Use these tips to improve your trade show performance and get the most out of your next show.
Your trade show booth is an investment in time, energy, and money. The more you put in, the more you should be getting out of your investment. But what if you aren’t quite seeing the results that you’re hoping for after each show? You might need to reevaluate some of your strategy. That doesn’t mean change everything, but taking another look at your trade show booth could benefit you at your next show. Below are a few tips that can help boost your ROI from your next exhibit.
Before The Show
- Set a realistic budget and goals. This may seem like a no-brainer, but measuring the success of a trade show is a lot harder if you don’t have objectives that you can look back on and evaluate. Did your booth and staff generate the number of quality leads that you had hoped? How much traffic did your booth attract, and was there a noticeable difference between your trade show booth and your competitors’ booths? Having this information available will let you make an informed decision about any changes to your booth or staff.
- Take a second look at your booth. Is it still in good condition? Could it benefit from an upgrade or a different style? The booth is the first thing that catches an attendee’s eye. A small investment in the quality of your booth can end up paying dividends after your next show. You may have an incredible staff, but give them the tools they need to draw in leads.
- Use social media to your advantage. You don’t have to go overboard promoting yourself, but you should have a noticeable social media presence before exhibiting. Let your followers know where your booth will be located inside the hall, as well as any promotions or giveaways you’re doing. You already have a leg up if a potential customer walks into the building looking for your trade show booth.
During The Show
- Make time to get your staff together and have a conversation at different points during the day. Express what you want to accomplish, make sure everyone is on the same page, and listen to any feedback they may have. Keeping up to date on what is going one ensures you can have a quick and smart solution if a problem arises or a change needs to be made.
After The Show
- Stand back and take measure of your performance during the show. Check back to your original objectives and set them side by side with the results from your trade show. Knowing that you excelled in one area, but may need some work in another is instrumental to developing a trade show plan that gets results.
- Follow up on your leads. Believe it or not, most trade show inquiries are not pursued. You don’t want to lose potential customers simply because your company didn’t contact them in a timely manner. You’ve worked hard on your booth, and you wouldn’t want that hard work go to waste after the show.
Trade shows are still an excellent opportunity to market your company and build your customer base, and a well run booth will accomplish both of these objectives.