Today, business interactions increasingly take place in an online environment. Conference calls replace in-person meetings. Webinars displace seminars. LinkedIn groups supplement on-site user conferences.
Yet for all of that online interaction, there is still nothing like a face-to-face meeting. Putting a name to a face and having an in-person exchange of ideas and thoughts can create mutually beneficial relationships that last for a very long time.
Showcasing your company at an industry event provides a great opportunity for creating these types of connections. A large industry tradeshow, a regional event, or a user conference all give you the chance to put yourself and your services in front your target audience and establish relationships.
But these events can be costly. So to make sure it is worth your time – and money – follow these guidelines to success:
Research
Of course you should look for events that reach your target market. What is really helpful here, however, is to be very specific about who your target market is. The more specific you can be, the more successful the event will be for you.
For example, say you are a printer, offering a range of services to clients. You could attend a general business event, talking about your printing services. But, when you really get specific about your ideal customer, you see that your specialty lies in a specific area – let’s say it is printing menus and other materials for restaurants.
So, rather than attend a general printing show, it would make sense to find events or tradeshows in your area that target restaurant owners. Targeting this specific group lets you create precise messages and materials that can help you more effectively reach your target audiences.
Pre-Event Planning And Promotion
Once you find an event that fits your target market, sign-up for it as soon as you can. Signing up early gives you a head start on your promotions and helps you get the most out of your attendance at the event.
Use a range of communications channels to promote the fact that you are part of this event:
Write up a press release announcing your participation and be sure to send it to any publications/websites that follow the event and the industry.
Write social media updates and blogs posts about your involvement with the event, using any hashtags relating to the event and the industry when possible. Be sure to find other Twitter followers and LinkedIn Groups that are interested in this event, and share your news there as well.
Write an article about the event and publish it in your customer newsletter. This helps customers see your news and helps them to experience you as being actively involved in the industry.
Continue to use these channels regularly in the days leading up to the event, posting news relating to your presence and what you will be showing.
Success at the Event
You’ve promoted yourself, generated excitement, now the event is here. To create a compelling presence during the event, you’ll need to follow some additional guidelines.
First, make your table/stand look as professional as possible. This includes having expertly created signage, a tablecloth, and ways to showcase your product or service.
Be sure your information is relevant to the audience. Our printer at the restaurant show, for example, would not just bring print samples; he or she would bring samples that are relevant to the restaurant industry, such as menus, tent-cards, posters, etc.
And, don’t be shy! Approaching a perfect stranger and engaging them in conversation can be uncomfortable. But that’s why you are at the event, and many people will gladly welcome a friendly smile and warm conversation. You never know what opportunities can result from a simple hello.
Finally, don’t forget to continue to post to your social media channels while you are the event.
Keep the Opportunities Going
Once the event is over, keep the momentum going with good follow up.
Go through the leads you have and rate them based on how likely they are to do business with you today – and in the future. Send all the leads a brief – but personal – thank you email that reiterates what you spoke about and the benefits of your products and services.
Then, reach out to your top prospects by phone. There will be plenty of time for online communications later, but now is when personal communications matters most.
Taken together, these strategies will help you get the most of any event you attend. Most importantly, it will help you create connections that can lead to growth for your business.
Marion Williams-Bennett is the Principal of Create Communications, a consulting practice that helps companies in the graphic arts space define, create, and tell their stories. For eight years, Marion managed corporate communications for Pageflex, a leading provider of web-to-print technology. Today, her clients include locr maps, duomedia public relations, Unified Data Development. And while promoting technology is at the heart of what she does, Marion says that what really energizes her is telling stories about the positive impact technology has on the people who use it.
Connect with Marion: Create Communications / EMAIL / LinkedIn / Twitter @mbbennett
One Response
This is great advice. The face to face interaction necessary to create lasting bonds in business is invaluable. Contacts last longer than we think, and they are stronger when face to face.
E Teller, http://www.abbottscp.com