I just attended the Mid-America Trucking Show, the largest trucking trade show in the world. While there, I watched the 80,000 attendees navigate more than 1 million square feet of exhibit space to interact with more than 1,000 companies.
What struck me more than the size of the event was the fact that many companies, having spent a significant amount of money to attend, were not adhering to some key steps to trade show success.
1. Listen more than you talk.
People feel significant pressure to sell at the show – after all, that’s why they are there. However, many marketers are so busy selling that they miss out on the opportunity to learn more about their customers.
Trade shows are a relatively rare opportunity to talk to customers about their experiences and get personal feedback from them. When I interact with customers at trade shows, my first question is almost always “How’s your business?” This tells them that I am interested in their success. Furthermore, I can’t tell you the number times their answer to that question has given me a chance to come back to them with a solution we can provide.
One company that listens well at trade shows is a client of mine, TravelCenters of America (TA). While TA wants to sell as much as anyone else, they use the show as a customer service opportunity. They get and document feedback from customers. They ask for their ideas and address issues. Some of the most innovative services or service enhancements they’ve implemented in the last few years have been the result of feedback they’ve gotten at the show. And that is driving their long-term success.
2. Collect data.
This may sound basic, but it’s amazing to me how few companies have a systematic approach to collecting potential customer information at trade shows. Trade shows are expensive, whether you’re exhibiting or just attending, but in either case, you are investing in exposure to a significant audience of potential customers.
However, the show itself is over in just a few days. And if you don’t collect information while you’re there, your investment will be over just as fast. Avoid that by:
- Exchanging business cards whenever you can. It’s the most basic form of data collection, and it’s still effective.
- If you’re exhibiting, have a giveaway where you collect business cards. You’ll get everything from names and email addresses to company affiliation. You need this so you can build a relationship you can leverage after the show.
- Consolidate the anecdotal information your company representatives receive. You’ll be able to identify issues to address and opportunities to pursue.
3. Continue the conversation.
Once you collect information, use it to keep the conversation going after the show. I’ve had more than a few marketers proudly show me a stack of business cards held together with a rubber band that they collected at a trade show. Some have a spreadsheet with the information of attendees whose badges they scanned. More advanced marketers often put the information in some sort of customer relationship management (CRM) tool.
But all these tools amount to nothing if there isn’t a plan to connect in the future. Continue the conversation directly – through avenues like email or phone calls – or indirectly through websites, blogs and social media.
Trade shows can be a great investment and drive significant business. However, you need to think of them not just as an event, but as any other paid media: You’ve purchased access to an audience, and in this case, a live one. So listen, collect information, and make a plan to continue the conversation. After all, it’s what you do with your access that makes all the difference.