Z Connections | Edition #16 May 10 | The Tradeshow Special Edition

Tips & Tricks: 10 Tips to Maximise Your Tradeshow Presence

 1. Plan your strategy well in advance: just turning up on the day with posters under your arm and a few business cards isn’t going to get you the results you need. Planning to exhibit in a tradeshow needs to be strategised months in advance. Scheduling your yearly campaigns to promote products, launch a new site etc need to be done with the tradeshow in mind.
  
 2. Refine your key messages: we have so much to say, but it must be limited to three things for a tradeshow stand – otherwise you run the risk of people not remembering anything at all. Whatever your message is – ensure that your stand communicates it with great graphics, key messages, an experience or feeling.

 3. The Stand: Your stand needs to be eye-catching for the right reasons. Go for a clean layout, simple images that convey your message, an easy-to-read font and avoid too much text. Think about what you need to best display your marketing collateral. Include your logo and website address – this is a great opportunity to make the most of your brand.

 4. TAP into the show’s PR and marketing efforts: Each show will have its own marketing and PR activities that will benefit from your input. If you have news – something new or exciting happening at your stand, then tell the show organisers about it! Use their logos on your website and start spreading the word to ensure your audience gets to the show.

 5. Read your exhibitor manual: This is the bible of exhibiting at the show. Important information like supplier contacts, bumping in times, talks, electricity, food and beverage requirements, as well as your marketing on their website and directory can all be found there. Don’t leave it to the last minute!

 6. Logistics: In the manic lead up to a tradeshow assign shifts to ensure there are enough people to staff your booth. Brief the staff on the goals, what they need to wear and say. Make sure everyone knows what time they are expected to be there and what is expected of them, when breaks will be and who is attending what social or educational seminars. 

 7. Collateral: rather than just bag fillers, think strategically about how your handouts can make an impact. Can you create something that is interesting, different and likely to end up on the desk or wall of a prospect rather than in the bin? What information will be of value and have word-of-mouth-marketing benefit?

 8. Educational benefits: Tradeshows often have a line-up of presentations on topics that may be relevant to your business. Identify the most appropriate staff member is to attend each seminar whilst making sure your stand is still covered. It also pays to take note of what other exhibitors are doing and what works – gather intelligence for next year.

 9. Plan your visit! As an exhibitor, use your own customer and prospect list to target the people you want to visit your stand. As a visitor, maximise your time by determining which tradeshow stands you want to visit, have a purpose in mind and even a list of questions.

 10. Follow-up! Make sure you schedule some time to phone the contacts you made at the tradeshow – this is where your lead generation turns into a sale! This should be within three weeks while you are still fresh in your visitors’ minds. Follow-up your call with a nicely written email extolling the benefits of your service and reiterate any specials that were extended during the tradeshow. Visitors should take advantage of any special offers received from the exhibition and make contact sooner rather than later – the person you spoke to may remember you and it could mean the difference in service quality.