Maximize your trade show investment

Published by Al on Tagged Uncategorized, General Yammering

This week our client, SGC, will be exhibiting at the National Sports Collectors convention in Cleveland.

Thus begins the trade show season, with a number of our clients exhibiting in a variety of trade shows across the country.

Trade shows are a great way to generate valuable exposure and make a large impact in a short period of time. They’re also really expensive. Many times, companies leave a trade show thinking “That was a huge investment in time and resources, and I didn’t get anything out of it.”

The best way to maximize your trade show investment, particularly for a small business, is to follow some simple rules.

    1) Have a plan.

Not just a last-minute plan that you throw together, but a plan that you begin making for next year’s show, as soon as you finish this year’s show. Can you reserve a better booth location if you act earlier? What is your overall objective? What do you need to do to improve upon the last show? Write it down, and begin taking steps right away.

    2) Have an agenda.

In many cases, a trade show is a place where ALL your customers, and many potential customers, will be in the same place at the same time. And ALL your competitors will be trying to obtain their business. It’s not enough to just set up your booth and be there; you’ve got to make an impact. Schedule meetings - in advance - with your existing customers, potential customers, and trade media. Even if you’re just meeting with ad reps to reduce advertising rates or generate some editorial coverage. Try and fill every hour of every day with meetings - staff your booth with capable personnel, but your management and business development people should not be spending their day standing around a booth - they should be out making money for your company.

    3) Have something to announce.

Planning to introduce a new product in the next year? Revising your pricing? Expanding into a new business category? Announce it at the trade show. Your objective here is to generate buzz; to get people talking about your company throughout the show. If the show is a big, important one, plan your entire marketing year around it. Hold a press conference, distribute news releases, have samples available for people to see. Your goal here should be to cut through the immense amount of clutter that people are hammered with at trade shows, by having something meaningful and memorable to say.

    4) Take advantage of the hotel.

Booth space is very expensive - particularly at larger shows. We’ve found that it is extremely economical to put your staff up at the hotel that’s closest to the show, and then to reserve a suite at that hotel. The suite should have a kitchen area and a comfortable meeting space with a nice view. Now, you can have all your meetings off site at the hotel - it’s usually a very short walk from the trade show (and many times the hotel is part of the convention center), and it accomplishes two important objectives: first, it gives you a quiet space to conduct business. Second, and more importantly, it gets your customers off the show floor, away from all your competitors, into an environment where you can conduct business. It’s usually cheaper to get a smaller booth space and a suite than it is to get a large booth space alone, and your suite can stay open long after the show closes for the day.

    5) Spend your marketing dollars wisely.

There are dozens of promotional opportunities available to you at trade shows, from sponsoring the “goodie bags” to advertising on aisle signs, and all points inbetween. Your marketing investments should be limited to those vehicles that are most likely to be remembered after the show. Things like aisle signs and show programs are generally not wise investments. Instead, focus on things that are more likely to make an impact: branded giveaway items that are unique and useful, advertising in trade publications (which always offer “bonus distribution” at shows, and are likely to be read on the plane after the show is over), and hosting a hospitality luncheon or dinner for clients and prospects, are generally good ideas.

    6) Gain intelligence for the whole company.

Assign one staff member the job of walking the show floor and obtaining as much literature and information on competitors, vendors, and other companies as possible. Have that person ship everything back to the office from the hotel business center, so it’s waiting for you when you get back. This way, nobody misses anything but the majority of your staff spends the entire show focused on doing business.

    7) Post-mortem and followup

Immediately, the day your staff returns from the show, hold a morning “post-mortem” meeting. Discuss what happened at the show, any significant events that occurred, and review the results of all your meetings. Make a list of action items that resulted from your meetings, and act on them right away, within the first two or three days after your return. This way, nothing gets lost in the shuffle, and everything remains fresh in the minds of your customers and prospects. This is the most important part of a trade show!

Properly planning a trade show can mean all the difference in the world - and create a profitable, rewarding experience for your company. Good luck!

July 31st, 2007



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