7 Lessons for Tradeshow and Event Exhibitors
January 25, 2012
Soon after Maple Ridge Farms became an industry supplier, we hit the event circuit. Our first show was in Dallas in 1983. We’ve participated in more than 1,000 national, regional, and end user shows since then. Recently a client with plans to exhibit for the first time asked how we maximize our show experiences. Here are a few lessons we strive to follow.
Should you say yes? There are many considerations along with cost. Will exhibitors get sufficient publicity before and during the event? Lists of pre-registered attendees? Has the event grown or shrunk in recent years? Will there be many competitors? Bottom line: If you think you can more effectively reach the audience from your office, say no.
Prepare a compelling pre-show invitation. Don’t assume attendees will visit you on their own. Mail, email, or text pre-registered attendees at least once prior to the show with a reason to stop by: A useful giveway, a prize drawing, a free white paper, or a sample kit.
Showcase your creativity and smarts. Don’t show a ton of product. Buyers buy what they like at their price point. If you’re expecting buyers with a range of budgets, why not display bestsellers in a range of price points?
Does your target audience care about cost per impression? Which products have more staying power? If so, display a large poster with a colorful chart featuring industry data. It will speak volumes about your expertise and should draw attendees into your booth.
Let them eat. Sure, we’re biased. And attendees who show up between 11am-1pm may only want your snacks. But a busy booth entices buyers to check out the vendor’s offerings; they worry they are missing out on something worthwhile. Plus, you’ll earn brownie points when word spreads that your booth has the best treats.
Ask questions and share ideas. No matter how scintillating a storyteller your kids say you are, your job at the show is to interview and to listen. Ask about buyers’ audiences, needs, budget, and buying cycle. If you get the chance, share an anecdote of how you’ve helped similar-type organizations.
Put a smile on your face. After a few hours your feet will hurt. You’ll wonder if you repeated yourself in that last conversation. Your mouth will feel dry. You’ll wonder why it’s so frigging cold in that ballroom. When traffic slows (that’s why you need the snacks!) you’ll rifle through your leads and question your decision to exhibit. Find your reset button. You’re surrounded by people who can benefit from your services. Think positive and be helpful.
Plan your post-event communication before the event. You’ll show prospects how on-the-ball you are from the start of your relationship if your package/email/letter/gift is sent the day after the event. You might even influence the way they handle post-show communications. (This is a hint. Make the most of it!)
Should you say yes? There are many considerations along with cost. Will exhibitors get sufficient publicity before and during the event? Lists of pre-registered attendees? Has the event grown or shrunk in recent years? Will there be many competitors? Bottom line: If you think you can more effectively reach the audience from your office, say no.
Prepare a compelling pre-show invitation. Don’t assume attendees will visit you on their own. Mail, email, or text pre-registered attendees at least once prior to the show with a reason to stop by: A useful giveway, a prize drawing, a free white paper, or a sample kit.
Showcase your creativity and smarts. Don’t show a ton of product. Buyers buy what they like at their price point. If you’re expecting buyers with a range of budgets, why not display bestsellers in a range of price points?
Does your target audience care about cost per impression? Which products have more staying power? If so, display a large poster with a colorful chart featuring industry data. It will speak volumes about your expertise and should draw attendees into your booth.
Let them eat. Sure, we’re biased. And attendees who show up between 11am-1pm may only want your snacks. But a busy booth entices buyers to check out the vendor’s offerings; they worry they are missing out on something worthwhile. Plus, you’ll earn brownie points when word spreads that your booth has the best treats.
Ask questions and share ideas. No matter how scintillating a storyteller your kids say you are, your job at the show is to interview and to listen. Ask about buyers’ audiences, needs, budget, and buying cycle. If you get the chance, share an anecdote of how you’ve helped similar-type organizations.
Put a smile on your face. After a few hours your feet will hurt. You’ll wonder if you repeated yourself in that last conversation. Your mouth will feel dry. You’ll wonder why it’s so frigging cold in that ballroom. When traffic slows (that’s why you need the snacks!) you’ll rifle through your leads and question your decision to exhibit. Find your reset button. You’re surrounded by people who can benefit from your services. Think positive and be helpful.
Plan your post-event communication before the event. You’ll show prospects how on-the-ball you are from the start of your relationship if your package/email/letter/gift is sent the day after the event. You might even influence the way they handle post-show communications. (This is a hint. Make the most of it!)
