Consumers are bombarded with ads and marketing messages all day, every day. What they’re lacking, though, is in-person contact with brands, an avenue by which they can interact and put a relatable face on a company. Trade shows allow businesses to reach out, engage customers, and attract new, and interested, audiences. Here are 5 things you need to know to ensure you do this successfully at your trade show appearance.
- The show matters. 10,000. That’s how many trade shows are held in the United States each year. It is essential that you choose shows that attract your audience – whether they are buyers, prospective buyers, potential suppliers, or vendors. Ask for stats from shows you are interested in, and see if they hit your demographics. Check out shows as a visitor first, and see which would be the best fit for your brand.
- You need objectives. What do you want to accomplish? It sounds like a simple question, but it’s one that many brands don’t take the time to consider. Too often, they go in with big ideas but no solid plan. Do you want to close 20 sales? Capture 200 visitor emails? Generate excitement around a new product or service? What will success mean for you? And, just as important, how can you measure that?
- Eye-catching trade show booths are a must. A trifold poster isn’t going to cut it in today’s media-flooded world. Attention spans are short, and because of the constant onslaught of marketing and advertising, many consumers simply tune out the noise. The key, then, is to hit a note that transcends the noise.
Fortunately, innovative trade show displays don’t have to cost a fortune. They can help your brand stand out from the pack when you use creative graphics, bold coloring, simple lines, and a clear call to action. What can you offer to spark weary trade show attendees’ attention? What does your brand have that they have not seen yet?
- Plan to promote your appearance. Write about it in your e-newsletter, send emails, promote it on social media platforms and on your blog. You can even set up a hashtag contest that ties pre-promotion with the actual event. Get creative about getting the word out.
- Don’t forget to follow up. Shockingly, 80% of trade show leads are not followed up on! Why bother attending, and wasting time and resources? Most attendees have purchasing power, and they’re looking for deals. They are not warm leads; they are hot leads – unless you don’t act.
Trade show exhibits help build brand awareness and put your company in front of its target audience. These 5 tips will help you seize that opportunity and stand out.