Trade shows can be massive and overwhelming to even the most ardent marketer. I’ve been to several trade shows which seem like a world without end. In such an environment, it is quite easy to lose your way. As I shared in the previous post, to be effective, you need to plan your objectives and goals for the show, including targeting your audience and using your time wisely. Below are three additional strategies that will make your trade show experience pay dividends.
Network, Network, Network
This piece of advice seems elementary. After all, isn’t networking is a huge part of why we attend trade shows in the first place? However, in a trade show environment, even your networking must be strategic. I’ve been in many situations where, if you are not careful, you can get weighed down with everyone else’s message at the risk of getting out your own.
You could find your pockets stuffed with business cards and brochures from plumbers, architects, accountants, etc – all wonderful people, but not your intended targets. Thus, you must vigilantly protect your time and stick with your plan to reach your intended targets. As you network, make a quick assessment of the contact and file them away accordingly. Later, after the show, you can further organize for follow up.
Also consider networking with the experts at the workshops that generally accompany the trade shows. These folks are experts for a reason. Many times they are connected within an organization or company that you are targeting and you can have one on one time or an entree into the company through this contact. Experts are usually willing to share their information and contacts. They are also typically used to being in such an environment and so they are open to shepherding someone who approaches them in a direct and professional way.
Reconnect With Existing Clients
Another great usage of trade shows is to reconnect with existing clients. If you have clients that are attending, make an appointment to meet with that client at the show or over lunch or dinner. This is a great time to have some relaxed time to catch up with your client, converse about the relationship, obtain feedback and to make any improvement or adjustments necessary.
It is also a time to gently up-sell that client for additional services or increased business without a sales routine. One of the greatest sources for business, either through expansion or referrals, is your existing clients. For numerous reasons, an existing client is far easier to work with than a prospect. Spend time with your existing client to seek ways to grow your business or at the very least, to say thanks. It is amazing how something as simple as a thank you will cause your client to go to bat for you.
Follow Up!
Without this last piece of the trade show puzzle, your efforts and expenditures are absolutely in vain! We know that the cost in time, money and opportunities is extremely high and so you must have a mechanism for following up after the show. I have used trade shows very productively in the past and continue to use them as a marketing strategy. However, it is only effective because I make sure that after the show, all of my contacts are organized, placed in a database or spreadsheet and scheduled for timely follow ups. Without following up, your contacts are meaningless and grow cold very quickly.
Because I usually display at trade shows, I am often approached by small business owners who are interested in providing services to my firm. I listen to the marketing pitch, receive the materials and then I always tell the person to follow up with a call or an email. We all know where most of those marketing brochures wind up after the show and so it’s just a lot more effective to receive an actual phone call or an email.
In dozens of shows I’ve attended over a career lasting almost two decades, I can count on my left hand the amount of people who actually called, emailed or followed up with any other form of correspondence. It is my experience that the amount of follow up that takes place after the trade show is very low. Perhaps the small business owners return to the “soup” so to speak and in a short time, the trade show is a distant memory - at least until next year when the cycle of spending time and money with little return on investment renews itself.
Approached in this manner, trade shows are a little more than a social event. That can be an enjoyable aspect of the show and need not be ignored. It is always a pleasure to get reconnected with colleagues at these events, but I always remind myself of my purpose in being there. This keeps my substantial efforts well-spent and ultimately monetized. I would encourage you to adopt these six steps for your next trade show and watch your client base grow.
Drop me a line about how this strategy is working for you:wayne@ironpillarmedia.com. Best regards!
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