How to Get The Most Out Of Trade Shows

Trade shows provide a unique opportunity to do a lot of business. Therefore, it's a shame how little companies do to take advantage of the opportunities that trade shows offer. For example, count the times you pass a trade show booth that's unmanned. Then there are others that are manned, but the people there act as if they would rather be anywhere else.From choosing the right trade show to attend to having a booth that attracts prospects, there is a tremendous amount of planning that should go into your company's attendance.

Difficulty: Moderately Challenging

Instructions

1. Do your research. Attend only those trade shows where you will meet people who are likely to buy your product or service. Involve your salespeople in the decision making, because they should be intimately familiar with the market and have a good idea about the best trade shows to attend. One thing to research, particularly if you are new to the market, is which trade shows your direct competition attends.

2. Build a budget for each trade show. It's amazing how many companies find out later that they spent far more on trade shows than they thought. Factor in not only the direct cost of the booth space and logistics involved, but also the per-hour cost of the employees who will man the booth, their travel and other expenses, printing, giveaways and even the direct time of those who do the research and plan the company's attendance.

3. Set goals for each trade show. Whether the goal is publicity, sales, support for a new product launch or simply the number of visitors to your booth, try to quantify your company's expectation.

4. Apply for your space at trade shows as early as possible. Since most shows assign space on a first-come, first-served basis, you will improve your location at the show by signing up early. Once you learn where your booth will be, figure out how you can increase your visibility there.

5. Send out a mailing before the show to companies in your industry (and prior attendees if the trade show provides their names) to announce your attendance and invite those attending the show to stop by your booth. Use your company's website to say the same. If you are planning a hospitality suite in connection with the show, invite both the industry's leaders and the working press to stop by.

6. Follow up on sales leads after the trade show. You will have used a mechanism to capture the business cards of those who dropped by, and your people will have made notes about people with whom they talked. Ideally, within a week or two, those people should be contacted. Arrangements for a future visit should be solicited, if appropriate.