Have you determined the role trade shows will play, as part of your overall sales and marketing plan?

A well-planned and executed trade show is essential to fully benefit from the event. Moreover, finding shows that reach your target audience, along with having well designed, memorable trade show exhibits are essential to set the stage for successful results.

There are three distinct phases of trade show reinforcement. First there must be personalized contact prior to the event. Pre-sell conference registrants through personalized phone calls, written invitations, direct mail initiatives and/or email communications. You may also want to mail out meaningful giveaways along with a personalized letter to introduce your products, share your booth location, and encourage potential buyers to visit your exhibit. Here is a quick "catch ’em" – send an empty box with the imprinted giveaway item on it – tell the person to bring the box to your exhibit space and fill it onsite. This works every time! To supplement your efforts, be sure to leverage the media by placing exhibiting information on your website, as well as using social networks to get the message across.

Our second phase is marketing activities during the show. Cocktail parties, live entertainment, hands-on activities, audio-visual programs, unique trade show booth attractions such as demos, tradeshow giveaways, and food sampling are all people gatherers. Of course, a well-trained, professional, and welcoming trade show staff is paramount to success.

Last stop is the follow-up after the show to convert leads into sales. Send a personalized handwritten note, along with a customized company information packet or other appropriate material, to booth visitors within a week following the trade show event. For top leads, add a personal phone call to make a lasting impression and reinforce your commitment to service. Strong, thoughtful relationship-building strategies before, during and after the show can effectively separate you from your competitors – and make the difference between generating a lead and making a sale.

Each contact you make reinforces your company’s commitment to quality and customer care, which are essential attributes in the competitive marketplace.