How to Get the Most from an Expo

I gave a presentation recently to a local chamber of commerce on 'how to get the most from an expo.'  Over the course of my business career I have worked many expos, trade shows, festivals, etc.  First I will say, they are a lot of hard work and the results are not always seen immediately.  Plus, expos can be very expensive and time consuming.  So if that doesn't give you pause, then lets talk about about what can be done to ensure you do your part to make it as successful as possible.

Before signing up for an expo, trade show, festival, etc., think about why you are doing it. 

What are your expectations?

• Get Exposure
• Get Leads/Referrals
• Build Relationships
• Sell Products
• Who is your Target Market?

Based on your answers, determine if the expo in question will help you attain your expectations.  Once you have decided and signed up to do an expo, prepare and plan in order to maximize your results.

Before the Expo - Prepare and Plan  

• Obtain and Read the vendor/expo rules
• Determine how much area you will have to display
• Are there any restrictions?
• If possible request ahead of time the most optimum space for your display, i.e. against a wall, corner space, front/back of the room, near the food/drink, etc.
• Will you need electricity?
• Floor covering
• What will be provided, i.e. table, table covering, back drop, etc.?

 Before the Expo - Determine Needs

• What marketing printed material will you need? i.e. brochures, flyers, business cards, etc.
• Signage - banners, stand up signs, etc.
• Promotional products, give-a-ways
• Lead generation forms
• Door Prize(s)

***Get all of these materials ordered in ample time to receive before the day of the expo.***

Before the Expo - Advertise!

Do Not depend on the Expo planners to generate all the traffic to your booth.  If your place of business is within a 100 miles of the expo, be sure and do the following:

• Notify ALL of your Customers and Prospects
• Offer a gift/discount if they come by your booth
• Put up a sign in your place of business
• Post on ALL Social Media Platforms often and up until AND the day of the Expo
• Hand out flyers at all the networking meetings/events you attend prior to the expo
• Put flyers in all orders prior to the expo

Tips for Setting in Booth -

• Make it welcoming and inviting
• Make it colorful
• Less is More - Don't display to much to the point that it looks cluttered
• Have it be interactive - Have a reason for them to stop, look, converse.
• Offer a special offers/discounts just for the expo
• Have a candy dish/bowl
• Have a 'fish bowl' and lead generation forms to collect prospects information - Offer a door prize
• Have your door prize prominently displayed - Make it showy

Preparation -   

• Solicit help for the day of the expo to help set up, man the booth, break down, and pack up
• Train your helper(s) ahead of time so they understand what you want them to do as well as what to say when they are manning the booth for you
• Do a mock set up of your booth ahead of time to ensure you can display within the guidelines of space provided
• Make sure you have all your 'props' and material together ahead of time
• Make a 'what if' kit for anything you might need the day of the expo, i.e. pins, tape, scissors, hammer, pliers, screw driver, etc.

Day of the Expo -

• Dress appropriately
• Wear comfortable shoes
• Arrive early to set up or set up the day before if possible
• Make friends with your booth neighbors
• Get set up in plenty of time to visit the other vendors.  (Depending on your business, they may be your best prospects.)
• Wear a name tag
• SMILE!  It's Show Time!

DOs and Don'ts -

DO -

• Do wear a name tag
• Be ready to meet and greet
• Greet people and start a conversation
• Keep your table/booth area free of trash, etc.
•  Have Helper Take Photos and Post on Social Media
• SMILE!  Have a Good Time!!
• Stay until the End - I have met some of my best prospects at the end of many events
   

Don'ts -

•  Don't sit behind your table
• Don't be on your cell phone
•  Don't have so many helpers that prospects
  can't get to Your Table/ Booth
• Don't be over aggressive and/or pushy
• Don't stand around talking to your neighbor
  

  and/or helpers and not paying attention to prospects
• Do not eat at your table
• Don't break down and start packing up early

After the Expo - The Fortune is in the Follow Up

Did you know that 80% of trade show vendors do not follow up?

In fact, check out these statistics -  

• Follow Up Within 24 to 48 hours
• Email ALL Prospects a Thank You for stopping by your booth
• Announce Winner of Your Door Prize in your email and on Social Media.  Include a photo if possible.
• Call all HOT Prospects within 24 to 48 hours
• Mail Thank You Cards to those who purchased
• Add prospects to distribution lists
• Continue to Keep in Touch - Sometimes prospects don't realize they have a need until sometime later.

Many of the items in the outline above are some of the services we provide especially around follow-up and keeping in touch.  See our list of Services on our website. 

  

I hope you found this information helpful.  If you have a group that would benefit from this presentation, contact me for information on scheduling.  I recommend the presentation be scheduled to be presented about eight weeks out.

If you have questions or suggestions to add, please let us hear from you.  We would love to hear your stories about successful and not so successful events.  We can always learn from those experiences that weren't as successful as we thought they should have been.

 

Your comments and feedback and welcomed and appreciated. You can provide feedback on our Facebook page as well as here on our blog.

Happy Expoing !
Annette
Painted Lady Enterprises

How to get the most out an expo

You spent your money on a booth.  You invested your time.  You gathered lots of leads and prospects.  Now what?  As the old saying goes...The Fortune is in the Follow up!  Did you know only 20% of vendors follow up after a trade show or expo?!

I often participate in local expos and I make it a point to make my rounds to the other vendors typically before the expo starts.  The reason I do this is that the other vendors are typically my best prospects, so I want to meet them before all the activity starts.  I try and introduce myself.  I also register for or put my business card in the fish bowls for the drawings in hopes I'll be a winner. :)   I know that by doing so. my contact information will probably end up on the company's email distribution list.  However, I'm amazed at the ones that never follow up.  The statistic above of only 20% of vendors following up is about spot on and the other 80% complain they didn't get any business or wonder why they didn't get business.

Expos and Trade Shows aren't always about the sales.  It's sometimes more about exposure and connecting with people.  Even if the traffic is light, take the time to really engage with your potential clients.  Some of my my best clients came from the smallest and least attended events.  Always go with a positive attitude.  Good comes from everything.  Sometimes it may be six months later before you reap the benefits.

Here are some tips on things to do after the event to get the most out of your trade show investment:

1.  - Follow up at least 24 to 48 hours after the event.  Those that were 'hot' prospects, call and find out their needs.  Schedule an appointment to meet with them ASAP and/or send them additional information.
2. - An email blast is great to say thankyou to everyone who stopped by your booth.  Contstant Contact is a great service to use to follow up.  It gives the ability to send a professional email with photos and special offers to all prospects and it usually makes it through most spam folders. 
3. - If you offered a door prize, be sure and announce in your email blast, on your website and/or Facebook Fan Page who the winner was.  This adds to your credibility.
4. - Perhaps offer a special 'Expo discount' if they purchase within a certain time frame.  Or if the event was for a fund raiser, offer to donate a portion of your sales to the organization.
5. - Sending out 'thank you for stopping by' via traditional mail is also a good effective follow up.  Send a greeting card or postcard within 2 to 3 days after the event. Again perhaps with a special post expo offer.
6. - Keep in touch.  People buy when they are ready to buy and now may not be the time.  Add your prospects to your distribution list/CRM and follow up with them periodically.  It usually takes someone hearing from you 7 to 8 times and then they to have a need before they are ready to buy.  If you stay 'top of mind,' you'll be the one they call or refer.
7. - When they do buy or provide a referral - say Thank You!  Send a thank you note perhaps with a gift card.

Think beyond the immediate sale.  Work on building the relationship.  To keep relationships strong, companies need to regularly remind clients that they are important to them.  They also need to remind them who they are, what they do, what services they offer, and why they are their best choice for their product or service.  Busy people tend to choose the fastest solution to a problem.  By keeping in touch, a company makes themselves stand apart from the rest of the crowd and their clients and prospects are more apt to call them the next time they need their product or service.

What other advice would you offer to maximize the investment of participating in a trade show or expo?

In gratitude,
Annette
Painted Lady Enterprises
"Helping You and Your Business Look Good"