Posted by on Sep 18, 2008 in Marketing | 2 comments

It’s Fall which means trade show season is upon us.  As a small business owner,  as you  think about participating in a trade show, home show or business showcase this year here are a few tips which will help you make the most of your investment!

Measurable Objectives - Before you reserve your space, and write the check be sure you know what you want to accomplish. Have specific objectives in mind, and measure the results! For example:

• Number of people who came to booth

• Number of leads

• Sales within a specific period of time after the event

• Investment per lead

The Right Show and The Right Location - As you compare trade show opportunities consider ask organizers about total attendance, attendee demographics and exhibitor turnover.

And if it is the right show, be sure to carefully select your space. Avoid columns, stairs, obstacles or locations too close to the food station. If you have strategic partners, who typically refer business to you, consider getting booth spaces side by side.

Cut through the Clutter As you design you booth – think simple! Your graphics should be large and eye catching. Like a billboard, people passing by should be able to grasp the key message, even if they don’t stop. Want to give more detail? Put it in a handout.

After the Show! This is the most important part of your trade show planning. Before you walk out the door to attend the show, be sure you have a plan in place to follow up when you come home!

Have your follow-up packets ready before the show. Then all you have to do afterward is paste a label and postage and get them in the mail. While your competitors are still trying to figure out what to send, your prospects are already reviewing your information!

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  • http://www.visiondirectmarketing.com/blog1 Erik Deckers

    And giveaways! Don’t forget giveaways. They need to be done correctly with an eye to obtaining good information in exchange for quality swag, not giving away pens and candy. I wrote a blog about how to do proper trade show giveaways several months ago, which flies directly in the face of most trade show “marketing.”

    Rather than dumping a bunch of candy into a big bowl, or giving away a $.29 pen with the company name on it, give away something that costs $5, but only give them to the people you want to meet. Do a pre-show mailing that promises them the cool new gadget (a memory stick, a multi-tool, a stainless steel coffee mug), if they will come out and watch a 10-minute demonstration of your project or service.

    I would happily pay $5 to spend 10 minutes talking to a decision maker about my product. Oh wait, I already do that. Gas, travel, coffee, my own time, is worth way more than $5. So why not bring those costs down and save myself the headache of spending $500 on a bunch of pens that yield no ROI.

  • admin

    Erik,
    I completely agree. It is about quality not quantity. That is why I often suggest people leave the brochure at home, and mail it as a follow up to the right contacts when they get home..