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It’s Only Common Sense: 16 Proven Strategies for Making the Most of Your Trade Show Dollars

So many times, people and companies spend a small fortune exhibiting at trade shows like IPC APEX EXPO 2024 when they have no idea why they are going, what they will do there, and what they expect to accomplish at the show. It’s plain dumb. You must have a plan, man. Know why you’re going and what will happen when you get there. Set goals and make sure that you achieve those goals.

The first thing is to know exactly why you’ve invested in IPC APEX EXPO 2024. If this is your first time there, I assume you have previously walked the show floor, making sure that the right people and connections are there for your company’s products and services.

If you and your teammates are flying into California to attend this show, chances are you will be spending $15,000 to $20,000 on travel, hotels, your booth, and more. That is a pretty good investment, so just like any other investment, you’d better know why you’re doing it.

To help you squeeze every penny from those twenty thousand bucks, here are 16 things you need to do:

1. Set clear goals: Define specific, measurable objectives for attending the trade show, whether generating leads, networking, or launching a new product.
2. Pre-show marketing: Tell people you will be there and give them a reason to stop by and say hello. Promote your presence at the trade show through email campaigns, social media posts, and targeted advertising. Best of all, make sure you set up appointments with current and prospective customers in advance.
3. Strategic booth placement: Choose a prime location for your booth that receives high foot traffic and visibility within the venue. In the case of this show, you better have done this a year in advance to make sure you are not facing a dead wall with the bathroom doors. Come to think of it, that’s not a bad idea.
4. Eye-catching booth design: Invest in an attractive and professional booth design that reflects your brand identity and captures attendees' attention. If you have a product, make sure you have samples of that product available for viewing.
5. Train your staff: Prepare them for booth duty so they are knowledgeable about your products and services. Train them to be approachable and skilled at engaging with attendees.
6. Networking events: Attend industry networking events and social gatherings surrounding the trade show to connect with potential clients, partners, and industry influencers. You’re there to network, so do it.
7. Host a presentation or workshop: If you have a special product, technology, or new piece of equipment, talk about it. Secure a speaking slot at the trade show to highlight your expertise and attract attendees interested in your topic.
8. Offer exclusive deals: Provide special discounts, promotions, or giveaways exclusive to trade show attendees to incentivize engagement and drive sales. If you’re selling equipment, sell that demo model you brought. You don’t want to ship that back to the factory in shame.
9. Lead capture technology: Utilize QR codes, business card scanners, or mobile apps to efficiently collect and organize attendee contact information. You’re there for the leads. Make sure you not only capture them but also note what each lead wanted so that you can provide them with personalized information when you follow up.
10. Follow-up plan: Develop a structured follow-up plan to nurture leads acquired at the trade show, including personalized emails, phone calls, and targeted content. Gather feedback from booth visitors to assess the effectiveness of your trade show presence and identify areas for improvement. This is what it is all about.
11. Social media engagement: Leverage social media platforms during the trade show to share live updates, behind-the-scenes content, and engage with attendees online.
12. Collaborate with partners: Partner with complementary businesses or industry associations to co-host activities or share booth space, expanding your reach and resources.
13. Attend educational sessions: Participate in educational workshops, seminars, and keynote speeches offered at the trade show to gain insights and stay informed about industry developments. You are there to listen and learn, so pay attention. Have a list of things you want to find out about as you go into the show.
14. Build relationships: Focus on building genuine relationships with attendees rather than solely focusing on sales, as cultivating trust and rapport can lead to long-term partnerships and referrals.
15. Measure ROI: Track key performance indicators such as lead conversions, sales revenue, and brand visibility to evaluate the return on investment from participating in the trade show.
16. Post-show analysis: Conduct a comprehensive post-show analysis to review your performance, gather insights, and inform future trade show strategies and investments. Make a list of what worked and what did not. Include what you would do differently. In fact, ask yourself the most important question of all: Will you invest in this show again next year?

In the spirit of under-promising and over-delivering:

Get some branding and publicity: Hook up with media companies like I-Connect007 and get interviews if possible. Talk to them about they can help you through their branding and advertising programs.

If you do these things and do them well, I can guarantee you will get the most bang for your investment dollars. I have a complete plan for getting the most from your trade show dollars I developed for my clients. If you’re interested in a copy, send an email to danbbeaulieu@aol.com.

It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.