Attending trade shows is an important part of staying at the top of your field.
Getting the edge of what’s new, what your competitors are doing, and potentially meeting a lot of prospective clients and business partners should be an important part of your business strategy.
Projected attendance numbers are only one of the considerations when choosing your event. Relevance of the event to your company and product are also important, as are what shows your competitors are attending, and your budget for these events.
It is important to remember that even as an exhibitor at an exhibition, you are also an attendee, and it is essential for you to get as much research and networking out of the event as possible. Pay attention to displays that particularly impress you, and decide whether you can emulate that success in your future presentations.
It is critical to consider WHO your audience is and WHAT you want to communicate with them, whether to find new customers, reinforce existing relationships, display new products or simply change market perceptions. It is very important to set goals for the trade show… i.e how many leads do you expect to generate.
If you will attend trade shows often, buying an easily assembled booth to use continually may be a good investment. Remember to consider seating for staff, storage for materials and required lighting.
Keep notes, possibly attached to business cards, of visitors’ specific questions, and store all contact information carefully. After the show, create a timetable for contacting your leads, ensuring it is not too soon or too late after the show ends.
Follow-up calls and emails after the trade show are essential. Don’t let hours of planning and travel go to waste!
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