10 Tips to Maximizing your Trade Show Experience

By Megan Yamamoto

Ever wonder why some companies exhibit at upwards of 40 trade shows per year? The answer is more than just lead generation. Learn how to maximize your opportunities by exhibiting at industry trade shows with LeapFrog Solutions' top 10 tips to trade show success.

1. Setting Objectives and Measurable Results
Successful trade show exhibitors know that event planning starts long before the show, exhibiting should be positioned as a strategic project, not a last minute decision. A good way to start planning is to define what you would like to get from exhibiting at events and how you and your team define “success”. Often times people exhibiting at events are looking to: increase sales, introduce new products, recruit employees or reintroduce the company to a new location. Once you have defined why you are exhibiting, and you have clearly established your objectives, the next topic to review is how you will measure the results of the event. Often results are measured by: number of leads, investment per lead, number of attendees at presentations, pre-post survey perceptions, and much more.

2. Show Selection
Before you sign up for an event, ask yourself, “Is this show a best fit for my company?” Questions to ask when choosing events are as follows: Who is the audience that is attracted to the show? What has been the attendance pattern in the past? Will your competitors be attending? Is there any buzz about this event with your current customers? Make sure to prepare prior to attending the event – know your audience and what their bottom-line interests are, and keep your overall goal in mind.

3. Space Selection
The earlier you decide what you want out of your booth space, the better. Most shows are first come, first serve. In order to get the best exposure, you need the best location on the floor. Look for spaces that are on corners and near entrances or food stations. These locations tend to be where crowds form. In addition, know who else is showing. Sometimes the best way to reach your target audience is to position yourself near your competitors. Special prices are also available on furniture, lead retrieval, and all the other essential elements you need to make your show a success, if you order in advance.

4. Budgeting
When putting together your trade show budget there are many elements to consider such as: booth space reservation, registration fees, hotel accommodations for your staff, travel, transportation, shipping of displays, booth cleaning, electrical setup, carpet, sponsorship and marketing programs and many more. Costs can begin to rise quickly so forecasting them in advance and coming up with alternatives such as renting materials vs. buying and shipping may put you in a better position.

5. Exhibit Design
There are a plethora of different items that you can take with you to a show (booth, banner-ups, LCD screens, giveaways, etc). Before you pack up and ship out, make sure that your items (printed and non-printed) are cohesive in their messaging, look and feel. The best exhibit spaces are those which, at first glance, address who you are and how you service your clients. Flashy and expensive booths are nice, but the booth which has impact is carefully thought out, designed, and delivers the right message.

6. Pre-Show Advertising
Contact the trade show and ask for their attendee list as well as press list. Announce to the public as well as your current customers that your team will be exhibiting. Send out a press release, as well as emails to the attendees generating excitement and an interest in your company to drive them to your booth.

7. Booth Staff
Prep Your Team – Schedule a staff meeting in advance! Trade shows are an ideal place to generate new leads. Before you step on the show floor make sure that your team is prepared for the task. Shows are long and strenuous, so be sure to have enough staff to take shifts and breaks. Your team needs to know how to sell your product or service and how to fact-find with potential customers. For example, a good strategy is to listen 80% of the time and talk 20%. This allows you more impact for a good impression. Also, encourage enthusiasm: “Service with a Smile!” Potential customers purchase from those who believe in their product/service. A great way to distinguish your booth from the others on the floor is your people. Enthusiastic and energetic booth staff that believe in, and are passionate about what they are promoting, will make an impact on those who stop by. A team with this mindset will influence potential customers to purchase your product, and will encourage word of mouth promotion.

8. Lead Management
Capture as much information as possible, a straightforward way to do this is to rent a lead retrieval system which allows you to scan attendee’s badges while they are in your booth and follow-up with them after the show. A less technical way of tracking, is to collect business cards and write notes on them (what was discussed, wants, needs, etc.) Keeping everything organized during the show will streamline the post-event process.

Categorize your leads as they are generated. This will help you develop your “A” lot whom to follow-up to gain the best ROI. Also, implement a system to manage your leads, assign responsibility for each item on your list, and follow up!

Follow-up promptly with prospects. Leads left unattended will quickly grow cold in today’s fast paced environment. There are many ways to prep for the lead follow-up prior to the actual event which will make the process move quickly. One suggestion is to have your follow-up email drafted before the event, leaving you with just edits to customize per lead.

9. Measuring Results
Success can be measured by the return on objectives set, and also by the Return On Investment. When you have returned from the show, review your objectives and goals set prior to attending. Review the number of leads you generated versus the amount of money you spent. By tracking your success, you can determine which trade shows are the most successful, thus helping to determine your show schedule for years to come.

10. Learn From Your Experience and Use it to Your Advantage
You did the research, carefully thought out your booth design and promotional materials, tracked leads, and generated new business. Now what? This is the most important time to utilize all that you have learned from past trade shows and capitalize on the future. Take the experiences and use them to determine which shows to attend in the future and how to best market your services/products at those shows. Make note of other booths that attracted your attention; assess what they did and how you can emulate the process for your next trade show. As important as it is to have a meeting with your staff prior to the event, it is equally important to regroup after the event to recap the event's show goals and comments/suggestions for next time. Applying what you have done in the past, and what you have learned, will make for a productive trade show experience in the future!

Megan brings superior communication, team leadership, marketing and customer service proficiencies to this multi-faceted position. Her previous experience includes holding the position of Assistant Manager at Enterprise Rent-A-Car in Northern Virginia where she strategically designed and implemented business-to-business marketing plans and effectively developed and maintained client relationships through stellar customer service on a day-to-day basis. As account services assistant, she provides support through proposal writing, research, copywriting and editing. Highly organized with excellent interpersonal and problem solving skills, Megan assists the account management team by taking an active role in project management at LFS.

Megan has a B.A. in Communications with a Minor in Business Management from George Mason University.

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