Making the Most of Your Events
Making the decision to invest in trade show exhibiting can be costly, but also an extremely rewarding step for your company. For the amount of time and money invested in exhibiting, you should expect a good return on your investment. However, many companies often fall short of their goals. Why? They haven’t taken the proper steps before, during and after the show to ensure its success.
an Intriguing Display
Be Meaningful to
Display Promotional Materials. Always have business cards, brochures, press releases and giveaways on hand to provide to the visitors.
Beware the Pitfalls
Not setting goals
and objectives: Trade show failure is often the result of not
having clear goals and objectives set to support the decision of whether
or not to exhibit.
Overlooking pre- and post-show marketing: Marketing efforts at trade show events are more than shipping promotional materials to the venue. Strong efforts in advance of the show including direct mail campaigns and press releases, and developed strategies for in-person marketing to potential clients, will help ensure successful ROI. After the show, you can increase your ROI even more with prompt and thoughtful post-show follow up. Be sure to personally contact persons with whom you spoke during the show, and send direct mail pieces to those you weren’t able to meet with.
Inadequate training of booth staff: The booth staff represents the company, so they must be prepared with the objectives, goals and a clear picture of your marketing strategy prior to the event. Be sure your staff can speak intelligently about all of your products and services, and is accommodating to booth visitors.
Track your leads after the show and beyond: After the event, many companies fall flat by failing to plan and execute a follow-up strategy for their leads. At the show, keep good track of leads and to who they are assigned. After the show, utilize your database or a simple spreadsheet to log lead follow-up and activity.
The key to a strong trade show ROI is to
carefully plan, execute and follow up on your show participation.
Simply choosing the right trade show is not sufficient. Success will
come when you choose the right show, set goals and objectives for,
perform at the event and do the proper follow-up afterward.
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