I recently attended a trade show event and afterwords I had to laugh at the wasted opportunities I felt were left behind. I was actually getting mad at these vendors at the lack of initiative. I put my card in the bowl of opportunity and was shocked at the lack of follow-up. This prompted me to give my opinion or advice, depending on how you take it. It seemed to me at least, as I was walking around this particular trade show, the purpose the vendors was to promote the product or service and attract new clients and customers. What kind of ROI can you expect if you don’t follow-up? I am no stranger to the trade-show or conference events as I was once labeled the road warrior of conferences. I have a system in which I feel, if you follow these simple instructions, you will be successful.
This is more than likely going to be a several part series as I don’t want to bore you to death in one long post on what you need to do to develop and nurture your business. So I am going to break them down in to sections and speak about each one. For me when I attend a conference there are several stages which make it successful:
- Pre-Conference planning
- The Show
- The follow up
So you decided to attend a conference or trade-show as a vendor. What I mean by the term vendor, is that you paid to have a vendor space or booth space. So you ponied up the money (hopefully you got the early registration in order to save the company a few bucks) and you are ready to pack up the booth or table top display and head out.
As I outlined there are three major steps in planning for your trade show. The first step can either be one of the most important or least important. It will depend on who your target audience is. The show itself is where all the magic happens and where you can be a “sales superstar” and brand yourself and your company. The final step, I call the follow up is where you make your money. I will break down all three steps on an individual basis, so stay tuned on how you can become the “Conference Superstar.”