I emailed this to our exhibitors last February, and thought now -- the middle of the summer wholesale show season -- would be a good time to resurrect it.
"How was your show?"
It's a question you'll be asked repeatedly -- by fellow exhibitors, by visiting artists, by your exhibits manager, even friends and family. What will your answer be?
Setting goals & objectives
About six weeks before the show, take some time to WRITE DOWN some specific goals and objectives for the show. They should be realistic and attainable. You should, of course, include your total sales goal, but think beyond the bottom line. Tradeshows are much more than an order-taking opportunity⦠they are a venue for developing and maintaining personal relationships with current and potential customers.
Some sample goals & objectives:
- Collect contact information/business cards from 25 new buyers
- Make personal contact with one member of the media
- Bring 80% of last year's buyers back to the booth
- Add three new buyers from the west coast
- Schedule social visits outside of show hours with two top buyers
- Distribute 50 catalogs to qualified leads
Meeting your goals & objectives
You can't just sit in your booth, keeping your fingers crossed that you'll meet your show goals. After you put your goals on paper, write down at least one specific step you can take before or at the show to meet that goal:
- Collect contact information/business cards from 25 new buyers
If you missed out on the show's co-op mailing program, you can still reach new buyers. A little bit of internet research will provide you with the store names and addresses of retailers across the country. Give a handful of them a call, or send out your own postcards. Also, don't discount networking opportunities at the show. Attend retailer breakfast seminars, awards ceremonies, and the show party and INTRODUCE YOURSELF to buyers. Exchange business cards. Not all business is conducted on the show floor.
- Make personal contact with one member of the media
Send out pre-show press releases to targeted trade media ("Sue Smith Debuts New Ceramic Work at Buyers Market in February"). Put press kits in the Press Office. Watch for press badges on the show floor and introduce yourself to members of the media.
- Bring 80% of last year's buyers back to the booth
Send a letter or handwritten invitation to last year's buyers providing them with incentive to visit your booth (all returning buyers who write an order at the show will be entered into a drawing to win a free iPod). You should CALL all of your previous year's buyers to see if they'd like to schedule an appointment in your booth.
- Add three buyers from the west coast
Develop a special sales plan for specific buyers. When a buyer enters your booth, pay attention to the store location listed on their badge. If they are in your target area, engage them in conversation about your work and your hopes to increase your presence in their region. Offer a special incentive to them to write an order (free shipping, etc.).
- Schedule social visits outside of show hours with two top buyers.
Call your top buyers next week. Invite one to dinner on Friday night, and one to breakfast before the show opens on Monday. Build your relationships. Find out what they need.
- Distribute 50 catalogs to qualified leads
Don't just hand out your sales materials like candy. Learn at least one qualifying piece of information about a buyer and get their business card before giving away any sales materials. Give catalogs only to buyers who you feel legitimately could turn into potential customers. Have postcards or other less expensive handouts available for buyers who may not be a good match for you.
Now, how was your show?
By setting specific and MEASURABLE goals, and taking action to meet those goals, you will be able to most effectively determine whether or not you had a good show. Remember, your show experience is about more than the number of orders you write on site; it's a valuable opportunity to take steps that will help your business flourish over time.
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