How to get the most out of the shows you participate in. We are nearing the season where it seems like there is wedding show each weekend. As you look over your budget and decide which shows to attend, it is easy to miss the next step of maximizing your tradeshow investment.
Pick the right people! – You may be the master at your craft, but are you the right person to draw people in? Spend some money and hire someone who is outgoing and personable that can engage the people and then you can talk about your area of expertise – the service you are providing. Attendees don’t want to be sold, they want to be educated. Instead of selling, show them what your service/product can do for them and how they will benefit from it.
Ask the questions & listen – So many times we spend so much time talking about ourselves, our product and our services that we forget to listen. Take a minute to ask the questions and find out what they are looking for. Try to make a connection that you can refer to after the show. Everyone is unique with their own style and sometimes it may be a fit and sometimes it is not. If you find out that you are probably not a good fit for the particular couple, help them out and refer them to someone who is.
Create an inviting space – Invest the few extra dollars to make your space stand out. This is an overall picture of who you are and what you represent. If you threw together some items at the last minute, the space will look like it. Utilize local industry professionals, florists, décor companies, photographers, etc. to create an inviting atmosphere. The engaged couple will be acting on emotion and will want to “feel good” as they are talking with you. This also applies to the way you look, make sure that you are dressed appropriately.
Create the reason – What is the incentive for the couple to book with you? Are you offering a value-add to those that book onsite or schedule a consultation? Are you offering a discount on your services? Is there a great prize to win or a cute take-away? Give the engaged couple a reason to remember you and to book with you.
Follow Up – Once you have collected the information, now what? You must act on it immediately. Many professionals have pre-set emails ready to go so that after the show they are sending a follow up that day. Hopefully when you met the couple you found a connection and can refer back to it in your follow up.
Remember that even if this is your twentieth show, this is probably their first show!