b'BUSINESS STRATEGYContinued from page 38Done right, the time and effort involved in attending a show can pay off in happier customers and aSidebar 2: So You are Going to Exhibit. . .fatter bottom line. Smart follow-through gets the most bang from your The convening of such a large audience at a tradebuck if you are a buyer attending a trade show. show creates a profound and impactful experienceThats the message from the adjoining article. But for everyone attending, says Drapeau. Face towhat if you are an exhibitor? You can still take steps face marketing remains very strong in todays world,to make your show experience worthwhile.despite the explosion of digital communicationsGiventhetimeandexpenseinvolvedwith such as social media. In fact, the two channelstraveling to a trade show, you want to make sure complement each other. you have a plan for getting the most return for the investment you make sponsoring a booth, says Sidebar 1: Trade Show Readiness Quiz Peter LoCascio, a Salem, Oregon,-based consultant (tradeshowconsultants.com). And you want to follow Will you get the most profitable return you canup with every prospect after the show is over. from your investment attending a trade show?LoCascio offers these tips for success:Give yourself 10 points for each Yes answer to these questions. Then total your points to see howBe alert to the best prospects. prepared you are for your next show. You want to be able to quickly identify target 1.Haveyoudecidedonageneralgoalforprospects when they enter your booth, and you attending the show and have communicatedcan prepare for that by doing your research, says it to your staff? LoCascio.Analyzetheattendees.Theshow 2.Have you set specific goals for each attendeesalespeople will be able to provide a list of attendees in terms of number of booths to visit andshowing their titles and specialties.specific vendors to see? Maybe you are interested in speaking with only 3.Have you assigned specific seminars to eachfive percent of the people attending the show, says attendee? LoCascio. Know who they are.4.Have you trained each attendee on how toCommunicate your business mission. Avoid the collect information at the show? flashy activities too commonly seen in trade show booths, in favor of professional presentations that 5.Have you trained each attendee on effectiveappeal to prospects needs. networking techniques? The trade show isnt a carnival or circus where 6.Haveyouassignedattendeestospecificyou can use any form of borrowed interest just to networking events? generate booth traffic, says LoCascio. The people 7.Have you drawn up a list of the most importantyou want to see are the people who want to talk colleagues to see and have you contactedbusiness, not to be entertained.them in advance if appropriate? Know your business objectives. What are your 8.Have you drawn up a list of customers you willgoals and objectives from a sales point of view?, contact with news about the show? says LoCascio. And what will be your return on 9.Have you set a date and time for a staff follow- investment (ROI)? Finally: How can you train up meeting to share what was learned at theyour staff to meet those goals?show? Emphasize personal networking. Train your staff to 10. Have you set a date and time for a separatecommunicate well with strangers. Many members post-show discussion about staff performance? of the younger generation are no longer interested, capable or comfortable in dealing face to face on a Whats your score? Over 80: Hooray! You aretradeshow floor with prospects, warns LoCascio. ready for your show. Between 60 and 80: TimeThey are accustomed to texting and to social to fine tune your planning skills. Below 60: Its amedia. But the trade show is a living experience good idea to re-gear by instituting ideas from theand you have to be prepared to look people in the accompanying story. eye and discuss products and services.www.mrca.orgMidwest Roofer 39'