Know Before You Go: 8 Trade Show Musts

Here are a few simple steps that will greatly improve the results from your next show:

1.  Determine your purpose. Are you focused on meeting new prospects or having face-time with existing accounts?  Don't get roped into a show if you are not certain who the attendees will be so that you can plan how to interact with them in advance.

2.  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, event-publicized contest or even the design of your exhibit.  If permitted, draw them in with the aroma of fresh baked cookies or hot buttered popped corn.

3.  Give away an item that can be used immediately and afterward. Totes, pens with notepads, mints, hand sanitizers and can coolers get a lot of exposure. Be sure the item you choose to give away is targeted to your best prospect and avoid gimmicky items that may end up in a child's toy box, product samples, or coupons/discounts that have no value without a required purchase.

4.  Don't hoard your marketing materials. Bring an ample supply and plan to leave empty handed.  However, you may want to limit the number of promos you display at one time.  Too many items create clutter and give the impression of low value.  Exhibit one or two of each, and offer others directly to the attendees who actually stop to chat.  Avoid the attendees who simply want to grab and run.

5.  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 mailings and social media prior to the show, flyers inserted into goody bags or even workers handing out leaflets where allowed.

6.  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 you can send an invite to.

7.  Send pre-show mailings that include a product giveaway and your booth number. The object is to get them to come see you first.

8.  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.