Build your business in a slow economy! Part 7

Maximize your trade show ROI. Before, during and after the show!



Trade shows are an important part of your marketing mix. They present opportunities to increase your client base, improve sales, build brand awareness and up sell your existing clients. The biggest, most expensive booths are a waste of money if you don't have traffic. Answer these 10 questions to ensure your next trade show gives you maximum return on your investment.




1. What's your goal for the tradeshow? Is it to sell products? Increase your client base? Network with other vendors to establish relationships with them that attract referrals? To see what your competition is doing? To position yourself as an expert in your field?




2. What image do you want to project? What do you need in your exhibit to get attention and display your products? What will make you stand out? What size booth do you need? Where do you want your booth to be located?




3. What's your budget? The more advanced thinking you do in this area, the more money you can save yourself.




4. Who are your targeted prospects? What is their demographic? How will you compile your list?
5. What will you do for pre-show marketing to your prospects and clients?




6. What will you do to drive traffic to your booth? Pre-show? At the show?




7. What will you do post-show to follow up and solidify the sale? When will you do it? What forms, cards, letters, etc. can you have done in advance?




8. What grading scale will you use to track the sales potential of a lead? How will you segment prospects based on the different types of follow up you need to do?




9. Who will you use for your trade show staff? What type of characteristics do you want them to have? What image do you want them to portray? What are your expectations of them? What training do they need?




10. What will you use for pre-show marketing and literature, at show giveaways/prizes and post-show follow up? How many levels of products/literature do you need? What quantities will you need?




The heart of your success is to attract targeted prospects to your booth, engage them with your products and services and solidify the sale.Without well thought out, targeted planning you will be throwing money away. Come up with a plan, stay focused and execute it and you will see the payoff!




Over the next few weeks I will be elaborating on each of these areas. If you have a tradeshow or other event coming up and need help selecting a product that represents your company, a giveaway and/or a prize please contact us. We'd love to help!


Promotions that get results!
Shana Anderson
Complete Workplace, Inc.
Milpitas, Ca