8 Ways to Squeeze the Most From Your Tradeshow $$

At the close of a recent tradeshow, I asked two competitive exhibitors their impressions of the outcome. The first exhibitor, Joe, told me this; "It was great. We met 321 new prospects. We sat down with 12 new companies. We should generate at least 15 new sales from the contacts made here." The other exhibitor, Susan explained; "It was ok. We met a lot of new people. It was fun."

Just from those brief words, it's pretty clear that Joe is much more likely to reap better results than Susan. Consider the following tips, as Joe did, to squeeze the most from your tradeshow expenditure.

1. Know who's coming to the tradeshow. For our tradeshows, the RDP Group will give you a pre-registered attendee list. Call them. Tell the future attendee that you'll be there, in booth 123, and you'd really like to meet them. They are invaluable. It makes the experience very personal. Even if you have to outsource the pre-call, make sure to do them.

2. Plans all unscheduled time - Exhibit hours are only a fraction of the overall meeting or convention time. What are you doing in your off hours? Either before the show or at worst, during the show, set up meetings during off exhibit hours with as many current clients and prospects as possible. It's a goldmine opportunity to understand the client's view of your product or service.

3. Be assertive in searching for booth visitors. Don't sit. Don't stand behind your booth table. Get out into the traffic pattern and talk to people. You don't have to sell them. But you do need to converse with them to get them to come talk to you at your booth. Just get the door open for conversation. That's why they call it 'working the show'. Once they're in your booth, most visitors will look to see what you're selling and you can steer the conversation to THEIR need for your product.

4. Stand out in the crowd - Be creative in your dress, your exhibit, promotional items, and your demeanor. You're vying for attendees' attention. Get it by doing SOMETHING differently. One exhibitor I spoke with recently has everyone who works the booth wear a tuxedo. Another does themes - Caribbean, Luau, 50's Sock Hop, etc. People are attracted to what is unique. Make them curious.

5. Offer an effective display. Your display will have their attention for just a few seconds before the attendee decides to stop or move on. Make sure it tells your story concisely and with a compelling message. A great exhibit doesn't have to break the bank, but it does have to entice visitors. Make sure yours is up to par.

6. Offer giveaway items that attendees WANT or NEED. Giving away the same old thing to get them to visit you is wasted money. Attendees love specialty foods. They love contests for large prizes. Whatever you choose for a giveaway, just make sure it meets the attendee's wants or needs.

7. Get contact info from every single booth visitor. Have a simple form, fishbowl for cards, electronic capture, or other method of getting attendee contact information before you hand out anything. For each card or form that the attendee completes, write your own notes on the back, Follow up within 10 days. The contact information that you gather is like fresh fruit. It's great and valuable today. It loses value with each passing day. People move. They change jobs. What's hot for them today may fade in light of new problems and challenges tomorrow. You had their attention at the tradeshow. Don't let the momentum dissipate. Send them something. Call them. Email them. Stay in touch. And do it within 10 days of the close of the show.

The Center for Exhibition Industry Research (ceir.org) says research shows that up to 80% of leads gathered at a show are not followed up. Bottom line, that translates to -you've wasted 80% of your money.

Here are tips for recouping your investment and improving your bottom line: