Avoid looking bad, wasting money, or failing to attract trade show attendees to your booth. Knowing what captures attention will help get your idea or product to potential customers and investors.
webandprintteam.com gathered the following information and tips to help increase your presence at a trade show while creating more business opportunities with trade show attendees and other participants.
Trade Show Goals
Before you start inviting everyone in your contacts and planning your booth design, you should establish specific goals for your trade show presence. Ask yourself:
- Are you trying to create new business associations?
- Are you attempting to make an impression on current customers or convert new ones?
- Are you trying to establish your brand as an industry leader, build your brand in a new industry, or promote a recently launched product?
Answering these questions will help guide you in all trade show planning decisions, from your booth’s design to pre- and post-trade show marketing. Consider the following show promotion tips:
1. Bring Business Cards and Brochures
Nearly everyone you meet will want to exchange business cards and brochures. Avoid running out by bringing 1.5 times the amount of expected attendees.
Your business card is a reminder of who you are and an invitation for an extended professional conversation post-trade show. Your brochures are reminders of your company and what your product is. Without business cards and brochures, people are less likely to take you and your product seriously.
2. Become an Event Speaker
Contact the trade show’s organizers well in advance and convince them you have something relevant and valuable to offer (as a speaker or panel member). By seizing such an opportunity, you can position yourself as an authority in your industry and at the trade show.
If you speak at the event, avoid promoting your product or company (you’ll likely lose credibility). Offer the audience relevant industry information, giving them real value. If time and scheduling permit, encourage attendees to come talk to you one-on-one.
Note: Don’t dismiss the need to attend other lectures and panels.
3. Include Seating or a Lounge Area at Your Booth
A comfortable place to rest and recharge is often absent or difficult to find at trade shows. You can set yourself apart from other presenters by creating such a space.
A lounge space will attract more traffic to your booth and persuade potential customers to hang around longer. Such a space creates a relaxed atmosphere where you can casually chat about your product over a cup of coffee.
Note: Serve beverages like coffee, tea, or refreshments and light snacks like cookies, pastries, and chips.
4. Live Webcast or Utilize Social Media to Your Advantage
People that are unable to attend the trade show, but interested in seeing what they missed can be used to your advantage. Simply recording, posting, or going live at the trade show can bring significant viewership to your product and social media. Your social channels (Facebook, YouTube, Instagram, TikTok), a live stream of the event, or hosting from any of these virtual event platforms are ways to stream and engage parties that will otherwise miss the show.
Trade shows typically use official hashtags and keywords you can use on social media. Maintain your regular social media posting routine while using the event’s hashtags and keywords for all relevant posts and stories.
Note: Use social media platforms to immediately network with other attendees you associate with throughout the event. This will make your follow-up process significantly easier.
5. Bring Your Best Team Members
Your trade show team can significantly impact how the event unfolds for your company. In some cases, the people working your booth will be the “first contact” of your business. For this, you need friendly, professional, motivated, and outgoing people to represent your company and engage attendees.
Keep employee specialization in mind when assembling your trade show staff. Bring team members that complement each other’s skill sets. For example:
- A PR rep can field inquiries and make statements to the press
- A tech specialist can answer any technical inquiries
- A salesperson can convert leads
Be prepared to answer attendees’ questions and ask follow-up questions of your own. Everyone staffing your booth will likely be asked about company or product specifics.
Note: Make sure your team is ready to go by creating a list of potential questions and role-play before the event.
6. Give Away Free Swag
Everyone loves free stuff, and trade show attendees expect to score a lot. You can attract a sizable crowd with promotional items like pens, posters, hats, notebooks, water bottles, etc. Try to offer something relevant to your brand and the trade show theme.
Don’t be shy when handing out swag. The more attendees see your goods, the more eager they will be to find your booth and see what all the buzz is about.
Note: Hand out big stickers, oversized hats, bracelets, pins, light-up trinkets, bright t-shirts, or other wearables and turn it into a friendly game. Those who wear your swag are entered to win a special prize at the show’s end.
7. Follow up
This is one of, if not the most crucial part of attending a trade show that is often abandoned. Remember the ultimate goal: turn trade show attendees and participants into long-term and beneficial business relationships.
Reach out to those you met, referencing your notes (you should be taking notes on those you meet) to craft personalized messages addressing that person’s concerns and desires. Do this within 72 hours of the trade show for the best results.
Bonus Tip: Know Who Will Attend the Trade Show
Contact event organizers to see if attendee lists are available in advance. Research which contacts may be interested in your business, and send them an introductory email.
Let them know you’d love to meet them, and encourage them to frequent your booth. However, you should refrain from spamming their inbox by trying to sell your services right away. Keep first contact light and personal; this makes you more approachable.
Trade Show Success Tips
In this article, you discovered valuable information and pro tips on creating a more beneficial impact on fellow trade show exhibitors and attendees.
Being well-prepared for your trade show participation will increase your opportunities to make new business associations and increase your customer base.
Ignoring the need to be prepared at a trade show will leave attendees and potential business associates seeking more exciting and well-informed booths.
Sources:
academia.edu/35825757/Trade_Show_Tips_for_Small_Companies
nyfa.edu/student-resources/five-tips-for-exhibiting-your-game-at-events/