Getting full value from the shows you attend is a deliberate and ongoing process. We all need to spend our marketing dollars where it makes the most sense. Here are six tips that should help you marry up the many logistical and moving parts with a solid revenue-driven strategy.

1. Carefully Target Shows. As with all strategic marketing, targeting is a necessary first step. Make sure each show offers the right demographics and the right level of decision maker. Whether you’re selling to government or business [or both], the size of the event is less important than the target. Regardless of whether you exhibit at agency tabletop shows or massive shows, you must determine if attendees are influential in making the purchase for what you’re selling. If you’re not sure about a show, send reps to check it out and walk the floor first, then report back on pros and cons for next year.

Have a clear set of criteria for measuring the value of shows. Here are some criteria categories:

• Who is there: prospects, competitors, clients, partners, decision makers?
• Visibility: is it a good venue for major announcements, branding efforts, awareness? Use all this data and past history to help ensure you’re using the right shows to make major announcements, launch products, etc.
• Is the show a good value for price? Some high end, and high price, industry analyst events may include your buyers, for example, but if they’re outside your budget threshold, it won’t make sense.

2. Set Clear Objectives. What do you want to do at each show? Is it basic brand awareness? Are you looking to demo a product to as many qualified people as makes sense? Do you want to schedule meetings with partners, vendors, clients, etc? Do you want to capture market share from an industry leader? Is lead generation the name of the game? Make sure you know the relative value of each show so you can maximize your time there, and achieve your objectives.

3. All Hands On Message. Everyone who staffs the booth should be completely familiar with your company position, your key benefits and your value proposition. It’s essential to have all hands at the ready with your elevator pitch, as well as the right answers to questions.

4. Qualify! Come armed with good qualification questions for everyone who comes to your booth. This will help your sales team to spend their time with more likely purchasers. A key here is having good qualifications questions. People who don’t fit your prospect profile shouldn’t make it to your leads database. And they won’t, if you ask the right questions.

5. Post Show Evaluation. It goes without saying that leads must be followed up in a timely manner. But there are other post-show activities. Consider providing a survey for each staff member to respond to for each event you attend. This will generate feedback from your team and qualitative data that can be essential as you plan your event calendar for next year. This feedback can also be helpful as you negotiate exhibiting and sponsoring packages.

6. Leverage PR. Chances are, there are media coming to the shows you attend. Coordinate around some of your best events to maximize your opportunity of getting coverage as a result of new and exciting things you’re doing in the industry. Don’t miss out on opportunities to meet with reporters looking for good stories. That’s why they’re at the shows! And, of course, investigate advertising in show dailies for promotion.

Posted: Saturday, January 5th, 2008 | Trade Shows
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