You’ve forked out for your shell scheme or your custom stand and the uninitiated in your workforce are excitedly thinking they’re out of the office on a ‘jolly’ for the next few days. But how can you ensure that your hard work (and sore feet) pay off and you get a steady flow of visitors to your stand?
It’s been stated that 70% of trade show attendees already know which exhibitors they are going to visit before they even set foot through the show doors. So, how can you make sure you’re firmly highlighted, circled and starred on that all-important exhibitor list?
There’s a few bits you can do to help maximise your exposure:
- Prepare an event ‘content plan’ sharing what’s new about your company and what you may be showcasing at the event. Stagger these messages, drip feed them to your audience across all social networks, your website and your e-mail marketing efforts.
- Contact Editors at relevant magazines and local papers to share news; mention new products or services due to be launched – make them feel ‘exclusive’
- Reach out to event organisers for a speaker slot or workshop session– assign your companies key representatives with the task of being ‘the face of the business’. Remember, be seen as an expert in your field, not a sales rep. Even if you are. Noone likes to feel that they’re being sold too.
- Call or email your customers and let them know about your event attendance, send them free passes if you can offer them and get them to spread the word. They’re your best advocates!
- Be social! Ask your valued customers to tweet/retweet/like/share and follow. It’s so wide reaching and completely free. It’s time to get #hashtagging
- You’ve done most of the hard work in the run up, but during the event make sure that you’re on time, polite, presentable – you’re a walking talking version of your brand after all.
- Be prepared, make sure you know your stuff on the company
- Data capture using the fancy badge scanners or go traditional and have events questionnaires and staple business cards, either way unless you have a photographic memory, make notes – jot down the description of person or any key points they mention. Have they mentioned a holiday? Make a note of it, you can ask them about it on the follow up call.
- Imagine how many companies they have met during their day visiting the show and how many will be bombarding them with calls after. Follow up but don’t hassle!
- Send a ‘Thank you for visiting’ emailer, let them know you’ll be in touch but if they need anything sooner then leave them your contact details – unless you’ve promised a call sooner.
- Add them to your marketing list of prospects so that they receive regular newsletters from you. They may not be ready now, but when they are you’ll always be in the forefront of their mind.
The best tip I can give you is to balance time spent on your on-site marketing with pre-show marketing. It’s no good having fancy all-singing, all-dancing displays on your stand if people have no idea you’re going to be there!
We’re attending and exhibiting at a number of local events – check out our event calendar to see where we will be.