can bet that the trade show in which you recently appeared hosted many others
companies. It is also a sure thing that the crowds there saw dozens of product
demos and chatted with more sales reps than they can probably remember. But in
order to stand out and prosper you must make your company stand out. You have
to be able to follow up with the contacts you did make at your trade show appearance
so that you can refresh their memories about your fantastic product or service.
Or else what was the point of your appearance? Here’s how you can stand out
from the crowd by following up your leads with great emails:
Start preparing for follow-ups
before the exhibit ends: This way the information you gathered from your leads will be accurate and
complete. Do so by taking careful notes from your guests about their contact
into, their impressions, etc. This will improve the sales process and make your
leads feel valued.
Use personalization: Another reason that you should
start composing your email before the exhibit ends is so you can have enough information
to make your correspondence personal. Include in our email the person’s contact
information such as their name, phone number, etc. Also, identify the show you
attended as this may not be the only show the lead visited.
Follow-up in a timely manner: Send your follow up emails out
no later than one to two days after the event. Do this so that your email will
be fresh in the minds of your leads.
Drive your reader to act: You did all your promotion at
the event your company attended. Take this opportunity to motivate the reader
to visit your website, take advantage of a special trade show attendee
Keep it short and sweet: Your lead may have many other
emails to sift through about the exhibit you attended and others. Therefore,
you should try to keep your email short, sweet and to the point. If you have
trouble doing this there are several templates on the Internet that you can use.
Request a follow-up chat: Keep the conversation going by
encouraging your potential leads to contact you via email or on your site.
Remember that emails are the easiest and potentially most profitable way to follow up on trade show leads. They are relatively inexpensive and can even help generate more leads. You can also make an impression on potential customers with our custom trade show exhibits and our 10×20 trade show booth. They can make your company stand out in a sea of exhibitors.
If your company attends multiple shows/year, you might end up purchasing several kinds of exhibits for different types of events. For big shows you might have a large custom island exhibit while smaller shows require a 10×10 inline exhibit. It’s becoming more and more common, however for companies to request a Multi-purpose Custom exhibit design that’ll work for all or most of their shows.
A multi-purpose custom exhibit that can seamlessly transform from a 20×20 into a 10×20 or 10×10 inline is quite a design challenge. The designs need to be composed of components that are able to be used for the smaller size booths. Not only do they need to transform, but they need to be functional and aesthetically appealing in all forms. They also need to be upgradeable, hold up well to many uses and be used at many types of events. Phew!
In some cases it’s simple. A smartly designed large backwall can be broken down to function as a 10×10 or 10×20 exhibit. In other cases the designs need to be more clever.
Financial Benefits of Multi-Purpose Custom Exhibits
While the initial custom exhibit is typically a bit more expensive than a standard design, the versatility means big cost savings long-term. One quality Multi-purpose custom exhibit might cost around 100k, for example. But compared to purchasing separately a 10×10 for 25k, a 10×20 for 30k and an island for 80k you’re actually saving quite a bit. This is especially true if your needs remain relatively consistent and you can utilize the same design for a number of years.
No matter the size show and booth you use, your look remains consistent with a multi-purpose custom exhibit. Since all were designed as a cohesive set you can insure that your colors, graphics and product displays remain consistent between trade shows.
Where to begin?
Start off by determining your trade show schedule and your planned booth sizes for those shows. Do you have any special requirements for certain shows? How long will the exhibit be used for? It also helps to define your marketing goals and figure out how your exhibit will help you reach those goals.
business deals are done at trade shows every year. This is why they are one of
the most effective ways you can promote your business whether it is a starter
up or an established enterprise. In fact, according to some studies nearly 80%
of trade show attendees say that exhibits influenced their decision to purchase
from businesses. So, what are the best strategies for increasing your trade
Prepare an elevator pitch…and more: You’ve no doubt heard of the “elevator pitch” by now. This is a concise summation of your business proposal and what it can do for potential clients/partners. When you attend a trade show you should have this brief pitch ready but you should also be ready to expand upon it. A trade show is a time to pitch your company by presenting attendees with brochures, video presentations, product demonstrations and more.
Set up pre-show booth meetings: You should plan your trade show appearance at least several weeks in advance. Set up a meeting with attendees in order to gather intelligence on how your display will go.
Choose strategically: Part of the planning process of your trade show appearance should to determine if you are even exhibiting your business in the right venue. Make sure that you choose a conference, convention, etc, that aligns with your business and its goals. This will inform you as to the kinds of people who are likely to attend and whether they can help you achieve your business goals.
Choose the right location for your trade show booth: The old real estate adage about location, location, location is true of trade show space as well. Try choosing a high traffic area such as near a food and beverage station. You may also wish to choose a location that is adjacent to your competitors so that you can tap into some of their traffic.
Make the design of your trade show booth eye-catching: You don’t have to spend many thousands of dollars on an exhibit but it should be attention-grabbing as you will likely face a lot of competition depending on the size of the trade show. Our custom trade show exhibits are attractive yet understated as is our 10×20 trade show booth.
the end, it’s all about the quality of leads you acquire and not just about
sheer numbers. Using these tips you will hopefully be able to generate many
quality leads that can make the cost and time you invested in your trade show
presentation pay off.