Buyer Engagement During Trade Show Season: Going Beyond the Booth

Jul 11, 2018 | Mark Troast


Engaging buyers within the limited timeframe of a trade show is no longer enough. After all, a trade show only lasts four days, and there are 365 days in a year.

It’s time to go beyond the booth.

How can you attract new business while keeping your current retailers engaged? By providing the most value for your retailers and by being the easiest to work with.

But, if the bulk of your sales and marketing push occurs during a trade show, you need to start thinking about what you do before (pre-show) and after (post-show).

Pre-Show

Your goal in the lead up to the show is to engage your buyers with educational content. You’re detailing features and benefits as well as go-to-market strategies. (With all apologies to Field of Dreams, “If you give them knowledge, they will come.”)

Buyers will come to the trade show prepped with knowledge of your key technologies and hero products. Buyers will seek out the products they know and are excited about, which saves time.

In addition, any meetings that you have at the show are more focused. Buyers can spend time building the right assortment instead of spending time asking questions about products.

Being educated on, and excited about the products and technologies makes for a more engaging and productive show for both you and your buyers.

Post-Show

Show’s over, folks! The booth is packed up and you’ve gone back to your home base. But, in a way, your work is just getting started.

The job now is to reinforce the stories that you’ve crafted at the show, following up with interested buyers via content delivery, engaging experiences, and targeted promotions.

We’re moving toward a more experience-driven retail environment (if we’re not there already). Brands need to follow suit when it comes to their buyer relationships.

In other words, you have to keep the conversation going and provide informational experiences to drive retail orders.

How Envoy Helps

Envoy can deliver a comprehensive, 365-day experience for your buyers with Showroom, our content destination, and our powerful e-commerce tools.

Before the Show

You can use the Showroom experience prior to a trade show to generate buzz about your hero products and deliver product knowledge to buyers. You’re providing buyers with an answer to two questions: What’s new? What’s hot?

You can build sample assortments to showcase big products and display key add-ons. The end result is an educated buyer. (Make that lots of educated buyers.) And as we all know educated buyers make larger, more frequent, more informed purchases.

During The Show

When it comes time to sit down with buyers at a trade show, you can build the right assortments with them on the spot.

Then you can share those assortments for follow-up. This gives the buyer another opportunity to add products, switch colors, or update sizes.

Last, buyers can place future orders directly from the assortment that they’ve created in Envoy. Easy, right?

After the Show

Once the trade show is over, you’ll use segmentation to deliver content to your buyers based on their interests. With Envoy, you can surface key products, suggest add-ons and up-sells, or run specific promotions targeted to show goers. Engaging buyers with powerful content makes closing the sale even easier.

Go Beyond The Booth

Extend the life cycle of the trade show experience, and keep buyers engaged all year long.

Try Envoy for free and see how your brand can benefit from the powerful sales tools that make it easy for your reps to sell and your buyers to keep coming back.

Mark Troast

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VP eCommerce Enablement

With 13 years of experience in solution enablement, Mark Troast uses his considerable experience to represent clients' interests while planning and executing the implementation of the Envoy platform.