The document provides strategies for maximizing sales and connections at trade shows, emphasizing the importance of preparation, active engagement during the event, and effective follow-up afterward. Key points include planning ahead, utilizing social media, and maintaining relationships with leads to improve return on investment. It stresses that established customers are significantly more valuable than new ones and encourages a proactive approach to marketing efforts.

1. February 22, 2011
Presented by Patricia Bladow
Walworth County Sales Manager
CSI Media, LLC
Tips for Marketing at the Expo and Beyond
Get more than just exposure at your trade show. Get sales!

2. Trade Show Marketing
 Why exhibit?
 What’s exciting?
 Concerns?
 Past experience?

3. Agenda
 Before the show
 Why are you exhibiting?
 Planning and invitations
 During the show
 Meet prospective, current and past clients
 After the show
 Follow up

4. ROI
 Return on investment
 Close Deals & Sell More
Product
 Remain “Top of Mind” for
Prospects and Existing
Customers
 Make High Quality
Connections

5. Before the show
 Have a promotional plan.
 Send out as many personal invitations as possible
 Make new friends, but keep the old.
 In terms of profit, an established customer is worth from five to
seven times what a new customer is worth.
 Use all available channels to inform customers of your
participation
 Prepare ahead for effective participation.

6. Before the show

7. During the show
 Keep a high profile during the show.
 Record leads
 Have a compelling one-line statement to begin discussion.
 Social media during the show
 Moving into the show
 Speakers
 Don’t miss the exhibits
 Seminars, seminars, seminars
 Special guests
 Location highlights

8. After the show
 Follow up
 80% of exhibitors make no attempts to follow up on leads from
trade shows.
 95% of customers who perceive service to be immediate will do
business with you again.
 Out of sight doesn’t have to be out of mind. Maintain the
connections you make at trade shows with targeted emails, Twitter,
LinkedIn, and other social media.

9.  Plan for success
 Work for success
 Follow up for success

10.  www.thetradeshowcoach.com (articles by Susan Friedmann)
 www.marketing.about.com, (search trade show marketing)
 www.marketingtoday.com/shows/index.htm
 www.exhibitoronline.com
 www.trade-show-guide.com