On the outside, trade shows look pretty simple. Companies pay for space, set up a booth, and then talk to customers, but as we all know, trade show preparation takes more effort than just showing up.
Here are three things you can do before your next trade show to get the most out of the experience.
1) Practice Your Pitch
Even experienced salespeople should take the time to figure out exactly what they want to say. Your time with customers is limited, so make the most of it.
Mellissa Hall, a marketing expert, and Tin Shingle contributor talks about having two different pitches—a brand pitch and a sales pitch.
Your brand pitch, like we have talked about before, is when you share the story of your company. Be prepared to first create a connection with your brand pitch, and then give customers a rundown of your products and services with your sales pitch.
2) Market Yourself
Put the word out to your clients that you’re going to be at the show. Make an effort to build some anticipation.
In the weeks leading up to the show, use Facebook and Twitter to contact a prospect in real-time. You could offer these prospects a special promotion that they would receive when they visited you at the show.
Like we mentioned the other day, you can also organize webinars or set up pre-show meetings. You could even blog about your preparation or create a special video message. Just don’t wait until the day of to start marketing.
3) Organize Your Paperwork
No, unfortunately, this isn’t an innovative idea that will guarantee 100 new leads, but it is important.
Have your paperwork in order. This includes your trade show, hotel, and travel confirmation receipts, as well as your marketing materials. Don’t let months of preparation go down the drain because of one brain lapse. Organize your paperwork and then assign someone responsible to take care of it, preferably not the intern.
This new season of trade shows is already gearing up, so don’t wait any longer to start preparing.
Do you have a pre-trade show checklist that you follow?