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When displaying your business at a tradeshow, there are a number of important things to consider. This article will take you through the key components of tradeshow execution.
The First Step when it comes to tradeshows is identifying why you are there and what it is that you want to achieve. Is it: marketing and brand awareness, customer education, sales, etc.
Set a clear goal before the show and develop strategies and tactics to make sure that you achieve your goal. It’s imperative that you measure your goal so that you know if you’ve achieved it. Set a target number that you want to achieve, such as $5,000 in sales, 46 leads, hand out 2,000 education brochures, etc.
There have been numerous studies done that suggest that if you focus on a single message you are far more likely to have the consumer understand and remember it.
At every touch-point make sure that you are communicating the same message (key message above). The more times a consumer is exposed to a message, the more likely they are to retain that message. You have to remember that your not the only company marketing at a tradeshow, with all the different messages that everyone is bombarding the consumer with, it’s the simple and consistent messages that are remembered.
Remember everything you do, present, say, display, etc creates an impression with the customer. Make sure that every part of your stand fits with the image / message you want the consumer to remember. This includes everything on the materials checklist below.
Following up with leads with a critical step in the success of a tradeshow. Make sure that you make contact with every potential lead within the week. Make sure that you make contact with every potential lead within week. For many products or services its unlikely that you will get many sales during the tradeshow. The real value of a ashow is in the followup that occrs afterwards. To this point make sure that you have a process of gathering information on potential customers at the show so that its easy for you to follow up afterwards.
This step is almost as important as the Tradeshow itself. After the show, spend some time with your colleagues and analyse how things went. Here are a number of things you will want to discuss:
By carefully examining the results of the tradeshow, you can determine what you could do better for next time. You will also want to make a call on whether you come back to the same show next year or whether in fact you continue to do tradeshows in the future.
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