Today, more than ever, trade show exhibitors need and expect support in maximizing the return on their show investment. This 90-minute program is designed as a value-added program for trade show managers and producers to offer to their shows’ exhibitors, to help ensure that they have a successful, productive experience. Included in the program are “staggering stats” from the Center for Exhibition Industry Research demonstrating why trade shows are the most cost-effective way to meet potential customers. Exhibitors leave this session with tools and techniques they can use immediately to improve their effectiveness on the show floor.

Program Objectives:

• To add value to the exhibitor’s investment in trade show participation
• To increase awareness of trade show participation as a cost-effectiveness way to connect with both existing and potential customers
• To provide specific tools for increasing lead generation at trade shows
• To understand the importance of planning prior to the show and following-up after the show

Topics covered:

• The value of including trade shows as part of an overall integrated marketing strategy
• What attendees want and expect from show exhibitors
• Why the booth staff is more important than the booth itself
• Developing and implementing a pre-show promotion plan
• The difference between meeting a customer in a booth and making a sales call
• Basic booth etiquette that will draw customers in, not scare them away
• Qualifying leads and handling booth traffic
• The importance of keeping booth staff energized and engaged
• The impact of post-show follow-up: tips for implementing a lead follow-up system
• Planning for next year’s show: specific goals and strategies

Format

• Designed for trade show planners, exhibitors, and booth staff
• Interactive 90-minute session
• Most effective delivered on-site prior to show opening, or at pre-show exhibitor meetingsLonger, more in-depth sessions also available