Tradeshows are dead. No one visits them anymore. They are a waste of time. But, American businesses will spend billions on creating tradeshow booths, travel, and entertainment. What are the secrets to tradeshow success?
- One simple message. As an attendee walks past a booth, they will give up about 3 seconds of their attention. If you are trying to tell them more than one thing, they’ll keep on walking. Think of a billboard with a phrase on it versus a paragraph and eleven photos. You must have a singular, simple message of what’s in it for them. Conversica uses a simple, declarative statement that Clever Humans Use Artificial Intelligence to Engage More Leads. If you walk by and your are trying to figure out how to get more leads, this booth speaks to you and you might stop by to learn more.
- Target the key decision makers before the show. A lot of success comes when you know who you want to reach before the show and you find a creative way to get them to come to your booth. In some B2B situation, you may want 25 key buyers to spend time with you. What happens when you target them before the show with an offer they can’t refuse? Give them a chance to donate $500 to their favorite charity in exchange for 15 minutes of their time. Planning makes for a successful show especially when your spending is hyper-targeted to the key decisions makers.
- Email attendees before the tradeshow. Many tradeshow event management companies offer the opportunity to have them send a message directly to attendees. Emailing ahead is far more effective than advertising in glossy magazines that few people read. You need a succinct and clever message to grab their attention, but often, these emails have much higher open rates than you’d expect and it allows you to highlight something unique that you offer. You might be able to share a link to an explainer video too that gives even more information. Key suggestions: be consistent with your email and your booth message so they you leverage the email’s impact when someone walks by the booth.
- Spend valuable time with existing customers. Being able to connect with existing customers means that you can reinforce and strengthen relationships with people who are already buying from you. It is the perfect opportunity for them to see a new product or just to thank them for their business. Hospitality suites or special dinners allow you to keep in touch with key customers.
- Set a goal and a plan for success. I’m surprised how many companies don’t set specific and measurable goals for a tradeshow or have a clear plan of action. A goal might be to meet at least 10 of the top 25 key distributors in your industry and to spend 10 minutes with each person. With that goal in mind, you can decide where to spend your dollars effectively. Having a clear goal narrows the focus to something specific that can help result in success.
- Quickly follow up after the show. If you have captured the business cards and emails of 100 people you spoke with, you should have an email already written and ready to go to them a day after the show ends. You need to find an efficient way to capture and reach them – but a quick response can help reinforce what they learned by visiting your booth. Again, plan not after the event.
- Make their visit memorable. What can you do so that people who come by your booth remember you because you were the ONLY company that gave away X? If you give away imprinted pens like everyone else, forget being remembered. But give away something like rolls of lifesavers imprinted with your message how your company could be a lifesaver and help them reach their goals. Find something on brand, on topic and different from every other booth.
The reason tradeshows are still relevant is they are opportunities for engagement and human interaction. Don’t act like a brand or a company or business – act like a human. Find ways to be friendly and welcoming.
Most important, stay focused on achieving the goal and don’t get distracted. Successful marketers plan for their success to happen.
Need help reimagining how to present your brand at a tradeshow? Call me at 919 720 0995 or email me at jeffslater@themarketingsage.com
Photo courtesy of Conversica
