17. February 2015 23:30
Trade shows are among the best events for meeting clients, new prospects, industry colleagues and old friends. From the show floor to the sessions and networking functions, trade shows are the place to meet and renew connections. Events enable you to keep in touch with your customers’ challenges and share how your latest developments can address them. In addition, it’s a great place to establish new business relationships with buyers, resellers, suppliers and even potential employees.
Target Key Contacts
Attendees today do their homework before the show. They research the companies they want to meet in advance. So you need to be one of the exhibitors on their “must see” list. Send out an invitation to your clients and prospects inviting them to your trade show booth. Draw attention to the highlights of what they can expect to see and learn when they visit your trade show exhibit. Make it easy for them to attend by pre-registering them or providing a free pass to the exhibit hall. Show schedule are hectic so reach out to your key contacts – existing or new – to set up a day and time to meet before, during or after the show hours.
For more tips on preparation download our 27 page Guide to Successful Exhibiting here.
Train Your Team
A positive atmosphere in your trade show display is important to making your visitors feel welcome and comfortable. Your booth staff should be enthusiastic and confident. That takes preparation and training. Generate a show handbook or manual for your exhibition team. Hold a briefing to review company goals, your expectations and their roles and responsibilities.
Walk the Show Floor
Remember that you’re a member of the event community within your industry. Exhibitors often turn to one another for information and guidance about everything from the location of the business office to great restaurants in town. Share and they will share alike.
Walk around the exhibit hall to see what other exhibitors are doing. You’ll see what your competitors are presenting and pick up some great ideas for your next event, too!
Gwen Parsons is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.