On-Site Strategy E ngage, Don’t Wait: Stand at the aisle, greet attendees, and ask engaging questions instead of sitting behind a table. Qualify Quickly: Use a simple system (badges, notes, or an app) to separate hot leads from casual visitors. Offer Value: Give a memorable takeaway—a sample, useful guide, or contest entry—tied to your brand. Post-Show Follow-Up Act Fast : Contact leads within 48 hours while the conversation is fresh. Personalize: Reference what you discussed to stand out from generic follow-ups. Track and Review : Compare actual leads, meetings, or sales to your targets to calculate ROI and identify improvements. Control Costs Negotiate early for booth space, share shipping with nearby exhibitors, and measure expenses carefully. ROI isn’t just about revenue; it’s about keeping spend efficient. Key Takeaway: A trade show pays off when it’s treated as a full campaign, not just a two-day event. Clear goals, proactive engagement, and disciplined follow-up turn booth traffic into lasting business.
HOSPITALITY NEWS OCT | Page 39
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