Participating in a trade show is an exciting experience! Trade shows offer a fantastic opportunity to showcase your products or services, connect with potential customers and network within your industry. To ensure your trade show is a success, careful planning and organization are essential. In this checklist, we'll guide you through the key steps to prepare.
1. Decide How You Will Gather Leads
Your main goal of a trade show is to gather leads. That’s it. Really. (Unless you’re at a vending show where products are sold on the spot but even then, you should be gathering leads.) Where else can you have hundreds of potential customers that are already in the market for your products or services coming to you? You have to offer them something in exchange for their name, address, phone number or email. Some examples are a spin on a spin & win game wheel, a contest entry or a free product.
2. Design Your Booth
Great incentives for leads won't work if no one stops by your booth! Create an attractive, functional booth and interesting booth design that represents your brand and products. Make it inviting for people stop by. Have chairs for people to take a break. Have free snacks or water available. Make it easy for people to walk in and around. Include a custom pop-up tent, table drape, banner backdrop, retractable banner or a table top display. We offer all of those items, spin and win wheels, golf putting games and several other games for people to play.
3. Order Promotional Products
Attract people to your booth with free promotional products. Make sure the items are useful, memorable, fit your brand and are good quality. That's our specialty and we'd love to brainstorm some ideas for you that will be a hit!
4. Marketing and Promotion
Announce that you’ll be set up at the trade show on your social media, email campaigns, and on your website. Create interest by announcing a contest for people who stop by your booth. The winner(s) could receive free services, products or gift cards.
1. Arrival
Arrive early to set up your booth, test all equipment, and ensure everything is in order.
2. Collect Leads
Implement a system for gathering contact information from potential leads. Some examples are forms for visitors to fill out, drop in a business card, or scan a QR code that takes them to a landing page to enter their email.
3. Networking
Don't forget to walk around a little! See what other booths are doing. Take photos of booths you like for inspiration for the next show. Look for other exhibitors that you want to collaborate with.
4. Track Expenses
Keep detailed records of all expenses during the trade show for future analysis. A trade show is an investment. It's important to make sure the sales created are worth the cost of the show.
1. Lead Follow-Up
Over the next week, follow up with the leads you collected. Do not skip this. This is literally what the leads are for. The list contains people who are interested in your products or services. That is valuable. During the follow up, don't try to sell them anything. Ew. Don't be salesy. Just tell them who you are, who you're with, remind them about the trade show and ask if they would like to set up a consultation. You want to HELP them. Don't forget that. Ask them what they liked, and didn't like, about your booth. What brought them to visit?
2. Evaluate Performance
One month after the show, analyze the results of the leads. Figure out what you can improve on next time.
3. Feedback and Lessons Learned
Gather feedback from your booth staff and attendees to identify areas for improvement in future trade shows.
4. Thank You
Send thank-you notes to everyone who helped make the trade show a success, including booth staff, partners, and customers.
Participating in trade shows can be a valuable experience for your small business, but careful planning and execution are essential.