HOW TO MAKE SURE YOU’RE ATTENDING THE BEST TRADE SHOW FOR YOUR BUSINESS

When starting a business and working hard to get your name out there, one of the best ways to introduce your brand to a large audience of industry enthusiasts is to have an exhibit at a trade show.

Although, for new businesses, it can be difficult to figure out exactly which trade show would be best for your exhibit to thrive. After all, trade shows can be expensive and time consuming, so you can’t attend all of them. Perhaps you already know you need to be strategic, but you haven’t figured out how to thin the herd and decide which trade show is best for your business.

Here are three surefire ways to ensure you are attending the best trade show for your business.

Determine Your Goal

While that might sound obvious, it’s amazing how many people forgo this vital step.

There are two main types of trade shows. The first is the consumer show. This is where there are outside consumers coming in to buy, possibly get photo opportunities, and meet business owners face to face. This is great for the business who is simply getting their name out to the public.

However, the second option is the true trade show. This is where only people who are serious about the industry show up. This is a networking event and if your exhibit garners attention, it could open some prestigious doors for your company, simply by mingling and showing off your business.

Marketing Madness

At its heart, a trade show is a huge marketing and networking event, while your exhibit is your advertisement. You have a select amount of time to intrigue these people and turn them into leads or business connections, so you can’t bring the whole business. Instead, you must downsize and bring only the essentials for each show.

If you believe you can convert the marketing done pre-show, during the trade show, and after the trade show will generate the number of sales you’re looking for, then this might be a good trade show for your business.

Evaluate the Press Presence

For those businesses that are just starting, putting your business in the line of the press is a good way to garner even more exposure. You want to be everywhere, or at least, give the illusion that your business is everywhere and monitoring trade shows with a high press presence is a good way to accomplish that.

In summation, trade show attendance is highly dependent on trial, error, and personal experience. If you truly believe your business should show face at a trade show go for it. Yet, if you are unsure, of how to figure out the best trade shows for your exhibit, employ these tips to help you weed out the shows that don’t align closest with your ultimate business goals.

WHAT TO DO WITH YOUR LEADS AFTER A TRADE SHOW – BEST PRACTICES YOU SHOULD KNOW

Trade shows are one of the best ways to make a splash in your industry, particularly if you’re demoing new technology at a trade show, or about to start the sales of a new product.

Chances are you’ve filled your Rolodex with potential leads after you’ve exhibited your services and products at a trade show. But now, you’ve checked out of your hotel and you’re heading home, and back to the daily routine; what should you do with these leads? Here are a few best practices on how to capitalize on leads gained at a trade show.

1. Start by Organizing the Leads and Contacts

Do this as soon as possible, to ensure that you can still match faces to names. Organize them based on name, phone number, email address, and other basic contact information in a spreadsheet or a paper document. You can also load them into your CRM database, if you have one. This will help you keep track of who you’ve contacted. Writing down a few notes on them will also help you remember your conversation and who they are.

2. Rank Them by Interest in Your Products

You should categorize your leads based on their interest in your products and prioritize the folks who seemed the most willing to buy, and the most willing to share their information. The faster you can contact someone who was interested in what you have, the more likely you are to land a sale.

3. Start Moving Them Down the Sales Funnel

Contact your best leads as soon as you can. It’s best to mention who you are, and where you met them so that they remember you, and your positive interaction.

Then, send another email with an example of how your product works and its benefits. After this, you may be able to give the customer more information about your products, pricing, and other details. If you’ve still got their interest, this is the perfect time to get them on a sales call.

Most importantly, keep these interactions personal and don’t be too pushy. You want to build on the camaraderie that you developed at the trade show, so don’t give your leads the “hard sell.”

Follow These Tips for Better Lead Conversions After Trade Shows

You don’t want to let the leads you made at a trade show go to waste. If you follow these 3 simple best practices, you’ll be able to sell more effectively after trade shows and expos.

HOW TO GATHER LEADS AT A TRADE SHOW (WITHOUT BEING TOO SALESY)

Trade shows are one of the best places to gather leads for your company. But gathering leads and following up properly can be a delicate balancing act. How can you make sure you collect great leads without being too pushy or salesy? Here are a few of our top tips.

Be A Person First and A Salesperson Second

Here’s one of the biggest things to realize about a trade show; when someone shows up to your booth, they are probably already interested in your product.

That means you don’t need to be overly pushy. Talking to a person at a trade show is the exact opposite of a cold call. At a trade show booth, your prospective lead is already interested in your products and would like to know more.

That means you should try to connect with them as a person first and a salesperson second. Open up a casual dialogue with them, discuss what you’ve both learned at the trade show, and so on. You don’t have to beat around the bush, being approachable and helpful will go a long way and make them more likely to be interested in your products or services.

Present Your Product as A Solution to Their Problem

Another great trick is to discuss your industry and keep talking until your lead reveals a problem that they have with their business. Then, inform them about how your product can help them solve that problem.

Instead of being pushy from the outset, you can wait until an opportunity reveals itself, which makes you seem less pushy and keeps the conversation natural, even when things turn to the subject of your product.

Follow The 70/30 Rule

Your lead should be talking 70% of the time, and you should be talking 30% of the time. That’s the 70/30 rule and it’s a great way to get a lead to open up and share information about themselves and their business.

You should be asking questions, not parroting bullet points and facts about your product. Ask questions about your lead’s company, industry, and even simply about how their day is going.

Getting More Leads Is All About A Human Connection

When you follow up with a lead after a trade show, they’re far more likely to pick up the phone or answer an email if they remember who you are, which is why creating a human connection is so important at trade shows.

Follow these three sales tips, and get more qualified leads at your next trade show exhibition.

7 TRADE SHOW MISTAKES TO AVOID

Love them or hate them, trade shows are where B2B companies make connections and sell products. That means as a marketer, you have to be prepared as an exhibitor, and avoid common mistakes at the trade show booth. How? Let’s go over 7 of the most common mistakes made by veterans and rookies alike at trade shows.

Don’t Block Yourself Off

One of the most common things to do at an exhibit booth is place your table lengthwise, parallel with your backdrop. But this is a huge mistake.

When you do this, you’re putting a barrier up between yourself, your demo, and your product. It makes it hard to get up-close-and-personal with customers, which can harm your selling strategy.

If you need a table, place it perpendicular to the booth, running along the side. This lets you have a place to store pamphlets and other such items, without blocking off your booth.

Failing to Define an Objective

If you go to a trade show without an objective, such as “collect 50 qualified leads”, you’re shooting yourself in the foot. If you don’t have a goal, you can’t achieve it. It’s just that simple.

Don’t Stress About Your Budget

Trade shows can be a big expenditure. But it’s worth shelling out extra money for a premium booth. A trade show booth is an investment, and if it’s eye-catching and attractive, you’ll bring in more customers, which will maximize your ROI. Don’t pinch pennies, think long-term.

Publicize Your Presence in Every Way You Can

For your trade show booth to be effective, potential clients have to know you’re there. Sponsor some aspect of the show, use social media, advertise in trade publications, do whatever you can to announce your presence.

Send Veterans

Trade shows aren’t the place for rookie sales and marketing professionals. They’re where your company makes its money and you need to send the best of the best to make sure your investment in a trade show pays off.

Do Your Research (Before the Show)

If you don’t do your homework on a particular show, you may end up signing up and then realizing that it’s not your ideal market segment, and still be committed to running a booth. Ask previous attendees about the show and see if the competition is attending. These are good ways to make sure you’re going to the right trade shows.

Follow Up, Follow Up, Follow Up

We could write that 1,000 more times. Your trade show leads mean nothing if you don’t follow up with them. Put together a qualified lead contact strategy before the show and follow it to a T afterwards to make sure you maximize your chances of a successful sale.

BlueAnt

BlueAnt

BlueAnt: CES Las Vegas

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Background

Challenge

The goal was to make a statement to the industry: “BlueAnt is here to stay!” The focus was to:

  • Create a sleek, dynamic, European, edgy look.
  • Showcase the logo – elevated, large, backlit.
  • Incorporate lifestyle imagery for consumer connection.
  • To use unique fabrics and materials.

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Our Solution

Our Solution

  • Provided a 20 x 20 rental double deck to make a statement and optimize use of floor space.
  • Incorporated existing 10 x 40 wall panels and cabinetry.
  • Creative use of lighting.
  • Innovative use of “blues” in materials.

AKC Eukanuba National Championship

AKC Eukanuba National Championship

AKC Eukanuba National Championship

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Background

Challenge

Taking over an entire convention center is not an easy feat, however, ADEX was able to transform the Orange County Convention Center to a truly dog loving, branded environment. Working on conjunction with the P&G Eukanuba team and the AKC team ADEX assisted with bringing the variety of dog breeds to the forefront of the attendee’s mind.  

  • Site visits to recommend key locations for signage and branding.
  • Worked with teams to evaluate the imagery content.
  • Designed a thematic booth to highlight the Eukanuba/Iams products and engage the attendee in a new and different way. 
  • Produced and installed all of the graphics, way-finding, and booth as well as assisted with facilitating all of the different teams that were working together to make it come to life. 

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Our Solution

Our Solution

Dell Technologies

Dell Technologies

Dell Technologies Data Solutions Centre

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Background

A New Way To Serve Customers

The Dell Technologies Team in Limerick sought out ADEX to design, product, and install their new Data Solutions Centre.

The goal was to design a world class Data Solutions Centre that Dell could be be proud of. This new experience centre offers an environment to show-case the very best of Dell Technology Solutions to partners and other visitors.

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The result

The Result

“I run Customer Solution Centers for Dell Technologies across the EMEA region and am the main business stakeholder for this project. I just wanted to pass on my heartfelt thanks to you, Pat and everyone at ADEX for a superb project.

I am so proud of what we have collectively achieved on this project. Our customers and key stakeholders from the business absolutely love what has been created. It is one of the best spaces we have in Dell anywhere on the planet to showcase our capabilities.

Pat and the rest of the ADEX team are world class. Vision, attention to detail and excellence in execution are all terms that I can easily associate with the ADEX team.

A BIG thanks to you and your team. Well done.”

Anthony Q – Dell Technologies

Western & Southern Open

Western & Southern Open

Maximizing the 870,000 sq. ft. tennis center to deliver an engaging patron experience.

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Background

Overview

The Western & Southern Open is a premier tennis event held annually in Mason, Ohio and has been historically for many years.

The goals were to maximize the newly expanded 870,000 sq. ft. Lindner Family Tennis Center in Cincinnati, OH.  They were also to outfit the facility and all entranceways with branded wayfindings.

Lastly, the goal was to design and produce sponsorship signage, large format graphic banners and venue event structures, including food court vendors, sponsor tents and player hospitality areas.

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Our Solution

Our Solution

  • Provided critical timeline for client, vendors and partners to implement.
  • Creation and installation of over 1000 graphic elements throughout expanding venue.
  • Designed and produced onsite historical museum highlighting beginning evolution of tournament and past performances.
  • Onsite production trailer was established 3 months prior to event and throughout the two week long event for on demand signage and monitoring dismantle of all components.
  • Provided flawless design and execution to support client’s 225,000 record crowd.

Alltech

Alltech

Design and development of Alltech's ONE event

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Background

Alltech One, The Ideas Conference

  • ADEX transformed several key areas of the Lexington Center into a large scale third party event, as recently as May 2016.
  • The event, lasting 4 days hosted attendees from all over the world to share ideas, knowledge and latest technology in the agricultural field.

Blink Cincinnati

Blink Cincinnati

Blink Cincinnati

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Background

Blink Cincinnati

Blink Cincinnati was a four-day festival that offered large-scale architectural projections and interactive art pieces throughout a 20-block area in Cincinnati from the banks of the Ohio River to Findlay Market in Over the Rhine.

ADEX teamed up with BHDP Architecture to create one of the more memorable experiences in the event. Attendance at the four day event was estimated at over 1 million people.

At the entrance to the Cincinnati Public Library a design for the area was developed based on a storybook theme and focused on one the most popular children’s books, Peter Pan. An illuminated diorama was developed of white layers and light with simple white silhouetted shapes. This allowed the visitor to step inside the storybook as characters emerging from the pages. The book was built on a large scale to create an inspiring affect as the visitor approached.  White silhouetted images of plants trees and animals were positioned along the path ways leading up to the book and the library to set the stage for the for the diorama.