Trade shows provide a great opportunity to network with your targeted demographic audience and to get media exposure. How you manage, strategize and orchestrate your involvement in a trade show will be the key to your success. Some companies feel that once they have completed the trade show application form, sent in their checks and decided who will work their booths, their work is done. In this instance, you would be better off sending your application and check and not showing up at the show. It would be just as beneficial. Instead, get your top sales team together and decide which shows make the most sense for your company to attend.
PRACTICE SELLING. It is important to practice your trade show and selling techniques at some small, local shows, before you venture out to a large one. Brainstorm ideas that will make your booth stand out over those of your competition. You do not have to have expensive giveaways to get attention. You just need a booth that is interesting and draws people in. Some companies spend tens of thousands of dollars on trade show booths, and almost no one steps into them. Although they look good, they do not have anything interesting to pull someone in.
Make sure your booth is interesting and that it has plenty of conversation points for your salespeople to use. Also, be sure to have as many handouts as needed and keep press kits in your booth for visiting media.
NEGOTIATE YOUR VISIBILITY PACKAGE. Most trade shows have programs, advertising, on-site banners and media opportunities. You can usually negotiate your booth space with a package to include additional visibility. Some shows will offer this additional visibility at a minimal cost. It is worthwhile to spend the extra dollars to reach your potential audience and ensure that your message is seen as many times as possible.
HAVE A PLAN. Your top sales team needs a concrete plan and they need to practice. You need to decide how you are going to capture information – whether you will have giveaways or sign-up sheets. Every person that passes by your booth without leaving a name, address, e-mail and phone number sis a missed opportunity for your company.
CONTACT LOCAL MEDIA AHEAD OF TIME. Send press releases to local media. Tell them which booth you will be in and invite them to the show (ask the show promoter in advance for media passes). Send media contacts interesting information about your company and what you will be promoting at the show.
NETWORK WITH THE MEDIA. Media that attend trade shows are typically focusing on your target audience. These are the media outlets you need your story to be in. Find out before the show opens if there is a press room and put your company’s press kits in them. Be sure that your booth number is clear in all of your press information. Have a team put together that sells outside of your booth. This will be the team that walks the show, looks for companies you want to work with and networks with them. In addition, the team will look for media booths as well as reporters walking the show. Make sure this team is well armed with sales materials and press kits.
FOLLOW UP. What happens following the trade show is just as important as your efforts at the show. You should have captured a long list of names that you will want to follow up with immediately. In addition, you should follow up with all of the media you have met. This is a good opportunity to build new relationships with new media contacts. Be sure to get in touch with them on a regular basis. Plan to meet over lunch or coffee to discuss news about your company, your projects, your awards and so forth.
The author is with Bendure Communications and handles public relations for the Professional Landcare Network. She can be reached at BendurePR@aol.com or by phone at 703/736-9666 ext. 100.
