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Keys to Trade Show Success
The on-line promotional product catalog prepared with the successful trade show exhibitor in mind.
We have found our best success exhibiting at a trade show or exhibition by following these simple steps:- Determine who it is you want to meet at the show and then be sure to invite them. We often suggest a postcard with a magnet, key tag or other flat product like letter openers laminated onto it, direct-mailed to your target list, but any creative idea can work. Give them a reason to attend...how about sending them an engraved invitation with a phone card enclosed and a promise to give them the PIN code at the show. Something like 'give us 10 minutes at the show and we'll give you 10 minutes of long distance calling free'.
- At the show, attract attention to your booth by having a prize drawing (or drawings) for your attendees to enter. The cost of entry can be a business card or a completed survey form. Be sure to mention the drawing in your invitation. If your budget allows it, conduct the drawings hourly and use the Show Management's PA System or a loud speaker of some sort to announce the winners and how long until the next drawing. Give away free goods, discount coupons or choose from some of our great gift ideas.
- Here are a few notes concerning promotional handouts at the show. We have found that it is helpful to plan for 2 or 3 different items of differing value to give away because there are usually 3 categories of people attending most shows, but especially at the shows open to the general public. First there are the 'bag people'. These are folks who walk up and down the aisles with their bags open for everything that isn't nailed down. They are professional collectors. Your give-aways are the only reason they are there and they really don't care who you are or what you do. They bring their own, very large bags and you will see some of them more than once. Second are the unqualified prospects who should, but probably won't or can't use your product or service. Finally there are the qualified prospects who you want to meet and who you want to remember you when they return home. The best run booths will have one or two screeners stationed in front of the booth sorting out the 'bag people' and qualifying the attendees. They will have low $ items like pencils or emery boards, magnets or fortune cookies in their hands and within easy reach to satisy those appetites. Standing either behind a table or at least behind the screeners will be "the Presenter". When a screener comes across a qualified prospect, he or she will introduce that person to "the Presenter" and then return to screening duties. "The Presenter" engages in polite conversation, exchanges contact information, makes a sales pitch and presents the prospect with a 'hidden treasure' from whatever protected place your booth allows. Your budget will determine the types of 'treasures' you use, but travel mugs, calculators, calendars, golf ballsor logoed ball caps or t-shirts might fit into the mix here.
- After the show, be sure to contact your prospects and follow up on any questions that your presenter noted.
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