Trade Show Marketing – Part III

More Than Just a Pen, Scan and a Smile – Part III Follow Thru

Ok, we have sent our initial e-mail alerting our customers and prospects that we will be attending the trade show. The mystery mailer has been sent and followed up with a personal call and in some cases an additional e-mail. Now it is on to the show with our list of confirmed attendee’s. If we have prepared properly our booth has some reflection on the theme of the show or the company. This is achieved by signage, a give-away and/or the booth personnel uniforms. The more the theme is carried out the more the overall message will anchor in your booth visitor’s minds during and after the show.

Time for the follow thru, making sure your guests receive the treatment and attention they deserve.  It is also at this time that you reward your visitors with a giveaway item or have them participate in the creative attraction you have created that pulls your theme together. If truly effective you should be able to not only pull in your list but others attending the show as well. Based on what was presented in your mailing or the theme used, this part of the show is what will bring the majority of potential leads and sales walking right up to your door, the very reason you attend shows for in the first place.

Key personnel should have the list of confirmed attendee’s, these should be divided up for the sales team by territory the prospects and of course their customers are located. Support people should try to memorize as many of the prospect names as possible so when they recognize one in the booth they can attempt to steer them to the proper sales or technical person. This simple treatment can often mean the difference from a prospect aimlessly walking about and being approached with the standard department store greeting “May I help you?” or being impressed with a first name greeting and “Let me introduce you to…” “Did you receive our special mailing?” “Could I have your badge to scan, I will bring it right back.” Even if you can not greet every person in your booth this way, the number that you do will come away impressed and more likely to hear what you have to offer.

Of course the final follow up after the show is sending out the information requested. If you are like every one else you will simply place a form letter with your catalog or brochure to the names on your lead list. If you want to make an impression you will use this opportunity to either further the theme used at the show or use it as the beginning of a new relationship. Either way, emphasis should be placed on how your follow up information is presented. The one thing to learn from this entire process is: People remember and appreciate attention and creativity; your efforts will always be rewarded with more sales opportunities and additional clients.