So the show is booked, booth and collateral are packed, and reps/hotel rooms/flights are confirmed. All set to go, right? Well… that only depends on the goals you set for the show.
When well planned, industrial trade shows are a fabulous marketing tool that:
- generate high qualified, targeted leads,
- allow companies to meet suppliers and clients (old and new), as well as understand trends,
- create awareness about products and services,
- could position your company as an expert, and
- help you close more deals.
To achieve business results and experience returns on the investment, a good plan starts with a strategic decision: what trade show your company should attend, and why? This definition is a critical first step.
Once the right show is selected (because of the right reasons), it’s time to start planning. But be aware: getting proper preparation for a trade show goes beyond the logistics. Companies willing to succeed should combine many “ingredients” to make the show a success.
Let’s review five of these “ingredients”:
- Plan with enough time
Booking the show two or three months before the date means that you’ll get whatever is left. And you will pay more for it. Some lucky winners find the booth that another company cancelled at the last minute – but that is just luck, no planning. On top, if you book close to the date you will pay extra for everything you need: from the actual booth to the connection to Internet to the carpet, everything gets more expensive when the show is closer.
How about the marketing material? The booth, collateral, electricity… Are you taking with you “just that brochure” or you need to develop a specific, targeted piece of material for a high-quality audience? This last one takes time. Are all your marketing elements integrated, reflecting your company on the best light? Give yourself enough time to check for pieces that could deserve some updates, or even specially developed for the particular audience of the show.
Products and services don’t sell just because they are good. If your company is committed to investing in trade show presence, take full advantage of the opportunity. Results will reflect the difference between rushing vs. professional job done with enough time.
- Set up goals and KPIs
How to measure performance and level of success at the show?
This starts before the show, no after you are back. It starts with the definition of the strategic goals your business has for this particular show (we talked before about choosing the right show) and the measurable objectives you want to achieve at the end:
- What are your company’s business goals?
- How does this particular trade show support you to get there?
- What indicators will define the good or not so good performance? Number of leads? Number of orders?
The answer to these questions should help you plan for the show. Don’t forget to discuss with your sales team how all the key performance indicators should be recorded on your CRM system.
- Understand what makes your product different, and relevant, for that particular show
You may want to present one or a group of particular products/solutions, tailored to the specific interest of this show audience.
Have you put any thoughts lately about what makes your company and solutions unique? Are you really different from the competition? How?
A perfectly crafted value added proposition, particular for the solution to be highlighted at the show, is critical. Reflect your value added proposition on each piece of content and every time your company rep connects with people at the show. Be consistent.
- Reflect your message on the best possible light
A big challenge for technical companies participating in trade shows is how to capitalize their presence and convert opportunities into real businesses. One and many times I see companies that make big investments to be part of the show – just to lack of the basic ammunition they need to professionally approach opportunities.
The mix of display, collateral, personal presence, giveaways… every element must be there because they help position your company as the best solution in the market. Trade shows offer many distractions for visitors, and you need to stand out from the crowd.
Trade shows are a big marketing investment. Don’t minimize the power of professionally developed marketing (strategies and materials) vs. amateur. And make the most of the investment by amplifying your message through all the promotional channels you can access: website, email, social media, blogging, promotion through the show. One or all of them – every channel will help you get the message out.
- Follow-up
That’s where most companies fail. The pile of business cards will never convert into sales if further conversations don’t take place. Be sure to follow up. Give the leads a proper follow up.
Remember those KPIs we discussed? Now it’s the time to measure results against the planning. Evaluate your performance and define adjustments required for future shows.
When a company is properly prepared, an industrial trade show can be less of a “marketing expense” and more of an “investment”.
Mix these “ingredients” according to your company’s unique taste and needs. Prepare your “special mix” to make the most of your next trade show – and set the basis for success.
We can help your company succeed at your industry next trade show. Contact us to start the conversation.
The original version of this article was first published on Design News.
