How to get the most out of NRF
Fieldworks was 20 last year so we know a thing or two about exhibiting at, visiting, marketing, organising and running trade shows. Here are nine things you should definitely do to make sure you get maximum lead generation from a show that has probably consumed anything from 5% to 25% of your annual marketing budget.
- Accept that, unless you set up meetings with customers and prospects in advance, it is now getting late, so you will be relying on visitors stopping by. Accept therefore that the quality of those people is going to be mixed.
- Check that you can get onto any tech tours where space may still be available. You pay, but it is a great way to get a large and captive audience. Then make sure you have your most entertaining pitcher available.
- Don’t stand in a huddle with your colleagues; it puts people off. You are a lone hunter looking for prey. Be aloof, alert, charming and talkative.
- Don’t offer a demo to someone who would prefer a chat and vice versa; check with each visitor how they prefer to learn.
- Give everyone on your stand the chance to trawl the EXPO. They need a break, but they need to check out the competition as well as get new ideas, particularly from the Big Ideas sessions.
- Put your phone away.
- Smile; not an insane grin or a vague pucker, somewhere between. You’ll be amazed by what good energy you attract.
- Wear comfortable shoes. The Javits floor is brutal.
- Wave back.