Maximize Your Trade Show ROI

PRE-SHOW

Connect with Customers Prior to the Show

Communicate to your target audience and current customers which trade shows you will be participating in.  Make sure to include city/state/hall location, show dates, booth number, and a link to register for the show. Increase the frequency of reminders and announcements as you get closer to the show.

Event Marketing Touchpoints

• Website mention with link to register
• Social media announcements and direct messaging
• Email invitations to your current customer and prospecting lists
• Creating a custom landing page dedicated to your participation in the show

Booth Display 

The design and layout of your trade show booth needs to be planned out prior to the show.  With the right combination of banners, media screens, and displayed parts; you can truly make your company stand out amongst others.

With the right visuals and consistent branding, your booth should instantly communicate who you are and what services you offer.  Keep your message simple and direct, while creating a memorable impression. 

Display Opportunities for Your Booth:

• Custom manufactured parts that can be displayed on a table
• Printed marketing materials to hand out such as brochures, flyers, and business cards 
• Promotional items – or “swag” – that are practical and can be used often
• Video slideshow of facilities and/or manufacturing capabilities
• Live demo in your booth space

If you are in need of a custom booth display prior to the show, we do offer design services specifically catered for manufacturers.  Visit d2pgraphics.com for more information. 

DURING THE SHOW

Understand Your Target Audience

Put yourself in the attendee’s viewpoint walking the aisles of the show, and decide what would catch your attention as someone looking for manufactured parts and services. Many exhibiting companies in design and contract manufacturing will be there offering similar services, so what makes your business stand apart? Use that method of thinking when working your booth and talking to potential leads. 

Questions you should ask yourself: 

• What manufactured parts do you want displayed in front of your booth?  
• Do these parts showcase some of your unique or complex manufacturing capabilities?
• What valued services do you want to highlight in your discussions with attendees?

“Work” the Booth

Actively approach and engage attendees as they come to your booth.  Don’t stand back and wait for them to approach you.  Ask open-ended questions about what services they are looking for and determine if you can help offer a solution for them.  

Here are a few essential skills to keep in mind: 

• Staff should have the necessary skills to guide conversations. 
• Avoid sitting towards the back of your booth and stand closer to the front if possible. 
• Look engaged and approachable.  Avoid using your phone. 

AFTER THE SHOW

Follow up on Show Leads 

Shortly after the conclusion of the show, organize your show leads and have them added to your CRM.  These contacts need to be followed up on as soon as possible.  This is what separates those that are very successful and get positive ROI, versus those that do not.  

Review each lead and segment them by grade (A, B, C, etc.) based on factors such as:

• Quality and potential opportunity of job and/or quote
• Sense of urgency/turnaround time
• Size and scale of project

Be Active and Continue to Touch Base

One of the biggest mistakes after a show is waiting for prospects to respond back.  You need to actively pursue each lead, and continue to market yourself if they do not respond in a timely manner. 

Here are some useful tips to remember after the show: 

• Send a personalized “thank you” email about your conversation at the show.  Avoid being too generic. 
•  Reach out with a phone call and/or voicemail. Familiarize yourself with the conversation you had and potential working opportunity before each call. 
• Decide on a sequence of how often you want to continue touching base if they are not getting back.  Set reminders in your CRM or calendar to follow-up.
• Reach out to current customers in the region who did not attend, or who you were unable to talk to at the show.