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Lisa Shepherd

1. Lay the Groundwork.

Set goals for each show. If you expect to meet a lot of new,
potential customers, set an objective for how many new
contacts you hope to make and the amount of new business
you expect as a result of those leads.

Let prospects know that you will be attending an upcoming
show. Send personalized emails and include all pertinent
information, such as your booth number, the availability of
one-on-one meetings, and the details of any presentations
you are making.

Some shows will provide you with an attendee list; if so, vet
the list based on your target and develop an email campaign
for this segment.

2. Look Your Best.

Trade shows are a significant investment, so make sure that
your trade show booth effectively portrays your company and
value proposition.

At busy trade shows, you only have a few seconds to make an
impression. You may find yourself competing for attendees’
attention next to an exhibit that features everything from
bright lighting and projected signs to specialized, large-scale
displays. So how do you stand out in the crowd?

Clear messaging and appropriate displays are critical.

a) Create a strong booth presence that demonstrates your
value.

Ensure that attendees can understand your products
or services from several feet away. This can be
achieved through strong imagery supported by a
professionally-developed booth display.

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© 2012 Lisa Shepherd