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Trade Shows and Networking Events by Bridget Opfer, Contractors Inc One of the primary ways to connect with potential new and current customers is through trade show and networking events. Here are some overall best practices to ensure a successful event: • Support the theme. • Draw attention.
Shows usually have a theme. Embrace it! • Participate in the theme if possible. • Draw attention with theme and giveaways – $5 to $25 cash giveaways are always a hit. But remember to get something for giving – ask “Is there any work you need bid at your property?”
• Use social media – Facebook, LinkedIn, Instagram – to promote.
• Good client interaction is guaranteed with theme support and game inclusion. In most associations there are also awards for booth theme participation. Getting recognized with an award is free advertisement and easy PR.
• Remind customers before the show through social media, email, phone calls.
• Use a theme-related promo and high interest grabs that will stick around your target’s office or home.
• Make sure to thank the customers for coming by and send a thank you note to any new person you meet.
Important things to keep in mind during the show:
• Make it FUN! • Have games, pictures.
Most of the business development work at an event happens before it starts. • If possible, get a list of attendees before the show. • Set targets from the list of attendees or industry info for your area. Send an email blast to attendees to hype your booth. Include your booth number and any prize or game you may be playing. • Reach out to key targets prior to the show and set up one-on-one time to talk if possible. • Post to your Facebook page on the day of the show, showing the booth setup. Include a reminder of your booth number.
• Note follow-ups and interest during the show. You should always have a notepad with you. • If you have a prize for collecting business cards, write on the target’s card a follow-up need note. Take a picture of their card and email to yourself during show with note. An iPad and salesforce can also be options if you have the personnel and time during the show. • Send individual thank you emails to attendees, even ones you know didn’t stop at your booth. • Remind to call on your services. Follow up with a phone call, visit, email to targets with interests. Also, follow up with targets you may not have been able to see at the show.
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