Business Trade Shows Part II: During the Event

We're back. In the last post, we talked about building momentum toward a trade show exhibition. Today, let's look at your efforts during the show itself.

You already should have sent out a reminder the morning of the show in posts on all your social media accounts, an article on your website blog, and a general email that you're exhibiting. Now it is time to work the booth.

First, recognize that your goal is to use this show to develop as large a list of prospects as possible. That means you not only want visitors at the booth, you need their contact information. The proven way to get attendees contact information is to offer them something for free, or run a contest for something worthwhile. Most booths will offer some give way, coffee mug, etc. at the booth if visitors sign a contact info sheet. People can't resist free stuff, no matter how much they don't need another mug or could afford to buy them on their own by the caseload. Therefore, have give a ways.

You can also run a contest for those willing to take the time for a demo of your product or service. If they will take the extra step, enter them for a raffle for something of greater value, such as an iPad or tablet.

If anyone shows special interest, keep your non-exhibit hours open to schedule meetings for coffee or a demo.

Beyond getting prospects, use the show for broader networking. Work the other booths and introduce yourself to other exhibitors to get your name known. You can never do enough networking, and you never know when it might pay off. If the exhibitor entrance fee does not include entrance to other networking events such as meals and meet-and-greet-happy-hours, consider buying a ticket for access. These offer additional opportunities to network.

Finally, don't forget social media. Throughout the show, post pics of yourself with clients or prospects who visited your booth. You can even use the event hashtag if they have one to help your business generate buzz!

Next time, let's talk about what to do once you get back home.

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