Many businesses have been migrating towards cloud platforms but the importance of exhibitions and trade shows for marketing and sales is still huge. For most, industry expos are the best venues for identifying prospects and partners. Of course, you just cannot attend the nearest trade show with just a laptop and samples and hope for the best.
Ad hoc strategies seldom work, and one needs customized tradeshow conference packs to wow the crowd. If you want press mentions, new sales or expansion in distribution – plan better for the same.
Here are 4 ways how you can get the most for your business out of a trade show:
- Plan ahead and do the recon
Figure out the conferences that are aligned with your business even the ones that are not quite hyped up. Check out trade shows for every industry and even look for the good ones that can give you an advantage over competitors.
Before shelling exhibitor fees though, visit the trade show as an attendee. Use the help of locals to get the sense of the land, the industry, and the competition that gathers at such trade shows.
Get a sound strategy in place once you are done reading about the exhibitors and the scheduled organized sessions. Keep a running list of conferences and trade shows you are keen about for your business. Prioritize going to some of them based on the expected attendees, popularity, and the cost involved.
Help exhibitors and organizers with things that would help them in organizing the trade show efficiently. Also reach out to the list of attendees directly and check out if any of them are your prospects. Later on, you can invite the organizers and attendees to your booth personally.
- Organize your booth for a better approach
Those who are inexperienced with trade shows sometimes pile clutter in their booth space. They bring in loads of furniture and business inventory and then there is no space available to forge a relationship with attendees with strong engagement. The best booths leave room for the team, the screen demo and even place handy chairs for show attendees. For the booth, it is evident that the prime space should be for visitors, hence do not put a huge rectangular table right in the middle of the booth. Position tables at the back to park collateral and literature. Use a small table and multiple stools to make the most of limited space. A simple, clean booth with lots of lights and space is quite inviting to visitors.
- Churn out an outstanding demo and sales pitch
A great demo needs a spirited, engaging sales pitch that can address customer needs within a span of a single minute! A handy tagline expressing attributes of the product and the need is the way to go. Easier said than done, right! But there are many who managed to break it big by keeping it simple, so why not you?
A video demo works well too since that is a great way to show off the product on the tablet or a TV. But do not keep the video longer than 2-3 minutes or else, you will lose audience interest quickly!
- Be frugal but cost-effective.
Don’t let a limited budget limit your business prospects. You do not have to shell out huge bucks for a booth. You can use Airbnb to save on spending on hotels. Invest in registration fees if there is the advantage of your business being in the show. Show that you can make a difference with your introduction to the organizers. Opt for instalments when you cannot pay for it at one shot. Once your business gains traction, attend trade shows regularly, and invest in booths only when you feel that your business can reap the advantage. Also, carry good banners, videos, and marketing collateral to the trade shows, without overspending on any stuff. Make sure that you spend wisely when getting a team ready for the show. Tapping temp marketplaces and colleges to hire students is helpful in saving costs.
All the afore-mentioned tips work if you follow-up with prospects later but do not push them for closing sales. Gauge the trade show’s return on investment. It’s wise to attend a show with preset goals in mind in terms of garnering investor interest and leads.