The resurgence of vertically focused, industry specific events offers savvy marketers a gold mine of opportunity. Tradeshows and related industry gatherings provide a unique opportunity to meet prospects and influence key contacts in person at a convenient central location. However, the old ‘set it and forget it’ approach to exhibiting has little chance of winning the rabid battle for attention. Make the most of your investment by following these seven proven guidelines:
1. Plan Ahead
Event preparation takes time. Allow at least three months to prepare. A last minute effort all but guarantees you’ll make a ‘thrown together’ impression that undermines your participation. Assign an event coordinator to lead the team, listing deliverables and assigning tasks to be completed along with corresponding deadlines. In the long run, an early start will save you time and money. It will also give you peace of mind because you have time to deal with the inevitable preparation hiccups.
2. Formalize Show Goals
It is critical to establish why you are attending the event and what you plan to gain from the investment. Gather your team and write a purpose statement that clearly outlines the reason(s) for participation. Supplement this statement with specific goals you want to achieve. Common goals may include: Meeting specific prospects, gaining insight to emerging trends and technologies, meeting with media and analysts, launching a product, adding prospects to your company database and more. Industry gatherings also provide a perfect opportunity to survey the competitive landscape.
3. Dedicate a Budget
If the event is worth attending, it is worth doing right. Participation requires an investment of time and money. Plan for these costs in advance and consider them an important component of your marketing budget. Use show goals as a guide to plan your strategy. Once your strategy is set, itemize a supporting budget. Exhibitor fees are just the tip of the iceberg. Be sure to account for your booth, collateral, shipping, set-up/tear-down, outreach, giveaways, travel and attire.
4. Refine Your Message
Revisit your company’s value proposition and make sure booth staff can communicate it quickly and accurately in a conversational tone. Staffers should be able to answer common questions and be prepared to delve into more detail when appropriate. Compile a comprehensive pre-show FAQ and conduct group study sessions to ensure your key message(s) are part of every show-floor discussion. Have an expert resource readily available to handle in-depth inquiries.
5. Image is Everything
Take inventory of your public image. Make sure your brand identity carries through from your booth design to collateral, giveaways, business cards and website. All promotional materials should work together to reinforce your brand and value proposition. Formalize a dress code well in advance. Check and double-check everything before you depart for the show.
6. Drive Traffic
If available, obtain the preregistered attendee and exhibitor lists. Identify target prospects. Reach out to them through pre-show mailings, e-Blasts, calls and social media. Tell them what you want them to do, and what they get for doing it. Offer targeted prospects the chance to win a compelling gift in exchange for participating in a product demonstration or special event. Many will actively seek you out, giving you everything needed to follow-up after the show. Common enticements include a sample product, discounted services, dinner coupons, the latest tech gadget, or travel vouchers. Enticements are limited only by your imagination and budget.
Tradeshows also present a great opportunity to meet with the media and analysts. Media outreach should be part of your strategy. Schedule show meetings 2-3 weeks in advance. Assign a qualified PR professional and subject matter expert to each meeting. While discussions on the show floor are workable, a quieter location with comfortable seating and refreshments is preferable.
7. Follow-Up
One of the most common participation goals is to gather prospect information. Plan how this data will be used after the show and make sure it lands in your prospect database. Include these potential customers on all future outreach projects such as e-Blasts, press releases and special offers. Track sales team follow up to ensure promised materials are delivered; and that phone call, email or meeting commitments are honored. Finally, be sure to adopt a tracking mechanism that allows you to link contacts to each specific tradeshow or event you participate in. This enables you to track ROI for comparison against other promotional activities.
It is equally important to gather the event team for a show recap. Discuss what went right and what could have gone better. Come up with a list of tasks designed to improve future showings, and get to work while impressions are fresh. This gives you a jump-start on rule #1- Plan Ahead!
Participation in local, national and international events can be expensive and logistically challenging. But with proper planning and careful execution, they can be a valuable component of your marketing mix.
Need help maximizing your event presence? The professionals at JH&A have been providing expert B2B marketing services for over 25 years, including extensive event preparation work. Contact us for a free consultation. We’ll walk you through our planning process to help determine the strategies, tactics and budget best suited to achieve your goals.
John Wilkinson
Business Communications Strategist
JH&A Advertising