Trade shows help your business gain exposure and meet potential clients, and how you present yourself among a sea of other businesses is critical. Exhibitions can far exceed your potential marketing growth; every years, there are thousands of business deals at trade shows.
Trade shows provide a powerful platform for you to meet new customers, interact with existing customers, and build a reliable brand.
Many businesses avoid the trade scene because of costs. And while money is a reasonable concern, with the right strategy, your ROI can be much stronger than you think and you’ll find your customer base expand drastically. The only real measure of success is how much effort you put into it. By employing best trade show practices, you increase your odds of closing deals yourself, and leaving a long-lasting impression. These shows also provide an opportunity to collect customer feedback and determine what’s working for your business and what isn’t.
Give Unique Gifts
A study conducted by PPAI Research found that “69% of people would pick up a promotional product if they found it to be useful.” Businesses that really want to stand out should avoid giving out standard gifts like pens, pins, or notepads (unless these items are supplemental). Of course, your budget is a huge indicator of the type of gifts you’ll be able to give passerby, but you’d be surprised at the cost-efficient options of bigger gifts when purchased in bulk and in advance. Many businesses can find great deals from overseas and bulk manufacturers like Alibaba.
The gift should be useful and branded, and ignite conversation. Examples of good trade show gifts include laptop skins, headphones, totes, USB chargers, flash drives, sunglasses, bookmarks, digital downloads, and socks, among others. Of course, if the conference is industry specific -- like the Global Pet Expo -- your swag should be tailored to that niche (think: dog bowls or logo-embellished pet toys). For inspiration, check out how other businesses are making an effort to stand out.
Use A Great Display
Brand imagery has a huge impact on consumer opinion and at a convention, you should put your best foot forward. Trade show displays are first impressions, and attendees will often make a decision on whether to approach your booth based on its appearance. The great thing about these displays is that they are a worthwhile piece of the marketing budget because they are versatile you can use it several times. Your display should be eye-catching without being too difficult to read or understand. The goal is to capture attention, but to also make it simple for visitors to see what your business does.
Generate Buzz & Create A Long Line
Building a long line is so important because it creates the image that you’re offering something worth waiting for. A long line is essentially social proof -- it validates your business and encourages others to get in line, too. One way to generate a long line is through promotional giveaways, raffles, games, and contests. There are various trade show games that have proven to draw a crowd, and all you need to do is put your own brand spin on it. Additionally, be sure to have the appropriate marketing materials to advertise your offering. Put yourself in the position of the attendee, and ask, “What would I like to win?” or “What would make me wait in line?” Asking these questions and doing your research long before the show ensures you’ll have a more predictable outcome.
Get Creative with Interactive Experiences
Today, people aren’t just interested in being spoken to; they want to be part of the conversation. Interactive and creative booth experiences allow the visitor to become a part of a movement or dialogue. According to Jesse Lear from V.I.P. Waste Services, her company once partnered with a local zoo to have two penguins appear at their booth, where they also gave away penguin-themed merchandise. Not only was the booth packed throughout the conference, but people remembered it for years to come.
Creating experiences that allow visitors to truly interact with your brand will also help spread the word about your business. For example, at one trade show, Charity Water invited attendees to carry two 40-pound jugs across a 50-yard platform to demonstrate the how difficult it is for people who live in developing countries to fetch water. This proved to be a powerful way to demonstrate the need Charity Water was trying to fill.