If you’re familiar with the industry events known as trade shows, you will know how valuable they can be to your business. Trade shows offer a lot of opportunities, from raising brand awareness to networking with potential clients and making sales.
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Trade shows need a lot of planning, from staffing to stunning trade show displays. Start your preparation two to three months in advance. Don’t just show up and hope for the best. There is a lot of competition, and it’s easy to get lost in the sea of booths and attendees. Use these tips to nail your first trade show.
Find Out Who Will Be Attending
Attendee lists are usually available in advance. Check the list to work which contacts might be interested in your business and send them a short introductory email.
Think about reaching out to them to let them know that you would love to meet them and encourage them to stop by your booth. Be careful not to go straight in with a sales email. Keep this first contact light and personal. You’re introducing yourself, not trying to sell your products yet.
Bring Your A-Team
The team that you take with you to staff your booth can have a huge impact on how the event goes for your company. There are two options. You could use an event staffing agency that has experience working at trade shows, or you could bring an in-house team. Whichever option you go for, remember that the people working will be the face of your business. They need to be friendly, motivated, and professional.
An in-house team is usually the better choice, as they know your company best. Don’t fall into the trap of only sending your marketing team, or sending junior team members because you don’t think you can spare anyone senior from the office. Think about what attendees are likely to what to know and who can best help with that. Send a team with complementary skills. Someone from PR can deal with the press, a salesman can convert leads, and a tech specialist can answer any technical questions.
Prepare Your Staff
Be prepared to answer questions. Everyone staffing your booth will be asked specifics. Everyone on the stand needs to be an expert in your company and your product. Make sure your team is ready by preparing a list of anticipated questions and role-play before the show to get some practice in.
Ask people who come to the booth questions too. Your goal isn’t to sell, but to build mutually beneficial relationships. Do you offer something they will find useful? The only way to know this is to ask questions. If your product isn’t a good fit, they might know someone who would want it.
Be Ready To Give Product Demos
Display your product and be ready to let attendees test it out. Before they buy, people want to see, touch, or taste something. Product demonstrations can be a big help at a trade show.
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