Lead generation at and after trade shows
As a business owner and managing director of BK Links, I have the privilege to meet and work alongside different sized packaging companies who are looking to find the secrets to lead generation, business development and more importantly, ensuring their exhibition is as successful as they can be. From my experience and from being asked the same questions time and time again, here are my top 4 suggestions for a successful show.
1. The tricks start in ensuring you prepare as much as possible before the show. Have you thought about asking or checking with Easyfairs, the show’s organisers, what is new in the show this year?
As an example of what is new this year for PI + E is a ‘new Foodservice Zone dedicated to driving innovation in the fast-moving foodservice market, created in collaboration with the FPA’. Understanding the new sections of the show will help you organise your time or that of your staff to check out zones like this one for possible new or current customers, suppliers or maybe as a knowledge tool for your business growth plans.
2. Also, before the show, check the list of key note speakers. Speakers offer an excellent opportunity for networking. It might be a competitor giving a chat; therefore, it would require you to keep in mind that the people listening to them are possibly the same customers that are looking at your products and that you are looking to attract. Consequently, it might be a good idea to go and attend that chat or send one of your staff members to check out the content as well as who is listening to them. If the people listening have badges, you can then have an idea of which companies are looking at your competitors. Another example, might be that one of your suppliers or even current customers will be presenting and being present at their appearance will not only make them feel heard and recognised but it will also foster a stronger relationship.
3. At the show my top recommendation is to speak to as many people as possible without judgement. This means that you need to try and leave your feelings about what people are meant to look like if they are a buyer or a supplier, or what they should be wearing. In my experience, people come in all colours, sizes, fashion choices and none of them determine whether they are the CEO of a business or a cleaner. As a result, at all times, try and keep in mind that people buy from people! Smiling, positive energy and finding a common ground will be much more valuable than speaking about numbers from the onset. People remember others by things relating to them as a person rather than the numbers. Use this to your advantage and be as personable as you can be! On this note, if you can create personalised lanyards for you and your team, it is an eye catching and unique way to possibly start a conversation for those who are a little shyer. I use a Star Wars lanyard for the shows I attend, as an example, and the main reasons are I love it and it has broken the ice and lead to very successful business conversations in the past.
4. After the show, it is your main time to add a special sprinkle of magic. You and your team will need to touch base with all the people you spoke to at the show. This should be done in different ways as well as in a timely manner. Your aim here is to ensure you retain their attention after the show, remind them of how great your business is and hopefully, your efforts will lead to lots of fruitful business meetings. A few ways you can touch base are using emails to thank them for stopping by and in particular by personalising them with some detail about what you spoke about, not business related, such as the lanyard conversation. Also, add their contact details to all future newsletters to ensure they are up to date with new things your business will be involved in. In addition, add their contact details to your social media feeds especially LinkedIn. This will allow you to become aware of what their new projects may be or if their connections have a need for your products or services.
After adding them to your social media feeds, add a few posts such as photos of the show to encourage engagement. I hope all these tips are useful and I wish you lots of success in 2023!
About Gaby
Gabriella Beyer-King has over 15 years' experience in the FMCG and packaging industry. This extensive corporate extensive experience allowed her to grow and become an expert in lead generation, sales and networking. She's been a sought-after key speaker at exhibitions, she's provided articles for large events around the world, been interviewed on the radio and is now the proud Managing Director of BK Links Ltd. She is trilingual, and with BK Links provides lead generation consultancy through proven marketing and sales techniques. Contacting Gaby
Mobile: +44 (0) 7565 866948
Email: G.Beyer-King@bklinks.co.uk
Linkedin: Click here
Calendly: Click here
