5 ways to maximize your Builders’ Show ROI

The Builders’ Show is just a week away, and if you’re exhibiting at the show, you probably have some reservations about how much you’ll get out of it.

The building industry has suffered more than its share during this recession, and as a result, fewer builders and contractors are spending the time and money to travel to extravagant places like Las Vegas for a trade show. However, in a way lightly attended shows provide a unique opportunity to connect with customers on a more personal level. And, there are some things you can do to reach the ones who don’t come.

So, here 5 ways to maximize your IBS ROI:

1. Engage show attendees & follow up. Social media is all the rage these days, and for good reason, but face-to-face meetings are the best way to get online relationships started. When you meet customers, ask them if they are on LinkedIn, Facebook or Twitter (LinkedIn is probably your best bet). If they are, ask their permission to connect with them there. Also, put your various Social Media URLs on your business cards. Before you know it, you’ll have an expansive network of potential customers.
2. Blog. If you have a blog (and you probably should), you need to start blogging about what you’ll be doing at IBS now. What you’ll have on display, where you’ll be staying, where you plan on eating, what shows you’ll see. Of course, you want to talk about your company, brand or product, but those little personal things are what get people engaged in conversation. After the show, blog about what you did, what you saw, what you liked or didn’t like.
3. Tweet. If you have a Twitter account (and you probably should), start Tweeting about the upcoming show. Engage your followers in conversations about your expectations of the show. Look for “Tweetups” where you can meet your Twitter friends at a bar or restaurant. Better yet, organize a Tweetup yourself.
4. Video. For the customers who couldn’t be at the show, take them on a video tour of your booth. Introduce them to the employees working the show, let them see the products. Give them the experience of being at the show as best you can. Have fun with it. Put the video up on your Web site or blog, as well as on You Tube.
5. PR. Even if overall attendance will be down, there will still be editors and reporters there. You can go to the IBS Web site and request a list (scroll to the bottom of the page). IBS doesn’t provide e-mail addresses, but you can usually find these through magazines’ Web sites. Contact a few editors who might be interested in your product, tell them what’s new, and invite them to your booth. Be careful, though. They are interested in seeing what’s new or interesting, so make sure you have a good story to tell.

Just because show attendance will be light doesn’t mean the show will be a waste of time. Do what you can to make the most of it.

UPDATE: IBS organizers have made it a bit easier for exhibitors to maximize their ROI with an iPhone app.