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You have a trade show coming up: this is your opportunity to ‘flaunt what you’ve got’ to an influx of prospects and customers in a relatively short amount of time. Make sure you make this experience worth your while by preparing to increase your profitability and productivity at your upcoming trade show. We’ve used our trade show experience and expertise to help you prepare for your next big trade show.

Be in good company (or in any company at least)

Running your stand is a full-time deal, and it should never be left by itself. Every time your stand is left unattended, the investment you made in participating in the event doesn’t gain any returns. However, if you’re human, you’ll most likely need a break or two throughout the long event. So take a partner with you. If you don’t have a business partner have a family member tag-a-long or find a student looking to gain some work experience. Even if they don’t have specific sales expertise, make sure they’re friendly and engaging. You’ll be surprised what a difference an inviting smile can make.

Power your social media awareness before


Take an exclusive video at your booth before the show commences and post the teaser to get people excited to come and visit your booth. Don’t forget to post the booth number or some way for the costumers to be able to locate you. Make good use of event hashtags by finding out in advance what the trending and most popular hashtags of the event are and use them in your posts in the days leading up to the trade show.


Keep your presence powered online and off


Anyone who can’t physically be at your booth should be able to feel as if they were there. Bring all of the content from the trade show - presentation slides, product demos, pictures, and videos from the event and the booth itself - to them via your company blog or social media. Additionally, during the event, stream a live video and ask visitors to give testimonials of their experience. You can also show event visitors a constant loop video of what current clients have to say about working with you.

Also, we recommend utilizing a trade show app of your choosing.


Allow the visuals to do the work for you


If your booth is visually appealing it will naturally attract customers walking past your booth. Put the product as the forefront and make sure they stand out, make good use of the lighting around you and use appropriate colors to show off the merchandise in the best way possible. Include all of the press your company has gotten and show it off at your booth so buyers are able to see what traction you have in the marketplace.

Don’t forget the importance of what happens after the event


A trade show’s benefit continues even after the event ends. Organize all of the business cards you’ve collected and invite all of your new colleagues to connect with you on LinkedIn. Rekindle relationships that you may have made with new leads by researching them via social media, like things you have in common to re-spark the conversation. Finally, collect all of the questions you received throughout the trade show and compose a blog post answering all of the questions in an organized fashion.


Turn all of your qualified leads into precious consumers. It’s more than tempting after a long day’s work at the trade show to pack up your things and go home. But, the most important part is making sure you convert all of your leads into sales. Prepare follow-up templates ahead of time to save yourself some time, keep them short and concise, and add something personal or recap a conversation to provide context.


All these tips are easy to complete, with a bit of pre-prep you can seriously enhance your short-term and long-term results from trade shows. Trade shows can be very overwhelming, but with these tricks you can manage the crowd and come out more productive and prepared than you ever thought. Let us know if you have any other tricks you use to prepare for your next trade shows!


About The Author

Stacey Woods
Stacey Woods
Stacey Woods is the Senior Business Development Manager at Pepperi. She has extensive experience in B2B sales and understands the many benefits that can be gained by automating and syncing the different sales channels in a company.