For many small businesses, a new year brings resolutions and often a resolution to take part in a trade show to get some business leads. Taking part in an event can be an excellent and very cost effective way to meet potential clients, and to reestablish existing relationships. Here are six steps to ensuring real return on your investment in trade shows.

 

1. Always ask about the audience – the attendees of the show. Unless this is a first time event, the event manager can tell you who has participated before. Do these people meet your client profiles? If it’s an event bringing in local educators and you only focus on small businesses, the event just isn’t for you. If you know past exhibitors, talk with them about their experiences with the show but take any negative feedback with a grain of salt – they may have had a less than effective event due to their lack of planning. Match your ideal client profile to the show, not the other way around.

 

2. Plan for a complete event program, which includes pre-show, at-show and post-show efforts. These take time so if you can’t commit, don’t waste your money. You will need to plan what to include your booth, what kind of handouts to have, any demos you might want to feature and whether to work the booth alone or with an associate. If the show has a website or program guide, get your company description in on time. Missing any show promotional deadline is just missing out on ROI.

 

3. Work your network of customers and prospects. Pre-show - you need to invite them to come and see you. A post card, a short invite letter or an email will do the trick. At-show - be prepared for prospects and all show visitors who come by your booth by having simple handouts (don’t waste money on fancy and colorful brochures) and be sure to collect names and addresses of guests and visitors by your booth. Don’t overdo the number of copies. Generally having enough for 20 to 25 percent of the project attendance is more than enough. Have two or three qualifying questions directly relevant to your sales process that you will ask EVERY person stopping by. If you have a costly product, ask about their budget. If you usually have a long sales cycle, ask about their purchase timing. Ask if they are the decision maker or do they need to bring others in to the purchase discussion.

 

4. Be prepared to send short email messages to people who visit your booth, ideally the evening of the event and before the visitor gets back to work the next day. Thank them for stopping by your booth and ask them to call you with thoughts or questions. The vast majority of your fellow exhibitors will NOT be doing this so you will stand out from the crowd, and follow up is the fastest way to improve your exhibiting results. Two weeks after the event do the mailing again.

 

5. Be judicious in creating your booth. You don’t need to have the fanciest or most elaborate booth at the event. You do need to have the ability to talk with the attendees. Keep the graphics simple – and think highway signs or billboards for posters and other items you hang up. Five to seven words, maximum.  If you can’t say it in that number, use a photograph of someone with your product. Tables on the sides or the back of the booth, NOT along the front. If the event is four hours or less – NO chairs. You can stand. It makes your ability to stop and talk with people easier.

 

6. Don’t spend more than you need to. You need to rent the booth space, rent tables and display racks (if needed) and order power outlets and Internet connections. To save money try to have any web pages you need loaded on to your laptop – the Internet line you don’t need might be a $600 savings. If you have a business partnership with a supplier, consider sharing a booth, co-branding the messaging and splitting the costs. Some shows might have restrictions on this so ask before signing any contracts.

 

Events can fun and excellent business drivers. A little planning and quick follow through is the key. If you have a question about face-to-face marketing email bsell@advisorcomm.com.

 

Bill Sell is the Managing Partner of Advisor Communications, a small business marketing, PR and email newsletter agency with a specialty in face-to-face programs.