Best of the ISP-Lists

Secrets of Tradeshow Success

[August 26, 1999]

In July 1999, SK kicked off a monumental thread on ISP-Marketing by asking:

"Has anyone had trade show success? What has worked well to generate the most leads?"

[BH replied-with the mother of all discussion-list answers] "Here is the best way to work a trade show: (This assumes it is for a specific market—business people for example—and that you can get a list of potential attendees ahead of time.)"

• Identify the individuals you want to meet.
•  Buy at least a 1/4 page ad in the show's program (full page is better).
•  Four weeks before show, mail a letter to everyone on your target list, inviting them to stop by your booth (give booth number).
•  A week or two before the show call everyone on your list and invite them to stop by your booth. (A personal invitation is appreciated and sets you apart from everyone else.)"

• Give away promotional items with your imprint. (No junk; what you give out is a reflection of your business. Select a giveaway that will be valued and used by the recipient — I like letter openers, quality pens, pocket calendars, etc.)
• Try to get a business card from everyone you talk to, even if they dropped a card in the box for the drawing. Tip: Make notes about particulars of your conversation on the back of the business card-especially any follow-up items that were discussed. These will come in handy later.
• Have a drawing for something of value (month free Internet service or something appropriate to your target)."

• Draw a name as your prize winner and make big deal about it.
• Write everyone who entered and tell them who won. Here's a chance to sell your services again: Send literature and make it clear you'd like to talk with them about doing business, but don't be pushy.
• Write everyone who gave you their card; tell them how much you enjoyed meeting them and provide any followup information they may have been interested in. (The notes you took on the back of their business card will refresh your memory.)
• Follow-up with those that need it."

Detour
[Click here to read some practical tips having to do with location and other physical venue considerations.]

[KD offered some additional insights] "You did a stellar job in mapping out a plan for trade show success, but having done over 60 trade shows, I'd like to crystallize on a few additional points:

"If you're planning to meet with some major prospects, consider having a meeting room inside the booth—in back or in another nearby area. Some privacy when you are talking business allows both sides to open up and negotiate a little more freely. It will cost more, but for the big opportunities, it makes all the difference. This is the single most important tool I discovered in closing major deals at shows."

"Be sure to have some "light" literature at the show. Don't try to give out a big packet; people hate to lug them around the show, and most times, they don't make it home in the luggage. Sending it after the show is a much better idea and will save money in the end."

"Many shows pre-register attendees. Getting the list in advance is usually possible. If you don't take a little time before the show to flag those that seem like key prospects, you'll probably miss the chance to meet and greet them when they are at the show.

"Finally, I haven't had a lot of success with the giveaways. It's a cliche that lots of people love to come to trade shows and collect every freebie in sight (they are far from free to you, of course!), but these rarely prove to be the people you want to reach.

—End

read the followup article on Tradeshow Giveaways

and this article on how to prepare for a trade show