Keys to Making Trade Shows Actually Useful for Marketing – anybody who’s been doing marketing for any period of time probably has had one of these miserable experiences like this. When you’re staffing a tradeshow booth, and you’re stuck in the far corner of some vast exhibition hall, and nobody’s finding you. And you’re just wandering there by standing there by yourself and you know checking your email every three minutes to keep from going completely out of your mind. It’s a real waste of time and a real waste of resources frankly and they don’t have to be this way.
I mean trade shows can be a really effective way for you to get in front of prospects. So you should actually try to think of a few things that you can do to avoid that horrible situation of being by yourself in the back. Let me give you a few ideas about how to do that.
Sign Up to Speak at Connected Conferences
One idea is if the trade show is connected with a conference and it often does these days. Try to get a speaking slot. Now the speaking slots really aren’t for giving your product pitch. People who attend the conference they want to hear that but they might be interested if you have some interesting research or some insights that will be useful to them generally.
Maybe you want to go in and bring a customer and expand they can explain how they’re using your solution to solve their particular problem. So that’s one thing to do apply for a speaking slot.
Contact Prospects Who will be attending
Another idea is if you a few weeks before the conference, try to figure out who might be going to this event from your customer base or people who are your prospects. And contact them reach out to them and say you know come by the booth we’re gonna be there. Maybe you want to take it up a level frankly and say you know come by the booth or maybe come by and we’ll host a dinner and all of these folks would get together and we’ll have a drink or or something like that or or if you want.
You can go even a step further and host some kind of breakfast perhaps where you bring in an outside speaker or something else that will contribute to their you know knowledge and education about the market. You have them come in and spend the morning with you or maybe spend an hour with you obviously you. Don’t want to conflict with the conference schedule. But that’s another way to get some extra value out of being at the event.
Consider becoming a sponsor
One other notion to think about is think about being a sponsor most of these events have, you know levels of platinum sponsor and gold and silver and tin and whatever else did the the scale is. But think about perhaps investing in that. This will get you brand recognition you know your logo, your name, your company will be up on the website and any other promotional material of the event puts out you’ll be on there.
Now obviously you know those aren’t free you have to spend from some money on it. But it could be worthwhile I mean when you think about the budget for tradeshows. I always think it’s better to find two or three that are really worthwhile and well targeted and worth the investment. And make the investment instead of doing six or seven or eight and sort of doing it in a really lame fashion. You know do two or three and do it you know sort of go big or go home. Now make the make the worthwhile investment.
One other point on trade shows sometimes it’s definitely worthwhile to do the big national events that they have in New York or Boston or Chicago or Las Vegas and and those might be great. But don’t forget about the small local or regional events. Those can often be very very worthwhile. So there’s a few ideas to help you stay out of the boring and miserable situation of being very lon