Are You Really Connecting With Customers at Your Trade Shows?

Many experts believed that digital marketing would kill trade shows. This has not been the case. Trade shows are still a very popular way for people to connect with their customers. However, they need to be properly organized. Otherwise, you are wasting a lot of time and money.

In his article for the Huffington Post, James Gibson states that first impressions are everything for trade show vendors. Take his advice to heart. Here are some things you need to keep in mind while running a trade show.

Engaging Your Customers is Crucial

People don’t just go to trade shows to watch interesting presentations. They also want to feel like they have a close relationship with the vendor. You need to fulfill this promise with an engaging marketing strategy if you want to earn their support. Here are some tips:

• Invite crowd members to participate in your presentations. Ask a member of the audience to come up and join you. Ask for their name and try to make a brief, light-hearted joke if possible.
• Answer questions at the end of the presentation.
• Enable people to participate through video and social media.

Making your presentations more engaging is a great way to boost sales and leads.

Make Your Presentations Interesting

Cold selling is a terrible strategy for trade shows. People want to see live seminars that make things interesting.

Show your products in use. Give some history behind some of your products and the problems you have faced. Just don’t bore people with unnecessary historical information. Keep it interesting.

B2B Community published a great case study about Accenture, which used storytelling to make its trade show more interesting. You should follow their model if you want to have a great trade show as well.

Over time, you will get a sense of the types of presentations that really engage people. You will have an easier time generating leads after you know how to get people excited about your product.

Use Technology to Your Fullest Advantage

Trade shows have changed dramatically over the last 50 years. New technology such as backlit trade show displays has made it much easier to make a bold presentation.

Follow Up with Customers on Social Media

Ask people to follow you on social media during the presentation. This will give you a chance to share some updates about the trade show, so you can remind them what they experienced. Thank the people that attended and consider offering a discount to your loyal followers.

Find Out what People Want to See in Your Trade Shows

You may believe that you have the most interesting trade show in the world. However, your customers may think that it was too bland or feel that you went off topic.

It is important to solicit their input. Ask them what they want to see in trade shows and give them what they want. Reach out to customers on social media and email. You can also ask customers what they liked most about your trade show and if there is anything that you could do differently.