Robert Deigh

Winning Big at Trade Shows

Trade shows can be a real boost not only for finding prospects but also for your overall visibility as an organization. Before you go though, you need to be well prepared. Good prep means finding the right audiences, setting realistic budgets, getting high-visibility booth space and determining who and what will be in your booth. Now is the time to think about using good public relations tools to boost your visibility and build your business.

Conventions and trade shows are a great way to court visibility to your orgnization. Before you go though, you need to be well prepared.

Good prep means finding the right audiences, setting realistic budgets, getting high-visibility booth space and determining who and what will be in your booth.

Now is the time to think about using good public relations tools to boost your visibility and build your business. Here are a few items you may want to put on your to-do list:

1) Get the attendees roster in advance. Decide what constitutes a qualified prospect. Make a list of all of the companies you want to communicate with and assign each person on your team a share of the targets to approach. Ask show organizers, current customers and colleagues to make introductions on the floor.

2) Cultivate press proactively: Get the press list a week in advance if possible. Pick the reporters who are most important to you - the ones who reach your prospects. Call reporters ahead of time to set up meetings and interviews. If you have a news release or a factsheet, put a stack in the press room - a fat press kit is not necessary.

3) The "Show Daily." Most big conferences distribute a daily newspaper or newsletter to attendees. If you have news, give the information to editors at least week ahead of time so they can publish it on the day you make the announcement. Show dailies usually are published on an outsource basis by established industry magazine publishers. Get to know the editor of the show daily and you now have a good contact at one of your prime industry publications.

4) Make your booth project professionalism and business. Don't fall into a comfort zone of constantly chatting with co-workers. Invite interest. Open your booth physically as much as possible; make it easy for people to walk in without feeling trapped. Once they step in, tell and show them quickly what your product or service can do for them. People need to feel the merchandise. Get your products into their hands as soon as they enter the booth.

5) Take photos. Invite notables into your booth and snap their pictures surrounded by you and your staff in logo shirts with your booth in the background. These will play well on your Web site with a descriptive caption.

Don't postpone the homework. Follow up is as important as anything you do at the show. Make it a formal project for the team. Use contact information while it is fresh and prospects are still interested. Don't wait until you get back to start writing follow-up letters. Get template letters ready ahead of time. Send follow - up letters within seven days of the event.

7) Send a follow-up email to all registered reporters - even those who did not attend the show. Call the ones you made contact with, offer additional information and ask whether they plan to write anything. Keep track of potential articles so you will see them when they are published.

8) If it's the right show, your competitors will be there. This is as good a time as any to see up close how they position themselves. It's not spying; it's market research! Pick up their marketing materials and listen to their pitch. Hey,it's not spying...it's market research.

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