Instantly Improve Your Trade Show Presence in 8 Ways
Exhibiting at a trade show can be a great way to get your product or service in front of wholesalers, manufacturers, engineers and contractors. But, with exhibitor fees, travel and shipping costs, staff wages, marketing literature and display materials, trade shows also represent a significant investment of both time and money. You don’t want to waste either!
If your company is new to the exhibiting world, or your event team seems to be stuck in a rut, we’ve prepared 8 simple, low-cost steps to quickly boost your Trade Show Mojo.
#1. Keep it simple
You don’t want to look like you’re at a Science Fair. Your display is a communication tool, and trying to convey too many messages at once is counterproductive. Unless you have an exceptionally large booth space, focus on one or two key messages, products, or services. Before each show, think about the type of professionals who will be attending and, if possible, make sure your messaging speaks to them.
A simpler display is also much easier to transport and set up, which will reduce costs and allow your on-site team to save their energy for schmoozing with prospective customers!
#2. Invest in pull-up banners
Investing in pull-up banners will also help you to avoid that science fair look and provide the biggest bang for your buck! They’re eye-catching, highly portable, and useful in a broad range of applications from showrooms, to Lunch ‘n Learns, to the trade show floor. When done correctly, you can use several pull-up banners in sequence and eliminate the need for bulkier, costlier, and more labor-intensive trade show display systems altogether.
Once you’ve invested in pull-up banner hardware, it’s fairly simple to order new graphics and swap-out the design yourself. This makes it easy to feature specific products or services at different shows.
#3. If you can read this… you’re sitting on the floor
It can be very tempting to fill your entire display space with all sorts of information; booths can be very expensive and you likely have a lot to say! It is important to think about how visitors will be approaching your booth, where they will be standing and how they will interact with your display. Put your branding and important messages at eye level, not at people’s knees; otherwise they may be overlooked (literally AND figuratively speaking) and rendered essentially invisible if several people are standing in front of your display.
#4. “Excuse me…Do you work here?”
Are you one of those people who always gets asked that question when you’re shopping? Let’s just say it’s rather awkward for all involved…
Your booth staff are a team, so they should dress like one. Coordinating booth apparel makes it easier for visitors to identify your staff, and provides an opportunity to reinforce your brand with the use of corporate colours, logos, pins, etc.
Remember to consider your target audience and your corporate image when deciding between matching golf shirts and matching suits and ties!
#5. Enter your product/service for a show award!
Many trade shows offer free awards for top new/innovative products, best displays, etc., which will often get additional exposure on the show’s website, printed guide and social media. It can be great exposure if you have something new to share. Be sure to check the event website and exhibitor materials for details as this often requires you to submit an application well in advance of the event.
#6. Submit a release for the press box
Some shows provide a central location where members of the media can gather information about exhibitors and their products and services. This is an excellent opportunity to showcase your company and the products or services you’re featuring at the show. You can typically drop off copies of your press release on-site, and there may options for submitting an electronic version of your release via email or the event website prior to the show.
#7. Be a guest speaker or make a presentation
Trade show seminars and on-stage demonstrations offer an outstanding opportunity to showcase your products, services and expertise in front of a captive audience. The truth is, most trade shows are looking for additional ways they can add value to their show and your expertise may just fit the bill! Check the event website and exhibitor materials for information, or contact the event organizers (well in advance of the show) to learn more about potential speaking and presentation opportunities.
#8. News Flash: People love free stuff!
Trade show “swag” is the adult equivalent of Halloween candy. Don’t be surprised if you see people grabbing handfuls of more popular offerings.
But giveaways cost money, and – much like those tooth-shattering, waxed paper-wrapped caramels that nobody actually likes – most of these items will never again see the light of day once thrown into the bag.
That’s not to say there isn’t a lot of potential value in giveaways, but it is important to be strategic about WHAT you give away and HOW.
Your giveaway item should convey a message, be it your corporate logo and tagline or an actual sample of your product. Depending on the value of the item, you may choose to give a promotional gift only to those who have spoken with your staff and have expressed a genuine interest in your company. On the other hand, you may choose to give away inexpensive items to anyone who walks by.
If you really want to make a splash, you can give away a more “big ticket” item through a draw at your booth (a great way to collect business cards) or as a door prize (if offered by the show) – this can be one of your products or high-demand item, such as tickets to a hockey game. Be sure to check show regulations regarding giveaways, as they can vary from one event to another.
WHAT’S NEXT?
Attending a trade show can be a huge investment, but when done correctly, can reap huge rewards. Don’t miss this opportunity to put your best foot forward by planning ahead, targeting your audience and using all of the free resources provided by the show.
We have over 20 years of marketing experience in the plumbing and mechanical industry and have coordinated very large exhibits at CMPX and AHR Expo, as well as displays for regional trade shows across the USA and Canada. We can help you get the most of our your exhibitor fee and help create a booth that stands out and converts into leads.