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Here are some key things to remember when promoting your business on the road.
Prepare your trade show materials well in advance
Treat your trade show preparation like any other client engagement. If you wouldn’t wait until 2 days before to prepare for a big meeting, don’t do it for your trade show. I assume you’ve already chosen a show that is full of your target market as well as fellow vendors who you may want to partner with. J Map out a plan. Who do you want to connect with during the show? Will there be networking events or presentations you can’t miss? Who will be manning the booth while you’re off meeting with these people? Does your staff need training so they make the best impression to potential customers? Also think about what physical materials you’d like to bring and give away, such as bags with your logo on them.
Make sure your booth stands out from the crowd
At conferences, you will be competing with many other companies for the attention of the crowd. Make your booth visitor friendly. How can you stay within budget but still give attendees a full, interactive experience? Outside of the physical booth, materials should also include any business cards, flyers or samples you want to give away. Research the typical number of attendees and plan to bring that amount at minimum. Also make sure you bring signage. Exhibits Etc has the best trade show materials I’ve ever seen. Make sure you check out their bold and engaging advertising materials. This includes banners, product stands and more. Standing out from the crowd also means giving each potential customer your undivided attention. Answer questions as best as you can and look for ways to follow up.
Be ready to do business
Trade shows are not just a promotional opportunity. They are also a good way to conduct business. A customer who is interested in your products or services during the show may forget about you the next week, so bring the necessary tools for doing business on the spot. You don’t want to be in a situation where you’re in front of someone who is ready to sign a contract, and you don’t have any more copies available. If you typically take payments upfront, bring a mobile card payment system like Square. After securing the business, make sure you have a solid plan to follow up after the show. Your extra effort could result in a lifelong customer who is eager to spread the word about your stellar customer service to their colleagues.
