So it’s time for the big trade show. You show up and before your very eyes, a massive warehouse type space transforms from concrete floors and fork trucks zipping around with huge crates into one with bright red carpet and an Epileptic seizure inducing wonderland. Large, brightly lit signage touts the industry’s biggest and best companies and everyone is vying for attention. Welcome to the show.
Wait. Stop! Let’s back up several weeks or even months prior to the show. Starting well before the show can help your company lay the ground work for much improved booth traffic. First, develop a trade show-specific plan. Then, create a landing page or a web page dedicated (that lives on your website) to the trade show. Not only will this help you gather prospect information, but it could also help drive customers to your site who are looking for information prior to the show. Thanks to Google, that page will be indexed with keyword trade show words for better SEO.
You can post an offer for the show on a landing page that will give you valuable information on help you set appointments and meet prospects. You can offer a show discount through the landing page or post content that is specific and relevant to the show to create interest. Don’t forget to make this content sharable through your social media outlets like Twitter and LinkedIn. You might even try a free t-shirt (Yes, people will do crazy things for a t-shirt). Try to create compelling trade show conversations online via email or social media before the show, so you can continue to build those relationships at the show.
Get an attendee list beforehand if possible and let customers and prospects know where you will be and what you would like to show them. Be intentional and do not assume your ideal prospects or customers will magically appear at your booth without a little encouragement.
What are you going to do to prepare for your next trade show?
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