You’ve signed up for a trade show. Go you! Now what’s next? It’s time for some strategic, thoughtful planning. Trade show success is a direct result of the effort you put into it. If you’re deliberate with your marketing plan and understand your audience, you’ll get the most out of your trade show experience.
START PREPARING EARLY
It’s never too early to start preparing. Are you launching a new product at the show? Do you need to print collateral or organize giveaway prizes? Start planning your promotion now, so you can focus on your clients at the show.
BRS TIP: Debuting a new product or service at BRS? Register for the New Reveal! Your new product will be searchable online and printed in a special section of the program.
PRE-SHOW PROMOTION
Start promoting through print, email and social media at least four to six weeks before the show. Invite your current customers, let them know where to find you at the show, and share teasers of what they can expect from you.
MAKE IT MEMORABLE
… But still make it relevant! Design your booth to draw in prospective customers, but always keep in mind what your company is all about. You want potential clients to walk away knowing what you can do for them and why they should work with you.
ENGAGE YOUR VISITORS
Greet everyone that stops by your booth. Ask open-ended questions. Get to know what they’re business is all about. Post on social media during the event, but always remember to be engaged in person first and foremost.
BRS TIP: Use #BRS19 on your Twitter and Instagram posts and tag BATC-Housing First Minnesota.
STAFF YOUR BOOTH APPROPRIATELY
Ensure you’re adhering to the guidelines on the number of booth staff allowed and that they’re the right people to answer questions from prospective customers. Have a team meeting with your exhibit staff before the show so they’re consistent in their messaging.
CONTESTS & PROMOTIONS
Everyone likes to be a winner, so get creative with your giveaway and drawing prizes! They’re a great way to get contact information from your leads and you can tie the prize in with your business offerings to make it even more relevant.
CREATE INTERACTION
Investing in an activity to attract attendees can have a big impact on your number of leads at the end of the day. Make it something that will break the ice and open up conversations with qualified customers.
BRS TIP: Incorporate the show theme into your booth display! Don’t lose sight of your company’s primary business objectives, but use the theme to spark ideas for contests or giveaways.
HAVE PLENTY OF PROMOTIONAL MATERIAL
Promo items are a staple at trade shows. Your materials should be relevant to your brand and provide a benefit to the customer so they’ll want to hang on to them for a long time.
REVIEW & RETHINK
Take notes on what worked well and what you’d like to change for next year. Did your message resonate with attendees? Was your booth location perfect for your product? Constructive self-critique can help you realize potential opportunities at the next show you attend.
FOLLOW UP PROMPTLY
Post-show follow-up can make or break your show experience. Reach out to all your new leads within 48 hours of the conclusion of the show. Plus, it never hurts to send a thank you to all your current customers who stopped by to reconnect during the show.
Still need to book your booth for the Builders and Remodelers Show on Feb. 13? Save your spot at BATCBRS.com.
