How to Increase Leads at Trade Shows
How do you measure success at a trade show? For many brands, it’s about walking away at the end of the day with a solid number of leads. To increase the qualified leads that you collect at a trade show, use these tips:
When it comes to attending trade shows, some of the lead generation work can be done ahead of time. In the weeks leading up to the event, be sure to advertise on social media that your brand will be in attendance. Send out an email blast to prospects letting them know your booth location, and what will be featured, along with a schedule of any events or contests you may have planned. Depending on your budget, it may also be a smart idea to purchase banner space on the trade show’s website to announce your presence at the event.
Something else you may want to consider is an online sign-up where potential buyers and wholesale distributors can schedule a reserved time within your booth. You don’t have to shut down the booth to everyone else in the trade show, but you should definitely make sure that a trained member of the staff is on hand to talk to each appointment. Using an online registration ensures that the most qualified leads (the ones who are taking time to schedule a time with you) get one-on-one time with your team. This will help you build a stronger relationship with each guest since they’ll feel like they just got the red carpet treatment.
Many trade shows have speaking opportunities available for thought leaders in the industry. If possible, try to snag one of these speaking gigs for yourself or someone else within the company. Not only does this establish you as an expert within the field, but it also gives you the invaluable chance to mention your brand name and booth location in front of masses of trade show attendees, including buyers and wholesale distributors.
The team you bring should be trained on how to approach and sell to potential customers as they walk into your booth. You also need to make sure you’re adequately staffed to deal with the volume of people expected to be at the trade show. A brand’s nightmare is to have potential buyers or wholesale distributors wandering into the booth, not being greeted or attended to, and then walking away with a sour taste in their mouth. Every visitor to the booth should leave with a positive impression of the staff and the brand, so plan ahead for these needs.
Not everyone at the trade show will be considered a direct competitor with your brand, so become friendly with the ones that aren’t. Stop by the booths right around yours and make an agreement to exchange referrals. When a guest is leaving your booth, suggest that they stop by your neighbor’s, and vice versa.
Are you attending trade shows in the hopes of expanding your distribution? Contact Mr. Checkout Distributors to talk to a team of experienced distributors who service over 35,000 locations nationwide.