So now that you have your ideas in place for the display, the staff and the equipment, it should be plain sailing from here, right? Well hopefully, but let’s not leave things to chance. At the end of the show, you want to be able to look back and say that it was money well spent. In order to do that, your exhibition must go well and there are a couple of steps you can take for that to happen.
Invite People You Know
Inviting people you know to visit your stand has a multitude of benefits for you both directly and indirectly. If you invite existing clients, it shows them that they mean something to you and will be appreciated. It is important to note that some people you invite are not going to be there to buy so don’t go for a hard sell with them! In their invite, you can mention a show discount so that if they are there to buy, they may mention it to you.
These visitors of yours will create a hive of activity around your stand and “social proof” will make others take notice of your stand. Those who do not know your company will need to find out what all the fuss is about!
Making sure to give 4-6 weeks notice and a gentle reminder a week before.
Make a Splash – Launch a New Product or Service
By doing this, you make the show into your event. It is easier to invite people such as existing clients, to market your product launch in the weeks leading up to it and gives you a specific focus to talk about with visitors. The “event angle” you take created a buzz that you can capitalize on with visitors and should lead to orders on the spot. It is also a great way to measure and analyse the success of the show as the new product has only been seen there so all leads and sales are from the show.
Follow Up – Make Use of Those Leads
It is quite common for sales people to put follow-up on the long finger. This tends to lead to the lead going cold before you speak to them again. As part of your plan for the show, include an after-show plan which accounts for time off, recuperation, assessment, debriefing and follow up. This may mean that those same staff will be unavailable for their usual day-to-day tasks for a day or two but if you do not use the leads you got at the show, then what was the point?
I suggest you leave it no longer than 5-7 days to follow up with any lead. Use the personal touch by having the same salesperson contact them as dealt with them in the show. This allows consistency of message, capitalizes on the trust established and is also motivating for the salesperson.
Make the Most of the Opportunity
When exhibiting your business, it is important to do things right. Spending some time and money in the short term will reap rewards in the long term. Talk to the Colorado Canopies team about getting equipment for a trade show product launch. Supplying everything from flyers and leaflets to custom Branded Canopies and Tents, Colorado Canopies is a one-stop-shop or all your needs.