Articles

Five Key Components to a Successful Trade Show


1. Be Selective
  • Take the necessary time to research each events
    • Is it my niche market
    • Will key decision makers be attending
    • Gifts vs. Freebies

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