Are You Prepared At The End Of Your Trade Show?
Planning for your trade show exhibiting needs should be a continual year round part of your marketing strategy. There are so many benefits to exhibiting at trade shows that it should always be in the back of your mind. The results of one show can directly impact the effect of your next show and on-going strategic trade show planning.
Establishing and implementing your post-show activities should be as important to your show results as being there.
What should be done after the show closes?
All leads, business cards, and attendee questions taken at the show should be retrieved and stored in a safe place. Next to your booth, this is the most important thing that you will bring back from the show. Once back in the office, this information should be uploaded to your contact management system as soon as possible.
Tracking criteria should be in place to maximize new sales opportunities. This will differ by company, depending on the types of products or services you sell. However, there needs to be a system by which you can track sales, especially those that are directly attributable to the show. Management will be looking for this information.
One or more of your employees should have attended any show sponsored networking events. During this time, it is a good idea to ask about any other shows that exhibitors have participated in. Were they satisfied with the event? Will they exhibit at that show again? Make sure this information is brought back to the decision makers, where it will play a vital role in the next round of exhibitng decisions.
Be sure to give your team a tangible reward. Yes, representing your company is part of their job – but the extra effort and preparation that goes into a successful event deserves special recognition. It's nice to have a ‘known' treat for your team to work toward, plus a ‘surprise' bonus so they can look forward to the next show.
Thank you notes or emails should be sent to all leads within forty eight hours. This lets your attendees know that you appreciate their time and attention. And, that you will value their future business! It's a nice, personal touch.
How quickly do booth personnel want to leave the show? "Faster than a speeding bullet". I'm not sure why the general attitude about evacuating the show floor so quickly prevails, but taking care of business in a timely and orderly fashion can save you and your co-workers time and money when you get back to the office.
A short meeting every evening to discuss the day's events and plan for the next day and the show closing can increase the opportunity for success. Everyone who worked the booth should report to the trade show coordinator prior to leaving the show. Even if they have to call the corporate office.
Budgets are an invaluable trade show tool. Compare what you've spent to what you were budgeted for the show. Are there any areas where you saved money – by pre-registering for show services or shipping your booth to the advance warehouse? Did you go over budget in any other areas? Unforeseen circumstances can sometimes push costs up, but consistently missing your budget may mean some choices may need to be adjusted. Discuss which it is, and make the necessary changes before the next show.
About the Author
Barry Brenner is a twelve year veteran tradeshow consultant. He has worked with companies of all sizes from small mom and pop businesses, to billion dollar corporations.
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