Check Out Our Tricks of the Trade Show.

By Marlene Bauer Pissott

Before there was radio, TV, or even the internet, there were trade shows. For those who know how to use them, they’ve remained effective over generations.

In fact, they’re now enjoying a resurgence as businesses struggle to cut through electronic clutter and get face-to-face contact with real customers. Year after year, tradeshow leads prove to be stronger and easier to close.

A 2005 Tradeshow Week poll found businesses spend up to 42 percent of their marketing budgets on trade shows. But many aren’t investing well. Let’s talk about optimizing your investment—and if you’re exhibiting for the first time, how to do it right.

The Game Plan

• Set concrete goals. How many leads do you expect to get? Do you expect to take orders? Do you have other goals (scope out the competition, spot trends, network, strengthen existing relationships, get PR)? Wherever possible, quantify the dollar value of your goals so you can budget intelligently.
• Choose the right shows. Carefully review locations, past attendance and show history (pay special attention to data from last year—trade shows change fast). Talk to noncompetitive exhibitors. Make sure the right decision-makers attend. Not sure which shows to look into? Try www.directory.tradeshow week.com and www.tsnn.com.
• Get into your customers’ shoes. If you were them, what would make you stop at a booth—and stay there? What would drive you away? Reflect this in your exhibit.
• Plan your message. Pick a few key points every visitor should come away with. What are you better at than anyone else, and why should your potential customers care? Don’t demo everything. Focus on a few hot new products and their benefits. Be creative, but be sure you’re still reflecting your core business culture, principles, and established brand.
• Reach out ahead of time. Make sure your potential clients visit you: Use e-mail, snail mail, and ads before the show. Offer free event admission tickets, private showings, or meals in your company suite. Be creative and professional; show that you’ll go beyond the call of duty to improve their show experience.

It’s Showtime!

• Align your purposes. Make sure your staffers thoroughly understand your intentions, and your collateral and display reflect your brand and goals. For instance, if you’re demonstrating new products, make sure there’s enough room and that spectators have clear sightlines.
• Be customer-friendly. Verify that your literature, signs, and graphics are clear and accurate, and that your staff is up to the challenge. For example, bringing along someone who knows your product but isn’t comfortable with strangers is not a good choice. Anticipate problems and questions ahead of time by conducting trial runs with mock audiences.
• See the rest of the show. Observe exhibitors who draw and hold large crowds. Talk to vendors. Check out their signage, collateral, electronic kiosks, and demos. See what they’re doing right—and wrong.
• Take notes. Discreetly record problems, successes, possible improvements and information about your competitors. In the rush, if you don’t jot it down, you’ll likely forget it. Above all, write down all your commitments.
• Post Performance
  Review your experience. What worked? What didn’t? What did customers like? What did your competitors show and do? Did you attract enough attention? Can you improve the practical logistics (such as setup and packing)? Based on your goals, should you return?
• Contact all your potential leads—even those who weren’t nearly ready to buy. Show consistency and patience. And of course, keep your commitments.
• Ask your contacts for a frank evaluation. You can do this formally with evaluation cards or informally in a brief chat. But either way, find out what they’re thinking—then act on it.
• Get ready for next year. Know you’ll be back? Consider signing up early—often, there’s a discount, and you’ll get a better location. If you didn’t succeed, move on and try a different event. For many companies, it makes sense to try one new show per year.

Marlene Bauer Pissott is owner of InGroup Inc., a marketing and communications agency in Midland Park, New Jersey. Contact her at www.ingroupinc.com