General Tips: Pre-Show
Don’t wait until the tradeshow to start generating buzz, get buzzing before the event. Ways to do this are by hosting a webinar as a countdown for the show, post on social media, or publish a press release online about what your company will be featuring at the show.
Prepare your staff to sell. Making the most of your sales force in your booth should be a major priority. Exhibitors who undertake pre-show planning and personnel training do so because they know it pays big dividends on their exhibiting investment.
Prepare your personnel
- Set objectives for exhibiting and involve all staff attending the IEEE PES T&D Conference & Exposition.
- Educate your staff to the industry - help them to be knowledgeable ambassadors of your company.
- Provide your staff with product information - descriptions, key selling points.
- Provide booth etiquette tips to your staff.
- Rent lead retrieval equipment, train your staff in optimizing its use so they are better prepared to obtain leads.
Giveaways and promotional products are used for motivation, communication, promotion and recognition. They do not replace professional selling and exhibit practices. They may draw an attendee to your booth, but they are not going to close the sale. They can promote goodwill, communicate your message, increase name recognition, and if they are useful will work for you long after the show.
When selecting a giveaway item, keep these thoughts in mind: We anticipate over 12,000 attendees, this includes exhibitors.
At the Show
- Would you like to receive this item?
- Will the recipient ever use the company's product?
- Will it reflect the message and image you are trying to project?
- Will the item appeal to a broad range of attendees?
- Where will the item end up -- in the trash, in a desk drawer or used as intended?
Qualify prospects before randomly handing out "freebies" to cut down on waste. By giving out your item to everyone that walks through the booth you may be missing your real customers who may move on to the competition. By qualifying the prospect and therefore limiting the amount of items you give out - you can upgrade the item - you can order fewer and spend more on each to obtain an attractive, useful promotional item!
Follow up is imperative! Your response to a customer's or prospect's interest must be immediate to be effective. Send all leads that you gathered a letter and appropriate literature within two weeks. Follow letters with personal phone calls.
Don't forget the passerby, you can purchase the entire attendee list with demographic information, to contact the visitor who passed by but did not stop in.