Three simple steps can set you
apart from more than three-quarters of the competition at your next trade
show and get a high return on your investment. A significant
majority of exhibitors do not plan to engage attendees appropriately or
reward their attention. Even more shocking – 80% of leads are never
followed up post-show.
Attracting the right people to your booth is key to
success. Merely putting out a bowl of candies or passing out thousands of
pens isn’t going to create the interest and recognition you need to
develop a long-term relationship with prospects.
So what’s an exhibitor to do?
Step
One
Target & Tantalize – Before the show floor ever opens,
make sure your best prospects and/or clients are engaged. By narrowing
your field to the 20% “best bets” among the attendee list, you can offer
better bait that will land bigger sales. The most effective pre-show
invitations create a two-part dialog. Send a unique promotional product
which carries an invitation to visit the booth and a register for a chance
to win a significant prize. One company we know offered a trip to
space worth $100,000!
Step Two
Tie the booth show give-away to
your product, service or brand image. For example, the Louisville
Convention & Visitors Bureau hands out miniature Louisville Sluggers
when it exhibits. The product is easily identifiable with the city. BUT
only give this to people who have shown a qualified interest and have
given you their contact information.
Step Three
Follow-up &
Follow-through – Before you ever leave for the trade show,
organize follow-up packets that will mail the day you return from the
event. Use colorful or dimensional packaging that will stand out in the
deluge of mail that awaits attendees post-show.
Let us help you tailor
the concepts to your audience and next trade show. Looking for a
new trade
show booth? We can help with that
too.
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