Business trade shows can be stressful and time consuming, but they are also essential in earning new customers and doing more business with your existing customers. We put together a few key ideas that will add value to your exhibit.
Before the show
It’s important to generate some buzz around your booth before the show. At the very least, shoot out an email newsletter to your current customers, letting them know you’ll be at the show and where to find your booth.
It’s important to build excitement and curiosity with your customers. If you have any big news, such as a new product launch, let your customers know. Get them excited to come to your booth!
Attendees will certainly have a “short list” of the booths they want to hit, and you should be doing everything you can to be on that list. Another nice thing you can do is send a physical postcard or information card to your customers.
Meetings
Before the show, you should try to set meetings with your key accounts, or accounts you are looking to land.
Face to face time goes a long way in purchasing decisions down the line. It’s a great time to catch up, chat about the industry, and develop relationships. Meetings are also a great setting for a more in depth discussion about new product launches or current deals. If you want to be a little more casual, you can also set dinners instead of meetings with your key accounts.
During the show
You should be ready to offer deals on the spot. Often times attendees are deal hungry, and are strictly there to buy product at a great price.
It may be worth it to strike a deal with a small buyer that may not otherwise carry your product. This may be the difference between attaining a new customer and not doing business with them for years. A small, up front deal on the spot could in turn yield a long-term lucrative account for you.
It’s also important to know your prices. As an attendee, it’s frustrating to ask about pricing only to have the exhibitor fumble around with their price book, especially when you’re in a hurry.
We recommend using a price gun to put price labels on your products. It’s really helpful, especially for those just browsing your exhibit.
“Pretend your booth is a mini retail store” — John Headley, Founder @ San Francisco Pet Foods
Make connections
Often times, attendees are there to scout, not buy. This is where it’s important to know the difference between a person you should try to close a deal with, and one with whom you should focus on networking and relationship building.
Some people can’t make purchase decisions, and their company may have 20–30 people attending as category managers, merchandisers, or other employees.
It’s important to make a good impression and keep these relationships healthy. You never know who they are connected with or who they are reporting back to.
Party
I recommend planning an official party/gathering at your booth, offering snacks and cocktails. Invite your customers before the show through an official invite, and continue to invite people you meet while at the show.
Trade shows start to die down a little bit around 3pm, so this gathering can be a great way to take advantage of that downtime. This can boost your attendance, as attendees will be excited to come by your booth at time when it may otherwise be slow.
Where’s the food!?
We’ve been to many trade shows, and often there is no good food to be found!
Offer snacks, coffee, and refreshments at your booth. Sometimes people just want a break, and they will stop by your booth just because it has snacks. What a great way to start a conversation!
“As an attendee, I’ll often be texting with my colleagues who has the best snacks and coffee, we will coordinate to meet at these booths to sync up and take a break.” — Spyq Sklar, Owner @ Wolf & Lion Pet Supplies.
Overall, aim to make your booth fun and inviting. I’ve seen booths do raffles. I’ve even seen booths hire a magician.
After the show
There are a lot of reasons why attendees don’t purchase on the spot, and these are often out of your control. You should have a game plan on how to follow up with these prospects.
Make sure to scan all badges, save all business cards, and try your best to identify who the decision maker is at that company. Furthermore, organize these leads in a spreadsheet or CRM application with as much detail as possible.
Set a plan on how you want to follow up. For the weeks following the show, call and email these prospects with your deal sheets.
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