Every year businesses around the country purchase booths at expos to expand their network and display their services or goods.
A business can usually expect to pay $100-$150 per square foot for a booth space. And this is only around 30% of the entire cost! Businesses must also factor the cost of show services, exhibit design and display, staffing, and promotions! With such a significant investment, it is wise for businesses to consider how they can maximize their purchase. Here are some things to consider before, during, and after an expo to maximize your investment:
Before the Expo
Preparing for your expo beforehand is vital to a profitable time during the event.
- Plan, print and prepare your booth. Set it up beforehand to get some practice.
- Plan how you will collect leads- perhaps a business card entry for a prize.
- Share the Facebook event of the expo you are attending and invite followers to attend.
- Send email invites to loyal customers and strong prospects inviting them to attend the expo.
- Make a social media plan. What will you post and when will you post it?
- Pack an “emergency box” full of pens, a stapler, tape, scissors, fishing string, trash bags etc.
- Purchase bottles of water for your team and/or for clients.
During the Expo
Running an expo is all about building relationships. Be friendly, smile, and genuinely desire to help those who visit.
- Place your booth table behind you to make yourself accessible to your booth visitors.
- Have your booth manned at all times, preferably by a technical expert.
- Ask visitors open-ended questions that create an ongoing conversation.
- Target digital ads to your expo location with geo-fencing. This will allow you to stay top of mind in those who visit your booth long after they leave.
- Avoid being on your phone.
- Follow the 80/20 rule: listen 80% of the time, talk 20% of the time.
- Do not eat in your trade show booth.
- Follow the SHOW model (depicted below).
After the Expo
A follow-up with visitors to your booth is the most important part of the entire expo process. If you don’t quickly capitalize on the leads you’ve generated, the entire experience may be in vain.
- Email visitors to your booth with a summary of who you are, what you do, and how you can help them. Thank them for coming to your booth.
- Write a handwritten thank you note to visitors. This will make you stand out in a personal way amidst a non-personal world.
- Do what you said you would do. Send specific quotes or answers to questions to people you said you would answer.
There are so many components that go into a business expo. Butler Creative Group can help generate leads at your expo that last long after the event is over. Whether its banner design, printing, email marketing, or geo-fencing, our full-service marketing agency is here to help you capitalize on your big expo investment. Feel free to give us a call at 903-596-6210 or email us at firstname.lastname@example.org.