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How can you create a pitch that stands out to different types of prospects at trade shows?

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Trade shows are great opportunities to showcase your products or services, generate leads, and build relationships with potential customers. But how can you make sure that your pitch stands out from the crowd and attracts the attention of different types of prospects? Here are some tips to help you craft a pitch that is tailored, engaging, and memorable.

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1 Know your audience

Before you attend a trade show, do some research on the attendees, exhibitors, and organizers. Find out what their goals, challenges, and interests are, and how your offer can solve their problems or add value to their situation. This will help you segment your prospects into different categories, such as buyers, influencers, decision-makers, or competitors, and adjust your pitch accordingly.

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Dylan Conroy

Host of The Ad podcast where I interview the c suite from brands, agencies, media company's, ad & brand tech, influencers and thought leaders as I give myself a MBA in marketing, also known to make the CRM go BRRR ??????
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One of the best ways to maximize your return on investment for a trade show or conference is to plan an influencer marketing strategy around your conference. Why bring influencers? They can seed out content about your companies involvement ahead of time driving awareness around your activation, inbound requests for meetings and foot traffic to your instal. Then use the influencer at your booth, have them do a meet and greet, photo op, keynote, panel or content screening. Also, each day you should work with the influencer to release content in real time as a day x recap of what happened at the conference. This way, as people are searching on social for topics around the conference you will earn a high share of voice from a third party.

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Walter Willett

Entrepreneur / Sales Executive / Author
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Consider combining your exhibit presence with a strategic sponsorship activation that gets your brand in front of the plenary audience, and drives awareness towards your exhibit booth. Negotiate with the show organizers a combined sponsorship/exhibit package to gain pre-show digital/eblast lead gen and inshow mobile app advertising, all driving traffic to your booth to learn more and be entered into a free trial or service package. finally... forget the booth babes or sending event staff to 'man' your booth... put your very best sales professionals on the floor to meet prospects.

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2 Have a clear value proposition

A value proposition is a concise statement that summarizes what your product or service does, how it benefits your customers, and what makes it unique or superior to other options. It should answer the question: why should they choose you over others? Your value proposition should be clear, specific, and relevant to your prospects, and it should highlight the main features and benefits of your offer.

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3 Use storytelling techniques

Storytelling is an effective way to capture your prospects' attention and emotions, while illustrating how your product or service works, has helped other customers, and can improve their situation. It appeals to the human brain's natural tendency to process information through narratives, making your pitch more memorable and relatable. To use storytelling effectively, start with a hook that grabs your prospects' interest. Then build the context by providing background information on your offering, industry, or customers. Show the solution by demonstrating how your product or service solves the problem or meets the need. Finally, end with a call to action that invites them to take the next step. Make it easy for them to follow up and stay in touch.

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David T. Stevens?, PMED

Host of "Return on Wellness" | Wellness Architect | Award Winning Keynote Speaker | 6x Fittest Male #EventProf
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We never presented about ourselves at shows. We always had customers present on how they were using our products to solve their problems in their business. What was exception about this approach is at the end of out sessions, we wouldn't hold Q&A at the session location but instead tell everyone that if they had further questions, they could ask them of our customer and presenter at our booth. This always led to a very crowded booth post presentation and then we didn't have to worry about being on the shows timeline and people could stay as long at they liked.

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4 Be prepared for questions and objections

One of the most important parts of your pitch is the interaction with your prospects. You should be ready to answer their questions, address their concerns, and overcome their objections. To do this, you need to anticipate the most common or likely questions and objections that your prospects may have, and prepare clear and convincing responses. You can also use questions as an opportunity to engage your prospects, understand their needs and motivations, and tailor your pitch to their specific situation.

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5 Follow up and stay in touch

After you deliver your pitch, don't let the conversation end there. You should follow up with your prospects as soon as possible, preferably within 24 hours, to thank them for their time, remind them of your value proposition, and reinforce your call to action. You can also use follow-up emails, phone calls, or social media messages to provide additional information, answer questions, offer incentives, or request feedback. The goal is to keep the relationship alive and move your prospects closer to a purchase decision.

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Rich Rodrigues

Fun Broker | Exhibitor's Best Friend | Let's Talk Events
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Not sure if following up 24 hours after pitching something at a trade show is the best strategy. Trade shows can be exhausting and a lot of people are spending time away from their traditional day to day work duties and their families. It's important to be empathetic to that and give them time to breathe while debriefing with their team about the show. That being said, once you do follow up, take an omnichannel approach. A single email or phone call is not enough to cut through the noise considering how many people attendees speak to at a trade show. And please, personalize your follow up outreach with things you spoke about specifically.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a pitch that stands out to different types of prospects at trade shows?

1

2

3

4

5

6

1 Know your audience

2 Have a clear value proposition

3 Use storytelling techniques

4 Be prepared for questions and objections

5 Follow up and stay in touch

6 Here’s what else to consider

Trade Shows

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How can you create a pitch that stands out to different types of prospects at trade shows?

1

2

3

4

5

6

1 Know your audience

2 Have a clear value proposition

3 Use storytelling techniques

4 Be prepared for questions and objections

5 Follow up and stay in touch

6 Here’s what else to consider

Trade Shows

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