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In these times of budget cut backs trade shows are frequently one of the first marketing efforts to face the chopping block. The common logic is that large fixed costs are always incurred and the sales cycle is too long. Frankly this was my "misconception" until a couple of years ago too. We are now generating roughly 20% of our business via trade shows.
Although creating massive entire trade show "environments" may no longer be financially feasible, eliminating trade shows from your marketing mix entirely is generally not prudent....
10 Tips to Maximize your Trade Show ROI:
1) Select those shows that have the historical highest ROI. Explore new more cost effective shows.
2) Set-up specific trade show goals.
Examples: Set 5 prospect appointments, Close 1 pending sale, Solidify relationship with 2 clients (take to dinner/golf)
3) Ask your business partners if you can co-brand at their exhibit/booth.
4) Select spaces with the best traffic patterns. Avoid being located near competition.
5) Promote your presence through other conference sponsorships (e.g. golf hole sponsorships).
6) Get selected as a guest speaker at conference.
7) Determine trade show must have's vs. nice to have's (budget accordingly).
8) Develop an attractive and engaging presence (e.g. Monitors, Interactive experiences).
9) Provide high value, low cost, long life, promotional items (e.g. flash drives with link to company website-these are a great alternative to expensive sales collateral).
10) Develop an electronic method to collect leads and follow-up within 1 week of show.
Seeking an excellent trade show exhibit partner? Contact Mike Willemin at 3D Exhibits in Chicago - they created the Cardinal Health "environment" above.
If you would like other trade show tips please contact us at 800.287.7198 or inquiry@salessherpas.com.
Happy Selling!
Dave
www.salessherpas.com
