I recently joined the ShareFile team as the Marketing Events Assistant and wanted to share some tips to maximize your marketing tradeshow efforts.

Exhibiting at a trade show can be one of the most productive and profitable ways to promote your business or product to potential new clients. At the same rate, high booth and travel costs can often result in more money spent than earned if not adequately prepared.  To make sure you’re effectively marketing your business or product to your intended audience at a trade show, consider the following six steps to follow before, during, and after the show:

1. Ask for stats and records of previous shows or events from show management.  Make sure you are aware of how the show is being advertised, how many guests are expected to attend, and if there will be a list of attendees to follow up with after the show.

2. Create an individual plan for each specific trade show.  It is very important to market your business specifically to your audience.  Consider show theme, décor, signage, literature, and giveaways that will interest or benefit attendees directly.  This means you’re going to have to research their industry specific needs.

3. Provide attendees a convincing reason to visit your booth.  In a packed showroom, it can often be hard to stand out among the hundreds of other exhibitors.  That is why it’s imperative to be personable, friendly, and make conversation with all who walk by.  Simple courtesy can often show attendees the value and quality of service you can offer them.

4. Use a system to record individual lead information.  Many shows now offer a card-scanning lead retrieval system, however if that is not available, you should seek a back-up plan.  Consider a sign-in sheet for everyone you speak to at the booth.  For more incentive, you can also collect business cards in a fish bowl by offering a raffle drawing prize or giveaway.

5. Follow up promptly with prospects.  Don’t put this off for weeks!  Prospects are more likely to respond to you and remember your product only a couple of days after the show, and are often more motivated to buy sooner rather than later.

6. Evaluate your return on investment after the show.  Track your leads and keep record of your successes and failures to gain new business.  That way, you know whether or not to consider attending again in future years.

Make sure you’re not only prepared during the show, but before and after as well!  By following these six simple steps, you’ll have the tools and processes in place needed for a successful trade show or event.