Standing out at a medical device trade show can be quite the challenge when hundreds of other vendors are vying for the same limited attention spans. However, if you plan ahead, what looks like mission impossible, becomes quite possible indeed. Keep these things in mind for your next trade show appearance.
Reach out to your target audience before the show even begins. While email offers a cost effective method to approach trade show prospects,Inc.com suggests that direct mail campaigns work better to draw traffic to your booth – even going so far as to suggest odd-shaped post cards as the most effective and memorable direct mail tools.
Let them know to look for you and chances are they will – especially if you offer an incentive.
Don’t get caught up in the battle royale for convention or trade show swag that’s most likely to end up littering hotel and convention center trash bins. Go for gold instead by offering useful information, medical device product demos, white papers, or even product discounts as incentive for people stop by your booth.
Create Web Friendly Handouts
The Internet is an impressive tool in the world of marketing today – even for medical devices.
Include website addresses, contact information (online and off), and QR codes that allow visitors to watch interactive videos, see product promos, and get more information about your medical devices than will fit in a 15 second elevator pitch.
Create an Inviting Space
Too many booths at trade shows are filled with items that offer little value to your efforts. In fact, booths that seem crowded or cluttered will often be overlooked by visitors in favor of those that feel open and accessible.
Also remember that you’re the most important product on display. You’re the medium by which trade show guests will learn about your medical devices. You need to make sure you’re front and center throughout the trade show so that you can provide the important information and medical device details these people have traveled so far to learn. Be available and let your guests see that you are.
Have a Follow-Up Strategy
Success is in the follow-through. You must have a plan, going into the trade show, for what you’re going to do after the show to capitalize on the impression you’ve made while it’s still fresh. Take advantage of your ability to connect online with your prospects through your blog, social media accounts, and emai.
Have an email newsletter campaign ready to go that:
- Thanks them for stopping by your booth.
- Reminds them about your medical device and why it’s relevant to them.
- Invites them to take advantage of limited time special opportunities available only to them.
Post a recap of the tradeshow on your blog and social media pages. What's more, most trade shows allow you to scan badges in order to gather leads by interested parties. The follow-up is the true secret of success. It is up to you to contact those red hot leads within five days of the trade show’s end.
Take care of business before and after the trade show in order to make your medical devices a stand out hit at your next event.