Trade shows and conferences are a great way to promote your company, but the biggest problem with any show is that it’s likely to be industry focused – this means that other firms in your field will also be attending! While meeting with other businesses in the same field can create opportunities to find new suppliers, help you to network and learn more about your industry, it also means that there's lots of competition present, so you’ll need to stand out to have any chance of a successful show!
Plan of Action[/b]
The first important task is comprehensive pre-show planning, and you should always be organised. This includes studying who is attending, as well as what presentations, sessions and workshops are available. Post-show events and evening gatherings should also be researched, as these are a great networking opportunity. Plan an itinerary in detail based on this information; a big part of attending any show is circulating and raising your profile, not simply loitering around your own stand. Many companies focus so closely on sales at a show that they rarely stray beyond their own stand; whilst the stand should not be left to its own devices, mingling can help to raise your and awareness of your brand to potential customers – you can also check out the competition!
The Right People [/b]
As part of the planning process, carefully choose your team for the event. This will very much depend on your targets or goals for the show. If sales are your priority, then a strong sales team is the obvious choice. However, networking and creating leads for the future can be just as important. If this is your focus, take the time to consider your team carefully and ensure you include those from your company who are sociable and good with people. Don't be afraid to consider attendees from a broad range of department, including technical experts and even HR people (generally good at making friends and influencing people).
Definite Goals [/b]
When attending a show, you should have at least one main goal. Your logo should be highly visible on your main stand but also on just about anything and everything it's possible to print onto; including staff, if possible! Flyers, posters, t-shirts, leaflets and other bespoke promotional material should be designed specifically for the show and around a theme, preferably incorporating your main goal.
Free Lunches [/b]
Free stuff will attract people to your stand like nothing else; this should always include branded items to give away. Your imagination is the only restriction here and any items that are relevant to your product or service are a great idea. Consider small items which people can easily pop in a pocket or handbag such as pens, keyrings and other daily essentials. Again, keep your theme going with this sort of material. Other freebies which will attract people to your stand include food and drink – in this case, there is such a thing as a free lunch, or at the very least free snacks. You'll be surprised how this will attract significant numbers of people. If you’re demonstrating, or giving presentations, get the food out just as you’re due to start! Brand your paper plates, your napkins and even your cutlery for maximum impact!
Get Out and About [/b]
Whilst tradeshows are great places to sell, they're also good places to find new suppliers, potential partners and learn more about your industry. Sideshows and presentations, seminars or workshops are invaluable places to network and find out more about your competition. Don't focus completely on your own part in the show and ensure that branded staff are out and about, putting a friendly face behind your brand!
Plan of Action[/b]
The first important task is comprehensive pre-show planning, and you should always be organised. This includes studying who is attending, as well as what presentations, sessions and workshops are available. Post-show events and evening gatherings should also be researched, as these are a great networking opportunity. Plan an itinerary in detail based on this information; a big part of attending any show is circulating and raising your profile, not simply loitering around your own stand. Many companies focus so closely on sales at a show that they rarely stray beyond their own stand; whilst the stand should not be left to its own devices, mingling can help to raise your and awareness of your brand to potential customers – you can also check out the competition!
The Right People [/b]
As part of the planning process, carefully choose your team for the event. This will very much depend on your targets or goals for the show. If sales are your priority, then a strong sales team is the obvious choice. However, networking and creating leads for the future can be just as important. If this is your focus, take the time to consider your team carefully and ensure you include those from your company who are sociable and good with people. Don't be afraid to consider attendees from a broad range of department, including technical experts and even HR people (generally good at making friends and influencing people).
Definite Goals [/b]
When attending a show, you should have at least one main goal. Your logo should be highly visible on your main stand but also on just about anything and everything it's possible to print onto; including staff, if possible! Flyers, posters, t-shirts, leaflets and other bespoke promotional material should be designed specifically for the show and around a theme, preferably incorporating your main goal.
Free Lunches [/b]
Free stuff will attract people to your stand like nothing else; this should always include branded items to give away. Your imagination is the only restriction here and any items that are relevant to your product or service are a great idea. Consider small items which people can easily pop in a pocket or handbag such as pens, keyrings and other daily essentials. Again, keep your theme going with this sort of material. Other freebies which will attract people to your stand include food and drink – in this case, there is such a thing as a free lunch, or at the very least free snacks. You'll be surprised how this will attract significant numbers of people. If you’re demonstrating, or giving presentations, get the food out just as you’re due to start! Brand your paper plates, your napkins and even your cutlery for maximum impact!
Get Out and About [/b]
Whilst tradeshows are great places to sell, they're also good places to find new suppliers, potential partners and learn more about your industry. Sideshows and presentations, seminars or workshops are invaluable places to network and find out more about your competition. Don't focus completely on your own part in the show and ensure that branded staff are out and about, putting a friendly face behind your brand!