Sanofi - Exhibition Stand, Dec 2009
Over time, trade shows have become a leading way to conduct business-to-business marketing with higher numbers of businesses attending shows each year. Offering a venue unlike no other, trade shows cater to the needs of many business owners. However, for a sales campaign to be effective and profitable at a trade show, you must first have a fail proof marketing strategy.
Know the Numbers
According to the Center for Exhibition Industry Research (CEIR),
• 88% of attendees have not been seen by a member of your company’s sales staff in the preceding 12 months;
• 7 out of 10 attendees plan to buy one or more products;
• 76% asked for quotes and 26% signed purchase orders (average all shows);
• 72% of show visitors say the show influenced their buying decision;
• 87% of attendees will share some of the information obtained at an exhibition;
• 64% of attendees tell at least 6 other people about the event;
• 58% attend only the show in which you are exhibiting;
• 40% are first-time attendees; and
• It costs 22% less to contact a potential buyer at a show than it does through traditional field sales calls.
Trade shows are a win-win situation; however, exhibiting at a trade show can require lots of hard work and preparation. Without a proper marketing strategy, all of your hard work could go down the drain. Effectively plan your time at the show and you can ensure residual success long after the show is over. Cover all the bases with a full-scale three step marketing strategy, which consists of before, during, and after show marketing.
Before – Pre-Show Marketing
Marketing before the trade show is all about getting the word out that
(a) you are attending the show,
(b) where your booth will be located, and
(c) what your incentives are for people visiting your exhibition stand.
Advertise your incentives. This will make current and or potential customers seek you out once they arrive at the show but do not forget to include your booth location. If your customers cannot find you, it will not matter how good your incentives are. The best way to gain attention and guarantee people will show up at your booth is to offer discounts, issue coupons, and advertise drawings and or giveaways. In today’s economy, everyone is looking to save money.
Examples of incentives include a certain percentage for example 20% off on a certain day or a higher percentage off for a certain number of hours or for the first 100 orders placed. Coupons work much the same way as discounts; be creative, it is all about driving traffic to your booth. Free giveaways are always an attractant such as free t-shirts, hats or perhaps a drawing for a free briefcase or weekend vacation. The possibilities are limitless.
During – Marketing at the Show
Marketing at the show is all about your booth. Your booth should be designed in a way that it is irresistible drawing people in for a closer look. The most effective way to have a dazzling booth is to appeal to the senses using proper lighting, color combinations, motion techniques, sound, and smell. Pay close attention to the detail of smell for your booth. Even though the trade show floor may be crowded and not everyone can see your booth, with tempting aromas emanating from your booth, they will follow their nose and find you.
In addition, take time to properly train attending staff prior to the show and make sure they show up properly dressed. Nothing looks worse than someone who does not know what he or she is doing, what he or she is talking about, or who looks unprofessional. Your product may be great, your booth may look great, but the wrong impression could kill a potential sale.
After – Post Show Marketing
The show is over, now what? You must remember to keep marketing your business even after the show is complete. Following up with contacts gathered at the show is crucial for continued sales. You received their contact information because they were interested in your products and or services. After the show is over, make sure to follow up with these people. It is best to wait approximately one week after the show is over and begin calling those people back, which will likely result in additional sales.
Marketing your business at a trade show or exhibition can be a terrific step in building your business. Plan your three point marketing strategy with care to ensure your success at the trade show.
