Lead Generation Ideas for Trade Shows

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    Today’s Event Marketing post comes to us from Mike Thimmesch of www.skylinetradeshowtips.com.  Mr. Thimmesch offers great advice on lead generation for your trade show:

    100 Trade Show Lead Generation Ideas

    May 01, 2010 | Mike Thimmesch

    For most exhibitors, lead generation is their #1 reason for exhibiting at trade shows.  Exhibit marketers want leads to replenish their sales pipeline, bring in new and repeat customers, and generate sales revenue.

    So to help stoke the lead generation fires, here are 100 ideas to get you more leads at your upcoming trade shows, divvied up among 5 main areas:

    Get more trade show leads by how you select shows

    1. Go to more trade shows outside your local region
    2. Go to more trade shows, in your best vertical markets
    3. Go to more trade shows, in foreign countries
    4. Go to fewer trade shows, but put more effort into booth staff preparation and promotions for each remaining show
    5. Exhibit at trade shows where your buyers are
    6. Track leads to determine and expand in the shows with the best ROI
    7. Evolve show selection to match changes in company’s best vertical markets

    Get more trade show leads with your exhibit design

    1. Get a bigger booth
      1. Get a booth space closer to the hub of traffic, or by a bigger competitor
      2. Get a corner booth space
      3. Backlight your trade show display graphics
      4. Design your exhibit to more boldly and clearly say why attendees will benefit from working with you
      5. Put fewer elements on your exhibit, but make the remaining images and messages bigger and more concise
      6. Use graphics with images and benefits that appeal more directly to attendees at your vertical market shows
      7. Put benefit statements on your trade show exhibit graphics
      8. Replace your tired old display with a new trade show exhibit
      9. Make your exhibit architecture more inviting to enter
      10. Pick more exciting colors on your exhibit
      11. Bring fewer products, such as only your most popular products, to minimize clutter
      12. Get a taller exhibit
      13. Add more lighting
      14. Put messages on your flooring
      15. Avoid an exhibit that looks like everyone else
      16. Keep your booth neat and clean throughout the show
      17. Move interesting equipment and technology to the outside of the booth
      18. Use a theme that gets attention and memorably ties into your competitive advantage or offering
      19. Match your exhibit message to your other marketing materials

    Get more trade show leads with pre-show promotions

    1. Send an inexpensive postcard offering a free gift in your trade show booth
      1. Run a banner ad on the show website
      2. Send a pre-show email blast to your clients and top prospects located close to the show location
      3. Put stickers with booth location and show info on all outgoing mail
      4. Email invitation to a pre-show microsite with targeted messages and offers
      5. Have your sales people invite their prospects to visit your booth and set up meetings in advance
      6. Send an email invitation to the show’s pre-registered attendee list for this year, and the registered attendee list from last year
      7. Use social media to reach more attendees
      8. Send half of something of value to attendees before the show, and promise to give the other half in your booth
      9. Contact your industry press and tell them about the innovative new product you will be introducing at the show
      10. Put your booth number on all your pre-show promotions: email, mail, ads, website
      11. Design more creative and compelling pre-show promotions to cut through the mailbox clutter
      12. Invite top prospects to lunch or dinner at the show
      13. Send a pre-show promotion offering a more valuable gift in the booth, but not to the entire list, but only to the subset of show attendees that match your target audience
      14. Send free tickets to the trade show to clients and best prospects
      15. Post your trade show schedule on your website with a link to sign up for appointments
      16. Ask the show for additional promotional opportunities

    Get more trade show leads with at-show promotions and activities

    1. Introduce a new product at the trade show
      1. Add motion to your exhibit
      2. Offer food, especially if it smells good, like baking cookies
      3. Offer drinks to your booth visitors
      4. Give your attendees something entertaining and fun to do
      5. Do an engaging demo in your booth
      6. Get your client to hold your product
      7. Go beyond sight to appeal to attendees’ sense of smell, sound, taste, and touch
      8. Add interactivity
      9. Run presentations or video loops on large video monitors
      10. Offer healthy food, not just candy
      11. Put out a candy or chocolate dish to slow down attendees long enough to engage them
      12. Offer in-booth massages
      13. Give a free sample of your product
      14. Give a free sample of a product made with your product
      15. Hire a celebrity for your booth, where the celebrity is popular with your target audience at the show
      16. Hire a celebrity lookalike for your booth, where the celebrity is popular with your target audience at the show
      17. Giveaway something useful to your target audience
      18. Hire a performer, such as a magician, to attract attention to your booth
      19. Have a raffle, sweepstakes, money machine or a game
      20. Hold a press conference if you have newsworthy news
      21. Sponsor something highly visible at the show
      22. Have a contest for attendees in your booth
      23. Get signage in the show hall promoting your booth presence
      24. Offer a show special or discount
      25. Get someone from your company to be a speaker at the show
      26. Give presentations or educational sessions in your booth
      27. Do door drops that target only show attendees at their hotel rooms
      28. Pay to include an invite or a gift in the official show bag each attendee gets
      29. Put an ad in the show book
      30. Brand your staffers with outfits or similar attire
      31. Offer one really big prize (worth thousands of dollars) to get more attention

    Get more trade show leads with better booth staffing

    1. Bring more booth staffers
      1. Bring booth staffers who actually want to be there
      2. Hold a contest to reward the staffers who take the highest quantity of qualified leads
      3. Leave your wallflowers at home
      4. Train your booth staff how to work a trade show booth
      5. Communicate to your staff the company’s goals and your expectations of them in the booth
      6. Don’t use booth staffing as a training ground for brand-new employees
      7. Ask visitors open-ended questions and listen to their answers
      8. Get faster at recording each lead by not writing down every visitor’s name and address, but instead using a badge scanner
      9. Have enough badge scanners to avoid lines with your booth staffers in busy times
      10. Bring crowd gatherers (not booth babes)
      11. Smile
      12. Keep your booth staffers fresh by giving them regular breaks
      13. Learn to more quickly disengage with unqualified attendees
      14. Thoroughly train your booth staffers on the new products you are introducing at the show or just introduced recently
      15. Make friends with your neighboring exhibitors, and refer attendees back and forth
      16. Bring your top management to booth staff, and tell attendees they will be there
      17. Get staffers out of the bowels of your booth and out to the edge of the aisle
      18. Don’t sit down in your booth, unless you are talking with visitors
      19. Don’t hide behind tables
      20. Instead of giving away literature, offer to mail it to attendees, and get their contact info
      21. Prepare your booth staffers with several good engaging questions
      22. Arm your booth staffers with answers to common objections

    100.Train your booth staffers to know your products and how they solve your clients’ problems

    Which of these 100 ideas will you choose?  Perhaps you are already doing several yourselves.  Some can be combined to be used simultaneously.  It’s a long list, and there’s no way anyone can do all 100.  Some of them even contradict each other.

    Yet as Bob Milam advises, while knowing a lot of tactics is useful, knowing which tactics to use and when to use them is even more useful.  Determine your strategy first, then choose among these trade show tactics the most appropriate ones to support your strategy and generate more leads.

    Also, while I’ve listed many tactics to get more leads, of course you need to also strive for getting higher quality leads.  And if you can do both, go to the head of the class.

    Stay tuned for future relevant Event Planning, Event Management, Event Marketing, Exhibit Sales and Sponsorship Sales content.

    We at SalesFish Event Marketing & Sales thank you for joining us in our commitment to unwavering Strategic Event planning, Event Management, B2B telemarketing, B2B Tele-Sales, B2B Inside Sales, Sponsorship Sales, Exhibit Sales, Audience Acquisition, Brand marketing and Execution.

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    Call today and Catch More!

     

     

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    In today’s virtual Sales 2.0 world does it make sense to outsource your B2B Telemarketing, B2B Telesales or B2B Inside Sales activities? YES! But you still must commit yourself to the process of integrated marketing with your B2B Telemarketing, B2B Telesales and B2B Inside Sales activities.

    Outsourcing your B2B Telemarketing, B2B Telesales and Inside Sales activities requires that an organization have strong internal marketing leadership and sales acumen.

    Given that your organization has such strong leadership, it is prudent to outsource your B2B Telemarketing, B2B Telesales and B2B Inside Sales activities to a trusted B2B marketing agency partner.

    Carefully consider outsourcing and vetting a qualified partner. Include a partner strategic in their sales approach with a fundamental understanding of integrated marketing. Learn first hand what an elite Telemarketing Services team can bring to your B2B Lead Generation goals.

    Stay tuned for more relevant content on creating world-class B2B Telesales, B2B telemarketing and B2B Inside Sales strategies.  We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our B2B Telesales, B2B Telemarketing and Telemarketing services to your specific needs.

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
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    If you’re planning an experiential marketing event, such as a trade show, user conference, workshop, road show or sales event, you must decide how you will SELL your event.

    If you’re a first time or fairly new event, how you sell is more critical.  “Build it, they will come” does not apply to every event. You must gain the trust of your target audience over time by continuing to give them a world-class experiential event marketing experience.

    If you’re a new or mature event, tie your event to a worthy cause and give some proceeds to it (cause marketing).  Be ready to give away landscape as well as opportunities to marquee brands and/or companies.

    Regarding audience acquisition, exhibit sales, or sponsorship sales do you trust in your own marketing?

    When selling an event, don’t represent yourself.  There’s a reason Hollywood stars and professional athletes have agents.  It’s not for negotiation purposes but to show how special they are.

    There’s something about an intermediary branding targets’ minds that makes your event special.

    This is our strong and strategically biased encouragement: don’t go it alone selling your event for audience acquisition, sponsorship sales or exhibit sales. Learn first hand what an elite Telemarketing Services team can bring to your B2B Lead Generation goals.

    Stay tuned for future relevant Event Planning, Event Management, Event Marketing, Exhibit Sales and Sponsorship Sales content.

    We at SalesFish Event Marketing & Sales thank you for joining us in our commitment to unwavering Strategic Event planning, Event Management, B2B Telemarketing, B2B Telesales, B2B Inside Sales, Sponsorship Sales, Exhibit Sales, Audience Acquisition, Brand Marketing and Execution.