Planning For Your Tradeshow or Business Expo

There are two considerations. Firstly, you must set objectives. Secondly, you must prepare the groundwork for a successful show. Let's look at each a bit closer.

Typical considerations for exhibiting at a tradeshow venue are leads, sales, branding, customer relationship, and market research. All are great reasons. Let's take a closer look at the numbers. We'll look at one day of numbers using two booth buddies (or salespeople). If your show last longer than one day then it's a simple matter of adjusting the numbers.

1 day of show
2 stand staff
7 hour day
4 leads per hour (every 15 minutes)
= 1 x 2 x 7 x 4 = 56 leads

Imagine 56 leads in one day and they are all face to face! What other venue provides you with an opportunity like this?

You're probably wondering where all the attendees are coming from. Let's assume that those that are managing the tradeshow or business expo are doing their job advertising the show. That's a bunch of people. But there's more! What if each vendor at the business expo did their homework and laying the groundwork sending out invitations to their customers and prospective business partners? Are you laying the groundwork for your show?

This is your opportunity to invite your clients / customers for a first-hand look at what your company is about. It's a chance to build relationships and reinforce other relationships. Every year I attend a tradeshow in Atlantic City, NJ and usually see the same vendors over and over again. As an attendee, I seek out my vendors so I can meet with them and place a face with the phone call. I also look for new products from my vendors. Think about it. Don't you do the same? Your relationship with your clients/customers doesn't end with the sale. Send out those emails and postcards. Invite your clients / customers to the show.

We've covered why tradeshows and business expos are important and a powerful marketing medium and planning our show. Coming soon I'll talk about setting up your tradeshow booth.