How Do You Get the Best Results from Trade Shows?

The ITEX Show is the largest imaging industry trade show and is being held this year in Las Vegas.  Whether you attend the ITEX Show or any other type of trade show, how can you get the best results?

I decided to ask three successful industry professionals for their trade show secrets, and got three totally different – very interesting – answers.

I also found very helpful tips online from Susan Ward. Susan and her partner run Cypress Technologies, an IT Consulting business, providing services such as software and database development.

Benefits from Advance Preparation

by Susan Ward

Trade shows can be an incredibly effective promotion and sales tool for small businesses.  But they can also be a complete waste of time and money. And whether trade shows are a wild success or a wipeout for your small business depends a great deal on your advance preparation.

Here’s how to get the best return on investment from any trade shows your small business exhibits at.

1) Set clear goals for your trade show participation.

What do you want to get out of it?  Do you expect to sell a particular amount of inventory at trade shows, or expect to become known to a certain number of wholesale suppliers?

Are you focusing on promotion or hoping to launch a new product?

You can have more than one goal, of course, but the point is that you need to be clear about what your participation in trade shows is going to achieve.

2) Plan your trade show displays in terms of your audience.

Who is it that you’re targeting with your trade show displays?  Retail customers? Wholesale buyers?  Other businesses in your industry?  Different audiences “shop” trade shows differently, and have different needs.

3) Advertise in advance.

Put the word out that you’re participating in a particular trade show by inviting your clients, customers, suppliers, and other contacts to attend the show. (Be sure you give them all the details, such as your booth number.)

If you have one, be sure to advertise your coming trade show attendance on your website as well.

Trade Show Secret

by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY

Focus on the attendee for maximum results.

Remember that to begin new relationships, you must first create a positive impression. Being mindful of the fact that people need to trust you before they do business with you, avoiding off-putting body language, and listening more than you talk will help you do exactly that. And then you’ll be well begun – more than half done, well on the road to starting a new profitable relationship.

Tips From 3 Imaging Industry Professionals

From Ben Lin, Vice President ACM Technologies, Inc.

“The main tip I have is for the exhibitors to stay aggressive.  Most attendees will just walk right on past your booth if you let them.

“I tell my sales reps to stay aggressive and approach anyone walking near the booth with a smile and handshake.  More often then not, this leads to a conversation and potential business.”

From Mark Walpole, President of Answerco.com

“Where is the Money?  Focus on the customer or products that will bring the best return.

“As an Exhibitor, share any leads with a few other exhibitors to enhance the contacts made.”

From Shelley Sterling, Account Manager at Densigraphix:

“I feel when I go to a store I go in for a purpose. I do not want someone to sell me anything I do not need. For the show I want to ask potential clients  as they come by the booth, “what was the purpose of your trip to the show; what are you hoping to discover?”

“I feel from that question they have someone interested about THEM, not someone interested in telling about me. From there I can dance to whatever they respond to save money or  “to find a better mousetrap”.

What are your trade show success secrets?  We would love to know!  Please share your experiences and advice in the Comment section below.