Jumping for Joy: People are Attending Live Tradeshows Again
Tradeshows are back in vogue as businesses are hungry to network and connect with others in person. Post-covid, it is time to rethink the tradeshow playbook. Attending trade shows is an excellent opportunity for marketing professionals to make new connections, learn about industry trends, and showcase their skills.
Here are some tips to help you PREPARE for success at a trade show:
- Research the event: Before attending a trade show, research the event to understand the exhibitors, attendees, and the overall agenda. This will help you plan your strategy and identify potential connections. Is this the right show for you to attend or would a different event be more productive at helping you find opportunities?
- Create a target list: List the companies or individuals you want to connect with at the event. Reach out to them before the show and schedule a meeting in person. Pick the top ten targets you want to spend the most time researching or connecting with in person. If you are attending with others, give everyone a top ten list to target.
- Prepare your elevator pitch: Develop a concise and compelling elevator pitch that showcases your agency’s strengths and what sets it apart from competitors. How do you answer the question, in eight words, “what do you do?”
- Dress professionally: Dress appropriately for the event and ensure your appearance is polished and professional. Make sure you aren’t over or underdressed so you fit in.
- Bring business cards: Many business cards to hand out to new contacts. Even in this digital age, people still use business cards for quick exchanges of contact info. Most prospects don’t want your brochures – they’ll request you send them electronically. So give them something that will fit in their pocket to remind them of you. A business card is surprisingly perfect for this job.
- Network effectively: Don’t be afraid to introduce yourself to new people and initiate conversations. Be genuine and take an interest in what others have to say. Sometimes you can make more connections sitting at a coffee stand in the hotel/conference center than on the floor.
- Attend relevant sessions: Attend relevant sessions and workshops to learn about industry trends and make new connections. This is a great place to meet folks in a more intimate setting.
- Leverage social media: Use social media to promote your agency’s presence at the event and connect with attendees before, during, and after the event. You can geo-targeted attendees so they see your ads or sponsored promotions online.
- Follow up promptly: After the event, follow up with new connections to keep the conversation going and explore potential opportunities.
- Evaluate your performance: After the event, identify areas to improve for future trade shows. Conduct a post-mortem to ask, what could we improve next time?
- Measure success: What did it cost to get to the show, and what did each lead cost you? What is the value of one closed deal? Good to think about this beforehand. If you spent $10K on attending the show and got four new clients with a lifetime value of $8K each, that looks like success.
By following these tips, you’ll be better prepared to make connections and showcase your company’s strengths at trade shows.
What NOT TO DO At a Tradeshow
Attending a trade show can be a valuable opportunity for marketing professionals to make new connections and generate leads for their agency. However, some common pitfalls can hinder your success. Here are some things to avoid:
- Being too pushy: Avoid being overly aggressive or pushy when approaching potential clients. Instead, aim to build rapport and establish a genuine connection.
- Being unprepared: Avoid being spontaneous and not clearly understanding your agency’s services, competitive advantages, and unique value proposition. Be ready to answer questions and provide examples of your work.
- Not listening: Avoid talking too much or listening to your prospects’ needs and challenges. Listen carefully to their concerns and tailor your pitch accordingly.
- Not following up: Avoid not following up promptly after the trade show. Follow up with your contacts within a few days to keep the conversation going and build a relationship.
- Ignoring competitors: Avoid missing your competitors and not being aware of their presence and activities at the trade show. Keep an eye on their strategies and tactics, and differentiate your agency’s services and value proposition.
- Not staying organized: Avoid not staying organized and not tracking your leads and interactions. Use a CRM system or a spreadsheet to keep track of your contacts, notes, and follow-up actions.
- Not respecting boundaries: Avoid being disrespectful or invasive with your contacts. Respect their time and privacy, and ask for permission before adding them to your mailing list or sending them marketing materials.
By avoiding these pitfalls and being mindful of your interactions and strategies, you can increase your chances of making new connections and generating leads for your marketing agency at a trade show.
What did I miss?
Have you recently been to a tradeshow?
What was your experience like?
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Micah Tindell on Unsplash
