by Charles Pacheco
on 29-08-2021

How to Maximize Traffic at a Show

Shows are all about maximizing numbers. The number of people you can interact with. The number of business cards you can collect. The number of quality conversations you can have. It's VITAL to draw in as much traffic to your booth as possible.

Let’s Get on the Show Radar

Maximizing visitors at a Show requires 2 buzz-generating efforts:
• Outreach before the tradeshow (months before, maybe even a year before),
• Standing out during the show (remember our previous tips? Now’s your time to shine!)

Creating a Buzz Before the Show

Consider this your homework before the Show. Let’s get people thinking early about it. They should see enough of you, your name, and your brand in the weeks and months before to become synonymous with the show

Social Media

Social media will obviously play a key role before, during, and after your Show. You’ll want to use the Show hashtags (e.g., #fabtech18, #ipcapexepo) when you’re sharing information about your attendance there.
•
Know your booth number? Announce it loud and proud. (Helpful hint: A floor layout saying “We are here!” is incredibly helpful to highlight your little corner of the tradeshow galaxy.)
• Have an update on the development of a product for display? Tease your followers with drawings, pictures, and videos of various stages of production.
• Research and use the appropriate hashtag for the event (Ex. - #FabTech18, #InfoFlex, etc.) to be heard in the digital conversation.
• Follow industry thought leaders. They may be inclined to follow you back. Share their content. They may be inclined to share yours in return.
• Publish a poll on social media. A yes or no question like “Are you planning on attending [Show]?” gets your buyer persona thinking about the show and your place in it. (Oh yeah, you’ve also identified potential visitors to target.)
• Announce a promotional contest. Bring hordes of visitors to your booth to enter a promotional code or whatever they need to cash in on their winnings (in person). Make sure it’s an actual prize - no T-shirt or swag bag they could get at any of the hundreds of other booths at the show.
• Use humor, HEAVILY… Shows are often viewed as a work party, like it or not. You want attendees to feel like visiting your booth will be fun.

If you're looking for more specific social media tips to promote your upcoming manufacturing Show, check out this blog here.

Email Engagement

Here’s your chance to engage current and former clients as well as any other contacts you may have in your CRM. Strategically plan a series of email blasts announcing your company’s presence at the Show.
Many of the social media tactics listed above can be repurposed in your email campaign. But email gives you the added advantage of nurturing a longer, more in-depth conversation.
Many manufacturers are best served to begin hitting the email strategy hard 6-8 weeks before the show, when attendees are finalizing their itinerary, travel, and accommodations.
Here are some example email workflow topics:
• Announce your booth number. You’ll initiate the conversation by indicating where you’ll be when you’ll be there and softly expressing wishes to touch base. If possible, do some of the heavy lifting for your contacts and provide a link to register for the show. Some Shows even offer a limited number of free passes for companies to give out for promotional purposes.
• Unveil your product. Or better yet, unveil only a part of it. Give them a reason to show up at your booth and see the finished product in all its glory. (Don’t forget to include your booth number again.)
• Educate about new industry insights and trends. Let folks know you’re on top of the day-to-day happenings and evolutions in your industry. If there’s a new hot topic, note how your product fits within the picture. (Did we mention the booth number?)
• Introduce your Show team. Give them a friendly face or faces to seek in the crowd. Provide a brief bio of each team member who’ll be in attendance. Build trust around their years of experience and areas of expertise. Personalize their stories and make them relatable. People are more comfortable speaking with a “mother of 2 beautiful children” than a sales drone. (Cough - booth number - cough.)
Each email should contain a clear call to action - an opportunity for recipients to click, raise their hands, and identify themselves as interested. This CTA could be to schedule an appointment at the show, or just RSVP that they will visit your booth.
Organize these emails sensibly. The last thing you need heading into the main event is to annoy and alienate your contact database with spam. Spread out the emails over time so you’re welcomed warmly into their inboxes - and NOT flagged as spam or unsubscribed from.
And if it’s a regional Show, segment your contact database, if possible, to reach only those likely attendees. Unless it’s a major national or international conference, an email recipient in Seattle would likely have little use for info about a show in Miami.

Buzzworthy Blogging

Your company’s blog is another avenue to discuss what makes this Show so great. The best fairs often include educational forums, seminars, and keynote speakers.
Which educational sessions will be the most beneficial for you and your company? Chances are they’ll also be beneficial for your prospects. Blog about what you intend to learn from those sessions and how your company plans to implement it.
Blogging can be a team effort. Assign a week for each member of your team to blog about their Show hopes.
And here’s the great thing about blogs: They’re proprietary pieces of content you can plaster all over social media and include strategically in your email nurturing campaign. When sharing on social media, be sure to @-mention the event and speaker. They’ll appreciate the free publicity and share your post with their followers.

Shining Like a Brass Penny at the Show

The big day arrives and now’s your time to shine. So much of your success here relies upon following through on your promises made leading up to it.
• Is your product ready to display?
• Is your show staff briefed on all its bells and whistles (and prepared to schmooze each passerby about why they can’t live without it)?
• Do you actually have that amazing promotional giveaway?
Many Show efforts fall short because of poor planning and engagement. If you agreed to meet with a contact at your booth at a certain time, well, duh, be there.

Get on the Show Radar and Maximize Visitors to Your Booth

You invest a small fortune in Shows, so maximizing traffic to your booth has to be a top priority. Trillions of dollars in business deals are sealed at such shows every year. It all starts with maximizing the numbers.

About Author

Charles Pacheco

Relationship Manager , B2B Growth Hub Limited

I am a postitive, tenacious, highly motivated and self driven person and have a consistant and proven track record of success and over achievements in sales, marketing and business consultancy. I have a wealth of experience working across all business sectors and worked for large corporates extensiv...

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