Tradeshows & Conventions

Trade shows and conventions are excellent opportunities for companies to increase brand awareness, showcase products and services, and to secure sales qualified leads. Yet, standing out in a sea of competitors can be especially challenging.

The art of a successful trade show campaign is being able to tell a story that resonates with attendees and that leaves a lasting impression. It starts by effectively captivating your audience, highlight the unique value of your company, and following up using a thoughtful, tailored approach. To resonate with your potential clients you will need to…

Be professional. Dress and present yourself in a professional manner at all times, including when away from your company booth. Assure that your booth and designated area upholds a professional image as well. Keep things clean and organized, while respectful of other exhibitors and attendees space.

Be engaging. It starts with non-verbal communication. Practice good posture, while being open and approachable to the general crowd. Potential clients and sales leads can be unassuming, don’t discriminate your audience. Establishing eye contact, along with a soft smile is a excellent way to get the attention of others in a crowded environment. Once you have a captive audience, be welcoming and friendly, though not overbearing or long-winded in your introductions.

Be prepared. The time and attention of your audience can be especially limited at trade shows and conventions. Have all the necessary information and materials on hand, such as brochures, updated business cards, and product samples. Do your best not to run out of these materials. It’s essential to have a clear and concise message to ready communicate to potential clients. Develop a systematic approach to securing customer information and taking notes to specific pain points or needs.

Be knowledgeable. You should possess a deep understanding of your product and services. When it comes to establishing trust with potential clients, one of the most important things to do is to be honest and transparent. If you don’t know, find out or follow-up. Be upfront about your company’s capabilities and be willing to answer any questions that clients may have.

Follow up. Be reliable and responsive by following up with potential clients in a timely manner. Create a sense of personal connection through your communication, using names, and by referring to your initial interactions as well as any notes specific to them. Take the time to get to know potential clients and prioritize building a relationship based on mutual respect and trust. Lastly, provide them with any additional pertinent information along with clear next steps to make it as easy as possible to move forward with your business.