With nearly four out of five leads generated at tradeshows not adequately followed up on, maybe it’s time to get back to basics. Here are 7 things to make sure you do. Watch carefully!
You’ve heard it many times in the past several years: the most important thing is showing up. Be there consistently. Be there with your writings, your photographs, your content, your thoughts and leadership. Keep showing up.
On the flipside, I’ve also heard for years that if you’re going to exhibit at a tradeshow, you have to do more than just show up. You have to have a good plan or your time, money, and energy are wasted.
I think both viewpoints have some validity. So let’s break it down.
Years ago I worked with a client that had been attending the same tradeshow for years. They just kept showing up, handing out samples, gauging feedback, connecting with clients and colleagues. No reason not to, it was a good thing to do.
Then they got sold and the new owners had a more circumspect view of the marketing budget and decided to look at it from top to bottom. And that year, the slight shifting of the show dates of the big show they set up an exhibit at every year meant that two years of tradeshow marketing expense fell into one fiscal year.
Uh-oh. We’re spending that much on tradeshow marketing? Hang on! We gotta take a closer look at this.
So they pulled out of that year’s show and put the following year’s appearance on hold. The new owners had to look for their reason for being there. They found it: it was a great show for them, the benefits were worth more than the expense and they came back bigger and badder than ever.
But they had to lift the cover, so to speak, of why they kept showing up year after year. And they figured it out. And now they show up year after year.
Showing up is important. As David Newman of Do It Marketing put it recently:
Keep showing up for the people in your life.
For your clients, family, community, friends, prospects, colleagues…
Show up with empathy.
Show up with value.
Show up with caring.
Show up with help.
Show up with gratitude.
So yes, show up and exhibit at tradeshows, but do it with purpose. Know why you are showing up. Know what your goals and objectives are. Make sure your staff knows why you’re there.
And then have fun.
Standing out from the rest of your fellow exhibitors is often a combination of what you do, what your visitors can do, and what your booth looks like:
Sure, you can mess up in a lot of ways with your tradeshow marketing. There are so many moving parts to the process. But follow these seven ways and you’ll really come away with a bad experience.
Ever have one of those moments when you wish you had a picture of something from the tradeshow appearance you did, oh, six months ago, but you can’t find it? Setting up your exhibit at a tradeshow is a fleeting moment, and the more photos you take and the more records you keep, the better off you’ll be as you prepare for next year’s show. Here’s a quick video on a handful of things you might consider tracking from show to show:
With the pandemic slowly winding down (fingers crossed), what does the future hold? I’m no prognosticator and I’m definitely not an economist, although I pay attention to a lot of what’s going on in the economy. Last summer, in a conversation with a colleague, we wondered aloud what it would mean for the tradeshow and exhibit industry when “normal” returned. At that time, we were only looking ahead a few months, but here it is at least two seasons later, and we’re still waiting for the new normal to return.
The country and much of the world are still slogging through high unemployment, many stores closing, restaurants on life support and little to no job growth. In monthly calls with tradeshow exhibit producers, sellers, and project managers, it’s clear that most vendors in the tradeshow world are still operating at a fraction of their full capabilities. And most still think that they won’t reach their full capabilities until sometime in 2022. Yes, Q3 and Q4 in 2021 should show some improvement, but it’ll be a slow go for months to come.
But, once things return, people are comfortable traveling and setting up exhibits and attending shows, what does that mean?
A recent article in the New York Times tagged a few economic markers they’re following, including a prediction by the Federal Reserve Bank of Philadelphia that US output will increase 4.5% this year, which if it happened, would be the best since 1999.
Optimism is growing because of a number of things: coronavirus cases are dropping, vaccine rates are increasing, and oh, yeah, there are a few trillion dollars sloshing around in the economy and if the current administration wrangles their bill through Congress, another couple of trillion dollars will follow. Consumers are also sitting on trillions of dollars thanks to lockdown spending dips and more stimulus payments.
But what does that mean for the business world or, more specifically, the tradeshow world? It’s hard to get a handle on exact outcomes, no surprise, but experts point to the fact that in many industries – tradeshow world likely included – a number of companies simply haven’t survived, or they’ve been gobbled up by stronger competitors. Which means that there may not be as much competition.
The world of shows, events and conferences is also changing. Floor plans may change, especially if social distancing remains in effect in at least parts of the country, meaning different shapes and size availabilities for booth placement. Does that mean revised exhibits? New exhibits? Downsizing or upsizing? Who can say? Any change will likely mean exhibitors be willing to spend money for either revisions or brand-new properties. Fingers crossed for all of us in the supply side of the industry.
One final note: Marly Arnold of Image Specialist does a biweekly live 30-minute show that appears on her YouTube channel, and a recent conversation with Jim Wurm of Exhibit Designers and Producers Association talked about this very topic. On the YouTube page here, she lists a number of links that are worth looking at. Let me share just a couple:
From TSNN, ten predictions for meetings and events in 2021. Some of the predictions include: virtual isn’t going away once shows return to live venues; Las Vegas is coming back strong (no surprise); it’s going to be a bumpy ride.
Northstar Meetings Group looks at which convention centers are open.
TSNN with another look at how bad the US hospitality and travel industries were pummeled since COVID-19 took hold.
Beyond the links from Marlys’ YouTube page, TSNN also posted this piece on how momentum is building in the tradeshow world.
From this vantage point, it seems like a boom is coming. The question is how big, how long and how much of it will reach us here in the tradeshow, event, and conference world.
You can still benefit from tradeshows without having to invest in a big booth and booth space. Let’s take a look at a handful of ways you might do this:
A sit-down with Jamie Young of Uptown Screen Printing where we delve into ways to plan goal-setting for tradeshow marketing, and how to find a good promotional product that resonates. Hope you enjoy this week’s TradeshowGuy Monday Morning Coffee:
Find Jamie at Uptown Screen Printing.
Jamie got connected with me through Kathleen Gage. Here’s Kathleen’s appearance on this show.
This week’s ONE GOOD THING: Valentine’s Day is this Sunday!
It doesn’t take that much to exhibit at a tradeshow. Just rent a booth space, bring an exhibit, a handful of staffers and do your thing.
Uh, what’s your thing, though? That’s the big question. Are you there to increase brand awareness? Show that you have a bigger or cooler exhibit than your main competitor? Take a client out for dinner and drinks?
As George Harrison once sang, “if you don’t know where you’re going, any road will take you there.”
It’s better to have a plan. To know what you want. More leads? Sales? Giving away a specific number of samples? Getting more social media followers? Certainly, you want to pick goals that are important to growing your business. But one step beyond that is to not only pick good goals, but to make them concrete goals, such as:
- We want 150 good leads, 50 of which are new.
- We want 300 new Instagram followers.
- We want to hand out 1000 product samples.
- We want to do 100 in-person demos of our product or service.
- We want to meet with CEO’s of three major prospects.
Once you delineate those goals, create a plan to get there. Create the roadmap. If you want to meet with specific people, set appointments. If you want to line up new social media followers, make it easy. If you want new leads, have a method for uncovering the right prospects.
Tradeshow marketing can be expensive, but since you are at a place where thousands of prospects are all gathered in the same place, it’s also the ideal setting to generate leads at the lowest cost-per-lead you’ll ever manage.
Create a plan. Follow the plan.
Everything you do, everything you say, how you say it, what you wear, what you drive…they all send signals to other people. A Rolex sends a different signal than a Swatch watch. A Tesla sends a different signal than a Ford 150 pickup. A pair of shorts sends a different signal than a tuxedo.
We all choose the signals we send out, whether consciously or unconsciously. What kind of car we buy, clothes we wear, people we hang out with, how we speak, what we read?
When someone visits your place of business, what signals do you send? How clean is the floor, what kind of bathrooms do you have (and how clean are they)?
Every interaction a prospect or client has with you or your company is an opportunity for them to form an impression.
It’s the same thing at tradeshows. Do you ever think about the signals you send with your tradeshow presence? No doubt a lot of thought goes into how you’ll present your image and brand down to the right colors, the type of packaging, the types of products you design, create and market.
But I wonder if that consideration goes all the way to the people in your booth. Do you decide if Jesse is a better choice than Aaron to represent the company in the booth? Do you choose branded clothing, such as t-shirts, for all of your booth staffers to wear from day to day? Do you train them on how talk to visitors, how to ask questions, how to stand, how to understand and control their body language?
What about the state of your booth and exhibit? Is the carpet clean? Is the garbage can overflowing? Does your exhibit have cracks and signs of wear and tear or is it in tip-top shape with new graphics and clean countertops?
Everything you do, wear, and speak sends a signal.
What signals are you sending to your visitors?