QUESTION: According to the trends you are observing, who is coming to trade shows today and how can I reach these attendees?
ANSWER: The events industry had been slowing with the economy, but also with the economy, it is picking back up again. I have observed fewer attendees on the show floors in general but, of those who are attending, there are more decision makers who have researched any products and services of interest before the event.
Today’s attendees are focusing their time on a few viable options and bringing prepared questions to ask those exhibitors. If your company is not on their short list but may be a good fit, quickly demonstrate your value for an opportunity to continue the conversation. When you are speaking to these attendees, listen and then respond with authority. Also, follow up as soon as possible after your encounter. Otherwise, you may lose a sale to a competitor who sent their first follow up messages at the end of the day or sooner.
Beyond these qualified buyers, you will meet other attendees (i.e. magazine advertisement sellers, people looking for anything free, and those who want to help you expand your market overseas), but elaborating on those attendees would be a topic for another article…
Robyn Davis - Owner, When I Need Help (WINH)
Robyn helps exhibitors improve their results at conventions and trade shows by providing on-site sales and marketing support, pre-/post-event consulting services, and convenient products. Contact Robyn to discuss your situation today!
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