Introduce Yourself to the Decision Maker

There are many benefits of the face to face interaction available when attending a trade show. Even without any preparation, there is always knowledge to be gained on the trade show floor. However, if you are attending a trade show in order to expand your sales, you have much to gain from some pre-show preparation. A little investment of time and promotion is likely pay for itself in resulting sales. You can be creative or direct, but you want your target market to step into the exhibit hall with some knowledge of your presence. Here are few ways to have them beat a path to your trade show display on opening day.

1) Send an invitation by e-mail or post to the potential client.  You can make a mailing stand out with a “Save the Date” magnet or link a video introduction to your e-mail, but remember less is more.  Make it grab them, not stack up on a desk pile or get backlogged off the page of their inbox.  You can invite them to check in on a site that has different offers as the trade show approaches, but don’t flood their inbox or phone.

2) Include an incentive for them to visit your display.  Bring this postcard, or download this offer onto your phone—choose a variety of forms appropriate for your target audience.  It can be a coupon, a ticket to an onsite drawing, or a “mention this,” just make sure it is something that they have to show up in person to redeem so you have that opportunity to meet them face to face.

3) Make the incentive two fold—one benefit for the individual, one for the company. Consider a promotional gift that is invitation only for your target client and a discounted price on any transaction closed within ten days of the trade show for the company.  Chances are good that your target audience will appreciate the personal attention as well as the opportunity to make a good deal for his or her company.

4) Give your pre show material the same graphics as your display booth.  Tie in icons, logos, colors so your display will be quickly recognizable on the exhibition hall floor.

5) Remember this is the initial step in a potential long term business relationship.  Keep it as positive and engaging as possible!