Have you ever attended a trade show and come across the drive-by attendee? I’ve witnessed the phenomena many times over the years.
The drive-by attendee is less interested in the product you have to promote and more interested in the coolness factor of your giveaway. I once had an overly-aggressive booth mate who would actually track the drive-by attendee down and take back the giveaway!
Like any program, I have found a great strategy and a defined goal with established metrics is the best bet. It has allowed me to spend my time with actual prospects rather than the drive-by attendee.
Consider the following items when planning your next event. It’s an easy way to look at the program from beginning to end and gives you a plan of attack for every stage of your event.
Announce your Presence with Authority
Whether you have a 20×20 space or a tabletop next to the food court, the audience needs to know you exist. Whether it’s a pre-show email, a room drop or a personalized invitation to an after-exhibit event, you need to set your company apart.
Synchronize your Watches
At your booth, have a uniform approach that the team has agreed upon and rehearsed.
Here is a recommended short list:
- Standard greeting
- Pre-defined set of probing questions to measure the prospects’ interest, awareness and need
- A standard elevator pitch that every team member knows
Take the Initiative
Your prospects meet several companies during the event. Don’t expect them to reach out to you, no matter how interested they appeared at your booth. Have a demand generation program prepared before you even attend the show. I’ve been successful with an array of offers, from a free technical white paper to VIP seats at a House of Blues concert. Super Diamond rocks! Speak to your audience personally and they will respond. This will help you cultivate these leads and mature them before you pass them on to sales.
Events are a great way to begin a relationship with new prospects. But event leads require further development before passing along to your sales team. If engaged correctly, these leads can be tomorrow’s sales.