| It's the question every company that hosts a trade | | | | sales leads collected during a show are never |
| show exhibit asks: When the commotion of the | | | | followed up on. Create a system to capitalize on |
| event fades and attendees return home, will they | | | | those personal exchanges. A trained exhibitor asking |
| remember our company and product? | | | | the right open-ended questions can gather valuable |
| What happens on the event floor is vital to making | | | | intelligence in just a couple minutes. Properly recorded |
| the right impression, but what about pre and post | | | | on a lead card with contact information, and the sales |
| event activities? Focusing solely on the short-lived | | | | team has a powerful tool for tailored follow up. |
| exchanges at your booth ignores a plentitude of | | | | Timely follow up is important. Make the most of |
| opportunities to connect to attendees and generate | | | | attendees' excitement in the days and weeks |
| leads outside the din of the event hall. Pre event | | | | following the program's conclusion. Such rapid follow |
| marketing and post event follow-up can make the | | | | up may not result in an immediate sale, but it will |
| personal interface at your trade show booths more | | | | make your company stand out from the rest. It also |
| potent and ultimately more profitable. | | | | provides the opportunity to expand your |
| Begin The Trade Show Exhibit Early | | | | understanding of the potential customers' needs. |
| Why wait until the event to try to connect to your | | | | Maintain Focus At The Show |
| target audience? Pre event promotions can boost | | | | Properly trained staff that is knowledgeable about |
| leads by 33 percent. The goal of pre event | | | | the company and products is a must for a successful |
| promotions is to drive your target audience to your | | | | trade show exhibit. Don't forget that some of the |
| display. | | | | most important marketing actually occurs face to |
| Consider promoting the company's participation in | | | | face with the customer at the trade show booths. |
| existing marketing outlets, such as newsletters, | | | | Train staff on how to engage customers, ask the |
| advertisements and websites. Make personal | | | | right questions, collect lead information and most |
| invitations to your trade show booths, create | | | | importantly set action items for prompt follow-up. |
| contests and coupons for prizes that are redeemed | | | | Hosting a display at an exhibition can cost |
| at the booth, and consider using social networks, like | | | | considerable resources, but it provides a unique |
| Twitter or Facebook, to draw attention to your | | | | opportunity to connect with potential customers with |
| activities. | | | | multiple touch points. With fewer competitors hosting |
| Be sure all promotional materials include the booth's | | | | booths, the chance to engage event attendees is |
| location at the event as well as company and | | | | better than ever. By making the most of the pre and |
| product information that's consistent with the | | | | post event period, a business can distinguish itself, |
| exhibition materials. | | | | and make the face-to-face connection at the show |
| Follow Through After the Show | | | | the keystone of a new business relationship. |
| It's hard to imagine, but more than three-quarters of | | | | |