If you participated in any trade shows this past year, you’re probably taking a look back at the results of all that effort and asking tough questions about the success of each show. Did we gain any new customers? Did we increase sales as a direct result of our exhibiting at a particular show? It’s not always easy to gauge the results. It’s even more difficult to assign a true ROI figure on results that may be as important as generating leads - rebuilding your brand, introducing new products (or reintroducing existing ones), and keeping up on industry trends.
So, what makes a successful trade show? I am often haunted by that famous quote, “half the money I spend on advertising is wasted, and the trouble is I don't know which half." It can be incredibly difficult to quantify just how useful any trade show can be, but here are some things to think about as you look back on your 2009 shows and think about your plans for 2010.
1. Picking the Show - With reduced marketing budgets, careful show selection is more important than ever. Look back on the shows you participated in last year and decide which ones were really worth the money. If you have questions about a show that you haven’t participated in ask the organizers for some basic information about show traffic and number of exhibitors. Review who exhibited there last year – competitors? Companies whose work you admire? Location, cost of travel, all these things impact your budget so choose carefully, weighing all the options.
2. Staffing the Show - How do you staff your trade show booth? Do you work it? Do you bring in trusted employees, maybe your best sales reps? Or, do you hire outside help? Your booth staff can make or break your whole show. Think about tracking the performance of your staffers – and then reward top performers for their efforts! Training and preparation are key – long before the event. Don’t use a trade show as a training ground or a place to break-in new employees.
3. Increase the depth of your involvement - If you are exhibiting at a show with a series of lectures or panels, get involved and offer to share your expertise. If there are dinners or award ceremonies being held, get your product featured. Link the show promotion with the topic you are presenting on or the product that is being highlighted. Show attendees see and hear about hundreds of new products and services – this is a great way to increase impact.
4. Beyond the show itself – what about a hospitality suite or a happy hour at a nearby location? Partner up with a couple of other like-minded exhibitors and put together a fun gathering for customers immediately after the show closes. Handing out exclusive invites during the day can be a great way to track interest. It can make for a long day, but the opportunity to mix and mingle with current or prospective customers in a more intimate setting is well worth it.
Any other advice or ideas from trade show veterans out there? We’d love to hear what you’re thinking about doing to make 2010 a great year for trade shows!
December 9, 2009
