This article is provided by Jason Dirkham.

Trade shows are an amazing way to boost your business. Build all important relationships with potential business contacts, meet your suppliers and attract new customers with the right trade show presence. A trade show can also be a busy place, so how can you be sure you’ll get the most out of it? 

Before The Trade Show

Planning is key for a successful trade show visit. Set a measurable target for your time there. This target could be to come away with a certain number of new contacts, or to have made introductions with a certain number of potential suppliers. If you have a goal, you can measure how successful you were afterwards. 

Do your research first too to formulate a plan. Check the list of other attendees and work out who is competition and who is a contact you want. For the competition, think about how you can make sure you stand out from them. For people you want to meet, find out where their stand is going to be so you can find them easily on the day and introduce yourself. 

Your stand is important too, so bring in the best you can afford to design it. Check out an Event Display’s Guide to make sure you bring the best stand you can. Maximize the space available to you, but don’t overcrowd your space either. Make sure you’ve ordered things like business cards, brochures and flyers well in advance so they arrive in plenty of time. 

Make sure your customers and partners know you’re going to be attending. Many trade shows now provide graphics to advertise where you can be found on the trade floor that can be used in email signatures and on social media. Ask staff to change their email signatures, and get the social graphics online. Shout about where your stand will be, and what you’re bringing with you. 

Don’t be tempted to staff the stand with your newest team members. While it can be great experience, they’re unlikely to be able to handle all the questions and it won’t show your business in the best light. Send the new staff, but make sure they’re joined by some of the strongest members of your team too. There needs to be someone available the whole time who can handle any questions that come up. Choose charismatic, confident, knowledgeable team members who are sure to impress. 

During The Show

Get a rotation for breaks so that any less confident staff members aren’t left on the stand without support at any time. 

If your office has a uniform, make sure everybody wears it. If there isn’t, find a way to make staff manning the stand look uniform, whether that’s by wearing a shirt in the same color or using a lanyard with your logo on. This helps make it clear exactly who works for you, making it less confusing for anyone stopping by the stand. 

If you have products, find a way to make them interactive. Give product demonstrations or find a way to display them in an interesting manner. 

Make sure you’re posting on social media throughout the day. Share snaps of the booth, post videos of any demonstrations, or film a walk through from the entrance to your stand so people can find you really easily. Keep an eye on your social feeds and interact with other companies at the show. This virtual networking could lead to even more new contacts. 

After The Show

Go back to those targets you set before the show. Did you meet them? Why or why not? What worked that you remember for next time, and what needs to be corrected? 

At most trade shows, you’ll probably gather a lot of business cards. Don’t just shove them into your desk drawer never to be seen again. Take the time to go through them and look into the people who gave them to you. Identify who will be useful and add their contact information into your system. Prioritize anyone you think will be really important and reach out to them. A quick email to say thank you for stopping by the stand and to follow up on any conversation you had is a great way to solidify the new relationship. 

If you had promised to send anyone more information or any print material, make sure you do it promptly. 

Make sure you acknowledge the staff who worked on the stand. Trade shows are tiring, but an email to say thank you goes a long way. You could even treat them to lunch or leaving early the next day to recover. 

This article is provided by Jason Dirkham.