How to make the right connections at trade shows

“Imagine you’re buying an expensive trip to a luxury hotel in Malaga. But you have no idea what you’ll do when you arrive. You just head down there. That’s how far too many people handle these events.” This is how our expert begins when it comes to external communication and connecting with people. Tony Evald Clausen has extensive experience in optimizing the very first contact you make, particularly through Salgspiloterne, of which he is a part.

The point of the Malaga analogy is that the plan must be organized and well thought out before you arrive. Decisions should be made well in advance, and all your colleagues should be on the same page regarding what’s happening.

You need to function as a team. Agree on when breaks will be taken. Set up shifts so that it’s not the same people constantly on the floor. This creates energy. Also, plan where the breaks will take place — ideally not at your stand or sales area. Be clear about your goals and what you want to achieve. Tony Evald Clausen recommends that, as a company, you have clarity on who will be attending the fair in advance, so you can plan to connect with specific individuals who might be relevant to you.

“The major challenge is deciding on the mentality before you even get there. This requires having a goal. Decide who you want to reach out to and how you will do it. For example, identify some names of people you’d like to speak with,” he says.

It’s not just the larger details that need to be in place. The overall approach to reaching out should be coordinated, focused, and optimized. To perform at your best, our expert from Salgspiloterne has some basic rules that are invaluable to keep in mind when you’re on the floor.

The strategy needs to be in place.

Companies that are very experienced in trade fairs have often perfected their approach. A good example is Kristoffer Glerup’s SACKit, which we became acquainted with earlier.

“Our strategy has changed countless times. We are constantly learning how to do it as well as possible and how to best connect with people,” explains the director.

But the approach that SACKit has developed is actually very simple. And it fits perfectly into the strategy that Tony Evald Clausen outlines for us.

“We are very proactive at trade fairs. It’s about pulling people in. So we directly ask them if they want to come and look at our products,” explains Kristoffer Glerup.

The effort doesn’t stop there at SACKit. For certain events, they send out their SWAT team. This consists of employees who are specially trained to engage with passersby and work collaboratively on the company’s strategy. It’s an example of a very dedicated approach to participating in trade fairs that many companies can draw inspiration from.

Another popular and effective strategy is giveaways. Use small promotional items or corporate gifts to impress potential customers or ensure that they remember your company. The gift should be able to connect with your business in one way or another. Whether it’s the company logo, the name on a promotional item, or a more creative solution, this way, your brand becomes part of an office environment. That makes it less likely for people to forget you.

It’s also about value. Tony Evald Clausen recommends that you bring two different types of customer gifts for people.

“There should be both expensive and inexpensive merchandise. Have some small items for those who may not necessarily be in your target group. It might cost you two or three kroner. Then there’s the expensive swag, which should be reserved for the right individuals. Ideally, it should be for those people you have predetermined you want to connect with. That could cost 100 or 200 kroner,” suggests Tony.

There is value not only in your target audience remembering your business but also in one person in the target group talking to others who might be interesting for you. Therefore, the conversation about your merchandise is just as valuable as the gift itself.

“He goes out with this expensive gift and tells others where it’s from. That draws people to you. But it shouldn’t be handed out to everyone. People should earn it. They need to stand with you for a while and hear about the products. Because people attract other people. If people are already crowded around your stand, others will want to see what’s happening,” says Tony Evald Clausen.

So, having small gifts can be a fantastic idea if used correctly. If you manage that, you’re well on your way. There is contact, and conversations have begun. Consider whether your promotional items and gifts can be used in a competition. If so, it’s a sure approach.

Make sure to draw the prizes at a specific time later in the day. This encourages visitors to return to your stand.

Once you’ve got the physical outreach to people down, look towards the screen. Working with social media plays a significant role in the daily operations of most businesses. Take that experience out of the office and use the same tools at events.

“Of course, you should use social media. There’s a line for food, the restrooms, and so on. That’s where people use social media. So have a dedicated employee to make updates on social media like Facebook and LinkedIn. Share what’s happening,” says Tony from Salgspiloterne.

What did we learn?

-Be prepared and make a plan in advance.

-Coordinate your strategy or plan with colleagues.

-Decide on a mindset and a goal.

-Use social media to spread your name at the event.

-Get out on the floor—approach people and ask them open-ended questions.

-Use gifts in a competition to encourage people to come back.

-Don’t stand in clusters larger than two, as it doesn’t convey openness.