3 Strategies For Showing Off Your Brand At A Trade Show
The success of your business depends on how much customers know and like your products. If your business and its products are little known, it’s impossible for your business to prosper. For this simple reason, you have to find effective channels to talk about your business and display your product line to the public.
While advertising will bring you some recognition, one way to quickly put your business in the limelight is to focus on attending a number of trade shows or industry conferences during the course of the year.
Here are 3 tips to help you market your business effectively when you exhibit at these venues:
1. Set up an eye-catching physical footprint of your display.
How you set up your booths or custom tents will require plenty of artistic imagination because you don’t want people to walk by without paying attention to what you have to offer. Consequently, it's important to choose the right awnings, room dividers, lighting, table space, banners, and whatever else you need to attract attention to your product display area. Come up with a unique theme to make your booth look fun and interesting to visit.
Here are some ideas to attract attention:
- Display TVs to run short infomercials.
- Use monitors or interactive touch screen media for visual demonstrations on how your product works.
- Have plenty of product literature to hand out to people who would like to know more or contact your company in the future. Give away postcards, flyers, brochures, business cards, samples, or whatever else you need to promote your marketing messages
- Provide live product demonstrations if it’s possible.
- Conduct surveys to get a better idea of people's reactions to your product and your booth.
- Find ways to gather customer information by offering prize drawings, giveaways or contests to engage people.
- Assign only outgoing engaged people to work at your booth, not employees who get easily bored talking to people.
In short, the more engaging elements you can add to your physical presence, without overdoing it, of course, the more people you will attract.
2. Be selective about where you exhibit.
While you can potentially benefit from showing up as many trade shows as possible, some trade shows will serve your goals better than others. It’s important to be selective to figure out which trade shows will help you get the most value for your money.
Here are some questions to ask to evaluate a trade show:
- 1. What is the quality and quantity of businesses who will exhibit?
- 2. Will the trade show help you build your brand, reach your marketing goals, and increase your business sales?
- 3. What are the average numbers of people who show up and do they fit my target demographics?
- 4. What has been the experience of people who exhibited in past years?
Once you’ve figured out ahead of time the best trade shows to go to for the highest ROI, then be sure to register as early as you possibly can because this will allow you to get any available early-bird discount specials. By registering early, you could save your business hundreds of dollars in discounted costs over the course of the year.
3. Prepare thoroughly for your exhibits.
Once you’ve decided on the best trade shows for your industry and registered ahead of time, then you have to prepare thoroughly before you go. Otherwise, you’ll have wasted an invaluable opportunity.
Here are 3 ideas for how to prepare well:
- 1. Hold staff meetings to get clear on all your objectives. Spend plenty of time brainstorming and then create detailed to-do lists by priority and divide the responsibilities among your chosen personnel.
- 2. Carefully map out what you can do to advertise your presence at the trade shows. Your chances of attracting more people will increase substantially if you add some contests or prize drawings with some high-quality prizes like tablets or laptops. Advertise through your social media channels, email newsletters, blog posts, email signatures, as well as through any offline channels your company uses.
- 3. Show up as early as you are allowed to set up your exhibit. Give yourself plenty of time to get things sorted out properly and get to know the other exhibitors and the organizers.
A trade show will allow your business to build its brand. It will give you and your employees a chance to talk about your products and services directly with the public. In marketing parlance, this is referred to as engagement marketing because you are having face-to-face conversations with people about how your business can help them.
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