The pre-show promotion was a hit. The exhibit looked awesome. The booth staff was pumped. It was standing room only for the clients and prospects that visited your trade show display. Now the real work begins.
Build Trust Immediately
Developing a relationship with your prospects requires trust. Swift follow-up is the first step toward building trust. Your visitors have met with your staff, seen your products and services and asked to receive more information, pricing, and perhaps even a meeting. Your prospects trust you will continue the dialogue that was started during the event – - so don’t disappoint them. Send a personalized email message confirming your next step during the show or within 24 hours of their visit.
Distribute Leads Quickly
Have a plan for processing your valuable trade show leads BEFORE you go to the show. Appoint individual(s) to receive the leads, get them out to your sales team and into your database on a timely basis. Review how a surge in leads will be processed to prevent them from getting bogged down by internal bottle necks.
Follow Up Repeatedly
Over 90% of business gained from trade shows is the result of follow-up efforts. According to a survey of business-to-business marketers, on average, 10-30% of leads are sales ready and another 50% will eventually purchase.
Research indicates the average sale happens after the 5th contact. The average sales person tends to give up too soon and doesn’t make a second attempt to connect with prospects. Work with your sales managers to establish accountability for, and monitor, follow-up. Sales coaches suggest that the prime time for connecting with prospects is between meetings like early in the morning, during lunch and late in the afternoon.
As for the 50% of visitors that don’t have an immediate requirement, nurture them until they are ready. Keep in touch with prospects over the longer term. Be persistent but not pushy. Let your prospects know how you can help solve their business challenges so that when they are ready to buy they think of you.
-originally posted by Nomadic
According to trade show research, live presentations are the third most important reason people remember a display stand, after displaysize and product interest. Any form of live presentation, for example,a staged product demonstration, theatrical skit, magician, gameshow, choreography, video, audio, robots or singers, can attract a throng of visitors to your stand. The key to success is using this powerful promotional tool as an integral part of your marketing plan to appropriately communicate your company or product message.
1. Consider your trade show objectives
Use your presentation to help achieve your objectives and to enhance your message or show theme. Find the most attractive benefit your product or service has to offer from the buyer’s perspective and flaunt it.
Decide what image you want to project and the best way to convey your company and product message. Consider conveying your message through bold graphics.
3. Think about your audience
Always think about the audience you want to attract and what you want them to get from experiencing the presentation. Be careful not to get carried away with a great idea and lose sight of the objective.
4. Have a realistic budget
Your budget is going to be a primary determining factor as to the type of presentation your company could consider. Be realistic. Know when it’s appropriate to be modest and when it’s okay to be a little more extravagant.
5. Be professional
Whatever form of presentation you choose, always be professional. Your corporate image is being scrutinized by everyone. Seriously consider hiring a professional company to help with the conceptual ideas and implementation.
6. Grab attention and encourage action
Having a powerful and compelling pre and at show promotional strategy will help attract your target audience. Consider the best ways to promote your presentation—a special mailing, advertising or the Internet. Give visitors an incentive to attend, such as a gift, discount or a special demonstration.
7. Focus your staff
Communicate and involve your staff. Let them know exactly what you expect of them before, during and after each presentation. Make sure they can do what you expect of them. Decide whether you want to use your own staff or hireoutside talent. Consider motivating your team with a contest for rewarding the most prospects.
8. Monitor and capture leads
Design a simple and easy-to-use lead form to capture pertinent information from your prospects. Determine who should complete the card—visitors or staff—and train your booth staff accordingly.
9. Deal with logistical issues
Major issues to consider are how much space you want the presentation to fill, if it should be in an open or closed area, how visitors will come into and leave the area; will they sit or stand during the presentation, how manypresentations should be conducted every day, and how long each presentation will be? Ensure that the presentation does not interfere with fellow exhibitors and respects the adjoining space.
10. Evaluate success
Plan prior to the show how you will measure the success of the presentation: will it be based onthe number of people attending, or the number of leads collected.
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