How to get the most out of trade shows: build company reputation, client list through careful planning and follow-up.

• Author: Beaulieu, Dan
• Position: TRADE SHOWS

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One of the best ways to ramp up your company's reputation is to attend trade shows. For a relatively small investment, you can get your name in front of potential new customers. It's like going to market for your company.

However, it's important to create a strategic plan before going to the show. Start with these questions: Why go to a trade show? Which is the best one to attend? How can I make the most of each show? How will I generate new business by attending the show?

WHY Go TO A TRADE SHOW?

Here are the top 20 great reasons to attend a trade show:

Introduce your company and products to a broader market.

Network.

Make sales to other exhibitors, assemblers and fabricators.

Meet the media and get exposure.

Establish industry position.

Create a new image.

Announce new products.

Meet with existing customers.

Meet with new customers.

Get sales leads.

Trouble-shoot with other professionals.

Do market research.

Find new reps and distributors.

Recruit new employees.

Scope out the competition.

Use the above information to develop future strategic direction.

WHICH SHOW IS BEST?

There are more trades shows out there than ever before. This makes your decision as to which show to attend more difficult. Here are several things to consider:

Who is your target customer?

What region of the country do you want to focus on?

What kind of technology are you selling?

Are you targeting companies that want the technology?

Will they also attend the show?

What other companies plan to exhibit at the show?

Will your sales people or independent sales agents help you with the show?

If you answer these questions accurately and honestly, you will have an excellent idea of which shows to attend. You should also make a list of which shows would be worth the investment of setting up a company exhibit. Sometimes it's an excellent idea to walk a show first as an attendee, before paying to become a part of it.

How CAN I MAKE THE MOST OF A SHOW?

Before you invest in a show exhibit, you need to create a strategy. You have to ask yourself what you want to get from each show. It's very important to write down your goals and then establish a tactical plan to meet or exceed them. Here are some things you need to keep in mind while you and the rest of your team staffs your booth:

Keep a tight and effective schedule.

Schedule visits from customers and reps.

Create a good place to meet in the booth.

Appoint a booth captain for each day or shift.

Rotate two...