WSG returned from the annual PPAI Expo held every January in Las Vegas, NV. This association driven trade show supports 16,000 members and almost 20,000 trade show attendees. Each year we set-up a 10×10 booth space. We’re competing in space with large brands such as Bic Pens, for example, that support 10 times our booth space. However, as a small business not all is lost.

We’ve perfected a few tactics that can benefit anyone navigating the trade show floors this spring.

  1. Most of the work happens before the tradeshow doors open. Carefully research the attendee list, grouping prospects into business potential for your company. Mark the top 50 individuals/groups you want to meet and send email invitations for the show. Make sure your emails bring in areas of recognition, similarity or interest – don’t just send a blanket email. It will immediately end up in the trash box.
  • You can expect less than a handful of your invitees to stop by the booth on their own. Your self-assurance at a trade show is key to success. Are you certain the connection you could make will shake the desired prospect’s entire experience? Then it’s up to you to send reminder email requests during the show and be on the lookout at all moments for a lead to those important prospects. If someone from the same company walks up to your booth, ask them to make the connection for you and send the important prospect your way. Watch the individuals walking by your booth and don’t be afraid to step out to catch someone’s attention. You get one chance to find your leads. Don’t loose an opportunity based on doubting yourself.
  • Travel away from your booth and at all times be prepared to make a connection. Most often it is in an elevator, in line for breakfast or walking the trade show floors that some of the best connections are made. Like you, everyone at a trade show is anxious to make something happen, so standing around waiting is not your best move. Most everyone is prepared to stand at a booth and regurgitate sales and business information. You should be ready for friendly small talk and getting to know someone to open up the right doors for opportunity. It is not luck if you saw it coming!

The key for any small business, in a trade show or elsewhere, is to focus on your niche. Set specific goals that will be most beneficial to your company’s success and ignore all other distractions. Prepare ahead of time so you can enter the trade show floor confident that your goals will be achieved.

We designed and printed a set of Vegas postcards for attendees to fill out at the show. We added postage and mailed at the show. It also served as a creative way to follow-up with leads.