Speaking from Experience: Get on Message

In an earlier post we provided some 'been there, done that' tips around the logistics of exhibiting at trade shows. Today, we want to share some thoughts on how to prepare for what you're going to say while you are there (in your comfortable shoes, enjoying the carpet padding).

• Set measurable goals - know what you are looking to get out of the show - leads, brand recognition, venue for a product launch, etc... Knowing the goals will help you craft the messages your team needs to use at the event. [Tweet "Set measurable goals - What you are looking to get out of the show? #GovEventsBlog"]

• Create and practice an elevator pitch - when people stop by your booth and say "What do you do?" what are you going to say? Create a pitch that hits three key messages that support your goal at the conference. Make sure everyone staffing the booth has a copy of this in writing. Prior to the show, do some role-playing to let people practice saying and using the pitch.

• But don't do all the talking - follow the 80/20 rule - let others do 80 percent of the talking.[Tweet "Don't do all the talking - follow the 80/20 rule. #GovEventsBlog"]

• Guide the conversation with questions - to help reach that 80 percent goal, arm your booth staff with questions they can ask visitors to keep them engaged in the conversation. Offer up ways to work key messages into the answers to these questions.

With defined goals and messages, you'll find you have more qualified leads after the show. By letting the attendees lead the conversation you'll have a great amount of detail for future follow-up and closure of a sale or relationship.

What are your best tips for creating and staying on message at tradeshows?