Social Media tools are all the rage at the moment.  But can we use these tools to enhance our Trade Show experience?

For the moment I will focus on Twitter, ( I will assume you know how Twitter works, even if you are not a tweeter).  Simply speaking, it is just a mode of communication with your contacts where you are simply engaging in an online conversation.

Here are some Twitter ideas for you to implement at your next Trade Show:-

1. Establish your Twitter presence well before the show commences.  You should become familiar with how to post a “ tweet” and start to build up a following. In the months leading up to the show, you should post a tweet daily or as often as you can with value add information, announcements, links and articles which all are aimed at stimulating interest in the upcoming show and your business.

2. Build your Twitter contacts list ie followers from your existing contacts, ie encourage your contacts to get involved in the Twitter community. You can do this by including an invitation to follow you on twitter link on all your communication.

3. During the show, implement a Twitter strategy by tweeting regularly and keep your attendees and contacts informed of what is happening at your stand and the show.

4. After the show, follow up is critical and Twitter can be a part of your follow up process ie to selected contacts or new prospects gained at the show ( you should get their twitter ID when capturing their information on your lead card). You will build quality relationships.

We all familiar with the concept “ what you cannot measure, you cannot manage”. Well, I was thinking about this as it applies to Trade Shows and Exhibitions. The most common mistake exhibitors make is a failure to follow through after the  show. They are unable to accurately measure the success of the show as  their activity has not been consistent and of course has been ad hoc and on the run. So of course, when it is time to decide on whether to exhibit next year, questions are asked as to whether it is worthwhile and of course will there be a return on the investment.

How different would this process be if you could accurately measure the follow through of all prospects gained from the show? How easy will it be to decide on whether to exhibit at the next show if you could look at your measurement data and clearly determine the new business generated and your pipeline of prospects currently in the sales cycle, all gained from the last trade show?

I had this discussion with a client of mine who recently completed exhibiting at Austech in Melbourne. They were going to do what they have always done in the past – they were going to send the usual follow up letter and phone call soon after the show and then add the new contacts to their database.  What happens next will depend on whether any of the prospects come back and ask to do business. I am delighted to say, after much discussion, my client is now developing a follow up system that will enhance their ability to build relationships with the new prospects, which will be sustainable over a period of time. They will focus on adding value and importantly, will be able to measure the progress of each new prospect, the conversion rate into new business clients over a specific pre-determined time period.

When you can measure your progress. When you can see you have returned a 20% / 50%  return on your investment, whatever is the number, you will know with certainty that the show has been a success. Take the time to review your follow up system and measurement strategy – you will not look back

I have recently been involved in two large exhibitions at the Melbourne Exhibition and Convention Centre in my capacity as The Tradeshow Coach. The first was at DesignEx where I was engaged by the show organisers DMG World Media to provide content and workshops in the lead up to the show as well as being on hand at the show to help exhibitors do it better and improve their opportunity to maximise their R.O.I.

Last week I was involved with Austech where I worked with a client , Interlease ( who exhibited at the show) to identify their objectives, fine tune their branding and develop a follow up system to implement after the show.

The feedback from both shows is consistent with the trend experienced in Australia and the USA – Trade show numbers are down – exhibitors and visitors – business transactions are up and it is all quality. The “tyre kickers “ are not bothering to turn up ( they have other things to worry about).  Visitors attending the shows are serious buyers and are there to do business.

So, if you are thinking about whether you should be exhibiting over the next 12 months – there should be  No Doubt About It. You will stand out from your competitors who are cutting back their marketing budget and you will maximise your opportunity to pick up new business.