June marks the end of the Spring tradeshow season. Two of my clients are tradeshow bound within a week of each other and getting them ready with booth signage, updated collateral, announcements, pre-show mailers and show logistics deadlines are keeping me busy. And although tradeshows aren’t as popular as they once were, both of these clients are attending shows that focus on their particular technology segment and are well attended by their prospects. For an exhibitor, there is value in attending a show or conference if you plan and execute the event properly.

People attend conferences and tradeshows primarily for the seminars and presentations that are offered to educate the audience on key trends in their particular industry or discipline. And although they are not attending the show to purchase product immediately, most are there because an upcoming project requires they do research into vendors who offer solutions. The vendor exhibit area gives them a chance to meet vendors and see first hand the products and services that they offer. Attendees are evaluating your company from many perspectives. Everything you do, say and show at the conference is being inspected by those visiting your booth. You must project complete quality across the board – display, attire, presentation, demos, and marketing collateral. You get to make a lasting impression -don’t miss the opportunity to impress your audience. Take this opportunity to show them more about your company, products and services than what they can get researching your solutions via the Internet.

If your traditional tradeshow plan is order signs, book travel and hotel, and show up, it’s time to change your ways. Planning and executing a well integrated tradeshow plan that incorporates different methods of pre-show and post-show marketing will help you make the most of your time at the show and turn leads into qualified prospects. For more information on how to develop a tradeshow marketing plan that attracts high quality leads, read the article Tradeshow Success Starts with a Plan.