Trade shows are a great way to promote your business, meet people in your industry and learn about other businesses. To get the most out of your experience, you must be strategic before, during and after the event. Here are some tips on how to make your trade show experience successful.

 

 

Having a booth is a great way to make sure you are seen, but you want to make sure your booth stands out from the rest. The graphics, lighting and even the location all play a critical role in attracting attendees. Your booth should be well-designed to inspire visitors that will ultimately result in generating leads. However, make sure your message and brand aren’t lost in the design. Less is more with your design and message. Choose colors that set the mood and are visually stimulating. Incorporate lighting to draw and keep visitors’ attention. Inspire and spark attendees’ imagination with motion — something compelling on screen or a demonstration with exaggerated hand gestures and movement. Your booth should leave a lasting impression on anyone who walks by.

 

 

Many events have education and training sessions in conjunction with the trade show. Submit yourself as a potential speaker, accept offers to speak and participate in discussions when possible. The North American Repossessors Summit (NARS) hosted by American Recovery Association is one example of an opportunity for you to position yourself as an industry expert by participating in speaking opportunities. This not only benefits you, but it benefits all those participating in the discussion by fueling conversation and giving your insights about the industry.

 

 

Take your relationships offline and set up meetings with clients and/or colleagues with whom you’d like to meet or catch up. Breakfast, lunch, dinner and mid-morning and afternoon coffees are all perfect opportunities to conduct a meeting. Make it a goal to have meetings for each. You may chat daily with them by phone or e-mail, but nothing beats a face-to-face conversation where you both can give each other your undivided attention. Also, most trade shows provide a handy list of sponsors and/or attendees before the event that you should peruse. This will also help you set up meetings with company representatives you’d like to meet.

 

 

Trade shows are a wonderful place to network with peers, potential new business leads and new people in the industry. If you can’t secure a meeting beforehand, make a note of those you want to talk to and seek them out at the event. Stop by a company’s booth or shake hands with a speaker after an education session to make valuable connections. Don’t forget your business cards.

 

 

Don’t leave introductions hanging after the event is over. Leverage these relationships by pulling out the business cards you collected and sending a greeting by e-mail. Remind your contact about your conversation at the event and follow-up with any commitments you made. Make sure to touch base with your new leads regularly. You can’t be the worlds best in your industry, if you aren’t persistent.

 

 

The educational atmosphere and valuable discussions don’t need to end at the event. Share your experience with colleagues that didn’t get the chance to attend. This will keep valuable conversations about your industry at the forefront to bring new ideas to the industry.

 

 

Like advertising, you’ll get a bigger return on investment when you do it consistently. Attending and participating in trade shows is the same way. American Recovery Association attends more than 25 trade shows a year. By attending multiple trade shows relevant to your industry, you can obtain competitive intelligence; new market concepts; promote yourself, product and/or service; meet new people; and generate leads.

 

Trade shows, big or small, can always work for you. You just have to make it happen. Don’t let the big opportunities at trade shows pass you by. Prepare and be proactive to grow your business and industry.