Al Kingsley is CEO of NetSupport, Chair of a multi-academy trust in the U.K, tech writer, speaker and author of multiple education books.
Whether it’s your first time as a trade show exhibitor or your fiftieth, there is always something to learn. With preparation and know-how, you can ensure your business gets the most out of the experience. One thing is for certain: It’s an expensive activity. That’s why you should do all you can to maximize the return from the time and money you invest in being there.
When our software company first started exhibiting at trade shows back in the 1990s, things were actually not so different from today. We were there among the best, demonstrating our cutting-edge technology, networking and handing out brochures and flyers—we even had some old-school stick-on logo bugs for people to take away. These days, we have a bigger booth, much more going on and better swag, but the core purpose is still the same: showcasing our products and connecting them with people. Let me share some of the tips I’ve learned over the years.
1. Strategize
With the outlay needed to exhibit, a strategy to translate your event presence into income is a must. Having a three-stage plan for before, during and after the show will mean you are prepared at every stage of the game.
Before: Having something new to reveal to attendees is a great draw, so if you’re introducing a new feature or product, have it prepared and ready for the event. Also, increasing your marketing in the run-up is critical. Any promotional activity to highlight your company’s involvement is positive, and don’t be afraid to be inventive!
Whether it’s partnering with others on pre-show projects that you can both promote or creating a buzz about having guests at your booth, getting people to visit is the goal. You need that footfall to give you the opportunity to transform it into tangible leads.
During: Connecting with people in this environment is unique, so give it your all. Alongside your more serious conversations and demos, have something fun and interactive going on in your space: a competition, selfies, interviews, a game with special prizes—these are all mechanisms that pull people in without pressure.
After: Once the show is over, there’s no time to rest; that’s when the follow-up activity starts. Have a detailed strategy ready to go for how you will reengage with the people who were interested in your product at the event.
As far as marketing activity goes, extend that show feelgood feeling for as long as you can. Remind everyone what a great time you—and they—had at the event and how excited you were to be there meeting them. And if you had a special offer running for the duration, be sure to “extend” it for a limited period afterward to convert interest into action.
2. The Two A’s: Atmosphere And Attitude
A great atmosphere in your booth is like a magnet to attendees—everyone gets curious and wants to be part of the action. Extroverted staff members are undoubtedly perfect for this task; it’s an environment where they can excel. But amid all the “woo-yeah!” of the show floor, we shouldn’t forget that not everyone responds well to an in-your-face approach; don’t dismiss these people—they are potential customers, too.
With our newfound post-pandemic knowledge of how it has changed us socially, alongside increased awareness of well-being and neurodivergence, a softer approach may work better for some. People will gravitate to different personalities at the booth, so include a cross-section of team members on your staff. After all, a line of tech bros, arms akimbo and waiting to pounce can be intimidating at worst and off-putting at best. A perceptive team member who notices someone hovering on the sidelines and who can gently strike up a rapport will ensure everyone feels welcome and able to ask the questions they want.
3. Do Your Homework
In these times of enhanced scrutiny, I’ve noticed a definite shift in people not taking a vendor’s claims at face value and wanting to dig deeper, asking more probing questions each year. And why shouldn’t they? Oftentimes, they will be looking to make a significant spend for their business and will need to justify every angle. Your team should be prepared to answer questions such as:
• What is your company’s experience in this sector?
• Who else has successfully used your product?
• What training and support do you offer?
• What is the total cost of ownership of your product over time, including updates and technical support?
• How accessible is your technology?
• Can your product be scaled or customized to fit the size and scope of our organization?
• How do you handle data privacy and security, especially concerning personally identifiable information?
The hot topic now, of course, is AI. So, if it’s incorporated into your solution, ensure your staff are knowledgeable and can respond credibly to queries like:
• Can you explain how AI integrates into your product and what functions it performs?
• What kind of AI technology is it (e.g., machine learning, natural language processing, etc.)?
• How do you ensure the ethical use of AI in your product, particularly regarding bias and fairness in AI algorithms?
If your company can demonstrate that it considers the issues carefully, you will position yourself more favorably against competitors when it comes to closing a sale.
Starting Over
Once you’re back from the event, have a team debrief to discuss what worked and what could have been better. Ask trusted contacts who visited you for their opinions, too, so you can either scrap ideas or improve and build on them next time. And, if things went well, there should definitely be a next time. Attending a show consistently year after year can help you build your industry presence and ensure you become a known brand in your field. It’s never too early to start planning for the next one!
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