Brilliant Tradeshow Tips

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STEP 1: Identify the right tradeshow for your business

It's estimated that there are over 13,000 tradeshows in the US each year. Start by defining your target audience and determining whether you are a B2C or B2B business. Are you trying to reach consumers or other businesses with your products and services? Tradeshows can range from a few hundred attendees at a local show to over 100,000 at an international event.

Tip: Utilize industry associations and organizations as resources for finding relevant tradeshows. They often have comprehensive lists and can provide valuable insights.

STEP 2: Set your budget

Tradeshow costs can range from $1,500 to over $1M per show. It's crucial to set a budget for each year. Determine the size and number of tradeshows you plan to attend and how many team members will go. Remember, while tradeshows are an investment, they can yield significant ROI if done right.

Tip: Break down the types of costs you can expect, such as booth space, travel, accommodations, and promotional materials.

STEP 3: Define your trade show strategy

Spend time developing a clear strategy. Outline your objectives and what you hope to accomplish from the show. Decide on the amount of space you need and develop messaging tailored to the specific show and audience.

Tip: Consider whether you want to showcase physical products or use digital displays. Plan for after-show activities, such as taking clients out to dinner.

STEP 4: Design your table/booth to work for you

Your booth design should align with your budget and strategy. Whether you opt for a simple branded tablecloth or a full-color light-up backdrop, ensure it effectively represents your brand.

Tip: Work with a booth design partner who can provide options within your budget and help bring your vision to life.

STEP 5: Build your lead generation and follow-up plan

One of the best outcomes from exhibiting at tradeshows is the opportunity for new client acquisition. Establish how you will capture contact information and build a post-show follow-up plan.

Tip: Use apps to scan badges or collect business cards. Capture details about your conversations to personalize your follow-up.

STEP 6: Identify what promotional products you plan to give away

Stand out with unique and practical promotional products. While common items like pens and notebooks are popular, aim for something that attendees will keep and use, reminding them of your company.

Tip: Choose items that are elegant and useful, ensuring they leave a lasting impression.

STEP 7: Select who will represent your business at the show

Choose team members who are warm, outgoing, and proactive in starting conversations. Sales and marketing team members are often great choices for representing your company.

Tip: Encourage your team to have fun and engage with both existing and potential clients.

STEP 8: Follow-up on the leads you captured

Begin your follow-up the week after the show. Send a thank-you email and let leads know you will be reaching out. Personalize your follow-up to remind them of your conversation.

Tip: Don't hesitate to call potential leads to reinforce your connection and move towards closing deals.

STEP 9: Measure the business impact from the show

Track your tradeshow leads in a CRM or spreadsheet, noting the tradeshow name and follow-up outcomes. Measure the ROI by tracking which shows generate the most leads and revenue.

Tip: Use this data to decide whether to return to a show or invest in a larger presence next time.

STEP 10: Conduct a post-show analysis

Gather feedback from your team after each tradeshow. Discuss what went well, what could be improved, and overall perceptions of the show.

Tip: Use this feedback to refine your approach and improve with each subsequent show.

By following these steps, you'll be well-prepared to make the most of your tradeshow experience and achieve success. Keep the tone positive and encouraging, and provide practical tips to help businesses feel confident and ready to exhibit.