Many industries are heading into their trade show season and most will be
unprepared to make the most of it. Trade shows are an excellent way to impact a
company’s bottom line, if it's done correctly.
Here are a few secrets to improving your results at a trade show:
Get noticed. The most important thing to do at a trade show is
to get noticed. Smart exhibitors or attendees have a plan of attack to get
noticed. They use a "theme." Themes can be everyone wearing Hawaiian shirts and
Drive traffic. You need an inducement or "bribe" that attracts
buyers to your booth. One company got a 500 percent increase in trade show booth
attendance by giving away a trip to Hawaii. These trips can be inexpensive if
reservations are made in advance or if you use priceline.com.
Capture leads. The third most important objective at a trade
show is to get contact information. Use a simple form attendees can staple their
card to (of course have staplers available). The form should contain a multiple
choice check-off list to be sure you're getting data.
Another great strategy for having a successful trade show is to team up with
other vendors. You should have someone whose only job is to go around and find
potential partners with whom you would like to work.
About the Author
Chet Holmes is president of Jordan Productions; an international
multimedia firm located in San Rafael, Calif., that helps companies accelerate
growth. He's creator of several business building programs including Zero to
$100 Million, Mega Marketing & Sales and Guerrilla Marketing Meets Karate
Master. For more information, visit