Leverage opportunities to get key account attendees to stop by your booth.
Trade show attendance is a "must do" in most industries. Make your company, products and services stand out from the pack. Develop creative promotional ideas to execute before, during and after the trade show. Maximize every opportunity to make sure attendees stop by your booth--and most of all, write an order.
Sponsor Hotel Check-In Meet and Greet Events
Get the list of the main hotels that show attendees will be staying. Contact the hotel concierge and guest services division to structure opportunities to host a "meet and greet" event in the hotel lobby area. Provide beverages and snacks for guests as they arrive at the hotel.
Have members of your sales team staged at all major hotels to greet show attendees. Greet them with an eco-friendly bag to use and store the plethora of information they will gather during the show. Make sure the bag boldly bears your company logo. Use it to stylize a gift basket that includes your booth location, product samples, maps of the city where the show is located, and other items to make their travels accommodating and most of all...memorable about your company and the welcome you provided.
Key Account Gift Baskets
Demonstrate your appreciation to decision makers on key accounts that you know will be attending the trade show. Find out the hotel where they will be staying. Arrange with the hotel concierge to greet them upon arrival with a special gift basket. Try to create the gift basket onsite at your company so you can include products, brochures and promotional materials about your product line. Make sure your sales team leverages opportunities and reinforces your efforts to get customers and prospects to stop by your trade show booth. Include a special note personally signed by the company CEO in the gift basket.
Daily Prize Awards for Booth Visitors
Incorporate a contest at your trade show booth with daily prizes. Make it simple. Just ask booth visitors to drop their business card into a box for daily drawings. Design the box so that it ties in with your company and product line. Offer prizes that they can use in the city where the trade show is located or make prizes more generic by offering gift card prizes that could be used anywhere, even after the show is over.
Show Order Discounts
Leverage your database of existing clients and customers. Send them a "pre-show" email newsletter announcing discounts for sales orders placed during the trade show. Stagger and decrease discounts. For example, use a 10 percent discount for orders placed on the first day, 5 percent on the second day, and so forth.
Show-Only Special Order Terms
Maximize the opportunity to generate booth visitors and, most importantly, sales orders during the trade show. Offer "show-only" discounts, invoice terms, and other incentives. Use this strategy to get trade show attendees to place an order on the spot to offset your costs and expenses as an exhibitor, write orders from existing customers and gain new customers. Contact existing customers and give them advance notice of special terms you will provide during the trade sprovide an incentive for them to visit your booth and place an order.
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