At one time or another, most of us have invested time and money attending trade shows and conferences for either an employer, or for our own organizations. Yet, a lot of potential business and momentum is often lost following these events. Here’s how to maximize your return from this important business development activity:
Plan Before You Go.
(At the beginning of the year)
- Register for the conference early to ensure you have an optimal location (i.e., near beverage/snack/food areas, at the end of an aisle, at the corners of the trade show, or near competitors that are attracting those in your target market).
- Determine your level of sponsorship/visibility at the conference (i.e., table/booth, hospitality suite, speaker at a workshop, etc.)
- Determine who should represent the organization at the conference. (This may change, but it’s good to have a game plan about resource/staff allocation ahead of time).
- Review table/booth and collateral materials, etc., needed for the conference and be sure that there are enough ordered in advance and in stock.
- Plan any ‘give aways’ that will attract people to the table/booth or workshop. Popular items that participants tend to keep and use are: More expensive: USB drives, portable battery chargers, Bluetooth speakers, phone cases, screen cleaners, headphones, activity trackers. We would choose something that is relevant to RMC’s brand. Less expensive: Reusable bags, T-shirts, baseball caps, sunglasses, mugs, cups, water bottles, stress balls. (with a discreet logo)
(One to two months before)
- Find out who is attending the conference/event. This registrant list is often available ahead of time.
- Review the list of attenders and note whom you want to engage, and how (i.e., invitation to hospitality suite hosted by your organization, one-on-one breakfast, lunch, dinner, introduction to a partner, etc. Be as specific as possible in your strategy re: what you hope to get out of the meeting.). Prioritize the list to be sure your organization makes contact with top priority clients, prospects, referral sources, etc.
- Review the list of competitors who will be attending, and note those booths that you want to visit. (This will be useful for your organization’s marketing/PR team.)
- Promote your organization’s participation/attendance at the conference/event on LinkedIn, the company’s website, regular e-blasts, etc.
- Choose a raffle item(s) at your organization’s table/booth and use this to collect email addresses that can be added to the database after the event.
- Follow any hash tags for the event on social media to do some pre-show networking.
(One-two weeks before)
- Discuss at your staff meeting who will be assigned to each client, prospect, and referral source attending the conference/event, and come up with a general strategy for what your organization plans to accomplish through each staff member at the conference/event.
Use Your Time Well While There.
- Set up a charging station at your organization’s table/booth where visitors can charge their phones and other devices while talking to your team.
- Collect business cards and note key topics discussed, and any anecdotal personal information shared on the back of the business card. Have a system to note highest priority contacts, i.e., ***=Top priority, **=Mid-Level Priority, *=Low Priority. Cards work well, because you can discreetly jot down notes as you’re talking or immediately following the conversation.
- Host prospects, referral sources at breakfast, lunch or dinner meetings, and/or hospitality suite(s), and make detailed notes immediately following the get together about next steps with each contact. Be as specific as possible in your notes at the time as this will help enormously during follow up. It’s all in the details.
- Collect any competitor literature, or other industry intel that you think will be helpful in understanding market trends, and how top competitors are positioning themselves.
- Collect and comment on any ideas about give aways, booth displays, materials or approaches that you think are noteworthy. Share these with your marketing/PR team.
- Attend competitors’ hospitality suites, workshops and other events if possible to ‘respectfully’ gather intel, and mingle with their clients and prospective clients.
Maintain Event Momentum Back at the Office.
- Begin outreach by email to highest priority targets, first, then work your way down the list in order of priority. Do this within a few days of the conference/event.
- Follow up any emails sent with a phone call to those who haven’t responded within a week of the email to move the contact along to a next step. In some cases, you might want to send a hardcopy mailing to someone who is difficult to reach as another touch point following the conference/event, or who wants more detailed information or a proposal.
- Have an upcoming event your organization will be hosting or attending in mind so you can mention this to contacts/prospects and invite them to the event.
- Add prospect emails in order of priority (noting the Tier level, and priority, i.e., high, medium, low) to the sales database, and enter in any information about each gathered at the conference/event. Note any next steps to be taken with a due date.
- Enter in any intel about competitors of the marketplace gathered at the conference/event. Have a separate place in the sales database for this.
- Discuss how effective you thought the conference/event was at your next staff meeting and determine if it’s worthwhile going in the future. Share any ideas, intel learned at the conference/event that would be helpful to your organization’s conference strategy in the future. Share this info with the marketing/PR team to keep track of.