Do You Know What The Top Two Main Goals For All Trade Show Exhibitors Are?

Trade shows or expos are always a great way to meet new customers, find new contacts and check out what’s new in your industry or niche.  The thing is, if you are an exhibitor, you should only have two main goals in mind:

  1. Attract the right prospect
  2. Move the potential client to the next level in the relationship

The problem is, most of us don’t concentrate on these as we get distracted by seeing old colleagues and checking out what everyone else is doing.  Here are a few tips to help you meet these two objectives:

  1. Select the right show. The most important step in being effective at a trade show is to make sure that you have selected the right show to attend.  This goes hand in hand with the goal of attracting the right prospect.  Do your research to make sure that the attendees of the show actually fit your target audience/ideal customer profile.  If you are selling a new way to cook meat, then a trade show catering to vegetarians/vegans is probably not a good fit.  Most trade show organizers will be able to give you a good idea of attendee demographics, so take advantage of all they have to offer.
  2. Set measurable goals. What do you want to accomplish at the show?  Is it to get new clients?  Is it to take current clients to the next level?  Whatever your goals are, make sure they are SMART – Specific, Measurable, Achievable, Relevant and Time-Based.  If you want to sign up 10 new clients each day, then put together a plan that will help you achieve that specific goal.
  3. Plan your booth If you want to attract the right prospect and move them to the next level in the relationship, you need to make sure that your booth is set up for success.  This means everything from booth layout to lighting, to color scheme and even the promotional products that you plan to give away.  Make sure that you have enough staff to cover the trade show hours and handle whatever traffic you’ll have at your booth.  For many, this will be their first impression of you and your company.
  4. Marketing Materials. This is your place to shine.  Make sure that you have enough brochures, sales sheets, business cards, and promotional materials to handle the traffic you expect (and more).  Plan out how you will collect visitors’ contact information as well – this is critical to your success.  It can be as easy as having a giveaway/raffle where they enter with a business card to having an actual sign-up for more information.
  5. Follow up immediately. You’ve done your best at the trade show and have a list of people interested in your product or service.  Spend time the first few days back following up with them.  Thank them for visiting your booth, ask if they have any questions, give them some additional information that they will find interesting.  The goal is to stay top-of-mind so that when they do need your product or service, they will call on you.

These five simple tips will set you up for success at your next trade show.  Ready to start using promotional items as a core part of your marketing strategy?  Wearable Imaging is here to help.  Give us a call at 949.888.7837 or email us at sales@wearableimaging.com to set up your complimentary strategy session with our President Robin Richter.
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Brilliant Branding: 5 Tips for a Successful Trade Show

For many, trade shows are an excellent way to get in front of potential customers and give them an opportunity to get to know your business and what you have to offer.  Whether it’s the trade show of the century or a local expo, using promotional items is always a good marketing strategy.  The question is, how do you use those promotional items to your advantage?  Here 5 tips that will help make your next trade show memorable:

  1. Don’t put a date on your promotional product. You’ve chosen the perfect item to give away at your event, and you are ready to print.  Do yourself a favor – don’t include the date or name of the event.  The simple reason is this:  you are paying good money for those promotional items, but don’t know exactly how many you’ll give away.  If you put a date on it, you’ll be stuck with items that you won’t be able to use in the future.  Keep it simple and just put your logo, tagline and/or contact information on it.
  2. Know your audience. Make sure that you understand who the attendees at the event will be (make sure they are your ideal customer).  That way, you can choose an item that they will appreciate – you don’t want to give away disposable water bottles at a “save the environment” conference.
  3. Include a call to action. One area that many businesses fail to do is to include a call to action on their promotional items.  People actually need to be told what to do, so if your swag has space to put some sort of call to action – “call for free consultation” or “follow us on Facebook” – take advantage of it!
  4. Let people know they can actually take your giveaway. Your giveaway is just that – a gift you are giving to attendees.  Make it obvious that they can take your item – don’t try to hide it or try to make them talk to you to get it.  You may miss opportunities to engage down the road because you denied someone access to a giveaway.
  5. Talk to those who take your product. When someone does take your swag, try to engage them in a friendly conversation.  Not everyone will want to talk to you right then (they have your information anyway, right?), but it’s important to make sure that you answer any questions they may have, give them a brochure or take them through what you offer.  In many cases, this is the first contact you will have with them, so make it memorable and pleasant.

Keeping these 5 tips in mind will put you on the road to success for your next trade show.  Ready to start using promotional items as a core part of your marketing strategy?  Wearable Imaging is here to help.  Give us a call at 949.888.7837 or email us at sales@wearableimaging.com to set up your complimentary strategy session with our President Robin Richter.
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Learn How the Game of Golf Can Change Your Life… Even if You’ve Never Picked up a Club!

Download a Free Sample of Robin Richter’s Amazon #1 Best-Selling Book, “The Golf Course Millionaire: How to Turn Relationships into Big Business through Golf.”