Table of Contents

Pre-Show

Execute cadences with current customers to set up meetings if they will be at the show (easier if you can acquire the attendee list)
Execute cadences with prospects to set up meetings if they will be at the show (easier if you can acquire the attendee list)

During the Show

This is a quality-game not a quantity game!

Arrange for hotel ‘room=drops’ with a strong CTA to visit the booth
SWAG
Avoid offering easy access to premium SWAG that lures too many unqualified people. This includes cocktails & espresso.
- Low-cost for folks who pass by: chocolates; mints; pens; etc.
- High(er)-cost for folks who engage in conversation and/or book follow up meetings: mugs, shirts, hats, etc.
Booth staff should:
- Be at edge of carpet, not behind a table or sitting
- Not be on their mobile phones
- Smiling and making eye contact
- Offering the offer (ex: “Learn about…”) — without being pushy
Strive to book meetings rather than simply scanning badges
- Ensure booth staff have qualifying questions to filter out low quality individuals at the top of the funnel
Organize a VIP dinner for customers & prospects

Take a picture of the booth and team and put that in the “Thank you for stopping by the booth” email that mktg. will send after. Or better, take a selfie with the person. There are usually 200+ booths and they won’t remember you without a prompt.
First, carefully vet / pre-qualify leads keeping in mind that most badge scans tend to be ‘garbage’ and will destroy rep trust. Then, distribute leads fairly when you return to the “office”. Just b/c someone didn’t work the booth doesn’t mean they shouldn’t get leads.