Trade Show Planner: Sales and Marketing Outline
Your 12 month trade show checklist
Developing your sales and marketing tactics is just one task in a large checklist you’ll need to complete as a trade show exhibitor. Review my entire pre-show, on-site, and post-show checklist of exhibitor planning activities.
Trade Show Planning:
Create Your Sales and Marketing Outline
6-3 MONTHS TO GO. PRE-SHOW ACTIVITIES.
You’ve already established your trade show goals and objectives. Now it’s time to layout the sales and marketing tactics to help you achieve the objectives. These tactics include your booth staff's actions during the show and your sales and marketing team’s responsibilities after the show.
During the show
Examples of tactics you may want to include are:
Each member of the booth staff must speak with and scan 25 attendees per day.
Rate each conversation on a 5-star scale, with 1 star being a low-value prospect to 5 stars being a sales-qualified lead.
After the show
Examples of tactics you may want to include are:
Write a “Thank You for Stopping by Our Booth" email that the sales team can send out.
Enter all leads into a sales CRM system like Salesforce and a marketing department's marketing automation system like HubSpot.
Assign each lead to the appropriate salesperson for follow-up by phone on day three after the show has ended.
Send the first email in a five-email lead nurture campaign on day six after the show has ended.
All post-show email communication should be written and added to your CRM or marketing automation system before the show begins so all you have to do when the show is over is upload your contacts and press enter.
CONTINUE YOUR TRADE SHOW PLANNING WITH RELATED CHECKLIST ITEMS.
Are you new to trade show exhibiting and feel completely overwhelmed?
Trade Show 411: The Essential Guide to Exhibiting Like a Pro is a must-have for marketers and small business owners. It gives you both the strategy and action plan to set you off on the right foot. By linking your pre-show marketing strategy to onsite activities and post-show follow-up, you’ll get the most out of your sales and marketing efforts and maximize your trade show results.
