Five trade show strategies to ensure the best roi from your marketing spend

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Today I want to address five at-the-show and post-show strategies for ensuring the best return on investment from your trade show expenditures. You have already set your objectives and determined the strategies necessary to achieve them. You have arranged for the best booth personnel possible and trained them how to qualify prospects and turn them into long-time customers. Now you’re at the show; here are five things you need to do next.
First, make sure that you promote your products well. It was one of your pre-show objectives to make sure that the promotional products that you actually distribute in the booth enhance your brand. This means that you have selected giveaways and test items and promotional products that represent your brand with style and effectiveness. These products represent something that your audience will welcome, something that they relate to easily. They may be objects that are actually useful and that your prospects will hold on to and use on a regular basis. They should have a high perceived value and align with your branding and the message you wish to get across.
Secondly, the promotional products and gifts you make to your prospects and customers must reflect the quality for which you are known. They must uphold your reputation in the marketplace. You have gone to great lengths to target your audience at the trade show; you have prequalified your best prospects; and you are qualifying new customers and clients at the show. We all know that trade shows are expensive so while you need to provide promotional products that suit your audience, you need to be judicious about selecting products that have a high perceived value but that still fit your budget. From the booths to the booth personnel to everything else associated with the trade show, you need to make sure that everything is complimentary to your brand and is specifically planned to provide a substantial return on investment.
Capture the contact info of the people that you will want to follow up with after the show. There are a variety of ways to do this. First of all, if you created a target list of prospects and leads before the show, you should have fairly current information for them on your computer or laptop. Take the time to verify this information when you sit down with your major prospects and customers. If you are meeting people for the first time, and this should be a good number of the people who pass through your booth, make sure that you scan their badge or that you exchange business cards with them because you will want them to contact you direct as well. Set up a followup date and make an appointment to touch base by phone or get together in person. Your goal is to solidify an ongoing relationship, to make sure that they understand and identify with your brand, and to secure their business with your company.
One of the keys to your success at creating solid business relationships is having a good note system.

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Five trade show strategies to ensure the best roi from your marketing spend

  1. 1. An Opportunity Knocks: Sourcing and Product Ideas Dave Burnett / db@aokmg.comToday I Want to Address Five Trade Show Strategies to Ensure the Best ROI from Your Marketing Expenditures: 1. Promote Your Products Well 2. Offer Quality Promotional Items 3. Capture Contact Information 4. Be Sure to Have a Good Note System 5. Follow Up After the ShowDo These Well and You’ll Have a Great Trade Show.
  2. 2. Make sure the promotional products you distribute in the booth enhance your brand. Promote your products well. You have selected giveaways and test items and promotional products that represent your brand with style and effectiveness. These products represent something about your brand that your audience will welcome, something they relate to easily. They are objects that you believe your prospects will find useful and hold on to. At the same time, they have a high perceived value and align with your brand and convey the message you wish to get across. Alarm clock Puzzle cube Desktop calculator Ballpoint pens Magnetic clips pencil holder calendar These are just some of the many items you can use to represent your brand.Dave Burnett www.AnOpportunityKnocks.com
  3. 3. The promotional products and gifts you offer must reflect the quality for which you are known. Your promotional products must uphold your reputation. You have gone to great lengths to target your audience and prequalify your best prospects. And Mouse pad you are qualifying new customers and clients at the show. Trade shows are expensive so you need to be judicious about selecting products that have a high perceived value but that still fit your budget. From the booths to the booth personnel to everything else Executive duffel bag associated with the trade show, everything must be From the simplest desk item complementary to your brand and planned specifically to the most expen-sive gift, be sure to complement your to provide a substantial ROI. brand.Dave Burnett www.AnOpportunityKnocks.com
  4. 4. Be sure to capture the contact info of the people you will want to follow up with after the show. You have a target list of major prospects, leads, and customers that contains fairly current information on them. Take the time to verify this information when you sit down with them. If you are meeting people for the first time, and this may be a good number, make sure you scan their badge or you exchange business cards because you will want them to contact you as well. Make a follow-up appointment to touch base by phone or get together in person. Your goal isWhat better way toshare contact info than to solidify ongoing relationships, to make sure theywith a USB drive pen ora calculator padfolio. understand and identify with your brand, and to secure their business with your company.Dave Burnett www.AnOpportunityKnocks.com
  5. 5. One of the keys to your success creating solid business relationships is having a good note system. The simplest note system I can think of is writing on the back of the attendees’ business cards. Or you can create a checklist from your prequalified target list and then check off names, add pertinent information to each account, and add new contacts during the show. Still another simple system reps use is to capture quick ideas and info on Post ‑It notes that they then collect in a convenient stack. You have to establish a system beforehand that you find easy to manage and refer to so you know who to follow up with, in what order, and in what degree of urgency. You might even want to share notes with your contacts and offer them a Post-It note stack or a nice logo pen.Dave Burnett www.AnOpportunityKnocks.com
  6. 6. Perhaps the most important tip to guarantee a good return on investment is the post-show follow up. You have invested a great deal of time, money, and effort into the trade show, into creating strategies, having the right personnel, displaying the right product, publicizing your brand with the right signage and the right promotional products. Now, you must follow up with your contacts, prospects, and leads, your long-time clients and customers, and everyone you met at the show with whom you wish to do business. Your ultimate goal is to develop ongoing relationships and make sure that your investment in the trade show pays dividends. Your return on investment hangs on the quality of your follow-up. Desk items like desk caddies with sticky notes orDave Burnett make good follow-up gifts. docking stations www.AnOpportunityKnocks.com
  7. 7. An Opportunity Knocks: Sourcing and Product Ideas Dave Burnett / db@aokmg.com Get your name out there with amazing promotional products from AnOpportunityKnocks.com, the number one promotional products resource on the Internet.Sixty-four categories and almost 200 subcategories of industry-leadingproducts, including (but not limited to): Apparel, Awards, Business Cases,Calendars, Desk Items, Executive, Eco-Friendly, Golf, Health and Wellness,Key Chains, Luggage and Cases, Mugs and Tumblers, Pens, Pencils, andHighlighters, Post-It Notes, Safety, Tools, Travel, USB Drives, and Watches.

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