Time is money. Here’s how you can save some at a trade show

A trade show can leave you with mixed emotions- you may be happy with the positive response you get, but all that exhaustion might make you wonder why didn’t you have more time on hands? Time is of the essence here, isn’t it? What if you could save some? Yes, that’s very much a possibility. Here’s how:

Play smart with your promotions: Think of promotional material that goes down well with multiple shows. The idea is to avoid repeating the process for every show and putting in extra time and effort. However, be sure to understand your target market and do thorough research on their age group, gender, occupation, and likes and dislikes, so as to create material that they actually want to see.

Qualify your leads while they are hot: More often than not, staffers at the booth send over random leads to those back at the office. Make sure you don’t make the same mistake. Qualifying your leads during the show will not only save your time but also ensure that the sales team gets only those leads that seem genuinely interested. Also, it’s advisable to get hold of a good lead collection system and a badge scanner. The former can help you collect the leads and measure their conversion rate, while the latter can come in handy if you need to keep a record of the attendees’ contact details. A good scanner would forfeit the need for writing down these details, especially for the attendees with no business cards.

Brief your staff before the show: On-site training is a big no-no. Whatever it is that you need to tell your staff – whether it’s reminding them of the basic rules like not to eat inside the booth or chew gum or imparting product-specific knowledge, do it 3-4 weeks before the show. This way you can focus on finishing touches and details when the show actually begins. If you want, you can also monitor the leads generated by each staff member so as to measure their efficiency and decide who all should be accompanying you to the next show.

Go for an easy-to-install design: A lightweight and portable display is like half the battle won. You’ll be able to set it up in no time, and would have some extra hours at your disposal for other important tasks. However, don’t forget the very purpose of your booth design – it is supposed to make you stand out, while clearly conveying your message and showcasing your products and offerings – make sure it does that. And if it’s not one of those self-build kinds, then do check with the designer if they offer storage, installation and dismantle services.

You may or may not have enough time to do everything that we have discussed; it’s better to rather choose those tasks that seem the most important – whatever you choose will save you some time for other things that would have gotten delayed otherwise. That’s a win-win!


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