Trade Shows: Planning for Success

Whether you're attending or exhibiting at a trade show, networking opportunities abound. According to the Centre for Exhibit Industry Research, it costs 62 percent less to close a lead generated from a show than one that originated in the field. Yet most exhibitors sit behind a table, snacking and visiting with co-workers.

With proper planning, you can turn a trade show experience into a business-building bonanza. Here are the strategies to help you make the most of opportunities at trade shows:

1. Select a trade show that will attract the greatest number of potential buyers. The easiest type of show to prospect is one where potential customers are themselves exhibiting. They make it easy for you to know where to find them. They have a whole booth filled with information about themselves, their products and services. But even when your targets are attendees, it's still possible to do some successful targeting.
2. Set goals for what you want to achieve at the show. You might think in terms of the number of
   • new prospects
   • samples you want to distribute
   • people who will test your product
   • follow-up appointments
   • sales
3. Create a plan.
   • Define your ideal prospect profile. Set up appointments before you arrive. Review the attendee list, and see who's there that you want to meet for the first time.
   • Decide whom you want to meet. Go beyond the initial criteria to include visitors from companies who outsource services in your category and have a current need.
   • Decide what you're looking for before you head to the trade show, and take the time to train your team to pursue only those prospects who fit your profile.
   • Consider the best way to meet prospects. Can you, for example, have people find you because you are a speaker?
   • Identify which booths you want to see. Study the exhibit layout and map so you don't waste time and energy.
4. Offer your services as a speaker. You will gain much free publicity by presenting yourself as a fountain of knowledge. Capitalize on the opportunity by
   • informing your prospects and customers that you are a featured speaker and therefore an expert
   • inviting them to hear you speak
   • sending them a list of the ideas you presented, once the show is over, and letting all your customers know how your presentation went
5. Offer to write an article for the show's Web site or magazine. Try to have your picture printed with the article to encourage greater recognition. Be sure your contact information is included. If the show has a Web site, ask to be listed.
6. Send a press release. Contact media in the host town about your hot new ideas. You could be interviewed in the paper, on TV, or on the radio. Have a toll-free phone number for people to order products or to get a free sample. You could offer a tip sheet on the top 10 ways to use your kind of service or "The 10 Myths of ..."
7. Volunteer to introduce a speaker or panel. This is a great opportunity because you don't have to prepare much, you have visibility and credibility, and your name could be in the program.
8. If you don't have the funds for a booth on your own, consider sharing space. If there is an exhibitor at the show who sells to the same kinds of prospects as you, but who is not a competitor, ask whether you can pay a modest fee (say $50 or $100) to set up a rack of your brochures in their booth.
9. Arrange as many appointments as you can in advance. Send a personalized invitation to prospects. Find a way to express, in as few words as possible, why customers should take time to meet you. For example, offer them
   • a "show special" or advance news of an exciting product development
   • new solutions to some of their concerns
   • a new state-of-the-art system
   • a cost-cutting device
10. Follow up with a call to set up a meeting. Remember, many people would rather "float" at the show and not be tied down. Secure in advance the appointments you're able to, and when you get to the show, immediately work on getting more.
11. Meet with existing customers, too. Some will expect you to give them special attention. Each category will require specific preparation on your part. Give attendees a reason to make meeting you a top priority.
12. Track down potential customers who are not exhibiting. They go to shows to see the exhibits and attend the sessions. Your best way to meet these people is through the seminar and presentation sessions. Take a look at the trade show agenda and try to determine the most popular sessions. Plan to attend them yourself.
13. Many shows help you to identify potential buyers by having different color tags for exhibitors, press, buyers, etc. Watching out for these will help you zero in on your target group.
14. Collect business cards of potential customers by offering a draw. People who submit their cards know that they will be contacted, so you're assured of a reasonable return by following up with these people. Many shows rent hand-held card scanners, which allow you to quickly scan people's business cards and download them daily onto your computer. Using such a scanner will allow you more time to focus on making as many contacts as possible instead of spending time on data entry activities.
15. Spend an extra day or two meeting other contacts in the city you have travelled to. Make them feel as if you are coming into town especially to see them. This is a great way to leverage the time and cost of the show.