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A recent survey, conducted by Deloitte & Touche for the Center for Exhibition Industry Research in Chicago, asked corporate decision-makers which marketing components are most effective in achieving specific sales objectives.  The conclusion was that 81% believe that trade shows are a more effective sales tool than advertising, direct mail, public relations or telemarketing.

Studies that measure trade show marketing characteristics reveal time and time again that over half of a show’s audience is planning to purchase at least one of the products being exhibited.  For most major shows, at least 80% of attendees have buying influence.

So the statistics justify exhibiting at relevant trade shows with reliable attendance records.  Successful exhibitors understand that trade show exhibiting are most effective for generating sales leads, introducing new products and promoting brand image.  But, on average, exhibitors are only attracting six out of ten potential prospects at any given trade show.  Why?  Because they’re not covering all of their bases.


The Bases

Zero In On Your Target Market
It’s not enough that a trade show relates to your business.  You need to make sure that your target audience is attending the show.  Trade show marketers will supply audience demographics, and you need to look at audience quality.  So ask for the Audience Interest Factor (AIF).  This is the percentage of the audience that visits two out of every ten trade show booths from a selected group of exhibiting companies.  You’ve found a good show when your AIF is above 40%.  Match this with strong audience buying influence – a good show will provide attendees with an 80% buying influence for at least one product category in the show.

Don’t Pinch Pennies
Many companies make the mistake of allowing their budgets to determine the results of their trade shows.  If you understand the trade show’s expected demographic, you can estimate the number of potential prospects you will meet at the show.  You can extrapolate those numbers into return on investment, or ROI.  Successful exhibitors let the projected ROI determine their exhibit budgets.

Stand Out
The sensory impact at most trade shows overwhelms everyone.  Your Trade show booth design must have a clear, concise message – it must engage your prospects within 15 seconds.

Think of Them
The best way to design an effective exhibit is to keep your needs out of the way and focus on the needs of your potential prospects.  Design the trade show booth space and booth graphics to help your audience get their question answered in an efficient and friendly way.

Start Early
Trade shows start three weeks before the doors open (10 Steps for planning and preparing). Make your sales people contact all of your customers and everyone else they want to do business with and invite them to the show as special guests.  If you don’t know where your best customers are they might be guests in a competitor’s trade show booth.

Differentiate Yourself
The two main reasons that people visit trade shows are to see what’s new, and compare competing offerings.  Be the ‘must-see’ trade show exhibit in your market segment.  Everyone gives away T-shirts but, at a local Vancouver trade show I once attended, I saw small exhibitors differentiate themselves by having young women remove men’s shirts and replace them with branded T-shirts.  They stole the show, got all the media attention and won the prize for most memorable booth.

Take Advantage of All of Your Promotional Opportunities
The majority of trade shows provide their exhibitors with excellent promotional opportunities as part of their packages, yet less than 20% of exhibitors take advantage of them.  Big mistake.  For example, if you sponsor an event at the same trade show, you’ll get extra advertising, and your brand will not only be seen outside of your trade show booth, but appear often in the show guide.

Prepare Your Staff
The people working your trade show booth must know exactly what to do on the trade show floor.  Train your sales staff to ask engaging questions that quickly qualify prospects and move them through the selling process.

Listen
The best way to engage anyone is to listen.  It’s OK to be in love with what you’re selling, but your sales will be more effective if you listen carefully to what your booth visitors are saying and address their questions in a friendly manner.

Listen Some More
Great trade show exhibits address what is important to their visitors.  Assign one of your staff to record the most commonly asked questions and re-engineer your exhibit to address these questions at your upcoming trade show.

Follow Up
One of the biggest complaints from trade show visitors is that many exhibitors don’t follow up as promised.  Trade show visitors expect to be contacted within 10 to 20 days following a show.  That’s how leads turn into sales, and that’s the whole point.

Check out our Exhibiting Guide for even more trade show marketing tips!