All trade shows aren’t created equal and the strategies used to create leads and potential sales varies quite differently from show to show and for each exhibitor. Your sales cycle, product and service complexity and the exhibitors focus at the show all contribute to the strategy employed. The first step to achieving positive results from a show is to set a goal. For example, a franchisor wishes to sell two franchises by exhibiting at a tradeshow. The franchisor knows that, on average, it takes 150 leads to close one franchise so he decides to set a secondary goal of gathering 400 leads. He also knows that of these 400 leads, only 20 of them will be qualified buyers. These numbers tell the franchisor how many pieces and what type of literature he needs to bring to the show. Unqualified buyers receive a basic brochure and more qualified buyers get in depth detailed premium brochures. Basically, the original goal sets in motion the specific activities and strategies implemented in order to achieve said goal. Follow this basic outline and you will be well on your way to achieving your stated goals by exhibiting at trade shows.
Trade Show Exhibit Product Highlight
What is a trade show display? It can be any one of the products found on our website, which are all specifically designed for trade show use, however, this term actually applies to anything located within your booth space and for that matter, the entire exhibit floor. Why should you adopt such a broad definition? Because the Starbucks Coffee Cup, food wrappers and your sloppy dress code all effect the quality of presentation. In other words, you’re only as strong as your weakest link.
