Pro Tips for Exhibitors at the Northwest Event Show Part 1 of 2

  • Jul 17, 2018

Trade shows represent 39.2% of all B2B marketing dollars; often the largest line item in the budget. Here are 10 key strategies for innovating your presence and optimizing your ROI.

1) Tie your company’s goals and objectives into your trade show:

How can the Northwest Event Show become a game changer for your business? What are your trade show objectives and how do they connect to your annual business plan? Do you want to gain new prospects? Influence the marketplace? Enforce your brand message? Are you launching something new?

To optimize your trade show experience, consider not only your goals, but also the objectives of your attendees.

Most of your prospective customers are attending the Northwest Event Show to see new products and technology, participate in hands-on demonstrations, get an idea of trends, improve their skills and expand their professional networks.

Where do your goals align?

Think through how to serve attendees in achieving their goals while fulfilling your own. How do you need to design your exhibit to meet both parties goals? Do you need to add an exclusive event tied to the show? An interactive display? Something else?

2) Promote the Northwest Event Show to your audience.

Butler Events has massive ambitions for this show and is taking bold steps to make it the most prestigious event in the area and beyond. Be sure to add some dazzle to your pre-show marketing message and invite key clients and prospects to your exhibit. Offer an incentive to meet with you for a 1-1 meeting for a scheduled time slot or to visit in general. If scheduling meetings with customer at the show is not realistic, how about letting attendees know they can receive a special gift for scheduling an appointment with you after the trade show? Tie the incentive to your mutual goals.

3) Get the right people to engage with you at the show.

31% of registered attendees will be coming to the show for the first time. What an opportunity to meet new customers and increase sales over the next 12-18 months!

There are at least three areas you want to deliver on better than anyone else exhibiting, especially your competition:

First, person-to-person: Dress the part, look the part, and stay focused on greeting everyone who approaches. This objective starts by wearing your brand with logoed apparel.

From Workshop #1, The Make It More+ Case Study: The Lasting Impressions & Hansen Belyea Team in Make It More+ T-Shirts.

From Workshop #1, The Make It More+ Case Study: Level 1=Copper Lined Drinkware, Level 2=Posters.

Second, hand-to-hand: At the end of your conversation give a gift branded with your logo. There are lots of great ways to use a presumptive close. Say “Thanks for visiting the (your company’s name) booth!” while you hand them a promotional product that is tied to your exhibit theme. Two levels of gifts are best: one for all the people you meet and the other a VIP gift for top customers and prospects.

Third, friend to friend: Always ask what your guests do for a living. Chances are they are eager to tell you, and to make friends. If its appropriate (not forced) ask for their contact information and complete a lead sheet. If they have a business card, staple that to their sheet for follow up after the show. Use set up time and your breaks to meet other exhibitors. Swap cards and war stories if you can; but avoid visiting with them when they are swamped with guests.

Sections 4-10 to follow in the next week. In the meantime, we’re glad to answer questions about your trade show plan, walk you through a strategic follow-up campaign or meet with you to assist with your post-event analysis. 
Visit our website Lasting impressions, email at or call 425.822.6651.
To learn about the Northwest Event Show:

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