A melhor lista de verificação pré-feiras para startups e agências
Trade shows and conferences are an effective way to meet new customers and professional connections – surprisingly enough, according to InsideSales, 72% of sales and marketing leaders say a trade show is an effective method to generate quality leads.
And while trade shows can sometimes seem overwhelming and, let’s be honest, expensive, they can be a goldmine for startups trying to make a name for themselves in any industry – especially if you plan ahead! 🗓
That’s why we’ve put together this ultimate checklist packed with tips and tricks to help you go from trade show rookie to trade show pro – whether you’re exhibiting or just attending the event.
Bonus: We’ve put together a downloadable checklist for you to get all of this valuable info in one handy, digestible document. 🚀
Let’s jump right in! 👊
Getting started – metrics and more
Antes de começar a planejar uma feira de negócios ou conferência, pense em quais são seus objetivos ao participar de um evento.
Are you trying to win new business? Do you want to promote an exciting new feature you just launched? Maybe you want to try to connect with some investors? 💸
Try to frame your planning around your intentions – and make measurable goals that you can track and reference for future events so that your company can decide if a particular trade show is successful and worth the ROI.
Algumas métricas a serem consideradas e itens a serem monitorados no evento:
- Orçamento – it’s important to determine how much money your company is willing to spend on a particular event and to plan from there. Try to give as many details as possible and account for unexpected expenses as well. Pro tip: if it’s your first time exhibiting at a particular trade show, ask the coordinator if they offer first-time discounts.
- Leads – how many leads did you generate during the event? It’s also important to try and track how many “hot” leads you generated so you can determine if the event’s audience is right for your company. Dica profissional: Você pode adicionar leads rapidamente e na hora no aplicativo móvel Salesflare. 🔥
- Demonstrações, acompanhamentos e reuniões – keep track of how many demos and meetings you conducted during the trade show, as well as how many follow-ups you scheduled for afterwards. Pro tip: Be sure to schedule as many meetings as possible well in advance of the event – people’s calendars fill up very quickly at trade shows and conferences! More on planning this later.
- Negócios fechados – how many sales did you generate during the event itself? Dica profissional: Acompanhe seus leads e negócios conquistados em seu pipeline de vendas em Salesflare (you can even do this on the mobile app so that you don’t need to carry your laptop around). 📱
- Mídia social – Measure the engagement you receive during the event (and be sure to post all about your company’s presence at the event before, during and after!) – this means likes, RTs, comments, etc. Start conversations and encourage people to come chat with you IRL. Pro tip: Make a plan ahead of time for your social media posts. Decide who will manage the accounts during the event, what messages you want to send out and don’t forget to take lots of photos at the event and post them! #teamwork #conferencelife
Once these things are taken into consideration, it’s time to decide how much time, money and resources you want to invest in attending the trade show. Which brings me to my next point…
Exposição vs. participação
Is your company planning on attending the event and walking around to each booth and networking? 🤝
Ou você quer investir em seu próprio espaço para expor seus produtos ou serviços?
This decision greatly depends on your company’s budget, of course, because trade shows and conferences can get expensive.
Mas se você tiver dinheiro e recursos para investir em um estande em um evento, essa pode ser uma ótima maneira de ganhar mais visibilidade e ter um espaço dedicado para reuniões.
If not, no worries! Trade shows and conferences can still be incredibly valuable opportunities to meet new business connections without a booth. 👍
However, the plans, time, budget and logistics involved can greatly differ, as exhibiting takes a considerably larger investment of these things, so let’s break it down.
O cronograma para participar de uma feira de negócios ou conferência
9-12 months before the event…
Decide on a budget and the size of your booth. Start to think about what you want to promote and the messages you’d like to get across within the space. 🤔
Se possível, tente já reservar seu lugar no piso do showroom e seja estratégico: perto das portas de entrada ou em áreas com muito tráfego de pedestres são locais ideais para ter um estande.
Start to design the booth concept (it might be ideal to hire professionals for this part – there are several event and logistics agencies out there that cater specifically to trade shows).
Think about any exciting launches or news you’d like to announce before or during the event and start to put together a plan for generating buzz and interest.
Do you have someone in your company who is a thought leader on a relevant topic? Be sure to check out opportunities for speaking engagements during the event! Apply early – these slots fill in very quickly. 🗣
6 months before the event…
Make sure your booth design is in the works at this point – even better if it’s already good to go!
If you’re having multiple people from your company joining the event, make sure they are registered (tickets are usually much cheaper if you purchase them well in advance).
3 months before the event…
Certifique-se de que todas as pessoas da sua empresa que participarão do evento estejam registradas e entendam sua função no evento. Quem falará com os investidores? Quem fará demonstrações? Quem fará um tweet sobre sua presença no evento e enviará e-mails promocionais? Quem salvará e acompanhará os leads gerados no evento?
Of course, many of these roles can (and most likely will) overlap, but it’s best to have a plan of attack moving forward. 💪
Put in an order for any additional supplies you may need – such as promotional banners, giveaways, collateral (promotional brochures and the like), pens, etc. ✍️
Verifique novamente se tudo está pronto para o seu estande. Todos os móveis/materiais devem ser encomendados nesse momento. Coordene com o responsável pela construção do estande e certifique-se de que tudo esteja no caminho certo para ser entregue no prazo.
It’s better to get these things taken care of early than to wait until the last minute! ⏳
1 month before the event…
Does the event offer an app or matchmaking platform? Take advantage of this to set up meetings as soon as possible. This also gives you the chance to scope out any business connections or customers who may be attending as well. 📲
Research competitors who are attending – see if they have a booth and try to get an idea of how many employees they are sending to the event.
Confirm travel logistics at this point – flights, hotels, etc. and have a game plan for how you and your colleagues will track expenses. ✈️
The few weeks before the event…
Se você quiser gerar algum burburinho sobre a participação de sua empresa na feira ou conferência, enviar um anúncio por e-mail é uma ótima maneira de tentar obter mais engajamento antes do evento.
Some conferences offer mailing lists of attendees if you’re an exhibitor, but this isn’t always the case – and you should always use these lists responsibly!
But if you do not have access to this, and there are certain people or companies you’d like to chat with, check out this guide to finding anyone’s email.
Pergunte a outras empresas se elas têm um estande que você possa visitar ou veja se há alguma oportunidade de colaboração/parceria que você possa discutir. Mailchimp é uma ótima ferramenta para organizar esses anúncios e listas de discussão.
Finally, as you’re reaching the eleventh hour, be sure to fill in those last-minute meeting slots, double check everything is good to go for the booth delivery and setup and scope out the side events you want to attend.
Boom! You’re ready and prepared for a productive trade show!
Don’t forget! These are some must-have items that you should have handy because, well, you never know…
- Canetas, canetas hidrográficas e marcadores
- Tape – duct, masking, whatever you might need
- Cabos de extensão para quaisquer telas ou aparelhos conectados à tomada e carregadores extras
- Materiais de escritório em geral: post-its, elásticos, grampeador, clipes de papel, tesouras
- A basic toolkit: screwdriver, hammer, wrench, pliers, zip ties, etc. 🛠
- Um kit de primeiros socorros: remédios para dor de cabeça e resfriado, ataduras, etc.
- Cartões de visita extras, materiais promocionais e quaisquer demonstrações que você tenha
Tips for your booth design…
In terms of what your booth should look like, that’s completely up to you! But here are some things to consider:
- Try to avoid having any chairs in the booth space – they take up a lot of space and when they’re not used, it makes the booth seem empty and as if you don’t have any customers – not a good look. 🤷♀️
- Have an open and inviting floor plan – you want people to come talk to you, so make the design as approachable as possible!
- Some kind of engaging activity or activation – from giveaways to touchscreens with more information about your company, try to think of some interactive elements you can add to the booth. Budget permitting, of course.
- Follow the instructions in the exhibitors’ manual – I can’t stress this one enough. Be sure that you and the people you’ve hired to put together your booth follow all of the instructions and protocols laid out in the manual provided by the event coordinators. Not following the rules can cost you money, time and a lot of stress.
If you’re attending the trade show without a booth…
Muitos desses itens ainda se aplicam, mas você pode, é claro, pular as etapas que envolvem a logística do estande.
Não deixe de entrar em contato com os participantes com antecedência para agendar essas reuniões (e leve alguns materiais promocionais, se possível, para mostrar seu produto ou serviço às pessoas com quem você falar).
When it comes to attending the actual speaking sessions and keynotes, try to do this sparingly. 🙅♀️
There are so many great TED Talks and recorded speaking sessions from conferences online – don’t get sucked into this stuff when you could be networking with potential customers or investors during the event!
Organize sua equipe!
Tire proveito de ferramentas como Airtable, Trello, Dropbox ou Notion para colaborar e garantir que todos estejam na mesma página com relação ao propósito e às metas de participação no evento.
Have a Plan B (and C, and D…)
Eu entendo: coisas acontecem. Especialmente em situações tão caóticas e movimentadas como feiras e conferências.
Sometimes it seems as if Murphy’s law was created just for events like this – things can go wrong, and chances are, they will go wrong.
I’ve had my fair share of mishaps at events – I once had my phone accidentally packed into a shipping container after a trade show.
And at a separate event, I had to argue with the builders to let me into the storage area because they didn’t properly unpack everything and didn’t believe me when I said there was more to unpack. 🤦♀️
Como eu disse: Coisas. Acontecem.
No need to panic, though! This is why it’s good to have backup plans to keep everything running smoothly.
Sempre traga suprimentos extras e faça listas de embalagem detalhadas ao se preparar para a feira comercial. Coordene com a sua equipe quem leva o quê e atribua responsabilidades específicas a todos.
Another good thing to have is the exhibitors’ manual printed out in a binder. These usually have the forms needed for post-event cleanup and logistics, so it’s good to have them ready to go at a moment’s notice. 📄
Dicas finais
I know I’ve thrown a lot of info at you here, but no need to panic if your company doesn’t follow this timeline exactly. Different event types have different requirements and lead times, so just do your research and make sure you follow the deadlines.
Alguns recursos extras para a sua equipe arrasar na feira:
- Um guia de networking prático para que sua equipe tenha a mentalidade de fazer contatos significativos e produtivos durante o evento.
- A list of the top conferences for startups in 2020 to give you inspiration and point you in the right direction to the most relevant conferences out there.
- Modelos de e-mail de acompanhamento para quando você precisar enviar um e-mail para todos aqueles leads maravilhosos que conheceu no evento.
- Ferramentas poderosas para ajudá-lo a se organizar e colaborar em seu nível mais eficiente.
There you have it – if you follow these tips before attending a conference or trade show, you’ll be ready to make more sales and meet some new, exciting, interesting people in your industry!
Be prepared and always follow the guidelines laid out by the trade show organizers – with that said, you’ll be a pro in no time.
And don’t forget: you can download our free handy checklist to access a condensed version of everything mentioned in this post!
Now, get planning (and don’t forget to have a little bit of fun)! 🎉
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Para obter mais informações importantes sobre startups, marketing de crescimento e vendas:
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