Trade shows and other marketing events offer an exceptional opportunity to connect face to face with prospective customers, vendors, partners, and clients. But it's not enough to show up to an event, have some nice conversations, and call it a day. Instead, it's important to develop a networking strategy that helps keep your brand at the forefront of prospects' minds.
One of the simplest and most effective ways to maximize your marketing impact is to distribute branded products before, during, and after the networking event. Here's how to utilize a variety of branded products to build connections that last well beyond the gathering.
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Reach out before the event
Networking should start well before the event begins. Several weeks or months before you attend a trade show or other major event, consider sending out branded materials via direct mail. This allows you to advertise your presence and drum up excitement. (For example, you could talk about a demo, new product launch, product giveaway, contest, or other special promotion that will take place at the event.) For maximum reach, send the mailer to your company contact list as well as the list of show attendees. (You should be able to obtain this list from the event organizers.) Take advantage of custom printing services to ensure the direct mail campaign is on brand.
Invest in quality business cards
Even in this email-centric age, business cards are far from obsolete. In fact, they remain the primary networking material at trade shows and other events. This means it's critical to have a supply of high-quality business cards on hand so you can liberally distribute them to new contacts. Also make sure you're always armed with writing implements so you can take notes on the many business cards you're sure to receive.
Develop attractive materials for the event
If you attend a trade show or other networking event, it's critical to have high-quality marketing materials ready. These could range from brochures and flyers to custom promotional products. The types of materials you select depend on several factors. To ensure branded materials are effective, consider the following questions:
- What is your goal for these materials? Is the design in service to this goal?
- Does the design of the materials align with your branding guidelines?
- Does the product(s) provide value to its target audience?
- Has your company already produced an informational product—e.g. white papers or books-that could be useful to the event's audience? If so, bring copies of these products as an additional way to connect with interested parties.
- Is the item(s) made from high-quality materials that reflect your company's commitment to quality, or is it likely to end up in the trash?
- Is the cost of the item(s) compatible with your marketing budget?
Incorporate your sales pitch as much as possible
It's not enough to shove branded products into the hands of passersby. To network effectively, the distribution of promotional products should be paired with messaging that presents your brand in its best light. To that end:
- Make sure your sales representatives dress and conduct themselves in a way that is consistent with the image you want to present.
- Train your sales team to engage in brief, friendly conversations as they distribute promotional products or business cards. Each member of your team should be equipped to deliver the company's elevator pitch. It's also important that they ask questions. You're more likely to make a positive connection by listening than by bombarding the other person with data they may not want or need.
- Consider timing. Don't walk up to another vendor and attempt to network when their booth is jam-packed. You'll make a much better impression if you wait for a lull or schedule a meeting.
Remember to follow-up
If you play your (business) cards right, you'll leave a networking event with a stack of new contacts. Before those potential leads grow cold, follow up to cement your connections. Organize your new contacts and segment them based on whether they're lukewarm or hot prospects. Then, develop a strategy for reaching out to each group.
Following up could take the form of a phone call, email, in-person appointment, or mailing. Mailings are particularly effective because they allow you to distribute physical branded products (e.g. a thank you letter, brochure, catalog, or swag) that helps keep your company top of mind. Regardless of how you choose to connect with your new prospects, follow up within two weeks (and ideally much sooner). Then stay in touch over the next few months via your newsletter, email-marketing list, or personal emails.
Distributing high-quality branded products before, during, and after a networking event helps ensure you make a stellar first impression and favorably position your business in the minds of current and potential clients, customers, or partners.
