Are Trade Shows Worth the Cost and Effort?

While trade shows often represent the largest slice of the overall marketing budget of a small business, more than half of companies surveyed by the Business Marketing Association say they spend less than 20 percent of their time on trade show strategy. This might explain why at least half of trade show exhibitors report they are not seeing acceptable results.

Here are a few simple steps that may bring better results at your next show:

• Determine your purpose. Are you focused on making new clients or having face-time with existing clients?
  
• Target your prime prospects and find a way to invite them to your booth in advance if possible; if not in advance, then by the type of giveaway or design of your exhibit.
• Give away an item that can be used at the actual show and afterward. Totes, pens that clip on belt loops or name badge holders, lanyards and wallets get a lot of exposure.
  
• Don't horde your samples. A good rule is to plan on giving away about two-thirds of the product during the first two days of a longer show, and calculate accordingly so you have about one-third for the last one or two days.
• Offer a contest to get attendees to perform a specific response, like opting in to an e-letter subscription or setting an appointment. Promote the contest with pre-show mailings, flyers inserted into goody bags or even workers handing out leaflets where allowed.
  
• Obtain the list of registrants so that you can do a pre-show mailing. Call your key customers to ask them if they know anyone else in the industry you can send an invite to.
• Send pre-show mailings that include a product giveaway and your booth number. The object is to get them to come see you first.

And the single most important ingredient for a profit-making show: Follow up! Since this is where most of your competitors will fall down on the job, you can absolutely clean up in appointments, repeat business and referrals by making a personal contact with each registered prospect after the show.

What are some of the most successful trade show tactics you have used or have seen used? What is the most favorite item you have acquired at a trade show? What is the craziest thing you have ever seen at a trade show? What turned you on about it- what turned you off?