Trade Show Strategy – Get a Lead or a Customer

I came across the following video on YouTube that is pretty good at explaining the end goal for going to a trade show.  That end goal is to get a qualified lead or a customer and how a company accomplishes this goal can be varied.  After watching the video I do want to comment on how to go about capturing the prospects information at the show.  The simplest way to gather this data is to solicit business cards however, this really doesn’t help you identify who is or isn’t a lead.  An entry form that qualifies the prospect is a better solution and should be required for entry into the drawing.  Furthermore a sales consultant should review this form to ensure its accuracy before submission.  Enjoy the video.

A Smash Hit! Trade Show Displays specializes in portable trade show displays, roll up banners, pop up display systems, tradeshow signage, tension fabric structures and custom trade show exhibits.  Let us make your next event A Smash Hit!

How to get more from your next trade show.

Going to your next trade show could be the difference between keeping or losing your job.  In todays hyper competitive business environment the knowledge learned and contacts gained could easily be the difference between being a mediocre and outstanding employee.  Medicore employees eventually fall by the wayside.  The following tips enable you to get the most from each show.

1.) Get a pre-show schedule of events, seminars and exhibitors and use this to map out your day to day activities.  Align these activities so that you get the most out of each day and possibly night.

2.) Call or email event organizers, speakers and exhibitors and let them know you’ll be there.  Ask the event organizers who else will be there, especially if you want face time with a targeted prospect or associate.  See if the event organizer can seat you next to that contact on purpose.  Submit questions to speakes in advance so that the presentation is custom tailed to the questions you have.  Arrange meetings with exhibitors so they can prepare solutions in advance, this way the sales cycle doesn’t start at the show.

3.) Comfortable shoes, comfortable shoes, comfortable shoes…enough said. 

4.) Bring along a standard assortment of business supplies just in case they aren’t provided in the seminars.  Some attendees have even gone as far as to tape and or video record a session, although this may be prohibited.

5.) Extra business cards.  You never know how many you may give out and the last thing you want to have happen is run out.

6.) Follow up.  Don’t just email contacts when you get back from the show.  Go ahead and draft a formal letter referencing your conversation at the show and mail it.  Keep the letter genuine and sincere on how excited you were to make their aquaintance.  It seems a little “old fashioned”, however, it’s a very effective way to make this person a contact for life.

Trade Show Booths Product Highlight
Portable trade show displays are becoming more and more advanced and with these advacements come new display types emerge from the crowd.  Smash Hit Displays is pleased to annouce that the arrival of Echo by Abex.  The modular systems use stunning trade show graphics and when combined with other displays like banner stands and custom trade show carpet you can create a truly one-off display system.

LCD Projectors, Projection Screens and Trade Show Displays

If you’re looking to use an LCD or DLP projector at a trade show you’ve experienced the challenge of trying to incorporate a screen into your booth space.  Most companies use a separate screen that ends up looking like an afterthought, however, with a little planning you can create a custom looking exhibit that eliminates the use of a separate screen altogether.  Below you will find images of two different displays we’ve designed that have an integrated projection screen built into the trade show graphics.  Both of these displays use a straight pop up displayand mural graphics as the screen is much wider than what could normally be transported as a Velcro or detachable graphic.  You must use a straight pop up frame because a curved frame would create multiple focal lengths for the projector.  In other words, the image, when projected, would be out of focus as parts of the screen are closer to the projector than others.  It is important to make sure the integrated screen matches the projector screen ratio of 4:3 (standard TV) or 16:9 (wide-screen or HD) so that the image fills the space.  If we can help you with a projection screen trade show display please let us know!

A Trade Show isn’t a Trade Show…

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.