| Has this ever happened to you? You decide to | | | | 3. Train your staff - Make sure everyone knows |
| participate in a trade show so you print a stack of | | | | what they're there to do and can talk knowledgably |
| pricey brochures, spend three days shaking hands | | | | about your company, product and service. |
| and afterwards you're not really sure what you | | | | 4. Take advantage of the pre- and post- show |
| accomplished. Here are some tips I recommend to | | | | windows - It doesn't cost much to send out a mailer |
| my clients to make the most of their trade show | | | | with a special offer inviting people to your booth |
| investments. | | | | before the show. Contacting people before and after |
| 1. Have a goal - like any other business tactic, you'll | | | | adds only a small amount to your overall costs, but |
| get better results if you begin with the end in mind. | | | | can deliver a big impact. |
| Are you going to the trade show to meet new | | | | 5. Quickly identify serious prospects vs. "lookie loo's" - |
| prospects? To launch a new product? To take a | | | | Trade shows are dynamic environments and the fact |
| leadership role in your industry? Know what you're | | | | is you won't have time to have in-depth |
| there to do and then set up every aspect your | | | | conversations with everyone. Use some questions |
| participation to support that. | | | | that help you sort out where to focus your time, and |
| 2. Have a theme - the best show booths convey a | | | | know how to send folks who are just looking on |
| message before the visitor even approaches. | | | | their way feeling good. |
| Assigning a creative theme to your booth can help | | | | 6. Follow up with your leads - I know this one seems |
| you come up with great ideas to support your show | | | | obvious but you would be shocked at how many |
| costumes, promotional giveaways and handout | | | | companies fail to follow up at all with the potential |
| materials. It is also a valuable ice-breaker. For | | | | clients they met. |
| example, if you're a travel agent and you want to | | | | This article may be reprinted when the copyright and |
| showcase your Caribbean products, play steel drum | | | | author bio are included. |
| music, wear Hawaiian shirts and hand out pineapple | | | | ©2010 Barbara Wayman, BlueTree Media, LLC. |
| shaped pens. You'll get the message across. | | | | |