Getting the Most Out of Your Next Trade Show or Conference

It's trade show and conference season and time to gear up your strategies and tactics for success. Whether you are a home business, a consultant, a small business or large, choosing which events to attend and strategies to get the most out of those events are key to ROI and brand success. Here are some ideas to get you started.

1. Don't attend events because they seem interesting. Attend events based on ROI and what you and your business will get out of them.
2. Attend events because your customers will be in attendance. Frankly, spending money on events to rub shoulders with your peers is not good business strategy. In terms of learning, most of what you can get by traveling to a conference to hear  speakers, you can get by reading books or through online searches. Expenses matter and add or deduct from your bottom line. When it comes to spending dollars on travel, accommodations and event fees, determine ROI first.
3. Before you attend an event, spread the word. Use Twitter, Plurk, text messaging, e-mail, direct marketing and your blog to let others know when you will arrive, when you will leave, where you are staying and how they can hook up with you. One on one meetings with customers and peers add to your success.
4. If you are exhibiting prepare carefully: 1) Get a list of attendees and exhibitors from the event's host(s) and send a brochure and a letter with your booth number to every person on that list. 2) Prepare your exhibit, from backdrop to handouts, to ensure your value proposition and why customers should care about your business are clearly stated. 3) Giveaways should relate closely to your business (e.g., a tape measure if you sell windows, appliances, furniture, etc.). 4) Don't hide out in your booth. Be sure someone from your company is walking the floor at all times, introducing themselves to customers and getting ideas from and intelligence about other exhibitors. 5) Gather business cards by offering a raffle and when walking the floor.
5. After the event, use the business cards you gathered (whether as an exhibitor or an attendee) to send a personal thank you to everyone who stopped by your booth or whom you met. Follow-up with a telephone call to ask how you can help.

Here are a few messaging suggestions:

• Keep your backdrop to company name, logo web address, tag line (value proposition), and key bullet points of two to three words. Copy needs to be readable from 15 feet away.
• Use your business colors.
• When talking with visitors, don't sell. Listen instead. And respond with a solution if you have one.
• Ask everyone you meet if they would like to have their e-mail added to your newsletter, white paper, etc. distribution list.
• Smile. Be friendly. And be interested in others. Don't spend most of your time talking about yourself or your business.

Please share your ideas for success.