Trade and Consumer Shows
By Eric Gilboord
Have you ever attended a trade or consumer show and walked past an exhibitor because the person attending the booth was sitting on a chair reading the newspaper ignoring the audience? Properly chosen and prepared for, trade and consumer shows can be a very cost-effective marketing tool. Success is not based solely on performance at the show but can be enhanced by how well you prepare before, promote during and follow-up after your participation in the show.
Pre-Show
Pre-show preparation can determine success or failure at a show. Unfortunately, many companies do little about promoting their participation. If your target customers do not know that you will be exhibiting at the show, how can they be expected to visit your booth.
Contact existing and potential customers, your local representatives, sales agents, etc. beforehand, inviting them to visit your booth.
Often show producers will prepare various marketing materials designed for participation by any or all the show exhibitors. Show programs, advertising inserts in general media or industry publications offer you the opportunity to advertise in specific vehicles designed to promote the show and share costs.
Existing customers and new prospects have one thing in common, their time is at a premium. Send information pertinent to them in advance. Tell them about special promotions available only at the show or new products to be launched.
Know your audience. Use audience demographics of previous events and experience to pick the best shows for you. Ask show organizers for previous years attendance with demographic breakdowns. How and who will the show producer be promoting the event to?
Set specific measurable and attainable goals and objectives. How many demonstrations, sales, new prospects, follow-up meetings etc. do you forecast?
Budget for staff, booth, handouts, promotional activities and hotel & transportation costs. Make sure the costs are in line with the projected outcomes.
Assemble and prepare your team to succeed. Each show is different, and requires varying skills and attitudes. Assemble the proper team and appropriate number of people. If someone in your organization does not like to work a show booth, do not make them. They can attend and gradually become more at ease.
Training and sales tips enhance team focus and success. For example, do not be afraid to come forward and meet prospects. Eye contact is very important. If a prospect is not directly interested in your product or service, ask him who in his company or who else they might know that would be?
During Show
Be a speaker. Most shows have seminars scheduled for attendees wishing more in-depth information. Ask to speak on a subject you know well. Nothing draws a crowd to your booth or provides credibility like being one of the show speakers.
Booth design, signage and literature must all complement each other. A well thought out and designed booth will serve to attract more prospects and convey a clear and useful message.
Language capabilities. If you need help, hire a local interpreter. Ideally, the individual should be familiar with your product or service and industry terms used to describe your business.
Exhibitors should make the time to mingle with other exhibitors. They should consciously 'work' the crowd, not just talk to friends.
Capture the information you learn at the show. Run a show contest and gather business cards or prospect information on ballots.
Follow-up
Between show reports that include names of attendees and your own methods for gathering prospect information you have a gold mine of opportunities. You and your local representatives should be primed for a timely (8-10 working days after the show) follow-up program of phone calls, faxes, e-mail, proposal writing, sales visits etc. to keep in touch with your leads. Whatever you decide, do not let any prospect slip away.
Calculate the cost per lead or sale to help determine success. For example, if a show cost is $10,000 and the show resulted in 200 qualified contacts, then your cost per sales lead is $50. If you sell a product or service that affords you a $50 cost to acquire a lead then the show may be worthwhile. If this is too much, you may want to rethink exhibiting at this show or how you participated. Perhaps next year you could partner with a company wishing to promote a complementary product or service and share costs.
And that's According 2 Eric