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	Welcome to the seventh edition of Z Connections – Tips & Tricks for Tradeshows.   Expos, exhibitions and tradeshows are an efficient and effective way to get you and your product in the face and hands of your potential clients. They provide the opportunity for instant feedback, genuine relationship building opportunities and unique branding activities.   However in order to make your investment successful, there are some important things to consider. We share with you our 10 step guide to successful exhibiting! We also feature information about how to network effectively and tips on how to write a follow-up email.     On the first of July we celebrated our second birthday. We want to thank our terrific clients and industry colleagues for their support and the opportunity to work together. See our birthday present - a brand new website! To discuss ways in which we can support your business, please contact me for a chat.   Til next time,   Felicity   10 Step Guide for Successful Exhibiting How to become a Master Networker Tips & Tricks - Five Elements of a Successful Follow-Up Email         * We are proud to announce the launch of the new Zadro Communications website. We invite you to take a look and let us know what you think.     * Check out our Managing Director, Felicity Zadro at Australian Business Events Expo (ABEE) presenting 'Business Communication in a Downturn: Why smart marketing is crucial' - Wed 22 July, 1:15-2:15pm.       In her recent trawling of the internet, our in-house researcher has discovered...     Got a Passion?     'Got a Passion' is an online service developed by The Exhibition and Event Association of Australasia (EEAA) which allows you to create your own event calendar of exhibitions relating to your passion or business.     You can also register to receive booklets about how to exhibit and measure exhibition success.             Felicity Zadro   Participating in a tradeshow can be a powerful and effective way to promote your business.   However, I’m still constantly surprised by how many people spend money on an exhibition presence but don’t have a plan for what to do, how to evaluate it and what follow up will take place.   From our experience of marketing our clients at exhibitions, we’ve pulled together the best and most effective strategies for small and medium sized businesses.   Follow the steps below and have a successful show!   1. Choose the right show If you’re going to exhibit, it’s important to make sure that you are at the show where your target audience are going to be. Research the exhibition – Who's the target market? Who are the sponsors? Who else is exhibiting? What is the show's marketing plan? This information can sometimes be found on the expo website, so study it carefully. You want to exhibit at a show which is targeted to your industry and will be attended by many of your potential clients. Rebecca Gooch .. Tradeshows offer a fantastic opportunity to make connections and meet potential clients or referral partners. There is a vast supply of potential clients out there and networking at tradeshows is one of the best ways to meet them. It’s important to remember that networking is more than just showing up and shaking hands (although that is a good start!), so here are some tips to help you become a master networker at your next tradeshow or exhibition.   • Go it alone – You need to be proactive in meeting new people. If you attend a conference with a friend or work colleague, don’t stay with them the whole time. To make connections, you need to step out of your comfort zone and make the effort to meet new people. This might involve sitting next to different people in each session (and actually talking to them!).       Five Elements of a Successful Follow-Up Email by Susan Friedmann, SPICE Magazine, Issue 1 JUN/JUL 09 The show is over but your work has just begun. The end of the show is not a destination; rather it’s just one stop on your sales journey. You’ve made a great impression with your prospects, now is the time to ensure you reinforce that positive feeling by sending a customised follow-up email. Here’s what makes a successful post-show email message.   1. Thank the customer for coming by your stand, and name the trade show. The more specific your email, the more personal it will seem. 2. Offer them a reason to open this email – and the next, and the next one after that. Whether you include something amusing, a quiz, or a few useful business tips, your customers are more likely to open and read emails if you engage them with content. 3. Send different welcome emails to prospective, new, and established customers. Changing a sentence or paragraph to reflect the customer’s status can vastly increase the effectiveness of your message. 4. Use the information you gathered at the show to tailor emails. Simply put, if you send customised emails, you’ll have a powerful edge on your competitors. 5. Confirm they’ve agreed to receive email, and offer an opt-out link on every email. Without it, you can annoy potential customers and prompt them to report your email as spam. If they do opt-out, send a short ‘apologies for any inconvenience’ message. You want to leave the door open for future communication. Many companies will be spending more money this year on email. Make yours stand out!
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