As we are preparing for the tradeshow and conference season, here are some items to consider before, during, and after each show.
Hint: The magic is in a real connection and follow-up.
There is so much that goes into a tradeshow. Having a booth at the tradeshow is only a small portion of the business development opportunity. Here are the things that you need to plan for to have the most successful tradeshow ever.
Before the Tradeshow
Before the show, can you see or get a vendors list identify potential partners to visit while you’re there or schedule time with them prior to the trade show.
Look up the vendors or attendees on LinkedIn
Is the tradeshow using a hashtag during the event? Make sure to include the hashtag in your content.
Ask the tradeshow vendor, if there is attendee list that will be provided before or after the show.
Check the tradeshow website. Sometimes vendors or attendees are listed there.
How are you collecting attendee information at the show?
Do you have one pager that will be handed out at the tradeshow?
Do you have something fun in the booth that people could take pictures with?
Do you have something to giveaway at your booth?
Plan out your social media tradeshow posts. Let people know that you will be at the tradeshow and what booth number to look for. Include the tradeshow hashtag if they provided one. Or make sure to tag the tradeshow if they have dedicated social media channels.
Include the tradeshow event in your enewsletter.
Some tradeshows will have webinars, giveaways, downloadables to help them add more value to their tradeshow and increase attendance. Offer to be a guest on their webinar or provide some valuable downloads for attendees.
Ask if the tradeshow has a list of previous attendees. Is this list something you can purchase?
Look through last year tradeshow hashtag to see who attended and engage with them to see if they are attending this year.
Someone on your team needs to own taking photos and videos at the tradeshow otherwise it will be a last-minute thought.
Make sure to conduct an internal training on the specifics at the show and importance of conversation and quickly being able to share the company story, who you serve and problems that you solve.
Make sure to all wear logo apparel so people can easily identify what company you are with and that you are the one to ask questions to in the booth.
Could you do a google ad targeting the tradeshow for when people are looking for information about the tradeshow or signing up?
During the Tradeshow
To increase traffic to your booth and better conversation, make sure and stand in front of your booth not behind your table. Engage with people as they walk by. Don’t wait for them to approach you.
Remind anyone in the booth of the goals of the tradeshow.
Make sure anyone that will be managing the booth knows your 30 second pitch well. They can easily state who you are, what you do and how you can help.
Make sure people in the booth are intentional about getting email addresses if an attendee list is not provided from the tradeshow vendor.
If you have a conversation with someone, make a note in your laptop or notebook about the conversation you had so you can follow up with the appropriate information. You will not be able to remember every conversation you will have from the tradeshow.
Share photos on social media while you are at the tradeshow. Don’t forget to use the hashtag if they have one.
Qualify the conversations. Score the people that you are talking to on a scale of 1-5. 1 they are just browsing all the booths looking for free giveaways. 5 you had a specific conversation about a need that they have and are a qualified lead.
Don’t forget that tradeshows are also a wonderful way to recruit future employees. Make note of potential employees
After the Tradeshow
The money is in the follow up.
If you were provided a list of contact information, make sure to do the follow up.
If you were given business cards from attendees, make sure to follow up.
If you spoke with someone, find them on LinkedIn and connect with them.
Write a recap blog post of your takeaways from the tradeshow. People love recaps.
Post on social media a thank you for attending the tradeshow and photos from the event.
Ask event planners if they plan on doing any follow up activities to add value to the attendees. Like a recap webinar or blog posts and how you could help provide information for them.
What else would you add to the list?
