(Trade) Show ‘Em Your Best

It’s show time! Want some eye-opening data about what is often the biggest marketing expense of a company’s budget?

A significant majority of exhibitors do not plan to engage attendees appropriately or reward their attention.

Even more shocking (ROBYN exhibits at shows… we know what they cost): 80% of leads are never followed up post-show! Can you spell C-R-A-Z-Y?

If you’re among those who are too maxed out to solve this problem on your own, ROBYN has some thoughts you might find helpful. (Unless you’re upset we just called you or your boss, in so many words, a lunatic.)

Target & Tantalize. Before the show floor opens, make sure your best prospects and clients have been properly courted. Narrow your field to the 20% best bets among the attendee list and you can offer better bait that will land bigger sales. The most effective pre-show invitations create a two-part dialog.

Here’s a great example: a “Main Event”- themed promotion that sent key prospects a left-hand boxing glove along with company information and an invitation to visit the exhibitor’s booth. Those who then visited the booth received the right-hand glove – autographed by Joe Frazier. Sales increased 22% post-show!

Relate & Reward. Forget passing out pens by the 1000s. And you aren’t going to create interest with bowls of candies, you’ll probably just fatten up your staff. Tie the promotional products you use at trade shows to your product, service or brand image. One of our favorite examples? The Louisville Convention & Visitors Bureau hands out miniature Louisville Sluggers when it exhibits. (Besides being easily identifiable with the city the bats have collectible appeal.)

Follow-up & Follow-through. Even if you weren’t the type of kid to lay out your clothes or pack up your backpack for school on Sunday night, you can change your ways! Before you even leave for a trade show, organize follow-up packets that will mail the day you return. And, of course, use colorful or dimensional packaging that will stand out in the deluge of mail that awaits attendees post-show. (You know… the same kind of colorful, unusual stuff you always receive after you’ve attended a trade show. LOL!)

We’re happy to help you do more with your next tradeshow. Call us at (877) 211-9711 or e-mail us here.