The Art of Trade Show Exhibiting; 4 levels to Success!

Trade show exhibiting can be a fun and unique way to reach thousands of buyers in a short time span of a few days. The best part of a trade show is the fact that your direct contact with your customer is face to face, which is the most effective way to connect with your customer base, establish rapport and continue the buying relationship. Your customer can “put a face with the name”; your name, your company name and your product line.

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By Cynthia Berst. Cynthia is a business marketing consultant, a workshop leader and serial entrepreneur who draws from her own unique experience, insight and vision to educate companies on effective marketing strategies and her “Keys to Success”. Call (406)855-5765 for more information.

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When asked why most companies exhibit at trade shows, I hear answers along the line of “to increase sales of our product/service; to meet new contacts/customers; to gain exposure for my new product; to network and collect names for our database”; etc…..

I’ve discovered something very interesting as I’ve talked to 100’s of exhibitors at trade shows that I produce every year. I’ve found that most companies don’t even know why they are exhibiting. I’ve heard such comments as, “Well, the competition is exhibiting at this show, so we have to be here”. Even fewer companies know how to go about choosing the right show for their product offerings, how to succeed during the trade show, getting the most exposure for their company and what to do after the show.

I have spent many years on the “Exhibitor’s side of the fence” while I was working for a company who attended a lot of trade shows each year. My job as Marketing Manager required me to evaluate and choose which trade show to participate in, organize our booth and attend each show. Now, as an owner of a company that produces, organizes and promotes trade shows, I have received greater insight by being on the “Producers of the fence” into what other companies do and don’t do to participate and succeed in a trade show.

I have identified 4 Levels of Success to Tradeshow Exhibiting that will help your company choose which trade shows to attend, what to do to prepare for the show, how to work the show dates, and the steps to follow up with buyers after the show. The 4 Levels are as follows:

Level 1 – Research the type of show that will give your company the foundation for success. Trade shows vary in many ways and you will want to choose a trade show that matches your company goals and marketing plans;

• General/Open-to-public shows are usually shows that attract a large crowd of attendees from a variety of backgrounds. These types of shows should be chosen by your company if your product offerings reach the masses of consumers.
(ie. Home & Garden shows, Craft shows, Food shows)

• Industry-specific shows target an exact group of buyers who are in a specific industry. This style of show should be chosen by your company is if your selling a specific product for a specific customer group, usually to the end consumer of your products. (ie. Agriculture, Construction)

• Closed/Association members-only shows are booths set up in a breakout, conference-style area to support the association. Companies who chose to attend will support that association with renting a booth and by networking and selling to the members who attend their event.

• Conference/Expo shows are for a specific purpose but yet open to the public, organized by a promoter, where attendees pay to enter and attend classes and seminars. Companies who chose a booth in this show reach a wide range of public attendees, but these customers are paying to learn and to have access to your product offerings.

Once you’ve narrowed down your trade show type, take a look at your budget and all of the costs associated with the show (including “lost opportunity” time of your employees working the show). Ask yourself; “What are our objectives? What do we want to accomplish at the tradeshow? Do we have enough representatives to work the hours or do we need to bring in manufacturers reps to help staff the show? Is the attendees of the show our target audience?”

KEY: Be careful not to focus too much on the amount or numbers of attendees vs. the number of qualified buyers who are bringing their checkbooks to the show! Look at the show’s quality of buyer vs. quantity of “literature collectors” who waste your company’s time & money.

Level 2 – Prepare ahead of time once you’ve chosen the show. Below are ways that you can market and promote your company to your customers (remember the buyers with the checkbooks!) before trade show begins, so plan ahead and “Tell ‘em you’re going to be at the show!”

• Draw upon your customer database and send out a direct mail piece or post card inviting them to visit your booth at the show. Call key buyers ahead of the show. NOTE: This may be the only way your buyers learn about the show!

• Hang posters in strategic locations and place counter displays around your store, not only in your place of business, but at locations around your community to promote the show and your company.

• When you voice your radio ad’s, tell the audience that your company will be at the show and tell them what new & exciting products they’ll be able can see in your booth!

• Place a small “icon” in your media print advertisement that invites the buyers to “Come see us at the show…” and direct buyers to your booth number and show special offering.

• Have plenty of business cards, flyers outlining your “Show Special Deal”, product and company brochures, etc……..

• Send out news releases to your targeted industry media one month in advance of the show with new product photos of items you’ll be displaying in your booth.

• Place statement stuffers in all of your company’s mail correspondence to customers. Add a line on your monthly customer invoices and statements inviting them to “Come see us at the … Show”.

• Get high visibility by being a show sponsor, getting your company logo on all show posters, media ad’s, prize drawing forms, place your company banner in the lobby area, etc…

• Buy an advertisement in the trade show’s special newspaper section or the attendee program booklet highlighting your company booth number, personnel and show special offering (with product pricing deadline).

KEY: How do you tell your customers about the show? You treat your communication to your customer as your would if your company is moving and are changing your address or phone number – You tell them through your company newsletter, postcard mailings, flyers, handouts, statement stuffers, counter box stuffers, website home page, etc….. that’s how your company will need to promote your booth at the trade show and tell your customers your going to be there!

Level 3 – “It’s show time!” During the trade show, it’s your time to shine and to stand out above your competition!

• You’ve already prepared and designed your booth to attract the attention of your customers, now use props & product photos that have a lot of movement, sound, color, touch and are very visual and appealing to the eye.

• Demonstrate your product, if you can, to help “tell the story” and attract attention of the crowds. This showmanship is very important and can set your company apart from the competition.

• Be different – offer comfortable seating in your booth area. I’ve seen some companies place couches, over-stuffed chairs, lamps, picnic tables, etc… in their booth that is inviting for show attendees to “come on in and sit a spell.” Many show decorating companies rent these items. You should receive a price list for these items sent to you ahead of time by the show’s decorating company.

• An example of a company who stood out from other exhibitors is AquaTech, a Bozeman, MT-based irrigation equipment company. During a farm & ranch trade show that we produce called the Ag Technology Show, all of AquaTech’s representatives wore the same bright colored, starched, pressed, very sharp matching, company-logoed shirts. A different bright-colored shirt is used each day of the show (Bright blue, yellow & green). AquaTech is very successful during our annual Ag show because they are very memorable, highly visible and have a smart booth display that attracts a lot of buyers and they stand out from the competition.

• To collect qualified names and addresses from show attendees, ASK them if they would like to be put into your database to receive future product offerings, show specials and company notices by both mail and e-mail. This opt-in approach is beneficial for both parties because show attendees are already interested in your booth, products and the show, else they wouldn’t stop by and sign up!

KEY: Most people have a tendency to remember things that they see far better than things they hear. That’s why at a tradeshows with the opportunity to have actual face to face interactions with people, your first impression really counts. This is where your first-point-of-contact is the beginning point of your relationship with that buyer. They will remember you if your memorable, so make it count!

Level 4 – Post show follow-up and evaluation of your R.O.I. (return-on-investment) of time & money spent for your company is so important. Many companies evaluate each trade show in a variety of ways:

• Actual sales made on the spot during the trade show.

• Asking each customer where they heard about your products. Implement a company policy to ask each customer during every sale, especially after a show, where they heard about your company. This contributes to the evaluation of your company marketing plans by knowing where your customers are coming from and which methods of your companies marketing efforts are successful.

• By the number of attendees who added their name & address to the database signup.

• By actual customer lead cards acquired for company sales representatives to call on after the show with specific information collected as to what product(s) the customer is interested in and what the time frame is they will purchase.

Follow up with the show attendees who stopped by your booth by sending them a hand written thank you note with your limited-time show special flyer included. Or direct them to your web site for an on-line show special coupon. Your company representatives could follow up with a personal phone call to thank your customer for stopping by your booth.

A trade show gives an exhibitor hundreds and hundreds of opportunities to attract new buyers and potential customers in a short amount of time and in one location. Take advantage of each trade show your company participates in by choosing the type of trade show that’s right for your company to attend, prepare for that show ahead of time by pre-marketing to your customer base, create a memorable booth and shine during the show and follow up after each show with customers who you saw during the show to continue the established rapport. Follow these 4 Levels for Trade Show Exhibiting and you will discover why thousands of companies are very successful before, during and after every trade show.