You Want Me to Look Where? • You Can't Just Show Up • Choosing the Right Tradeshows • Tradeshow Safety and Security • Brainstorm

You Can’t Just Show Up
Today’s business world seems to revolve around belt-tightening tactics: leaner budgets and fewer employees. When it comes to trade shows, they can be an invaluable tool in your marketing mix. However, trade shows involve a lot more than just showing up!

How can you create success for your business? Look at some key areas:

Why are you there? Believe it or not, a lot of companies don’t know why. For instance, are you at the show to meet new customers, generate leads, create brand awareness, or introduce a new product to the market? Define your target market and choose shows which best fit your company’s goals.

Who’s representing your company? Take time to train your booth staff before the show. It’s important for your employees to be aware of proper booth etiquette, how to ask the right questions, how to conduct demos and greet visitors. Your employees are a direct reflection of your company’s image and reputation and can create lasting impressions with future customers.

How do you look? Take an inventory of how your booth looks. An outdated image can cost you more than you realize. Determine if your graphics need a fresh look or if it’s time to invest in a new image. Put yourself in your prospects shoes and ask “Would I buy anything from our company?”

How successful are you? Don’t be overwhelmed with complicated measurement tools like return on investment (ROI). Use small, attainable goals that can be easily measured. Success involves more than just collecting business cards. Something as simple as updating your lead card can be a step in the right direction. Remember, visitors are looking for solutions.

Follow up is essential! This is where most companies fumble and valuable leads slip through the cracks. Assign a team to work every lead after the show and implement a system to track leads through to the final sale.

Studies prove that trade shows are one of the most valuable tools to meet new customers because they provide valuable interaction that is crucial to building a business relationship and trust. Make the most of your trade show investment and do more than just show up!

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