Trade shows can provide great opportunities for your business, but they can also be a waste of time and money. SCORE spoke with Jenifer Adams of Spartan Promotional Group to get some advice on how to maximize the return on your trade-show investment. Here is what she said.
Schedule plenty of time after the trade show to follow up with the connections you made. Schedule the time and put it on the calendar before you sign up for the trade show. Know exactly how you are going to follow up, too. Will it be by way of a phone call, an email, a handwritten note or in some other manner?
It is important to understand exactly why you are attending an event. Is your primary goal to close new business, reconnect with current clients or to expand your marketing list? Having your goal in mind allows you to effectively prepare for an event. It allows you to know the right promotional products to order and provides clarity on which events you should attend.
Once you are at the event, keep the clutter off the table. Effective use of banners, backdrops and product stands can draw more attention to your booth. Stay in front of your booth and use product giveaways or coupons to increase engagement. Make sure everyone who staffs your booth is excited to be there and represents your company well.
In addition, do not wait until the last minute to order your promotional and printed materials. Allow at least three weeks in advance to place those orders, and be sure you have a table cover — ideally, a table cover that brands your company.
Finally, if you are attending an industry specific trade show, do not forget to connect with the other vendors at the show. They may provide related services and prove to be great referral sources.
For more information on planning for your next trade show, call Adams at 520-292-6456.
