Written by Lukas Treu
So, you’re headed to the tradeshow.
Get excited! It’s a good opportunity to make a great impression on potential clients and customers.
Given that the AKHIA Marketing & Business Integration Outlook 2015-2020 survey found that only 19 percent of respondents indicated tradeshows will be extremely important in the next five years however, you may also have an uphill battle to prove to a skeptical boss that your presence at the show was worth the investment. No pressure, right?
Take heart. For companies with the right strategies, tradeshows still provide strong ROI. With a smart approach designed to engage prospects and demonstrate results, you can make more meaningful connections and even boost sales.
You’ll need to sell your brand, of course, but not come off as too pushy in the process. Remember, it’s about building long-term relationships, so ease your way in. No one likes being swarmed by booth staff or looks forward to the cold call that follows because they tossed a business card in a fish bowl.
You must transcend expectations of the typical tradeshow experience, grasshopper… which is easier said than done, but far from impossible.
Here’s where to begin…
Master Pre-Show Planning
The best efforts start long before the show begins. There are several steps you should always take no matter where your travels take you:
Ace the Interaction
At the show, differentiate your booth and your brand by:
Don’t Flub the Follow-Up
Work really begins once the show ends. Here’s how to ensure you’ve optimized your time:
Make the Sale… and Keep Engaging
Effective tradeshow lead generation and subsequent nurturing aren’t rocket science. Unless you’re planning NASA’s next exhibit, stick to the basics of sound planning, strong relationship building and purposeful post-show follow-up. Every conference is a passing opportunity to make a permanent impression.
Have questions or thoughts? Reach out to firstname.lastname@example.org to continue the conversation.