How,Ensure,Tradeshow,Success,T business, insurance How to Ensure Tradeshow Success

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Tradeshows can be a great way to connect with clients,prospects and referral partners. It’s good to ‘be seen’ and to see what’s outthere. However, if not handled well, a tradeshow can be an expensive waste oftime. So, what can you do to improve your odds of success? Have a plan and workthe plan. The first step in tradeshow success is knowing why youare there. What do you hope to achieve? Are you hoping to do some prospecting?Would you like to make some connections with possible referral partners? Maybeyou are look to grow you contact base and gain more newsletter readers.Whatever the reason, define it clearly. This will help you develop your planfor how you will handle your booth and the follow up after the show. One aspect of tradeshow involvement that often goesunrealized is the pre-work. This is where you make sure you let people knowthat you will be exhibiting. Create an outreach plan to inform your prospects,clients, and associates of your booth. Give them a reason to stop by like agiveaway or information on a new product or service. Your goal is to drivetraffic to your booth. You want people seeking you out. The next part is to plan the format of the booth. Whatwill your message be? This depends on who you are trying to attract. Like anymarketing, you want your booth to be attractive to your target. How will youengage with the people who stop by your booth? What do you want them to walkaway with? This is best determined early on. That way you can be sure you haveeverything you need at your booth on the day of the show. For example, if you want to gather newsletter readers youneed to have a way to capture people’s email addresses. You can have a sign-upsheet or a fish bowl for business cards. If you want to identify potentialprospects you might want to have a giveaway form where they answer a couple ofqualifying questions. This form is used to find a winner of the giveaway andprovides you with great information. If you are demonstrating a new product or service youmight want to have a looping video playing at the booth. This is useful forproviding information to visitors while you are talking with someone else. Andwhile we’re on the subject of talking to visitors, be sure you have your 30 secondpitch down cold. I suggest adding a question you can ask the visitor to quicklydetermine whether they are truly interested in your product or whether they arethere for the giveaway. You don’t want to spend your time talking with thepeople who stopped by just to get the pen, mousepad, or other trinket. Andbelieve me, there will be those people. This, of course, speaks to understanding why people visitbooths in the first place. As I mentioned, some come only for the trinkets.Others come with a real need for the product or service. They are taking thisopportunity to gather as much information as they can. A reason you may notrealize is the approachability of the booth staff. If the people staffing thebooth are sitting behind the table talking to each other, or checking theiremail on their smartphone, or talking with another booth attendant, visitorswill walk right by. They want to feel welcomed; they want to know you want totalk with them. This doesn’t mean that you have to be aggressive or obnoxious.Friendly wins the day. Look people in the eye with a smile on your face and sayhello, or good morning. Stand in front of the table, not behind it. And don’t sit unless there are no attendees walkingaround. When a tradeshow is paired with an educational event there will betimes that the attendees will be in classes or seminars. At those times, thetraffic on the tradeshow floor is very light. That’s a good time to visit otherbooths, check your email, or sit down. Otherwise, it’s a sales call and you areon! Lastly, determine how you are going to follow up with thepeople you meet. This is an area where a lot of people fall down. They get backto the office after a couple of days at a tradeshow and they fail to follow upin a timely fashion. It begs the question – why even have a booth if you aren’tgoing to follow up? Ideally you want to follow up with the qualifiedprospects and potential referral partners within a week of the end of the show.Keep the momentum going; don’t let the trail go cold. You want to connect whilethe whole event is still top of mind so you don’t find yourself reminding theother person of who you are and where you are from. One way to plan for follow up is to have a hook,something that visitors can sign up for. When I shared a booth at a show withother coaches we offered 1 hour of free coaching to those people who put theirbusiness card in a bowl. There were three bowls designating 3 different typesof coaching. After the show we divvied up the cards and reached out to thosevisitors. That’s just one example of what you can do. Remember the form Imentioned earlier? That form gives you information on who is interested inhearing from you after the show. Make sure you follow up with those people. Planning for your tradeshow experience is the best way toensure your success. Securing a booth at a tradeshow can cost time and money.You want to get the most out of it. So, identify why you are exhibiting, whatyou hope to achieve, how you will engage and follow up. You’ll find it moreworthwhile.