Trade Shows: A Lead Gen Gold Mine

Sean Dailey, Ytel |  

If you think attending a trade show is 99% of the job, think again! Trade shows are Lead Gen gold mines, if you know how to use them. Businesses and prospects worldwide attend trade shows for new opportunities every year, and you can spearhead their discovery! Having a lead generation strategy will distinguish you from your competitors, and assist you with generating new opportunities and prospects.
Lead Gen & Tradeshows

If you think attending a trade show is 99% of the job, think again! Trade shows are Lead Gen gold mines, if you know how to use them. Businesses and prospects worldwide attend trade shows for new opportunities every year, and you can spearhead their discovery! Having a lead generation strategy will distinguish you from your competitors, and assist you with generating new opportunities and prospects.

Lead Gen & Tradeshows

The Power of Offline Marketing


Offline marketing tactics are still a credible source of information. This is why an effective marketing and Lead Gen strategy includes a well-rounded, integrated, and multifaceted approach in reaching out to prospects. There are various offline strategies you can use, and the best place to utilize them are at trade shows!


Work Your Network


One of the most important offline marketing strategies is one you should know well - networking. Face to
face interactions are vital to accelerating and sustaining success, learning about industry dynamics, and building long lasting, mutually beneficial relationships with future partners, vendors, and customers.

Tip: Make an effort to attend one networking event a month

Share Your Ideas

Speaking opportunities are your chance to establish yourself as a credible thought leader and position your business appropriately. Take advantage of the room full of people interested in the topic you’re speaking on. Create a presentation that captivates your audience and provides relevant and valuable content to help them with their businesses.

Tip: Make your presentation audience-focused + be the solution!


How Compelling is Your Pitch?


Sit down with your team and discuss the highlights and necessary points to cover in a standard pitch. Make your own tweaks and modifications where you see fit. Find creative ways to explain what it is you do to differentiate yourself from your competitors.

Tip: Don’t settle for the standard business pitch.
  • Play on the emotional appeal.
  • Think about what makes you different. Talk about your audience, employees, culture, and even your approach to business.
  • Have your facts ready and find ways to relate your business to your audience.

The 3-Second Rule


Ask yourself, does your booth communicate what it is you do in three seconds? Make the most of that time by creating a memorable, creative, and eye catching display to capture your audience.

A few things to keep in mind about your booth:
  • What are you trying to accomplish with your display and booth design?
  • Is your booth layout preventing your prospects from accessing you?
  • Are your products attracting attention?
  • What message are you sending with your display and how are you positioning yourself?

Stay Memorable 


A little fun and creativity will help you stay memorable. Think about giveaways your prospects might actually need and benefit from during or after the show. Keep in mind what situations your prospects might be going through, and create your giveaways around that.


Become the Spirited Booth that Attendees Flock To


You can always get away with some fun at trade shows, but don’t get too carried away. Find a balance between fun and professional that represents your brand personality. Remember, you’re there to prove that your brand is who you say it is.

 

Don’t Let Your Leads Slip Away

One thing you should never overlook is a thorough follow-up. You need convert your leads into customers, otherwise, what’s the point? Create your follow-up plan, and devote a team to following up with the leads you’ve generated throughout the trade show.

Tip: Follow up 48 hours after the show.

Make sure your team keeps track of your leads and stays organized. One suggestion is to create a well-designed lead form to use throughout the show. Your form should include information about why this might be an important client, what they’re interested in, and other details such as offers you may have mentioned. Once the show is over, assemble your follow-up team, go over your notes, and start piling your forms based on importance and priority.

If you’ve done your homework, you should come out of the trade show knowing more about your prospects and increasing your chance of making a connection and being remembered the next day. Optimize the many benefits of participating in trade shows by creating strategies and tactics that will help you achieve and even exceed your trade show objectives.

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About The Author

Sean Dailey, Ytel

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Sean leads the People, Culture, and Partnership efforts at Ytel. After almost 5 years of agency recruiting, Sean decided to move into an internal recruiting role, where he could have more of a direct effect on growth and people’s lives That’s when he met Ytel and the rest is history. Sean is a huge believer in culture, and puts an emphasis on people and building relationships.


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