| There are lots of great reasons to participate in | | | | your booth. Besides, your information card is |
| conferences and trade shows and none of them | | | | capturing the qualification data, so you have the |
| involve stiffly standing by a fish bowl hoping for | | | | luxury of taking a human interest in your booth |
| someone to drop in a business card and then asking | | | | guests. |
| them if they are in the market for [your product | | | | Another conversation you'll want to proactively look |
| name here]. | | | | to have is with members of the press who are |
| Here are four things you can do to increase the buzz | | | | attending and covering the show. Don't forget, more |
| about your brand at the next conference you attend: | | | | and more bloggers are now covering the shows. |
| 1 - Prime the pump. Steps to take before you go to | | | | When they stop by your booth, engaging in a |
| the show | | | | conversation makes it more likely that you'll see |
| 2 - Create a buzz. How to make your booth a | | | | coverage. Because you've been asking questions |
| destination site. | | | | about conference experience, you have more to |
| 3 - Critical conversations. Who to talk to and what to | | | | share with those who will be writing about the show. |
| talk about at the conference. | | | | It's often difficult to develop relationships with writers |
| 4 - Follow up. Maintain the momentum you picked up | | | | as they are constantly under a deadline, building a |
| at the show. | | | | relationship while at a conference allows you to |
| You've made a huge investment in this event: fees, | | | | spend more time with them then you might get on a |
| travel expenses, and the time out of the office. | | | | random phone call. |
| Make sure you leverage every possible angle and | | | | Make it special when your customers stop by the |
| opportunity that comes with your participation in the | | | | booth. I always had a "special" gift under the table |
| show. Too many business owners view a conference | | | | for customers who might be in attendance at the |
| as a marathon of waiting. You need to work the | | | | show. Trade shows and conferences are a wonderful |
| event hard. You need to be proactive. It's show time! | | | | opportunity to spend time with customers. Smart |
| 1 - Prime the Pump | | | | folks are bringing video cameras to shows so that |
| Begin preparing for the event well in advance. If | | | | they can record quick customer testimonials on the |
| you've done your homework and determined that a | | | | floor. Another tip is to give your customers one of |
| significant number of qualified prospects will be | | | | your logo'd shirts. If they choose to wear it at the |
| attending the show, here are some things to do in | | | | show, you've just increased your visibility. If someone |
| advance to ensure you get the most out of your | | | | asks them about the shirt, they will probably share |
| investment. | | | | their experience with you and your products and |
| Figure out how to get a speaking gig. Contact the | | | | services. |
| show organizer to see if there is an opportunity for | | | | Social media is bursting on the scene at conferences. |
| you to present. Getting 30 people in a breakout | | | | People are tweeting their thoughts on the best (and |
| session is more valuable than getting 300 cards in the | | | | worst) breakout session, where the best social |
| fish bowl. Standing in front of the room as an expert | | | | events are and where to meet up. Usually the |
| on the topic moves you quickly through | | | | conference has a hash tag associated with the event. |
| "Know-Like-Trust" and into the "Try" phase of the | | | | For example Dawn's 5th Annual Marketing |
| Marketing Hour Glass. By virtue of seeing you speak, | | | | Conference might have the hash tag #5Dawn. That's |
| a prospective customer, on a certain level, "tries" | | | | a way for everyone at Dawn's 5th Annual Marketing |
| what it is like to work with you. | | | | Conference to follow others who are tweeting from |
| Distribute a press release on your participation in the | | | | the conference. Share your insights and news from |
| trade show or conference prior to the event. You | | | | the show. "John Doe's keynote is getting a lot of |
| have a good chance of showing up in the search | | | | laughs #5Dawn," "We've just emptied our first box |
| results of someone interested in the conference. You | | | | of Dawn's bears at booth 2 - don't worry we've got |
| are associated with the niche. You increase your | | | | more #5Dawn," are just some examples of ways to |
| organic ranking. There really is no down side to | | | | use Twitter at a conference. |
| promoting your participation in a conference. | | | | Conferences give you a chance to scout the |
| Publicize the fact that you will be at the show on | | | | competition. Who's there and who's not there. What |
| your website, in your newsletter, on Facebook, via | | | | investment have they made in the show. It's always |
| Twitter, as part of your email signature. People won't | | | | good to see what they are doing and how they |
| visit your booth if they don't know you're there. | | | | present themselves. Are they presenting at the |
| Wardrobe. Sounds petty but it matters. If you are | | | | conference? Sit in on it. See what they are talking |
| sending multiple people, why not leverage the brand | | | | about and how the audience responds. Gauge your |
| by having everyone where logo'd shirts? People will | | | | performance and appearance against theirs. Also, |
| notice the brand. And, go beyond the folks in your | | | | today's competitor could be tomorrow's employee. |
| booth - find out if customers are attending and send | | | | During your time at the conference be sure to look |
| them logo'd polo shirts as well - with the promise of | | | | for potential Alliance Partners. Who has a |
| a nice gift for showing up in the booth wearing the | | | | complimentary product or services to yours? Since |
| shirt. | | | | you are both at the same show, it's likely that you |
| Let your customers know you'll be there. Besides | | | | could offer one another referrals as well as work |
| sending them a shirt to wear, let your customers | | | | together on future lead generation and small group |
| know that you are participating in the conference. | | | | events. Every conference has lulls, I call them vendor |
| Just knowing that you are there, allows them to | | | | bonding time, make the most of it by looking for |
| send people your way if they find themselves in a | | | | someone who can enrich your network. |
| conversation with another attendee who may be in | | | | If at all possible, try to get to know the conference |
| need of your products and services. Also, let | | | | organizers. They are the people who know the right |
| customers who are not in attendance, but who may | | | | steps for getting a speaking session. There may be |
| be interested in the conference, that you'll be | | | | volunteer positions that you could help fill at future |
| Tweeting, updating Facebook and blogging about | | | | shows. Share constructive and meaningful feedback |
| what you learn at the conference. | | | | with them so that they in turn can create a better |
| Pre show mailing. If the Conference offers an | | | | conference and attract even more attendees. |
| opportunity to send a pre-conference mailing to the | | | | 4 - Follow up continues the momentum gained at the |
| registered attendees - take advantage. In your | | | | show |
| pre-show mailing, give the recipients a reason to stop | | | | As a team, do a post mortem on the show as soon |
| by your booth or attend your speaking session. | | | | as possible. What worked? What didn't work? Were |
| 2 - Buzz at the booth | | | | there things that you could have been better |
| Plan in advance to create a buzz at the booth. It will | | | | prepared for? Did you discover things that need to |
| serve to motivate attendees to make a point to | | | | be a part of next year's plan? Get it down now. |
| stop by and go far to ensure that you see a return | | | | Document the thoughts right away so you don't |
| on your investment. | | | | forget and have the information handy when |
| Make it worth their while to stop by. Offer a nice | | | | pre-conference planning begins next year. |
| logo'd gift. While this increases the cost of your | | | | Follow up with every person with whom you spoke. |
| participation, giving them something to remember | | | | If you used an information card to gather prospect |
| you by, increases the chance of future business. | | | | data, you have their email and address. Send them a |
| Sometimes the most desirable gifts are something | | | | letter or postcard thanking them for stopping by, |
| that will make them a hero when they return home. | | | | asking if there is anything you can do for them, and |
| By far the most popular give away I used were small | | | | invite them to contact you if they need anything. |
| colorful beanie-baby like bears with our logo on the | | | | Send an email as well. |
| belly. | | | | Segment those leads information cards. Obviously, |
| When you have a giveaway they really want, sharing | | | | take a look at the hottest opportunities and get that |
| their information with you is no longer objectionable | | | | process in place. Get the warm leads added to your |
| to them. So make filling out an information card | | | | nurture database. Take the unqualified leads and look |
| completely a requirement for receiving the gift. An | | | | through to see if there is an alliance or referral |
| information card that captures the critical data you | | | | partner who could help them. This is "giving to get" - |
| need and helps you determine what is a hot, warm, | | | | don't give mindlessly, but as you go through the |
| cold, unqualified lead when you get back to the | | | | cards and see a need that can be addressed by |
| office is the most effective route. It allows you to | | | | someone in your referral network, then certainly give |
| quickly segment who needs immediate attention, | | | | all parties a heads up. |
| what may be a referral for one of your alliance | | | | Speaking of alliance partners, don't forget to follow |
| partners, and what to add to your nurture list. | | | | up with potential alliance partners that you met with |
| When they walk away from your booth smiling and | | | | at the show. If good ideas were discussed on how |
| admiring their gift, chances are they will be asked | | | | to work together going forward - don't let that |
| "Where did you get that?" All of a sudden they are | | | | creativity and enthusiasm wither on the vine - look to |
| referring your booth and sending desired traffic your | | | | get started quickly, don't lose the momentum. |
| way. Consequently there is a buzz surrounding your | | | | Part of your plan was to speak to writers and press |
| booth. If you are still smarting from the cost of your | | | | people covering the show. Is there any follow-up |
| give away, from time to time glance around at your | | | | that you promised them? Take care of it. Map out a |
| fellow exhibitors to see the look on their face as | | | | plan to stay in touch with these very important |
| attendee after attendee comes to your booth and | | | | influencers and build on the relationship you began at |
| fills out their information card. | | | | the show. |
| 3 - Critical conversations | | | | If you attended any breakout sessions or learned |
| Conferences are a great place for conversation. Don't | | | | any valuable tips and information that would be of |
| ruin the moment of an attendee entering your both | | | | interest to your customers, be sure to start outlining |
| by saying something like "Are you in the market for | | | | the newsletter articles and blog posts that will include |
| [product/service]?" or "Have you ever heard of | | | | this information. Then get writing; your newsletter |
| [company name/product name]?" It is better to ask | | | | and blog need the content and your customers will |
| them something like "What did you think of the | | | | appreciate that you are looking out for them. |
| keynote?" or "Is this your first time at the show?" or | | | | Following these steps will dramatically raise your |
| "What is the most interesting breakout session | | | | visibility at the trade show and keep your brand |
| you've attended?" By doing this you are entering in | | | | memorable long after the conference has ended and |
| to a conversation, not a sales pitch. By doing this you | | | | will increase the ROI associated with the show. |
| can learn more about the person standing in front of | | | | Nothing beats face to face interaction and a |
| you. By dealing with them as a co-attendee and not | | | | conference provides a great setting in which to begin |
| as a lead to be qualified, they will have a better | | | | or strengthen relationships. Work all phases to make |
| experience with you, retain more of what they learn | | | | your next conference your most productive |
| about you, and be more inclined to send others to | | | | conference. |