The winter trade show season hits the ground running on January 3rd. If you’re booked to exhibit at a trade show anytime in the first quarter of 2011 and haven’t put together and/or started to implement your pre-show marketing plan, then it’s time to get going now, before it’s too late.
There are three components to a successful trade show exhibit: 1) pre-show plan 2) qualifying prospects on the show floor 3) post-show follow-up.
In order to drive the most traffic to your exhibit, and certainly to try to see as many of the people that you really want to connect with there as possible, a pre-show plan is imperative.
A pre-show mailer, e-mail and/or phone call to key targets and clients can make the difference between actually meeting with those people on the show floor (or for a more private off-the-floor meeting before or after show hours) and just waving to them as they saunter by your booth.
You can certainly tap into your own contact/client list, and you should; but don’t forget that you can usually purchase a list of pre-registered attendees from show management. You can usually even specify the parameters of which registrants you would like contact information for based on the questions asked at the time of registration (e.g. You only want to reach out to the owners and CFO’s of companies with earnings of $5M or more per year, you may be able to specify that.)
By reaching out ahead of time, you have the opportunity to set appointments and pique the interest of your particular target market. Of course you won’t want to focus on them to the exclusion of everyone else who comes by your exhibit; but you will have a better overall outcome (ROI/ROO) if you go into it knowing who are the key people you would like to meet while there and then taking an active role in making those meetings happen.