There is absolutely no substitute for direct contact when you are trying to reach new prospects or clients. Trade shows and conferences have always been at the top of the list as great ways to get in front of a large group of like-minded individuals in one place. But let’s be honest – travel and booth costs, per diems and all other associated costs they can be expensive.
How can you increase your chances of success at your next event?
Pre-show planning and tactical communication can let people know where you are going to be, and why they need to stop and see you. Here are a few things you should be doing in the months and weeks leading up to your events:
• Invite them via email – and be targeted and specific. Use an appointment-scheduling piece of software or app that allows the recipient to pick a day and time that works for them. Have a specific landing page link in the email that gets them there. But most important – give them a reason! Will you have a show special, special discount, super premium item? If not, consider it. Don’t just send the same email we all get that says – Hey, I’ll be there and so will you – let’s get together! These typically don’t work. Consider different messages and offers for different groups – like customers and prospects.
• Use social media as appropriate. At least consider utilizing LinkedIn and other networking sites to extend your reach, make people aware and even send invitations. This is a low risk, high reward activity that only takes a little of your time.
• Consider a page on your website to let people know where you are with respect to these events. If a prospect hits your site, but doesn’t engage perhaps they will if they see you are going to be at the same event they are attending.
That’s it – now get ready to have the best show of the year – whenever that next event is.