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Fall/Winter 2010 Newsletter Maximizing Tradeshow Leads When it comes to trade-show leads, it’s the quality, not quantity, that matters. A well-thought out strategy can prevent you from wasting money and effort on dead-end leads. To help you get started, we’ve put together a blueprint for lead-generation success: 1. Identify your best prospects. Start by defining who your ideal prospects are, the problems you can solve for them, and how to reach them. This should influence the rest of your planning. 2. Draw them in. Reach out to prospects with an e-mail blast, postcard mailer or trade ad that ties into the theme of your exhibit and highlights the unique solutions your company offers. Provide an incentive to stop by the booth, such as a pocket-sized day planner, pen set, wireless mouse or attractive business card case. Or, send a promotional item with an offer to get a related product at the show. One company sent top prospects a travel kit before the show, and then gave them a travel cell phone charger when they stopped by the booth for a meeting. 3. Educate your booth staff on the objectives for the show. Everyone working the booth should know who is considered a good prospect and the type of information to ask for. This should include details such as budget, timeline for purchase and the names of any colleagues who might be interested in your product or service. 4. Follow up quickly. It’s important to contact your leads before they forget your conversation — or before the competition calls them. Call or e-mail your hottest leads within two days of the show to personally thank them for stopping by. Send all leads something to keep your company top of mind, such as product information and a white paper with an imprinted clip or memo holder. Focused planning will allow you to devote more time and resources to your best leads. We can give you more ideas for maximizing your tradeshow investment. Please contact us today to learn more! Fall/Winter Newsletter