Top Ten Ways to Get the Most out of your AAPEX Experience

With the AAPEX/SEMA show dates rapidly approaching, we're willing to bet that things are getting hectic around your office. Hopefully, you've done your legwork and planned a coordinated effort, deployed your pre-show marketing and - most importantly - set up appointments with your customers and prospects. (For a full-rundown of our pre-show planning articles, click here.) We created a list of what you need to be doing immediately before and at the show to keep the momentum going.

1. Train your team. You've already invested time, effort and money into creating a show theme, materials and promotions. Now, make sure you also train everyone who will be attending, so that they are all sending out consistent messages during those vital first hours and days of the show. You may have salespeople coming in from all over the world; it's important that they all be on the same page.

2. Get the most out of meetings. Hopefully, you've already set up meetings with your most important customers and prospects; if not for a specific time, at least for a daypart. Make sure you have a quiet meeting area, either in your booth or elsewhere near the tradeshow floor (if you need to, reserve meeting space in advance). Have your marketing people work with your salespeople to help them create agendas for each meeting.

3.Gather information. If you have a card swipe at your booth, use it. Train your people to ask questions. The more you know about your prospective customers, the more effectively you can appeal to them.

4. Communicate. The more information you can offer, the more valuable you are to your audience. Along with the usual brochures and flyers, share your marketing programs and highlight seasonal promotions. Take advantage of the many advertising opportunities (don't forget electronic advertising and invitations), AASA's"Know Your Parts" exhibit and AAPEX Learning Forum.

5. Show them how it's done. Take advantage of the AAPEX Theatre to present a live demonstration of your product. Beyond getting a captive audience, you'll reap an invaluable tool in the form of a video that you can deploy to your website or use in customer calls - for a fraction of what you'd invest in a professional video session.

6. Use the media. A thorough and thoughtfully prepared press kit goes a long way. The more information you offer, the better. This gives editors an opportunity to pick up and use stories about your company throughout the year. If you can, supply the kit both physically and digitally, via a CD, DVD or memory stick. News conferences are also a great tool if you have something to announce, like new products, new plant, etc.

7. Eat and greet. Book a few seats or a table for your organization at the AASA Executive and AAIA Town Hall breakfasts. The topics that are discussed over coffee and Danish will be talked about on the floor for the rest of the day.

8. Network. It's important to attend one or more of the numerous networking receptions. Attend events like SEMA's Speed Networking Breakfast sponsored by SBN. This gives you a great chance to talk to customers, other exhibitors, attendees, and prospects.

9. Look at things with a fresh eye. We highly recommend bringing team members to walk the aisles and gather information on how your competitors present themselves and their products. It's helpful to bring someone who hasn't been to AAPEX/SEMA before, for a fresh perspective; they may hone in on things that "regulars" take for granted. Make sure you task them with particular objectives, such as gathering literature on competing products or checking out video presentations, so they have some guidance in their travels.

10. Start your follow-up before you leave. Debrief your tradeshow team before you get on the plane to go home, while everything is top-of-mind, and before they become overwhelmed by piled-up in-boxes. Then make sure everyone follows through!

Like all worthwhile marketing efforts, AAPEX/SEMA requires a significant investment. If you follow the steps above, you can make sure to maximize your return. Stay tuned for your after-show checklist to make sure that you continue to reap the benefit of the seeds you've sewn.