Marketing Monday – Effective Trade Show Marketing Tips

Yes we are online based marketing firm but we admit Marketing is not all about the online presence (although we believe it is a major part for most businesses.) With that said we want to share a little bit of info about Marketing at Trade Shows from our past experience.

Selecting the Trade Show right for you…
Know your target market and the target audience of the trade show you are considering, make sure there is enough overlap to ensure your time and money is well spent before you commit to a trade show.

Cost of being an Exhibitor at a Trade Show and ROI
Trade shows vary widely in the amount they charge for a table or display area, make sure you have given careful thought to the likely return on investment you expect to get from any show you consider. Remember to keep in mind the other costs involved besides the space. Making sure you have up to date and professional signs & displays, ample supply of business cards and promotional items, an attention grabbing drawing or prize to encourage more prospects to share their information. Also make sure you take into account the time needed for preparation, and that you own a pair of comfortable dress shoes (see below for more info on this).

Grab Attention
As we mentioned above plan to have a drawing or prize that can grab attention and ideally that is relevant to your industry or target audience. Great signage can create interest as well as promotional items that are unique and provide something your prospects will value enough to keep (even better if it is something they might have on or near them when it comes time to make a purchasing decision.) Look professional, I know suits are hardly ever worn anymore but this is an occasion where they still make sense.

‘Working’ the Trade Show
Here is where the comfortable dress shoes come in handy…do not sit behind your table and expect people to just read your signs and automatically sign up for your products or services. Stand in front of your exhibit and greet people as they walk by, engage them with questions, tempt them with giveaways or drawings.

When you decide to do trade shows give it your all!
Be there early and stay late, there have been many trade shows where my competitors started packing up their exhibits as much as an hour or two before the end of the event. I stayed open and I got the extra 2 or 3 leads from the few people that couldn’t make it earlier. There is a schedule that attendees count on, show your professionalism by committing to the entire time of the show.

Follow up!
Don’t lose all the time and effort you have put in to this point, whatever your sales process is make sure you are regularly following up with the leads you get from the event. Have a plan in place with a schedule of follow-up calls and emails, connecting with them on social media. Make sure to thank them immediately after the event for their interest as well as a short time later to find out more details about potential interest in your services or products.

If you are in the Philadelphia Area check out the eRose Web & Business Services table at the following events:
Delaware County Chamber of Commerce – 2015 Business Trade Show
Thursday, August 06, 2015 from 8:00 AM – 2:00 PM
Concord Country Club
1601 Wilmington Pike
Chadds Ford, PA 19382

Ardmore Initiative & Ardmore Business Association B2B Tradeshow
August 18, 2015 from 8:30am-11AM
Ardmore Music Hall
23 E. Lancaster Ave
Ardmore, PA 19003

We encourage you the Entrepreneur to contribute to the conversation with ideas on what is working for your business and how you may be doing things different, so we can all learn and grow together.

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