Figuring out how to harness the technology on offer at an event is another tip. Social media engagement is really important - both through your own channels, and the organiser's - to let people know you'll be at a certain event and what they can expect from you there. I think lead retrieval technology is vital. So, for example, we now provide smartphone app access to electronically capture contact details of visitors via a QR code on their badge, and you can add questions to those scanned records so you know the conversation and follow up activity that's needed post-show.
Show guides and magazines are another tool. They're a reference guide given to visitors at events - and offered online - and it's worth investing in good quality images for that, which inspire people to visit your stand.
What are some key things you recommend people do while at the event itself?
De-clutter your stand. Less is best, so if you've got a small space then bring a tablet with online catalogues or books to showcase your wider offering. Give your visitor room to walk around your hero product, and to look, touch and feel it without being pounced on.
I'd also recommend holding a short motivational sales meeting every morning pre-show with your team to reinforce set goals and a reward system to achieve those goals. Focus on the quality leads you get that have the most potential, because it's not just about the volume of leads. And make the process to buy your offering as simple as possible.
It's also important just to be yourself, so bring your personality with you and take some pride in what you're offering. Build rapport with each visitor so, if you can, match your solution to their problems. You've got to come across in a positive way, and if you create the impression your business is trading strongly then that's half the battle won.
And, how about post-show - what are some things you do once the event is over?
Trade shows used to be about collecting business cards in fish bowls, but exhibitors can pretty quickly forget faces and conversations after an event. Best practice these days is to analyse the visitor data you've gathered and the notes and orders you've electronically appended to those scans - and get cracking. Get the orders out and begin sending personalised - not group - emails. Phone the hot leads right away and work down the list.
Another idea is to share your successful product feedback from the trade expo with your social media following, on your website and in any e-news updates - again with footage and pics. For example, we've had exhibitors generate impressive followings by sharing time-lapse footage of a three-day expo in a 30-second video on Facebook.
Lastly, what are some common pitfalls you see exhibitors fall into that should be avoided?
They're things like piling too much product and staff into a small space, having tired or disinterested staff, and bland or uninspiring representations of brands and products.
Another pitfall I've seen people fall into is not being honest about their ability to deliver. We've seen some startup businesses readily take a large scale order onsite, but then let down a key buyer by not delivering. You're far better off being honest about your ability and timing to scale up, so you don't burn important buyer relationships in the long term.
Coming up in Small Business: What are some business owners doing to upskill themselves? How have they prioritised what they need to upskill on, where have they got the help they needed, and how have they resourced the process? If you've got a story to share, drop me a note: nzhsmallbusiness@gmail.com
