At the height of the trade show season, which (hint, hint), we’re in, you’re company is probably consumed with what it already has planned. Optimizing the trade show or trade shows it has already committed to. Good for you. But that’s probably not enough. Read on.
Once those trade shows are done – when your trade show display is packed away, your leads are followed up on and are in your lead management funnel – your next trade show will be upon you. So now is the time to get a strategy in place to make sure next season goes well. Here’s a checklist.
Are you going to the right trade show(s)? This is a question that requires you to answer a few questions: How much visibility can you get? How many qualified buyers go to the show? Can you get their attention? This often boils down to how big the show is and whether you’ll be dominated by bigger companies. For example, if there are 50,000 attendees, that may be worse than if there are 1,000 attendees and your company has a larger relative presence. Or the audience is better qualified. Think about the potential realistically and you might find a better (smaller) show has more.
Do you have the right message? What do you want prospects to remember? Are you new? Better? Have a longer history? Is your company bigger? Is your product a better value? Think about your prospect, back in the home office – what do you want them to remember?
Is your pre-show marketing effective? You will see a 3-5x return on pre-marketing. Actually, it can be a lot higher. Fact is, you can spend money smarter. So look at your pre-marketing – who are you marketing to and what are you sending? The message needs to be consistent with your show message and prompt a visit or a meeting. The prospects should be the target qualified buyers – lists from prior shows can work. Industry directories can be helpful.
Is your trade show display adequate? Budget plays a role here, but even within a budget, your trade show display can perform very differently. At a minimum, even if your display – a pop up display, truss display or modular display – should be in good condition. It shouldn’t need maintenance. It should be positioned well to give attendees an opportunity to enter the trade show booth space without feeling besieged. If you can’t say this about your trade show display set up, think about a new trade show display. And if that’s not in the budget, think about a trade show display rental.
Are your trade show graphics fresh and vibrant? Once you get to the trade show, graphics are your best display oriented investment. They hook prospects, communicate your message and get attendees into your booth. If your trade show graphics are tired, lifeless or worn, replace them.
It’s easy to get tunnel vision when you’re in the homestretch of a trade show season. But that shouldn’t stop you (if you are smart) from planning for success next season.
Impact Displays has trade show displays, graphics and accessories for companies in all price ranges. Contact through our web page or give us a call at 877-217-2681 and let’s get started on your trade show display.