Tradeshows and conferences play an important role in the business world, so New York City-based That’s Nice LLC has developed a report on how to make these events successful. First, the marketing communication agency advises, qualify your visitors. Send out an an invitation mailer prior to the event, compile a list of the people you expect to see based on pre-event qualifying and customer/market knowledge and always arrive at the booth prepared. It is important to find out who each visitor is, who they work for and what they are interested in. This will identify them as a prospect, supplier, distributor or publication—and consequently help you determine how much time is warranted. It is important to know how to disengage.
Secondly, optimize your investment. Prior to the event, agree what key messages you would like to convey. Prepare appropriate literature packs to hand out. Identify roles as a group, deciding who will address which issues, and rotate staff positions every 30 minutes. This reduces boredom and stimulates booth traffic flow. Be at the booth only when scheduled—people hanging around the booth looks uninviting. Ask every person if you can add them to your mailing list—a process guaranteed to foster new business.
And finally, avoid negatives. Try not to sit down unless meeting with a visitor. If you need a break, take it somewhere else. Don’t ask questions that invite a negative response—try to stimulate. Remember, traffic flow is key to success, so keep all booth entry points clear. Don’t block information panels, displays or access to literature. More info: www.thatsnice.com.