Trade Show – An Important Venue For Your Marketing
A trade show has immense potential to catapult a small business into the limelight, if expertly to showcase your business with a blitzkrieg of smart, savvy and sleek marketing. First plan the basics: pre-show emails/phone calls, social media, marketing/outreach. These alert customers and potential leads to your presence, location and any updates regarding the show. Plan your objectives, budget and expectations in a realistic and measureable way and stick to them. Keep updating the latest turn-of-events such as give aways. Constant interaction with attendees keeps the focus on your brand and addresses latecomers.
A professional video or presentation helps capture the customer’s attention. It should be short, slick and to the point. An audio ad can be released before the run up to the show. The standees and visuals used should be clever and catchy to create a buzz about your booth and product. Create curiosity even if it means enticing potential customers with an interesting freebie or a competition that interests them and they, in turn, will put your booth on his/her must visit list. Always use your logo and catchphrase whenever possible to reinforce and create brand recall and value.
You have only 2-5 minutes to impress your customer. It is important to capture their attention by having your product/ booth? appear professional, precise and productive. The aim is to attract your target audience where the chances of lead conversion are greater than targeting all attendees at a trade show.
Choose staff who can represent your product and implement a full-fledged marketing strategy to convert leads into sales. Your staff should be trained to politely and skillfully demo your product and to talk about your business and its usefulness to the customer in an authoritative and knowledgeable manner. The entire set-up, including the technology and human element should look and feel seamless. Have enough hand outs and brochures available for distribution. An effort should be made to collect feedback from the customer in exchange for whatever offers/goodies that you offer them. Apart from just collecting business cards, have your staff make notes about what a customer was really looking for then analyze this information with the rep to improve your next trade show numbers. Following up on lead information collected could eventually become a source of major business for you.
The above steps and paying attention to small details help in turning your business into a dynamic and effective company that generates positive results. To get the best value from your investment in trade shows, outsourcing to a professional marketing agency can save you money and time.