This is Part 2 of a 3-part series. Catching up?

Part 1: Pre-Show Marketing and Mailings

Trade shows can be nerve-racking to say the least. They represent an investment of several hundred dollars and hours- all for the ability to make a flawless first impression in front of dozens of your best prospects. Here's how you can make sure your presentation is top-notch on the day of the show.

Exceed your prospects' expectations. If you contacted your prospects before the show as we recommended in Part 1, you should make sure that your booth is consistent with the message from your pre-show mailer. Any offers, enticements or prizes that you alluded to should be delivered on.  

Get your staff on the same page. Nothing is more embarrassing than looking unprepared. Make sure your salespeople are trained to answer questions and represent your business professionally. Address details such as dress, shifts and talking points well beforehand.

Draw attention. Trade shows are notoriously busy, noisy and over-stimulating. Stand out from the crowd with eye-catching, colorful displays and banners. Promotional items and show drawings are also great traffic builders.


source: www.flickr.com

Consider a show drawing. Holding a drawing or raffle at your trade show booth is both a great way to attract visitors and a way to track booth traffic. By requiring prospects to submit their contact information as entry to your raffle, you ensure a steady collection of email addresses and telephone numbers. Follow up on these leads after the show.

We will revisit follow-up and post-show marketing in the third and final part of our Trade Show 101 series. Come back Monday!