"Stack the Deck" of Trade Show Attendees in Your Favor

Ruth Failer, CTSM

I was a juror at a downtown courthouse recently, and had time to think about how that process compares to the business world. I wondered what would happen if the attorneys could call past clients, friends and relatives to be jurors for their cases. Of course in the justice system that’s jury tampering, a major felony. In business, however, relying on your past clients and your connections is not only legal but practically a requirement if you want to stay in business.

The trade show organizer casts a big net when they invite past attendees and people on lists from many industries to the show. You want to “stack the deck” of trade show attendees in your favor, so that the hand you are dealt works for you. Why leave it up to chance that many of the people walking the show will want to know more about your products and services than your competitors’?

Create a pre-show marketing campaign to bring potential buyers to your booth. Be creative and give the recipient a reason to visit you, not just the show.

Tips for a pre-show marketing campaign:

• Save time by asking the show organizer for promotional materials
• Have an offer on your invitation
• Give away quality swag in your booth

It’s a lot more fun to have a busy booth filled with people who are interested in your products and services than to be standing in the aisles waiting for someone to catch your eye as they look up at your booth name. A pre-show marketing plan will help to establish a relationship with your prospects. It will increase your return on trade show investment by bringing customers to your booth. Your cost per lead will drop, those responding to your follow up will increase, and you will have a busy productive booth. 

If you would like more ideas and a structured plan for Pre-show marketing, schedule an interactive Pre-Show Marketing workshop with Tips of the Trade. Other engaging workshops are: Qualifying Customers, Fool-proof Follow-up Plan, and Booth Sales Skills. Customized topics or combinations of topics are also available.

5 Steps for a Busier Booth

With over 90,000 attendees at the NAMM show you would think all booths would be busy. I am sure that is what everyone thought. If you think your next show will be busy do you cut back on your marketing? Do you spend less time with your booth staff discussing objectives and goals?

Busy, as well as less frequented shows call for serious measures. If most booths at the show are busy and prospects are walking the aisles your booth should be busy as well.

1. Evaluate your show goals and objectives
2. Get input and buy-in from your booth representatives
3. Practice good boothmanship
4. Be sure your booth reflects the culture of the show
5. Invite prospects and customers to your booth with pre-show marketing  

 Get out of your booth and walk the show. see how your booth and booth staff compare with others, including your competitors.  All sizes of booths can benefit from this advice.