Posted on December 11, 2023

3 Strategies to Get You Ready for Trade Shows in 2024

The resurgence of in-person trade shows is causing a mix of excitement and apprehension among planners and marketers. These events have long been crucial for business development and lead generation, but the landscape has evolved dramatically since the pre-pandemic era. In this new world of multiple event formats and ever-evolving challenges, successful trade show strategies require adaptability and creativity.

To shed light on effective practices in the modern world of trade shows, we interviewed two experts in the field: John Smith and Sara Clarck. They shared their insights on lead generation, booth traffic, pre-set appointments, investments, event check-in, lead qualification, and post-event follow-up.

Lead Generation

Question: How early should you reach out to prospective attendees?

John: We adopt a phased approach to promotion. Several months before an event, we start mentioning our presence to relevant audiences. About 2-3 weeks before the event, we engage in targeted outreach through digital, social, and email to confirmed attendee lists. We’ve found that this approach generates a spike in responses and interest within the final week before the event.

Sara: Email outreach can commence approximately six weeks ahead to provide a gentle reminder about the show. Cold calls can start around 4-5 weeks out. Initiating appointment scheduling about 2 weeks prior to the show is ideal as anything sooner may not be as effective since the event is not top-of-mind for attendees at that time.

Question: How do you maximize traffic at your booth?

John: Pre-show, we actively plan ways to attract traffic. We employ various strategies, including promoting 1:1 pre-set appointments, offering in-booth gifts, organizing in-booth activations like coffee bars or happy hours, hosting raffles, incorporating entertainment, and running fun activities or contests.

Saral: Additionally, consider an attractive booth design and layout. Think about the number of entry/exit points and whether there’s a theme. Ensure that your sales teams and booth staff are engaging, welcoming, and well-trained. Utilize touch screens and interactivity, conduct live demos, and get creative to make your booth stand out.

Question: What are the secrets to driving more pre-set appointments?

John: It’s crucial to understand your value proposition and how to position your brand effectively. Identify the channels that will best convert to pre-set appointments, which may include sales outreach or emails from executives. Knowing your audience and what resonates with them is essential.

Sara: Tactically, identify your ideal persona and facilitate appointments by offering additional meeting spaces away from the trade show floor. Schedule appointments at unconventional times to increase memorability. Utilize a dedicated appointment setting tool and maintain a consistent appointment setting process for better results.

Question: Should you invest in the list?

John: Yes, investing in a reliable attendee list can be a wise decision. This investment often pays for itself by leading to meaningful on-site conversations. Standing out at trade shows is essential, and having a strong pre-event presence can give you the edge.

Event Check-In

Question: Explain the importance of a consistent tool for each show so reps know how to use it and leads are not lost.

John: Consistency is crucial when it comes to event check-in. Using a consistent, user-friendly technology solution helps in training staff, setting clear expectations, and monitoring tech adoption across all events. It allows for real-time adjustments to ensure leads are not lost and data quality is maintained.

Sara: A single source of truth that syncs with reps and their managers’ calendars is essential. This ensures everyone stays on the right track, and the tool should seamlessly integrate with CRM and marketing automation platforms for automatic lead upload and speedy follow-up.

Lead Qualification

Question: How do you rank prospects?

John: Lead qualification is a fluid process. While you can use qualifying questions to assess readiness to buy, familiarity with your solution, and more, it’s crucial to listen and understand the unique business cases of each prospect. Be a partner in identifying solutions.

Sara: Create custom qualification questions with weighted point values for certain actions to determine the most engaged prospects. Questions like “Does this person have a business need?” or “What is their budget?” can help in ranking prospects effectively.

Lead Activation

Question: Any tips on integrating with a CRM and syncing with Salesforce?

Sara: Many software solutions offer custom integrations with major SaaS apps like Salesforce, Marketo, Oracle, Eloqua, HubSpot, and more. Ensure your chosen tool can seamlessly sync attendee data, event data, contact data, and qualification data with these platforms to streamline lead management and follow-up.

Post-Event Follow-Up

Question: What are some best practices for post-event follow-up?

John: Immediate follow-up is crucial. Real-time technology and insights can identify opportunities for follow-up during the event itself. Post-event, aim to be in touch immediately and thoughtfully, demonstrating that you heard and processed attendees’ needs and preferences. Prompt follow-up is key to outpacing the competition.

Conclusion

In the evolving world of trade shows, success requires a dynamic approach that spans lead generation, booth traffic, pre-set appointments, investments, event check-in, lead qualification, and post-event follow-up. Leveraging technology, understanding your audience, and maintaining consistency are key to thriving in this ever-changing landscape. By implementing these tips from industry experts, you can make the most of your trade show experiences and drive meaningful results for your organization.