We’re no strangers to the odd trade show here and there and if we were truthful, most of us feel a certain element of dread when approaching a trade show. Long tiring days and even longer nights preparing for the subsequent days/dismantling your stand, but it is worth bearing in mind that trade shows can be a very powerful marketing tool and valuable lead generators for your business.

From providing instrumental visibility to your potential client, to giving your brand more authority, exhibiting at a trade show has a number of opportunities to branch out to business-to-business trading, and create/increase your customer database.

However, a lot of businesses are put off because of the large price tag that can sometimes be attached. Of course, you can’t just pull up with a laptop and handful of samples, expecting to wow the crowd. If you want to get noticed, some advance planning is in order to master the art of trade show trade shows.

Be an Attendee-

Before spending your businesses hard earned cash on an exhibitor space, scout out the show beforehand as an attendee. This is a good way to get a feel for the event from the other side, so to speak. How have the organisers marketed the event beforehand? How many people attended? Who exhibited? What on stand marketing did your competitors do? What were exhibitors giving away for free on their stands?

Getting answers to these will put you in good stead for your own trade show venture, and enable you and the team prepare for what to expect.

Get Your Goals Planned Out-

You don’t want to go to a trade show unprepared. Identify your clients or businesses goals and objectives beforehand; what is the main focus and what are you hoping to gain from the event?

If you’ve launched a new product, perhaps you want to demonstrate its capabilities and highlight why the product is the ‘must have’ for your targeted audience. Or if you’re a new company, you may want to increase your brand awareness and develop a contact database.

Whatever your reasoning to exhibit at a trade show may be, ensure you have thoroughly outlined why you are attending.

Top tip - identify which exhibitors you want to meet and if possible, schedule in some meetings with key contacts while you’re there. You want to position yourself as an expert, so being active can help develop a reputation as an expert among peers and clients. The exposure will also shine a light on your business, and make clients feel comfortable working with those who are known in the industry. 

Build a Winning Stand –

Trade shows are notorious for cramming in as many trade shows stands as possible, making the event very busy to say the least. It’s your job to stand out from the competition and retain relevance in attendee’s minds after the event.

Renowned marketer Seth Godin once said, “Marketing is a contest for people’s attention” and this couldn’t be truer when exhibiting at trade shows. You need to grab attention by creating a memorable experience for the attendees. Perhaps consider using interactive features, like live product demonstrations, hosting on stand competitions, seminars and presentations, having promotional giveaways and even branded photo booths can all be helpful ways of drawing people in.

Brief, bold and relevant messaging around your stand keeps your overall message clear and high impact. If you’ve got space and budget, include a seating space or a private room for one-to-one meetings with key people.

Use Social Media -

If you have social media accounts, take advantage of them to promote your presence at the upcoming trade show. Combining social media and the event will optimise your exposure and extend your reach far beyond the trade show doors.

Be inventive with how you use social media on the day too. Perhaps you could thank guests who have visited, or attract people to come and see what you have on offer with a short 5 second clip of your busy stand.

In recent years there has also been an increase in trade show organisers using media walls, displaying all the latest tweets that use their specific hashtag. Before you attend find out what the event hashtag is and begin connecting with other attendees before, during and after the show.

Top tip – using the trade shows hashtags can increase visibility and brand awareness for your company.

Need advice on how best to send out marketing communications? Get in touch today on 01284 718900 or email lydiaw@precision.email and speak with our team who will provide you with the best methods of creating and sending your marketing communications.