How do trade shows stack up in your companies sales mix? Have you had poor or mixed results? The truth is, most companies aren’t utilizing trade shows as well as they could be. Through a series of “tradeshow quick tips,” I will show you how to successfully implement a trade show from the earliest planning stages all the way through post show follow-up. If you’re new to the tradeshow scene, or even if you’re a frequent exhibitor, this series will provide you with lots of helpful tips to make your next event more profitable as well as growing your prospect list considerably.
Quick Tip #1 Determine Your Purpose
Identifying your company’s purpose goes a long way in planning for your event. One purpose might be to introduce a new product to the marketplace and gauge response. Another might be to increase awareness of your brand in a new territory. Or perhaps you have a more complex buying cycle and you need to create an opportunity to funnel attendees into qualified leads through one-on-one interactions or other methods. Your purpose can be as basic as getting new sales, but you might want to dig deeper if your businesses offerings aren’t easily sold on a show floor. Instead, you might want to focus on growing your prospect list which you can market to after the show ends to demonstrate your value and close sales.
In any scenario, determining your purpose will allow you to focus on an objective and measure the success of the event. It will also help direct the needs and design of your booth. A clear purpose will create an organized event that both you and your prospects will benefit from.