Trade Shows - Make the Most of a Unique Opportunity

By Joe Haddad

There’s nothing quite like a trade show. Where else do you find so many customers and prospects in one place at one time?

On average, 72 percent of trade show attendees say a show influences their buying decision, 76 percent ask for quotes and 26 percent sign purchase orders at the show. Plus a trade show sales contact costs 22 percent less than a traditional sales call, and dozens of show contacts can be made in the time it takes to do a single field contact. But you won’t succeed at a trade show simply by showing up. With hundreds of other exhibitors vying for attention, you need first-rate show materials in order to attract attention during the show – and to be remembered afterwards. Good trade show communications keep on working after the event is over. Follow-up mailers can be powerful tools to nurture prospects and remind them of your organization once they’re back home.

Keep these basic rules in mind when planning your trade show materials:

Be Informative: Booth graphics, handouts and mailers should clearly communicate who you are, what you do and your primary benefit to show attendees.

Be Legible: Make sure type size and fonts are easily readable from far away, especially with signs and banners. Avoid typestyles that are ornamental or in script. Also make sure you choose high resolution graphics that can be greatly enlarged without going fuzzy.

Be Consistent: Give your exhibit the same graphic look and identity you use in the rest of your marketing communications. The people who see your ads, literature and Web site should be able to recognize your booth at a glance.

It’s unfortunate to note that most literature picked up at trade shows is thrown away unread.
So don’t hand out hundreds or thousands of those expensive brochures. Instead:

Create something simple and specific for the show, like a flyer or postcard. Include just enough information about your product or service so that prospects will want to learn more.

Be as creative as possible; try unique graphics, shapes, colours or materials to make sure your handout will stand out in a bag full of show literature.

Consider offering a promotional product. But before you order 5,000 key chains, ask yourself what you want to accomplish with the items. Is your goal to increase name recognition or provide an incentive to fill out a survey? Be sure your giveaway, and the message you have printed on it, works with this goal.

Stimulate a post-show reply. A Web site URL, a toll-free number or a postage-paid card is essential. Or consider a special offer, an exclusive attendee’s discount or a contest or drawing for those who respond. Make it as easy as possible to get in contact with you after the show – and give a good reason to do so.