By: Susie Kleiner
Global Marketing Strategy is colossal in the planning and execution of upcoming trade shows. Starting out on the right foot and getting yourself properly organized should be a basic practice whether you are exhibiting or attending an upcoming trade show event.
Al Simon at TAG-Technology Association of Georgia wrote 10 tips in January, one of my favorites is number four - arrive early and stay late, I agree that with this strategy you can get more of a foot hold on your competition as well as make contact with others that are arriving early and arriving with more of a clean slated mind.
I worked for several years in the Manufacturer Represtative business as an office manager, this is when I attended the ISSA Show when it came to Chicago, planning the strategy way in advance for what exhibit booths where going to manned and the time frames for each sales rep was thought out and executed seemlessly. Having a sales force of 3 at the time, and figuring out whose personality worked best with what manufacturer turned out to be quite successful. If your business has an array of representatives find those award winning personalities a spot in your exhibit booth.
Setting up meetings with current customers as well as prospective customers and keeping the information simple and focused with your exhibit booth number, appointment times and perhaps a topic of interest to be covered can help keep not only yourself organized but your clients and prospects as well.
Often times when you are exhibiting at trade shows your marketing goals can change from year to year, planning your marketing strategy and maximizing your marketing messages for each show and each audience will help you accomplish the goals you have set. Minimizing your trade show workload.
Plan early, two simple words. If you have never exhibited at a specific show, make sure you map out the best place for your booth. Two things to keep in the back of your mind, everyone has to eat, and everyone has to use the washroom. A great location for your exhibit booth is near either of those facilities. Drawing in a lot of traffic, accomplished trade show exhibitors are well aware of this fact. Research the shows and the show maps to best lay-out your strategy for exhibit location.
Focusing on follow up can show considerable results as well, make sure any prospect that you talk with during your trade show get either a follow up call or a personal note from you. This is the “human touch” factor. I think Rick Springfield said it best in the opening lyrics of his song Human Touch - “Everybody talking to computers, they’re all dancing to drum machines.”
I can attribute the last three jobs that I have held to follow up, the act of following up can be even more important than your initial meeting. Trade Show Chaos could have taken over your potential client by the time they hit your exhibit booth, taking the time to personally follow up and ask questions can create many business opportunities.