Are You Prepared At The End Of Your Trade Show?
Planning for your trade show exhibiting needs should be a
continual year round part of your marketing strategy. There
are so many benefits to exhibiting at trade shows that it
should always be in the back of your mind. The results of
one show can directly impact the effect of your next show
and on-going strategic trade show planning.
Establishing and implementing your post-show activities
should be as important to your show results as being there.
What should be done after the show closes?
All leads, business cards, and attendee questions taken at
the show should be retrieved and stored in a safe place.
Next to your booth, this is the most important thing that
you will bring back from the show. Once back in the office,
this information should be uploaded to your contact
management system as soon as possible.
Tracking criteria should be in place to maximize new sales
opportunities. This will differ by company, depending on
the types of products or services you sell. However, there
needs to be a system by which you can track sales,
especially those that are directly attributable to the
show. Management will be looking for this information.
One or more of your employees should have attended any show
sponsored networking events. During this time, it is a
good idea to ask about any other shows that exhibitors have
participated in. Were they satisfied with the event? Will
they exhibit at that show again? Make sure this
information is brought back to the decision makers, where
it will play a vital role in the next round of exhibitng
decisions.
Be sure to give your team a tangible reward. Yes,
representing your company is part of their job – but the
extra effort and preparation that goes into a successful
event deserves special recognition. It’s nice to have a
‘known’ treat for your team to work toward, plus a
‘surprise’ bonus so they can look forward to the next show.
Thank you notes or emails should be sent to all leads
within forty eight hours. This lets your attendees know
that you appreciate their time and attention. And, that you
will value their future business! It’s a nice, personal
touch.
How quickly do booth personnel want to leave the show?
“Faster than a speeding bullet”. I’m not sure why the
general attitude about evacuating the show floor so quickly
prevails, but taking care of business in a timely and
orderly fashion can save you and your co-workers time and
money when you get back to the office.
A short meeting every evening to discuss the day’s events
and plan for the next day and the show closing can increase
the opportunity for success. Everyone who worked the booth
should report to the trade show coordinator prior to
leaving the show. Even if they have to call the corporate
office.
Budgets are an invaluable trade show tool. Compare what
you’ve spent to what you were budgeted for the show. Are
there any areas where you saved money – by pre-registering
for show services or shipping your booth to the advance
warehouse? Did you go over budget in any other areas?
Unforeseen circumstances can sometimes push costs up, but
consistently missing your budget may mean some choices may
need to be adjusted. Discuss which it is, and make the
necessary changes before the next show.
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Barry Brenner is a twelve year veteran tradeshow
consultant. He has worked with companies of all sizes from
small mom and pop businesses, to billion dollar
corporations.
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