Trade shows introduce an exceptional opportunity for many businesses to promote and have face-to-face connections to consumers. Going outside the confines of digital marketing and remote selling will give you an insight as to how they relate to and make use of your products and services.
Attending such events should conjure up a return of investment (ROI) after a whole day of business-to-business (B2B) or business-to-consumer (B2C) interactions. Below is a list of helpful tips to get the most out of your next trade show. And by most, we mean generating leads.
Strategic Selection
Exhibiting at trade show events is generally costly. You need to take care of exhibitor fees, and costs of display booth supplies, along with travel expenses, lodgings, and meals for you and your staff members. You will be spending thousands of dollars, so you have to be sure that you select the ideal trade show that attracts the right market and feasibly delivers the right sales leads.
The majority of trade exhibits provide information about types of attendees, what they are looking for, and the likes. Thus, it is essential to do your research to ensure their target market matches yours before you decide.
Related: 30 Places to Find Prospects & Leads for Your Business
Set Your Goals
Whether you are an exhibitor of a large or small event, it is vital to set business goals and map out lead generation strategies before attending the show. You have to set such goals that you distinguish as a success. Is it by an increased volume of sales? The number of sales leads? Product feedback? Excellent interaction with consumers? Or new business opportunities?
Whatever your objectives are, it is essential to know how you will measure the gains so that you can decide if it was worth your investment and worth attending next year.
Related: 60 B2B Lead Generation Tactics and Strategies
Size Does Not Matter
Do not be blinded with the saying the bigger, the better. You have to know that not all big trade show events are better than small ones. In fact, you can get better leads even in smaller events. You just have to pay attention to the first two pointers and think about quality over quantity.
Opting for the Right Booth Location
The next thing to think about is the location of your booth. Make sure to reserve a space as early as possible if you already have a preference. Seasoned exhibitors know the sweet spots, and most of them are fast to book for the next year’s event as soon as the current show is over. Therefore, you have to act fast to get premium spaces.
Have a Simple But Compelling Booth Design
Your trade show booth displays do not have to be flashy as long as they fit your brand’s identity. Also, you do not have to spend a lot on booth displays since there are booth rental services that surely you can find. Remember, you can look sharp and professional with just a simple but well-designed banner and some nice promotional materials.
However, if you think that you will be going to several trade exhibits in a year, then it would be best to invest in trade show booths and other displays. You will be surprised at how much you can save by reusing your stalls rather than renting every time there is an event.
Use Stools Instead of Chairs
Working the whole day for a trade show can be tiring for you and your staff. With stools available, you and the others can rest your legs and feet between meetings while still looking committed. Sitting on a chair can make you seem uninterested and lazy.
How to Handle Tire Kickers
It is a given in trade shows that there will be attendees who are only into freebies and not really seeking for business deals. So you have to learn how to spot a tire kicker when they show up at your booth. In doing so, you will not waste time and effort selling to them. You do not have to be rude. However, you are there to do business so you need to move on.
Check Other Booths
Checking out other booths and introducing yourself to other business people gives you a chance to get potential clients, channel partners, and more. For example, if you are in the furniture industry, you can meet up with interior designers, cabinet hinge manufacturers, office furniture suppliers, etc. This helps you find long-term partners that can help boost your business.
Also, stepping outside your comfort zone can provide you with valuable insights, like how others design their booths and the way they engage with attendees. Besides, you can check out your competition.
Look for a Speaking Opportunity
One valuable way to maximize your influence at a trade exhibit is to get a speaking opportunity. Hosting an information session will introduce you to an audience who might need you as an expert in your field. Hence, you can widen your reach to a massive market.
Collect Emails and Follow Up ASAP
It is essential to collect the emails of qualified leads so you can follow up later. Once you get back to the office, follow up immediately to keep the communication going and the potential deal warm. Leaving potential leads unattended can quickly get cold; they will either forget you or get snatched by the competition.
Conclusion
Trade shows are an excellent way to generate warm leads. To turn these leads into revenue, it is essential to plan and keep your eyes on the goal. It is also necessary to track results by checking the number of quality leads versus cash outflows. Through this, you can figure out which trade shows are worth returning next year.
