It might seem a little backward. After all, why would you want to waste time
and energy worrying now about things that won?t happen until the show
closes? Doesn?t it seem like putting the
cart before the horse?
It might seem that way, but the reality is that preparing
now for post-show activities is one of the wisest decisions you can make. By clearly deliniating your plan for after
the show, you?ll be able to streamline your operation, delegate people to the
proper duties, ensure all leads are followed up in an effective manner, and
maintain valuable business relationships.
Key to this are these nine questions:
1. Has a lead
taking system been organized for visitor requests?
One of the most valuable things an attendee shares with
you is their questions. By asking for
specific items, or special features, or novel new applications, attendees are
letting you know what they are in the market to buy. However, many lead cards only record the bare
minimum contact information. Make sure
your team has a place to note visitor requests ? and have them use it!
2. Has a daily debrief session been scheduled?
The temptation for many booth staffers is to flee the
exhibit hall as soon as the show has closed, catch the shuttle bus, and enjoy
the attractions of a new city. However,
it is important that your team meet as a whole every evening to discuss the
day?s events, enjoy any triumphs, discuss any concerns, and plan for the next
day.
3. Will ?Thank You? letters or e-mails be sent to every
registered visitor?
In our information overload society, ?Thank You? notes
have become the rarest of correspondence.
Yet they are a quick and easy way to let your attendees know that you
appreciate their time and attention ? and that you will value their future
business! It?s a nice, personal
touch. Delegate one or two staff members
to this task, and have it done within 48 hours of the show close.
4. How will show leads be handled?
Without a system in place, lead management can be a
nightmare. Some will go into the common
pool, others will ?disappear? into booth staff pockets to be followed up
independently and still others just disappear.
Designate a location for all leads to be collected, and make your team
aware that ALL leads need to go to this common pool. Keeping some back will skew your trade show
results downward!
5. How will sales from the show be tracked?
This will differ by company, depending on the types of
products or services you sell. However,
there needs to be a system by which you can track sales, especially those that
are directly attributable to show participation.
6. What kind of reward or recognition will booth staffers
receive?
Exhibiting is tremendously hard work, especially at
larger shows when your team is ?on? for many days in a row. Make sure to give your team a tangible
reward. Yes, representing your company
is part of their job ? but the extra effort and preparation that goes into
successful exhibiting deserves a reward.
It?s nice to have a ?known? treat for your team to work toward, plus a
?surprise? to spring.
7. How will the show be evaluated?
You?ll want to know more than ?Gee, we were busy every
minute!? Business decisions are made
with hard numbers, including the number of attendees, number of sales, number
of qualified leads, and other factors.
Talk with management before the show to find out what kind of
information is important to their decision making and evaluation process ? and
make sure you come back to the office with that information!
8. Did we manage to stay within the estimated show
budget?
Budgets are an invaluable trade show tool. Compare what you?ve spent to what you were
supposed to spend. Are there areas you saved
money ? by pre-registering for show services, for example? Did you go over budget in other areas? Unforeseen circumstances sometimes push costs
up, but consistently missing your targets may mean either budgets or choices
need to be adjusted. Discuss which it
is, and make changes as needed before the next show.
9. What other show opportunities ? nationally and
internationally ? could be explored?
One or more of your employees should plan on attending
networking events. During this time, it
is a good idea to ask about other shows exhibitors have participated in. Were they pleased with the event? Will they exhibit again? Make sure this information is brought back to
headquarters, where it will play a vital role as part of the first step in the next
round of exhibiting.
****************************************************
Your Bio: Written by Susan A. Friedmann,CSP, The
Tradeshow Coach, Lake Placid, NY, author: ?Meeting & Event Planning for
Dummies,? working with companies to improve their meeting and event success
through coaching, consulting and training.
For a free copy of ?10 Common Mistakes Exhibitors Make?, e-mail: article4@thetradeshowcoach.com;
website: http://www.thetradeshowcoach.com
copyright: YES
