The Werks is an IT related commentary bringing you the unvarnished truth steeped in a vat of reality. The information contained herein is the opinion and rantings of a 30+ year veteran of the IT industry. This will hopefully give you helpful knowledge untainted by any specific vendor focused kool-aide. Occasionally, you may find that this collection of brain droppings will also give you the laugh you needed to make it through another day locked in the IT gulag. Read-on, brave soldier!
Monday, December 12, 2016
Business Trade Shows Part II: During the Event
We're back. In the last post, we talked about building momentum toward a trade show exhibition. Today, let's look at your efforts during the show itself.
You already should have sent out a reminder the morning of the show in posts on all your social media accounts, an article on your website blog, and a general email that you're exhibiting. Now it is time to work the booth.
First, recognize that your goal is to use this show to develop as large a list of prospects as possible. That means you not only want visitors at the booth, you need their contact information. The proven way to get attendees contact information is to offer them something for free, or run a contest for something worthwhile. Most booths will offer some giveway, coffee mug, etc. at the booth if visitors sign a contact info sheet. People can't resist free stuff, no matter how muchthey don't need another mug or could afford to buy them on their own by the caseload. Therefore, have giveaways.
You can also run a contest for those willing to take the time for a demo of your product or service. If they will take the extra step, enter them for a raffle for something of greater value, such as an iPad or tablet.
If anyone shows special interest, keep your non-exhibit hours open to schedule meetings for coffee or a demo.
Beyond getting prospects, use the show for broader networking. Work the other booths and introduce yourself to other exhibitors to get your name known. You can never do enough networking, and you never know when it might pay off. If the exhibitor entrance fee does not include entrance to other networking events such as meals and meet-and-greet-happy-hours, consider buying a ticket for access.These offer additional opportunities to network.
Finally, don't forget social media. Throughout the show, post pics of yourself with clients or prospects who visited your booth. You can even use the event hashtag if they have one to help your business generate buzz!
Next time, let's talk about what to do once you get back home.