What’s your game plan?
Before the Trade Show: Plan, Plan, Plan
1.
Budget methodically: Create a budget allocation worksheet for every show. Use it as a
task-management checklist. If you don’t have a template, get one from your exhibit house.
2. Set objectives: One sure-fire approach is to align trade show goals with existing corporate
goals. Make sure your objectives are SMART (specific, measurable, attainable, realistic and
timely). Limit the number of goals to narrow your focus and improve chances for success.
3. Streamline logistics: Add hours to your day with logistics and inventory management
software (check out www.ExhibitForce.com). Some exhibit companies provide this tool to
customers for free.
4. Facilitate selling: Work closely with the sales team to find out what’s needed for in-booth
appointments. A private meeting area? A photocopier? A laptop with appointmentscheduling software? Ship any necessary documents (e.g. contracts) and carry a thumb drive
as backup.
5. Design simply: Your exhibit should boldly and clearly communicate who you are, what you
sell and why prospects should buy from you. The keys to attracting traffic and creating a
lasting impression are to use eye-catching images and short, compelling messages.
6. Use lightweight materials: Everyone knows large, heavy items are costly to ship. This is
also true for your trade show exhibit.
If you’re still shipping a heavy dinosaur of an
exhibit, calculate annual drayage, shipping and storage costs. These costs are slashed by
switching to lighter, modular materials and fabrics that pack into fewer, lighter crates. Apply
savings to additional shows or directly to the bottom line.
7. Go modular: Custom modular booths create a multifunctional pool of inventory that can be
reconfigured into multiple shapes and sizes. One booth can service many industries, divisions,
product lines and footprints.
8. Leverage social media: Social media websites like Twitter, WordPress, Facebook and
LinkedIn offer unbelievable potential to drive qualified booth attendance. Start small – but
start.
9. Design a standard lead form: A short, simple survey is all you need to prequalify
leads. The trick is to apply the same survey across the board. Standard questions enable the
ability to merge and sort data, analyze statistics and draw conclusions.
10. Manage lead distribution: Determine where the “leads list” will be stored, how and to whom
leads will be distributed, and how they will be act upon. With only 21 percent of trade show
inquiries actually pursued (www.ceir.org), chances are your competitors are NOT following up
– which is your golden opportunity.
At the Trade Show: Execute Well
11. Self-reflect: What are you doing right and wrong at trade shows? Write down the top five
things you do well and the five things you most need to improve. Think back to the moments
of frustration and insight you had during the course of the year and turn those insights into a
plan.
12. Huddle every morning: An hour before the show, quarterback the pre-show staff
meeting. Be highly detailed; set realistic goals for the day. Review key messages and talking
points. Institute a competition to reward staffers for the most leads collected (qualified leads,
that is). Collect cell phones and store them safely.
13. Huddle every afternoon: After the show, spend 10 minutes debriefing. Distribute hot
leads. See what worked well (or poorly) during the day. Announce the lead collection
winner. Identify necessary adjustments for the next day.
14. Ensure timely follow-up: If you collect e-mail addresses, use Web-based tools like Constant
Contact or Exact Target to send thank you notes right from the show floor. While personal
contact by a salesperson is mandatory, be a brand ambassador and close the loop quickly.
After the Trade Show: Measure and React
15. Post-show report: Create a standard format. Be diligent about completing a report for every
show. One client told us, “We write a show report after every event including photos, costs,
attending staff, lead quantity, competitors, etc. The report serves as next year’s plan and
provides metrics for comparison.”
16. Measure performance: Many metrics can be measured: Media coverage, brand awareness,
competitive activity. What’s paramount, however, is filling the sales pipeline with qualified
leads, of which a percentage will convert into revenue. Obsess over results. Adjust where
you can. If you don’t have a written trade show plan, develop one now (get help if
necessary). Lead management doesn’t have to be complicated or costly, and the rewards can
be monumental.
Tips provided by Skyline.