How to Optimize Your Networking At A Trade Show
Trade shows are one of the oldest forms of marketing. But despite that they are still a powerful sales and marketing tool. As an exhibitor your object is to impact over all corporate sales . a well run trade show is an investment in the future and it provides a return based on the objectives you set and your skills at pursuing those objectives.
Businesses have more marketing choices than ever, understanding these choices and incorporating them into an effective marketing strategy is key. Exhibitors and attendees must recognize the new marketing mix in order to achieve their goals for attending an event.
Over the past few years exhibitors have faced many new challenges add to that the current uncertainty of the economy and increased competition exhibitors must continue to attract new customers as well as maintain relationships with existing customers.
Events continue to be the number one source for providing opportunities for buyers and sellers. The real challenge is to maximize the effectiveness of an event.
As an attendee Randomly circling an event filled with strangers and approaching their booth without a clear objective in mind is futile. Those who look at event networking as an opportunity to exchange business cards and focus on the benefit you can get from the new contact are out of touch with the new reality.
This said, being successful at a trade show is about being able to understand that to get where you want to go often means you need to help others get to where they want to go. When you are moving from booth to booth doing a little prospecting of your own – leave a distinct trail of capabilities. Every interaction is an opportunity to build trust and curiosity. The new reality of connecting is no longer who you know but rather who knows what you know and how it can help them. Your new connection must know what they are capable of achieving through you.
To take advantage of the “new economy” you must evolve how you think about event networking. The new economy is based on generosity and trust.