You’d be surprised at the percentage of companies whose trade show marketing plan consists of jumping on a plane and showing up for the show. Everyone knows that a little pre-show effort can enhance your efforts at the show regardless as to the product/service you are selling. So, why not do it?
One idea is to create contests and giveaways to gather attention online. Everyone loves winning something and by consistently running fun, low cost giveaways, you can build or increase your following. The idea is to focus less on what it is you’re giving away and more on how you’re getting people to participate. Try offering a contest entry in exchange for new customers/prospects liking your Facebook page or for existing customers to refer a friend.
Have you ever noticed that some people at trade shows haven’t grasped the fact that first impressions are lasting impressions? I’ve noticed sales representatives wearing, for instance, scuffed shoes or clothes that don’t seem to fit right. And while we all know that the energy you convey is a big part of success in any area of life, others will find a chair and slouch. What’s crazy is that according to research, 83% of marketers have said that increasing sales is the #1 reason for participating in the show in the first place, and 64% are looking for new prospects. If you’re an event coordinator in charge of a sales team, it might be worth laying down a few guidelines before leaving the home office. In a nutshell, it’s to look engaged and to be engaged.
Selecting the right technology for your trade show booth can be challenging. Everyone wants to appear to be on the leading edge of their industry or, at the very least, not far behind the leaders. We did a series of booth rentals for Twitch.tv, including E-3 in Los Angeles, that were wired to the hilt with an 80” monitor, live “Shouters”, interactive kiosks for gamers and a hidden production room where it was all produced second by second by a media team from New York.
That sort of production is not common for most industries. It’s likely that when planning your next show the task will be easier. A common practice is to include a presentation area, for instance, with seating and a large screen or, alternatively, a series of smaller LCD’s to be used for one on one presentations. Lighting effects are worth exploring. Counters with built-in charging stations are available and serve as a convenience for visitors. In short, the effective use of technology and lead to improved communication and impact your overall success at your show.
When mentioning the combination of ROI and trade shows, do you know that research has shown that an astounding 80% of exhibitors never followup on their leads. What’s amazing about it is that not much has changed over the twenty four years that P.O.P. Exhibits Inc. has been in business. This suggests that you can go all out and invest in an “event technology solutions architect” to get help in figuring out the best way to spend your trade show resources, or you can direct your sales team to darn well follow up on their leads after the show. That’s not to say that a solutions architect won’t be a good idea. But the biggest thing you can do in the short term is to followup on your leads.