How to Generate Leads via Trade Shows - Don't Be a P.E.S.T

    Posted by Pete Caputa on Apr 1, 2008 2:26:00 PM

    Update: Frank has a blog now.  And I'm excited about that.

    I have the honor of knowing, not just one, but two trade show marketing experts, Jason Kallio and Frank Damelio. I talk to them quite frequently. Neither are blogging, even though they both have so much great insight to share. So, I suggested they write a guest blog post together:

    The Center for Exhibition Industry Research (CEIR) has collected trade show statistics since 1978. Research shows the cost to generate a qualified lead at a trade show is $212 vs. in the field is $308. That is a difference of $96 per lead. Why? Trade shows bring your target prospects to you.

    Once you have selected the right show, your challenge is to filter through the traffic to find your best prospects. Here are four simple mistakes to avoid being a PEST to your prospect:

    P - Put up barriers: Avoid putting tables or other barriers the long way across the front of your booth. Keeping a clear wide open space allows people to step out of the traffic and into your domain.
    E - Eat in booth: Mom always said, "Don't talk with food in your mouth." Visitors do not want to be rude and interrupt you while you are eating. They may intend to return, but they won't.
    S - Sit in booth: Visitors don't want to make you get up, especially when they are "just looking". If you are already standing, they are much more likely to engage you in conversation.
    T - Talk: You are there to engage attendees not one another. If talking to your team, then face the flow of traffic and break off to engage prospects. Leave the booth to check your phone messages.

    These four tips don't cost you a penny. I cannot think of a cheaper way to help get you leads. Just for fun, the next time that you are at a show, walk the floor and see how many exhibitors are being a PEST.

    Their next guest blog post will talk about what TO DO to maximize the number of leads you - as an exhibitor - can generate.

    Topics: trade shows, how to generate leads

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