Exposing your products to new prospects, interacting with current clients, and getting to know your competition may all be accomplished during trade exhibitions. These events can help expand your client list and your brand in terms of visibility and prestige. However, to achieve that, you need a sound plan. Here is a concise guide on how you can make good use of your next trade show.
The Do’s of Trade Shows
- Scout Out the Competition
Check the list of exhibitors before the event to learn who else is going. Knowing your competition can help you understand the show’s popularity and determine if that will work to gain success. It is a good sign if your biggest competition plans to attend. Research what worked for similar companies and use that to tailor your strategies.
- Choose the Best Booth Staff
The people working at your booth will be representatives of your company, so select your most knowledgeable and approachable representatives. They should be able to articulate your product value and address any technical or functional questions efficiently. Your staff should also know the goals of attending the trade show and be able to recognize VIP attendees. Finally, everyone in your booth should be friendly, professional, and enthusiastic.
- Make an Attractive Booth
Your booth design is crucial in attracting visitors. Consider using bold signage, interactive trade show displays, and creative setups, such as tall structures. A well-designed booth makes people stop, allowing attendees to interact with your team.
- Plan Your Budget Wisely
Setting a realistic budget is crucial. Many businesses underestimate the hidden costs of trade shows, such as booth setup, staff expenses, and promotional materials. Your booth space alone will take up 30 to 35% of your budget. With proper budgeting, you will not go overboard on spending.
- Be Positive and Lively
Trade shows can be long and arduous, but a great attitude makes all the difference. Many booths are to be visited, and people won’t stop by each one. Stay cheerful, keep smiling, and engage people in friendly conversations. Your enthusiasm will draw attendees in.
- Set Specific Goals
Decide beforehand what you want to achieve. Clear goals will direct the strategy and booth design, whether launching a new product, collecting leads, meeting your business partners, or attaining a sales target.
The Don’ts of Trade Shows
- Oversharing with Attendees
The most common mistake is overloading visitors with too much information. Nervous or unprepared staff often ramble on, hoping to impress attendees. Instead, train your team to listen 80% of the time and speak only 20% of the interaction. Focus on understanding visitors’ needs and tailor your pitch accordingly.
- Failure to Ask Questions
Don’t hesitate to ask questions from event organizers and experienced exhibitors. They can give some insights on show requirements, demographics, and tips for success that may get you an advantage.
- Neglecting Follow-Ups
The biggest mistake businesses make is not following up on leads after the event. Don’t let all your work go to waste. Reach out to prospect leads immediately and give them sufficient additional information, including clear next steps. The follow-up is where many deals are won or lost.
Final Thoughts
Despite being a powerful marketing tool, trade shows require meticulous planning to be successful. By following these do’s and don’ts, you can maximize your investment and provide visitors with an experience they won’t soon forget. Avoid common pitfalls, maintain organization, and project the best image of your brand.
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