ve said it before and we’ll say it
again, follow-up or stay home!
