Getting the Most Out of Trade Shows

Planning, preparation, presentation and follow-up are your keys to getting the most out of trade shows.

Trade shows can be extremely effective outlets to showcase your products and services to large numbers of customers and potential clients. An estimated 110 million people attend more than 4,000 shows in the United States and Canada every year -- and those numbers are increasing. Surveys show that customers rate the importance of trade shows above trade magazine articles and regular sales contacts in terms of helping them make buying decisions. Most show-goers are there because they have some influence on purchasing. They want to see how your product works and what it looks like while evaluating the competition.

As an exhibitor, you want to use a trade show to reaffirm existing business relationships, identify new customers and potential partners, and scope out the opposition.

Success starts with identifying the right show or shows for your business. Check with your industry or trade association for referrals and a show schedule. Many groups have Web sites, and other Internet resources offer good starting points to find schedules and contact information.

Once you make your show selection, prepare to exploit the opportunity. What´s your budget? What about staffing? Booth design? Signage? Special promotions? Direct mail? Giveaways? Product demonstrations? A lot depends on how much money you have to spend. High-tech displays and multimedia presentations are eye-catching but expensive, and they may not be as cost-effective as a couple of well-trained staffers armed with fact-filled sales brochures, a useful give-away item and a smile.

With your commitment made to set up an exhibit, how will you execute your presentation? Sweat the details before you arrive at the trade show. Select the right people to staff your booth. Conduct preshow meetings to identify goals and objectives. Agree on guidelines for interacting with visitors and qualifying customers. Place company literature and give-away items at the back of your booth space so interested attendees will have to come inside to get them. Don´t block the booth with tables, which can prohibit traffic flow into your area. Arrive early, work hard and stay late. Be courteous and helpful to visitors. Treat big customers with care -- consider hosting a cocktail party to show them they´re special -- and listen closely.

Remember to hold a postshow debriefing to let everyone share what they heard and learned. And, it doesn´t end there. In addition to all the work that piled up while you were away, now you have to follow up on every lead generated during the show. Those leads, and your resulting sales, are the real payoff from an effective trade show performance.