Your trade show’s success depends on your ability to create awareness, drive attendance and influence action. And not just with any attendee, but the ones that make up your brand’s targeted audience.
While there are many marketing channels to choose from to help you accomplish this, sometimes we miss the most obvious one - Your internal sales team. Who else has the closest connection to both existing and potential customers? Who else is looking for a reason to reach out to them?
The reality, however, is that too often the goals and plans on what’s happening in the exhibit space doesn’t often trickle down to the sales team. And if they are lucky enough to be working the booth, they don’t hear what’s expected of them until a few days before the event starts. This is a missed opportunity to create a staff that is more energized and more invested in the success of the show.
To help them help you build better results, create a show tool kit. Empower them with everything they need to know to build success.
Offering a diverse number of tools will help fit the diverse styles of your sales team. And since we know they are competitive, you can also think about adding an incentive or two, such as a prize for the most pre-scheduled appointments.
But, now that you have the tools, you need to think about the best way or ways to package them.
Putting these tools into the right hands - your sales team – will go a long way towards building success!