Posted On February 27th, 2017 by Crowded Ocean
If you’re a startup planning to devote some of your precious marketing budget (and human resources) to a tradeshow, we offer these tips:
- Make sure the booth team knows the business goals. It sounds so basic, but if your goals for the tradeshow include a specific # of leads per day or a specific # of demos or off-floor briefings, make sure the entire team knows precisely what the goals are so that all of their efforts and time can be dedicated accordingly. (And let them know you expect them to report on their results to the entire company upon their return! No pressure….)
- Better to go to a tradeshow to speak at. Whether it’s a keynote address, a breakout session or participation in a panel discussion, plan ahead to leverage the speaker tracks at a show to demonstrate your authority. And repurpose that speaker content from the show: a blog post, an annotated PPT on Slideshare, perhaps a recording of your talk.
- Script the booth staff. The team you’re sending will probably include a mix of veterans and newbies. It’s not uncommon for a startup to have to pull engineers away from their computers to staff a show. Therefore, invest in training your team on what the key messages are to enable each and every person staffing your booth, regardless of their title, to stick to the script of what your product or service does and why the customer should care. A team delivering a consistent message can help build the image of a professional organization and brand.
- Run your own event. In addition to staffing your booth during show hours, are you having off-floor meetings with customers? Partners? Media? Analysts? Is there an invitation-only customer dinner? Have you dedicated staff to track the conversations on social media during the show, so you can join the conversation? Engaged teams can respond to opportunities on Twitter during the show and create opportunities on the fly for private demos, exec meetings, etc.
- Trade leads with other exhibitors, especially complementary vendors or partners. An experienced tradeshow captain who is connected, can swap leads with another non-competitive exhibitor at the show. The swap may not double the leads you come home with, but it could significantly increase the leads you collect for nurturing, post-show.
- Sleuth out the competition. Make sure your tradeshow team has scouted the competitors during the show and has a plan to bring home valuable information about the competitors’ messages, materials, claims, demos, etc.
- Celebrate your returning team. When your tradeshow team returns, give them the spotlight to report on their results as well as their insights into customer concerns, and strategies employed by the competition, etc.
- Can you leverage a show without a booth? Yes, you can! There are shows that lend themselves to lots of off-floor briefings, meetings with the media and with partners. All it takes is planning. And if you’re sending a team to a show that your company is not exhibiting at, they should still have goals to meet and report on to the company.
- Have a response plan in place before the show starts. Do you have a follow up plan to nurture leads from the show? Is there content from the show to incorporate in the email response, post show? Perhaps there’s a blog post on the top questions from customers? Or the results of a survey conducted in the booth?
- Measure, measure, measure. Just because you went to the show last year doesn’t mean you should go again this year. Shows can have a high program and human cost. Startups have to be ruthless about measuring the ROI on tradeshows to ensure they really make sense in your marketing program mix.