Trade shows can be a game-changer for e-commerce businesses. You can connect with buyers. You can build brand awareness within your industry. You can write orders on the spot if you're talented enough. The downside of these events is that they can be a serious investment of cash, time, and manpower. So, how do you make the most of them?
Here are 7 tips to make your trade show investment worth every penny.
1. How to set trade show goals.
Think of attending a trade show like preparing for a road trip. Without a destination in mind, you’ll waste gas, time, and opportunities. As the old saying goes, "If you fail to plan, you're planning to fail."
Before you leave the warehouse, you need to have clear goals for your trade show experience laid out. Are you there to find new wholesale partners? Are you hoping to grow your email list? Are you trying to boost brand awareness? Having goals ensures that your booth design, who you bring, and what conversations you have are all on point.
Do you know the best part of a clear goal for your trade show experience? You'll be able to tell whether the event was a success or not. That way you'll know if you should start making plans to attend the same event next time.
2. How to design a trade show booth.
Booth design is more important than you think. Your trade show booth is like a billboard on a busy highway. Attendees have to be able to articulate what you do and who you do it for in less than 5 seconds. If they can't, then you have no chance of getting them to stop.
Do you need to redesign your booth? Here are ten questions you can answer to see if it's time for a rebuild:
Does your booth match your current branding?
Is it clear what problem your company solves?
Is it clear who you solve it for?
Is your booth tall enough to attract attention?
Is your booth lit in a way that draws the eye in?
Does your booth have an open and welcoming feel?
Do you have interactive elements?
Do you offer a high-quality branded giveaway?
Does your tech/equipment function at a high level?
Do you have an easy, simple, and quick way to demo your product?
Great booths are both eye-catching and inviting. Companies like Duke Cannon know how to use booth design to create buying environments. By emphasizing a bold, rugged look that resonates with their brand identity, they pull in curious attendees who feel an instant connection after a sample bar of soap is placed in their hands.
3. How to sell at a trade show.
Trade shows are more than fancy displays. You can't wait for people to walk by and hope you hit your goals. The real magic happens when you engage in meaningful conversations. Jason Soejoto, Duke Cannon Supply's National Account Manager explains it best in his interview on The Highlight.
Jason explains that standing at the edge of your booth with a smile is mandatory. "Everyone who walks by gets a 'Hi, How are you doing?' from me. Then once we get a conversation going, I don't jump straight into a sales pitch. I take the time to ask questions and listen. What are their needs? Can we actually help them? Only once I understand the problems they are trying to solve at this trade show do I begin trying to close them."
Being great at sales at a trade show comes down to three simple things:
Ask open-ended questions that trigger pain.
Listen more than you speak.
Move them to the next step (meeting, order form, etc.) only after you understand their needs.
4. How to get wholesale distribution.
Is one of your trade show goals to secure wholesale distribution? That's great. That potential is the single greatest part of any trade show. When meeting with buyers, don't focus only on a one-off sale. Great distributors are looking for long-term partners.
At a recent show, I met an e-commerce entrepreneur who was looking to break into large retailers. He received the attendee list from the showrunners a few weeks beforehand. He spent hours going through the list researching the buyers he wanted to meet. Then he figured out what performance metrics they wanted to see. Finally, he laid those metrics and other important notes out in a clean easy-to-read one sheeter.
He secured two meetings by the end of the show with dream buyers. The prep and focus on what value his business could provide impressed the buyers. The last time I checked things are moving along well.
If you want buyers to see the value in a relationship with you, prepare to discuss your:
Product in detail
Ability to meet demand
Unique ability to help them move your product off the shelves
5. How to follow up after the trade show.
I've met with a fair share of e-commerce businesses who think trade shows are a giant waste of money. Do you know what they all had in common? They sucked at following up.
It isn't enough to listen to people during the show, collect business cards, and take notes. You have to take consistent action on it after the fact. I had a friend who collected over 100 business cards during one of his early trade shows. He told me that the conversations he had during the show represented $1M in potential purchase orders.
When he got back to the office, he got busy putting out the fires all small business owners face. The cards sat in a drawer for 6 months before he finally got around to reaching out. By then it was too late. He closed a small fraction of the orders he thought he was going to. Now, they have a strict follow-up policy. Every contact gets connected within less than 48 hours of a show ending.
You need a post-show outreach plan if you want to hit your trade show goals.
How many times and when will you reach out by phone?
How many times and when will you reach out by email?
How can you continue to build the new relationship that you've established?
Making the connection is the hardest part! Don't let it fade away.
Trade Shows are Golden Geese
Trade shows are an incredible opportunity for any e-commerce brand. You only need to plan for success. Follow these trade show tips and tricks and you'll be well on your way to growing your wholesale business.
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