Articles

Effectively Working a Trade Show - Seven Tips


1. Be Present
When possible have booth set up and ready to go the night before the show. Avoid late night networking, get ample sleep and eat breakfast.
Key:Be energized and prepared

2. Have a Specific Agenda & Plan of Action

  • Will participating generate a return on my invest
  • What are our measurable goals
    • Sales
    • Positioning
    • Assess this new market/event
  • Contact the tradeshow committee
  • Ask for information
    • Previous years attendees
    • Number of exhibitors
    • Cost

3. Selecting and sending the right staff to represent your company.

  • Sales Force - Mission: Sell, sell, sell
  • Ambassadors - mission: establish relationships, strength your brand, promote your product and services
  • Training your team
    • Expectations
    • Image
    • Personal Dynamics/Relationship building
  • Assign the team
    • Sales Force & Ambassador Team - Decision makers/management and support employees attending. Send Sales Force back on the road once Decision Makers
    • session is finished and Ambassadors staff the booth for remainder of event.
    • Sales Force Only - Decision makers & management level attending Only
    • Ambassador(s) Only - No decision makers attending event
4. Create a Memory
  • Create an booth environment which taps the senses of the attendees
  • Make the booth interactive and playful - be cautious not to lose sight of your purpose at the event.
5. Have a Follow-up Plan of Action
  • How will I gather leads
  • Who will make follow-up contacts, time frame, and by what means will leads be contacted

© 2009 Richard J. Avdoian, MS, MSW, CSP