With hundreds or thousands of exhibitors and attendees, getting noticed at a logistics tradeshow is difficult at best. Trade shows are a great chance to connect with new potential new customers. The investment of time and money is big to attend any conference, so you want to make sure there is a positive ROI for your efforts.
Getting value from your trade show marketing budget takes planning and execution. Here are three simple steps to do just that.
Step 1 – Preparation and planning
It may be too late for this year, but before the next show think about the booths you saw at your last Logistics/ Supply Chain trade event. Approach this with a fresh perspective and no preconceived ideas about how things should be ask yourself and your team the following questions:
Which booths got the most traffic?
Better yet, which booths seemed to get visitors to stick around and engage the longest? Were there activities that created a crowd and a buzz? How are the staffers dressed and interacting with visitors?
Looks for booths with interesting designs that stood out. Were any exhibitors using technology in creative ways?
Unless you were overwhelmed with traffic looking to spend their logistics budget last event and could not keep up with all the follow up – these ideas are worth some attention.
Step 2 – Get attention and get leads
Make sure your booth clearly states what your company does and who you are – and most importantly what you will do for the customer. Make sure to state these things succinctly and to the point. The graphics should be consistent with your brand and other marketing materials. H
A simple, clear benefit statement beats a crowded laundry list of features every time.
Focus on your high profile products or services – don’t create clutter trying to show off everything you can do. Visual noise is bad and only detracts from your primary message.
Bring extra attention to yourself – live tweet during event using #MODEX.
Step 3 – Leads and follow up
After all the planning and cost, what it comes down to is leads. Here are 5 tips to maximize the results of all the hard spent trade show budget.
- Don’t make just getting a business card the objective. Work to qualify leads as much as possible so the after-show follow up with be most effective. The chances are visitors to your booth are visiting your competitors so you need to stand out. Sell a logistics software solution? Find a true pain point and help them see why your software can help.
- Train the staffer to qualify leads in a consistent way and categorize leads in your CRM systematically based on the criteria that is most relevant to your business.
- Be prepared BEFORE the show for all the necessary post-show follow up. Have a plan and clearly defined responsibility for sales and marketing. Time is of the essence and follow up will likely be different based on the prospects needs so a plan for prompt and diligent is paramount.
Follow up – again. People are busy, especially after trade shows and being out of the office for a days or a week. Their intention may be talk with you after a show, but it may not be a priority. Don’t wait for them to get back to you – Keep Trying.
