How to Dominate the Trade Show
ProMat and MODEX are the largest supply chain and logistics trade shows in North America. Sponsored and organized by MHI, these shows boast over 800 exhibitors, tens of thousands of attendees and endless possibilities for your business.
In the bustling environment that these shows create, it seems that it would be impossible not to succeed. While this may be true, there is always an opportunity to improve. Here are some simple tips and tricks to improve your game on the show floor.
Think Big:
Booth size and presentation is often equated with your business’s size and market share, but it doesn’t have to be. Experts encourage presenting the company that you will be in five or ten years down the road, now. This doesn’t mean blowing your budget on the biggest booth, but rather logically identifying where you are and where you want to go, and with what customers, and how your trade show presentation and booth can be a catalyst to get you there.
Entertainment and Free Swag. Have it.
While you may be reluctant to admit it to your boss, you love going to shows for the free stuff alone. How many times have you swooped through a booth just to get that neat widget? Probably too many times to count. A huge tactic for a successful booth is to generate a lot of traffic, and entertainment and free swag drives traffic. Sending a customer away laughing and with some free swag with your logo on it makes them that much more likely to remember you when they need your solutions. Create a hospitable environment, an experience they’ll remember and give them free stuff with your logo that they’ll use and you are sure to be at the forefront when they need your product.
Whales – Identify and talk to them.
Industry experts in the exhibition field commonly refer to large, target accounts as “whales.” Whales are the most important people you want to talk to. It is crucial for you and your team to identify these people before the show and be on the lookout for them. Make sure you prioritize your conversations with potential clients and do your research ahead of time.
Show is over; Now get to work!
Trade shows can be fun and rewarding, but also exhausting. The recuperation period must be short, though, as the real work is just beginning! Be sure to collect business cards and take note of follow up requests. Upon return, send an email to any potential customers you had an exceptional conversation with and include a personal comment from your conversation, if appropriate. This shows you remember them personally and they are not just a number.
For more information on how to dominate the show floor at ProMat or MODEX, MHI is hosting ShowPro Live Exhibitor Workshop for MODEX 2016 December 9, 2015 at McCormick Place in Chicago, Illinois. ShowPro is an interactive workshop where industry and exhibition experts showcase best practices for a successful trade show experience.
