How can you maximize your time and build relationships at trade shows?

Trade shows are valuable opportunities to showcase your products or services, generate leads, and connect with potential partners and customers. However, they can also be overwhelming, expensive, and time-consuming. How can you make the most of your trade show experience and build lasting relationships with vendors and attendees? Here are some tips to help you plan, prepare, and follow up effectively.

1 Set specific goals

Before you register for a trade show, you should have a clear idea of what you want to achieve and how you will measure your success. Do you want to increase brand awareness, launch a new product, or find new distributors? How many contacts, leads, or sales do you expect to generate? How will you track and evaluate your results? Having specific and realistic goals will help you focus your efforts and allocate your resources wisely.

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MIKE DUSEBERG

Fun, Guaranteed: Magician/Mentalist to Fortune500 Executives & Top100 Golf Clubs
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Don't set goals for things you cannot control. A lot of exhibitors want to collect X leads or increase lead count by Y%, but those goals are dependent on what the attendees do. You should have targets and benchmarks, but you can't control their behavior. Your goals should reflect things your team does themselves. - how many times will you try to stop a crowd of people in the aisle? - how many demonstrations will you give? - how many individual aisle walkers will you try to start conversations with? - how many current customers will you set booth appointments with? - how many current customers will you ask for referrals? - how many former customers will you set booth appointments with? Those are goals you control.

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2 Research the event and the attendees

Once you have your goals in mind, you should do some research on the trade show and the attendees. Find out who are the organizers, sponsors, exhibitors, and speakers. What are the main themes, topics, and trends of the event? What are the demographics, interests, and needs of the attendees? How can you stand out from the crowd and attract their attention? By doing your homework, you can tailor your message, offer, and presentation to your target audience and create a positive impression.

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3 Prepare your booth and materials

Your booth is your first point of contact with the attendees, so you want to make sure it is inviting, informative, and memorable. Choose a location that is visible, accessible, and relevant to your niche. Design your booth to reflect your brand identity, value proposition, and key messages. Use clear signage, attractive visuals, and interactive elements to catch the eye and engage the visitors. Prepare enough brochures, flyers, samples, or giveaways to distribute to your prospects. Don't forget to have a reliable and secure system to collect and store contact information, such as a scanner, a tablet, or a business card holder.

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4 Network and follow up

The main purpose of attending a trade show is to network and build relationships with vendors and attendees. You should have a friendly, professional, and confident attitude when approaching and conversing with people. Ask open-ended questions, listen actively, and show genuine interest in their needs and challenges. Demonstrate how your products or services can solve their problems or add value to their situation. Exchange business cards, social media handles, or email addresses and make a note of the key points of the conversation. After the event, follow up with a personalized email, phone call, or message within 48 hours. Thank them for their time, remind them of your offer, and propose a next step, such as a meeting, a demo, or a referral.

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MIKE DUSEBERG

Fun, Guaranteed: Magician/Mentalist to Fortune500 Executives & Top100 Golf Clubs
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There's a big difference between "networking" and "prospecting." Networking is connecting with other people in the industry, learning what they buy/sell/need, and helping them get what they want. It's making friends. Prospecting is starting conversations with potential prospects and moving them through a sales process. This is revenue generation. Don't confuse the two. A lot of frustrated - but friendly! - exhibitors spend their day standing around a booth "having good conversations" but never really sell anything. Productive exhibitors attract people to their booth, identify qualified prospects, and set appointments. They run a process that converts aisle traffic into revenue.

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5 Learn and improve

Finally, you should review your trade show performance and learn from your experience. Compare your actual results with your goals and identify what worked well and what didn't. Gather feedback from your team, your vendors, and your attendees. Analyze the data and insights you collected and use them to improve your products, services, or strategies. Apply the lessons learned to your future trade shows and other marketing activities.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you maximize your time and build relationships at trade shows?

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1 Set specific goals

2 Research the event and the attendees

3 Prepare your booth and materials

4 Network and follow up

5 Learn and improve

6 Here’s what else to consider

Vendor Relations

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