tracking system. If they don’t have one avail- able to you, create a contact form with a few key questions that you can complete and attach to a lead’s business card.
Don’t overlook the press room! If you
don’t have professional public relations repre- sentation, consider it for your show. A PR ex- pert can help you direct press to your booth and secure interviews about your business that can support your success! Follow up! Set a plan for follow up for trade-
show leads. Nearly 75% of all leads collected at a tradeshow are never contacted again!
Robert Byhre has over 25 years experience in producing exhibits and displays for local, national and international events and tradeshows. As Presi- dent of Hollenbeck Exhibits, he and his design team have created exhibit solutions for a wide range of nationally recognized brands including Lockheed Martin, Monster Cable, Comcast and Wells Fargo Bank. www.hollenbeckexhibits.com
Nearly 75% of all leads collected at a tradeshow are never contacted again!
• Suggestions to increase interaction
A
s you plan next year’s tradeshows, take advantage of the new decade as a marketing tool. When the calendar fl ips over, people - including your customers - enjoy the chance
to do a little refl ection. That’s why the beginning of any new de- cade is heralded by predictions about upcoming trends, as well as the usual end-of-year summaries of the best and worst. This kind of self-examination is not just a natural human in-
stinct. It can be a great tool for gaining honest feedback from customers, for gaining their involvement, even for the much- sought-after viral marketing. Here are four ideas to get you start- ed:
1. Attract buzz with a best-and-worst contest. On your com- pany’s website, invite customers to participate by making
nominations. Nominations for what? Their favorite and least favorite trends in your industry of the past ten years. Or their predictions of upcoming trends. Or the features they would most like to see in your products.
2. Have tradeshow attendees come by your booth to submit
WWW.MIDWESTMEETINGS.COM
• Creating ongoing buzz
their ballots. Draw winners of small prizes every hour. And yes, they must be present to win.
3. Follow up the tradeshow contest with a web page devoted to results. List the names of the winners. Post the nomi-
nations submitted at the tradeshow and allow readers to vote on their favorites. This ongoing buzz will multiply the investment you make in the tradeshow and keep customers coming back to check on the progress of the poll.
4. Keep the buzz going with a group on Facebook® , announce-
ments on Twitter™ and discussions on other social network- ing sites.
Written by Susan A. Friedmann, CSP, The
Tradeshow Coach, Lake Placid, NY, internation- ally recognized expert working with companies to increase their profi tablity at tradeshows. Check out my brand new online tradeshow training program at www.thetradeshowcoach.com.
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