Where did the summer go? It just seems like yesterday that my wife played Alice Cooper’s “School’s Out for Summer” on our daughter’s last day of classes, a tradition since we have had since our kids were both very young.
Glancing at my calendar this week I noticed that September and October are both busy months for Job Fairs and Trade Shows.
These types of shows come at a large cost for exhibitors. From the expense involved with the cost of the booth space, electrical, marketing material, and giveaways, to transportation, accommodations, and meal, it’s certainly something to budget for.
Don’t forget the most important expense: your time. Many of these shows are on the weekend, which means it’s time away from your family/friends, and you’re missing out on that all important recharge time.
One of my mentors, Jim Rohn, often said, “Time is more valuable than money. You can get more money but you cannot get more time.”
Being properly prepared for any show is key to ensure you and your company receive the ROI needed to make this a worthwhile investment.
Here are some tips to consider when working a booth…
Don’t just be there putting in your time, you want to bring your ‘A-game’ to fully realize the investment that you and your company have made.
Follow up is key at any job fair or trade show. Make sure to have a “hot sheet” to record the names, numbers and notes for leads that have the most potential. If you have collected emails, send them a quick follow up to thank them for dropping by.
When you are attending a job fair to recruit drivers, don’t wait until the weekend is over before you reach out to your hot prospects. In today’s driver climate, chances are they will be receiving a call or follow up from many other fleets that are also trying to win them over. Let them know you are very interested in talking to them and that you will be sending more info first thing Monday morning. Better yet, include your recruiting link for them to check things out over the weekend while it’s fresh in their mind.
Make sure you also have a follow up conversation with your team. Ask them to provide their feedback on the event and be sure to designate tasks and follow ups accordingly to ensure everything gets done.
It’s sometimes difficult to measure the true value of the show and you may not see the ROI right away, but if you keep in touch long-term with any contacts you make, you can rest assured that your investment will be well worth it.
Oh, and don’t forget to have fun, it certainly make the time pass a lot quicker!