Trade shows are the perfect opportunity for companies to make those necessary connections with prospects and industry professionals to enhance their brands over the long term. Although much of a firm's success at such events depends on its own preparation, building a successful relationship with organizers cannot be overlooked.
TSNN's Lew Hoff recently highlighted how important it is for show organizers to support the needs of companies, especially newcomers, during trade shows. Exhibitors cannot assume that all firms know the ins and outs of such events, especially in how they present their brands.
"You would be amazed how many companies assume attendees know who they are and what they do. When attendees cruise down an aisle, exhibitors have only a few seconds to engage them," Hoff explained.
Although certain businesses may be competing with one another at trade shows, there are likely other companies there that can be a valuable resource. Hoff indicated that event organizers should not hesitate to introduce firms to one another to generate leads among each other.
Leads are one of the main reasons why businesses participate in trade shows in the first place. Companies that have organizers in their corner can benefit greatly from a healthy relationship with such hosts. According to Hoff, organizers should make registration forms available to firms to help them with lead generation.
Start planning well before the show
First-time participants should not expect to achieve immediate results when attending a trade show. It is imperative that organizations plan well ahead of the actual event and reach as many industry professionals and customers as possible. Social media is a great way to keep audiences updated on booth locations and demonstrations.
Businesses should also do their best to make sure any employees representing their firms at a trade show are welcoming and engaging. If customers receive an off-putting interaction, they will likely put that particular company in a bad light and patronize a competitor. Staff members who know the organization inside and out are the ones who should be at the booth.
If trade show organizers and attendees experience successful results, it will make a big difference in the long run. However, businesses should not expect the hosts to do all of the leg work and instead takeinitiative before ever setting up their booth.