22 CONCRETE REPAIR BULLETIN MAY/JUNE 2002

Plan for Trade Show SuccessBy BrianGallagher TTTTT rade shows can be a very cost-effective method

of reaching your prospects and customers.Successful trade show efforts, however, begin longbefore the show opens and end long after the showcloses. A carefully orchestrated approach to your

trade show program can generate immediateresults and contribute to your bottom line.

Goal SettingSet specific, measurable goals for each trade

show. Goals can be set in terms of number ofcontacts, qualified leads, presentations, and otherspecific metrics. Goals can also include vendormeetings, client entertainment, press meetings,competitive reviews, and recruiting.

Complete a Pre-Show MailingMost trade shows, production companies, and

trade associations provide preregistered attendeelists for free or for a rental fee. A few weeks beforethe show, send the attendees postcards or lettersinviting them to visit your booth. Some methodsof maximizing traffic to your booth from thesemailings include offers for a free item or discount,or the announcement of a drawing or a contest.

Train Your Staff BeforeEach Show

Every person working the show must understandyour objective for being at the show. While edu-cating your staff, provide profiles of anticipatedattendees, identify their reasons for attending,and identify potential questions and answers.The booth staff also needs to be able to effectivelyanswer questions, qualify leads, and operate leadretrieval systems.

You should also educate your staff on how toencourage traffic to your booth when you are atthe show. As simple as it may seem, smiling atpeople as they walk by helps! You should also makeyour staff aware of potential traffic “stoppers,” suchas talking intently among themselves, readingnewspapers or magazines in the booth, eating mealsin the booth, and other behavior that might makethem seem unapproachable.

Ask the Right QuestionsAvoid asking, “Can I help you?” Ask your

prospects effective, open-ended questions that willhelp qualify and quantify their interest. Engagethem in conversation. If the prospect is a qualifiedlead, set the stage for the next step in the salesprocess. If he or she is interested in somethingspecific, write it down! Lead-retrieval systems area great help, but they are best for capturinggeneral information. If a prospect wants somethingspecific, writing it down is the only way you willever remember it after the show is over.

CONCRETE REPAIR BULLETIN MAY/JUNE 2002 23

Invest in a Decent Booth andNice Graphics

Your display represents your company’s image.Invest a few dollars to develop a display that isinviting and engaging. Display graphics shouldquickly and effectively communicate your companyname and the services and products you offer. Tradeshow attendees make quick decisions while walkingdown crowded show aisles. Your goal is to get theirattention and draw them into the booth.

Network, Network, NetworkTrade shows are excellent networking events.

If a visitor to your display is not the decision makerin his or her company, find out who is. Talk tofellow exhibitors, show personnel, the press, andothers to identify business opportunities. This willmaximize your effectiveness, even at a show wheretraffic seems somewhat slow.

Distribute Literature afterthe Show

Most prospects will be inundated with literatureand brochures at the show. The majority of thismaterial will end up in the hotel or conventioncenter’s trash cans. Instead, collect the prospects’information, qualify their needs, and promise tosend them information within a few days. Oncethe show is over, make sure you send the informationwithin 48 hours. However, keep some literature onhand for the prospects who need it at the show.

Follow up with TelemarketingDuring the show, your staff collected valuable

information about the prospect and his or her needs.If your staff did an effective job qualifying his orher interest, telemarketing should be the next steptoward a closed sale. Inquiries and qualified leadsshould be maintained in a database for future use.

Shop the CompetitionDuring the show, stop by your competition’s

display. See what they are exhibiting and how theyapproach their prospects. Observe how traffic isflowing through their booth.

Measure Trade Show ROIDon’t judge your trade show’s success by counting

leads. Take it a step further and count qualifiedleads, and find out how many leads turned intoquotes and orders. This process may take a few months,but it will be a valuable tool when planning yourmarketing budget. Follow these simple steps beforeyour next trade show and ensure your success.

Brian Gallagher is Directorof Marketing for StructuralGroup. He is also a facultymember at Loyola Collegein Baltimore, Maryland. Hecan be reached by e-mail atbgallagher@structural.net.