It's no secret that trade show events are quite costly. In fact, they can quickly command 20-30% of your marketing budget with just a few events each year. So, it pays to do it right.
DO capture leads in volume. Time is money. The number of hours the tradeshow floor is open is limited and attendees have a full agenda of sessions, networking, pre-arranged meetings PLUS the list of exhibitors they have already prioritized as “must visit” during the event. You’re already fighting time (not something many people win). So, you might as well gather as many new contacts as possible during the short time period that attendees have in the exhibit hall. Sort them out and prioritize them later for sales follow-up.
- You have no idea if the next person that walks by your booth could justify your investment in it. Make an introduction without judgment.
- Even contacts that aren’t ready to purchase or partner now could be opportunities to nurture for when they are ready.
- You have spent too much money to be there to treat each conversation as an hour meeting. You’ll miss out on hundreds of new leads. Gather some initial information and set a time to follow-up after the show.
DO follow up promptly and nurture new leads over time. This is where the rubber meets the road. If you are going to spend the time and money planning, promoting and presenting your brand at an event, the only way to quantify the return on that investment is to contact, qualify and nurture the leads that you generated. While that seems obvious, according to industry research published by Exhibitor Online, only 47% of companies track event leads by their source throughout the sales cycle and a mere 28% measure and report the number of event leads that ultimately convert to sales. That’s just sad.
- Lead capture systems have come a long way. Rent the number needed for your booth size and staff and jot a few notes. It makes follow-up more effective.
- Even if some people don’t buy from you (and many won’t), they are more likely to share your brand, message, etc. with others if you follow-up effectively and educate them.
- Bottom line? The whole thing is a waste of money if you don’t have a plan to score, nurture and stay in touch with the event leads you generate.
There are also some things to avoid in the event marketing world. These are my favorites. I encourage you to share yours and keep the sharing going.
DON’T stand around your booth chatting with your own team. It makes attendees perceive that you’re not in a conversation with them.
DON’T eat in the booth. Would you want to have a conversation with someone talking while eating? If you wouldn’t do it in your storefront (that’s what your booth is, after all), don’t do it in the booth.
DON’T talk on your cell phone, or text, or check email, etc. while staffing the booth. Step away from the booth to take a call so that when you’re in the booth, you are focused on the attendees.
Treat your booth as if it is the single, most important presentation of your brand to a new audience. Because in many cases, that’s exactly what it is. So, keep it professional, engaging and fun! Oh, and don’t forget to smile.