Creating a strategy around your tradeshow investment can help you attain quality leads that bring new business to your firm or association. In this video, Dawn Wagenaar, Principal at Ingenuity Marketing Group, shares three techniques you can apply to tradeshows you take part in. These are tried and true techniques that Dawn herself uses when Ingenuity attends tradeshows. Tradeshows can be hugely successful and should be integrated into your marketing strategy.
If you prefer to read this content, the video transcript is below.
Many of our clients attend and sponsor tradeshows. Their goal is to get new business, but few of them build a strategy around their tradeshow investment. In this video, we’ll talk about the pre-planning and communications that should take place, techniques to get people talking to you during the tradeshow, and how to follow up effectively and build your pipeline.
First – create a timeline. Work backwards from the event date and figure out everything that has to happen and schedule it out. From the pre-show communications to the social posts during the conference to even the post-event communication and follow up.
Second, create a theme or something that will interest your prospects to visit your booth. Last year at a conference in Portland we had Voodoo donuts with a tie to the story of their company and why story telling is so important. Over the years we have done everything from a photo booth, to chair massages, to a Harley Davidson to video games. Now I know we are a marketing agency so we can get away with some of that but I think you get my gist. Be interesting…what will make the prospects come and talk to you.
Third, create the communications pieces –pre, during and post. Are you going to have a website landing page, social posts, send a post card ahead of time or send emails? This is vital as it is the promotion of your booth. Don’t leave it up to the tradeshow or conference you are exhibiting at. Take matters into your own hands!
And finally, follow up. Before you leave, put time on your calendar for following up with all the leads that you had fruitful conversations with in hopes of scheduling a call or meeting. The goal is to schedule another time to chat so that you both can determine if it’s a good fit and if you want to move forward with next steps whether another meeting, an estimate or proposal.
Tradeshows can be hugely successful and these tips will ensure even more success. Good luck!