Tips for maximizing trade show results

Written by Shirley Lichti for The Record, April 18, 2007

Trade shows can be a great way to generate new and repeat sales. However, like other communication vehicles, trade shows require the right strategy to ensure your company gets the best return on investment.

Whether you are a seasoned veteran or are planning your first trade show, there are key elements you need to consider, from picking the right show to evaluating the results after the show.

Here are some tips and lessons learned from local businesses to help you better prepare for your next trade show.

Pick the right trade show
Hannele Sundberg, owner of several area Sun Magic tanning salons (www.sunmagic.ca) has done many trade shows. One of the first questions she asks is: "Does the show's target audience match mine?"

Sundberg asks for information on audience demographics to understand who attends. However, she's found that even the right target market may not result in immediate business. For example, her experience with bridal shows taught her that booking photographers and florists are top priorities for attendees. Although brides want to look good for photos, they look into tanning much closer to their wedding dates.

For more questions to determine if the show is a good fit, see box below.

Know your objectives
Ask yourself: "What results am I expecting from doing this show?" As Sandy Gibson, owner of Déjà Vu Aesthetics Clinic & Spa in Waterloo has learned (www.dejavuaesthetics.com), not all trade shows allow you to sell products or services.

Gibson, who does three or four shows a year, says her objectives revolve around increasing awareness of her salon and attracting new clients. While she sells skin care products at some shows, she likes to do demonstrations and offer samples.

At the recent Total Woman Show in Kitchener, she showcased Bio Sculptured Gel Nails, a healthy alternative to artificial nails. Attendees booked appointments and got to try this new service right at the show without having to wait in line. And Gibson got a chance to get to know prospective customers who paid for the service.

If your product or service doesn't lend itself to being sold at a trade show, consider selling gift certificates. Sun Magic's Sundberg was pleasantly surprised with sales resulting from her first foray into offering gift certificates at a recent show.

Promote your participation at the show
A Deloitte & Touche study for the Dallas-based Center for Exhibition Industry Research found exhibitors who conduct pre-show promotions raise the quality of booth visitors by 46% and experience a 50% higher rate of converting visitors to qualified leads.

It doesn't have to cost a lot. Add a note to your email signature, a P.S. to business letters or a line on invoices to promote upcoming shows. If you have a website, post details there with a link to the trade show site.

Optimize Booth Traffic
Dr. Zhi Hong Wong of the K-W Acupuncture and Chinese Medicine Clinic in Kitchener (519-722-8377) recently did her first trade show and emphasizes location, location, location! It's as important in trade shows as it is in real estate and a good reason to sign up for shows early since it allows you to choose from the best spots.

Wong knew that some attendees at the Total Woman Show would have minimal knowledge of acupuncture, so her strategy was to offer free treatments on site. She hoped live demonstrations would attract traffic. At times she found her location near a corner was a little too crowded for this tactic.

Arlene Mahood and Irene Dutchak, directors of Kitchener Comfort Foods, a non-profit corporation that sells healthy frozen foods (www.kitchenercomfortfoods.com), were also first time exhibitors at The Total Woman Show. They offered free samples of their food to draw visitors to their booth. The strategy was so successful they have already planned to adjust the layout of their booth next year to limit congestion.

The Sun Magic booth featured Miss Canada in a bikini and offered free spray tanning right at the show. Response was so positive that next year Sundberg says she will add more staff to keep up with demand.

Regardless of your booth location, Déjà Vu's Gibson points out the need for great signage - highly visible, easy to read and professional looking.

Capture Leads
Sundberg has learned that not all show organizers provide access to a list of attendees. When she can't get a list or has to pay extra for it, she captures names at her booth by offering a draw with prizes related to tanning.

Gibson notes that fewer people are entering draws because they don't want to be contacted, so her ballots specifically ask attendees if they would like to receive further information. She used to ask for a mailing address but finds it too expensive to follow up by post and now requests email addresses only.

Plan to follow up
There's no point in doing a show unless you have a plan to track leads. Sundberg finds that phone calls from the Sun Magic staff work well and get a positive response. Needless to say, calls must be made shortly after a show ends to be effective.

Kitchener Comfort Foods realized too late that discount coupons they gave to attendees had not been coded, making it impossible for them to track sales back to the show. That's an oversight that will be addressed before their next show.

Gibson gives prospects a signed business card noting special offers so she can track Déjà Vu new business back to each show.

Evaluate Results
Once a show wraps up, you need to evaluate how well it met objectives. Sundberg can easily track free tanning certificates redeemed by their expiry dates. She also measures the cost per lead against other marketing efforts to determine if a show is worthwhile doing again.

It didn't take Wong long to analyse her first show's ability to attract new acupuncture clients. Compared to traditional advertising, she was very happy with the results.

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