You've booked the booth space and have all your materials ready to go. In previous years, your conversion rate has been minimal. What can you do before the trade show to make sure you are getting the right prospects to come to your booth? Be sure to promote before the show with some of the following tips:
A great way to make sure all your clients are aware of your attendance is by promoting the show itself all social media platforms. Make sure you're following the show's hashtag (if they have one), retweeting and sharing any relatable posts that have to do with the show.
Post teaser photos or video clips about new products or services you plan to launch at the show. If you have a new exhibit for the event, post updates on its progression. Anything you can add that promotes your attendance and what you have to offer
By being present on social media, you'll also reach out to potential prospects that may be following the show's social activity and connect them to you.
Tip: If you are planning show discounts, offer an online coupon redeemable at the show for clients that follow you on a specific, or all social platforms.
There are a few ways to advertise your presence at the show - prior to and during. Billboards, prints, phone calls, etc. are all great ways to promote. Sometimes the best way to get your name out there is by doing so the old fashion way:
Find out who in your existing client database are attending the show or are in the same city as the show. Reaching out to them in advance by booking an appointment or lunch meeting, gives you an edge over your competitors at the show as time is short and valuable to each and every client or prospect. A personal connection can go a long way.
If they can't attend the trade show in person, your face-to-face connection over lunch will make them feel valued and can give them an opportunity to still learn about the service or product you're promoting at the show.
An important pre-show strategy is to plan for your post show follow ups.
Set up time to personally email prospects after the show. It's so easy to let mail programs auto insert names, which may fool some, but not all will fall for the pre-written template. While at the show, make sure your conversations include something personal about the prospect or existing client.
When you follow up, be sure to include this item of interest in your email to add a personal touch and show that you were listening to their wants, needs and interests. If you have a lunch with a client prior to the show, make sure you mention this in your follow up.
Promoting your attendance at the trade show is just one step in making sure you have a successful exhibiting experience. Check out our Trade Show Strategy Toolkit to make sure you are prepared before your next show.