Trade ShowsShould we or shouldn’t we…

Betty Eitner

Modal Consulting Inc.

04/11/23

Key trade show statistics

• 91% of attendees say that trade shows impact their buying decisions

• 85% of an exhibitor’s success lies in the performance of the staff

• 83% of the attendees have some kind of buying power

• Trade shows cost 38% less than sales calls

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Source : Merchant Circle

Before you decide

• Do your research• Ask questions• Validate the vendor claims• Does this address our target

audience?• Will we get a good ROI?

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Trade show research

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Who attends

When they attend

What role they play

Trade show musts

• Define your show objectives• Clearly display your brand & image• Give attendees a reason to visit your

booth• Put your best foot forward• Plan the “after show” activities

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Define goals & objectives

• What do you expect to gain– New customers & how many– Additional business & how much

• Are you promoting existing products/services

• Are you launching something new• Are you after brand awareness

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Attract attention

• Booth placement, design, collateral• Theme & brand message• Pre-show advertising and invitations• Sponsor a seminar or presentation• Hold product/service demos

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Put your best foot forward

• Your most professional staff• Your best listeners• A professional speaker, chef,

demonstrator• A way to engage your visitor• Visit prospects’ booths

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Keep these at the office

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Trade show evaluation

• What worked? What didn't? • What about the booth? Location? • Was this right for our business?• What did we learn about the

competition?• Did we meet the right people? • Did we reach our objectives?

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We did it !! What’s next…

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After the trade show

• Plan ahead for the “after show”• Segment your contacts• Follow-up immediately & stay in

touch• Do not ignore or prejudge a

contact• Have an action plan for turn-downs

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Plan for the “after show”

• Ask the right questions at the show• Define a contact scoring system• Research before you connect• Design different marketing

materials• Customize your message

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Why follow up

• 2% of sales are made on the 1st contact• 3% of sales are made on the 2nd contact• 5% of sales are made on the 3rd contact• 10% of sales are made on the 4th contact• 80% of sales are made on the 5th-12th

contact

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Source : National Sales Executive Association

What are the rules

• Follow up from 5 to 12 times to get in that 80% bracket

• Let technology assist you with the follow up

• Call your prospects on the phone and make a personal connection

• Use client-centered, benefit-focused copy to get your message across

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Trade show evaluation

• What worked? What didn't? • What about the booth? Location? • Was this right for our business? • What did we learn about the

competition?• Did we meet the right people? • Did we reach our objectives?

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Ensure trade show success by implementing powerful and

memorable marketing initiatives before, during, and after the

event.

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Modal Consulting Inc.

www.modal.biz

04/11/23