Whether you're representing your company or your nonprofit organization, you might have a love-hate relationship with trade shows and similar events. The hotel or the early drive, the struggle to carry everything in and the rush to set everything up, hours on your feet having the same conversations over and over -- but the results can be worth the effort.
Here's how to make sure those results really are worth it:
- Be prepared. Plan the space and layout ahead of time, and make that list and check it twice. That way, instead of frayed tempers and desperate last-minute scrounging for a pen or a calculator, you can have your vendor table set up early. That gives you time to scope out the competition, learn some things, and do some networking. Your calm friendliness can make things more pleasant for those frazzled reps on the other side of the room -- or make them worry, if that's the effect you're after.
- Plan to sell. We used to look at trade shows as networking opportunities. We didn't bring much product, and it was simply a worthwhile investment. Then we read a piece of good advice: go planning to sell. It may be tickets to your charity gala or memberships at your gym or cutting-edge biotech machinery -- if you go with selling in mind, you'll sell. Trade shows end up paying for themselves immediately, and that makes them an even more worthwhile investment.
- Give them something to remember you by. Here's where Sweetique comes in. When everyone else's business card or promotional pen has fallen to the bottom of the swag bag and been forgotten, our promotional chocolate specialities will still be talked about. With your logo or message on them, you'll be the one they're talking about. Add an interesting conversation, your great products or important cause, and your personal charm, and you can be the hit of the show.
- Follow up. It's amazing how many people get a good long list of names and addresses at a trade show -- and then never follow up with them. Contact everyone within 48 hours, and you'll double the effectiveness of the show.
