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Maximizing Exhibitor Success

June 1, 2023

by Richard Erschik

Introduction:

Exhibiting at face-to-face trade shows provides exhibitors with a unique opportunity to reduce sales call costs and showcase their products and services to a targeted audience. However, to ensure optimal results, exhibitors must take proactive measures before, during, and after the show. In this article, we will provide valuable insights, strategies, and tactics that will help exhibitors achieve 100% lead follow-up and maximize their return on investment (ROI) at trade shows.

Pre-Show Strategies:

Relying solely on the show’s organizer to attract qualified attendees may limit exhibitors’ success. Exhibitors possess a valuable asset that can enhance trade show attendance: their existing customer, prospect, service, and warranty databases. By leveraging these databases, exhibitors can engage potential attendees and increase booth traffic even before the show begins. Here are some proven effective pre-show promotion strategies:

1. Leverage Trade Publications Placing print or electronic ads in industry-specific trade publications that focus on the upcoming show can generate awareness and drive targeted traffic to the booth. Including the exhibit and booth number in these ads is crucial to attracting the right audience. Communication with advertising space sales representatives can provide access to circulation data and names for profiling and exhibitor pre-show promotions.

2. Personalized Invitations Creating personalized invitations that incorporate essential details, such as the recipient’s properly spelled name, product, or service descriptions, show details (name, date, location, booth number), and qualification questions can maximize their effectiveness. Encouraging recipients to answer the questions and return the invitation with a giveaway further boosts engagement.

Strategies During the Show:

The success of exhibitors during the show heavily relies on the knowledge and motivation of their booth staff. Implementing the following strategies can optimize visitor engagement and generate qualified leads:

1. Incentivize Booth Staff: Creating incentive programs with attractive prizes encourages booth staff to actively engage with visitors, maximize lead value, and arrange for post-show sales visits. Motivated staff members who demonstrate product knowledge and actively seek conversations are more likely to generate valuable leads.

2. Open-ended Questions: Coaching booth staff to ask open-ended questions, such as “What brings you into our booth?”, instead of closed-ended questions like “Can I help you?”, promotes meaningful interactions and effective lead generation. Open-ended questions prompt visitors to share their needs and requirements, leading to more productive conversations.

3. Strategic Questions: Providing booth staff with a set of strategic questions tailored to the products or services being exhibited helps gather essential information for lead follow-up. Tailoring questions to gauge visitor interest, expertise, usage, budget, decision-making authority, and timing can provide valuable insights for further engagement.

Post-Show Follow-Up Procedure:

To enhance lead response and follow-up, implement the following three-step non-traditional procedure:

Step 1:

Customer Satisfaction Document: Design and title a Customer Satisfaction Document on your company’s letterhead and send it via direct mail to each sales lead after the show. Acknowledge the visitor’s recent request for information and state your intention to follow up without burdening them. (Reference Example 1)

Step 2:

Strategic Questions: Include strategic questions on the Customer Satisfaction Document to gather additional information or comments. Provide clear instructions on how to complete and return the document.

Step 3:

Personalized Follow-Up: Merge the leads’ names with the Customer Satisfaction Document, personalizing each piece of direct mail. Send the document in a non-traditional container to grab recipients’ attention. Prioritize and deliver completed qualification questions promptly to the sales department for immediate follow-up.

Maintaining Branding and Long-term Relationships: Not all leads will complete and return the Customer Satisfaction Document. Implementing a lead nurturing plan with regular intervals can help maintain relationships with potential customers. Collaborating with the sales team and scheduling nurturing intervals ensures comprehensive contact and efficient prioritization of follow-up.

Conclusion:

By adopting a proactive Customer Satisfaction approach throughout the trade show experience, exhibitors can enhance their role in their company and achieve 100% lead follow-up and a higher ROI. Pre-show promotions, strategic questioning during the show, and a well-planned post-show follow-up procedure are key to maximizing exhibitor success and establishing long-term relationships with potential customers. Embrace these strategies, tailor them to your products, and unlock the full potential of trade show exhibiting.

About the Author:

Richard Erschik is a trade show industry veteran with over a decade of experience as a successful exhibitor in the machine tool industry. He founded a national service organization focused on non-traditional lead response and management processes, earning recognition as one of the most innovative companies in the country. Richard is a respected figure in the trade show community, having been a roundtable moderator, speaker, and featured presenter at the EXHIBITOR Show in Las Vegas for 18 years.