How can your trade show display stand out from the crowd?
September 18, 2014
There are hundreds of companies at trade shows vying for your audience's attention. They distribute branded items, talk about their products, and do everything possible to scan attendees' badges with lead retrieval scanners. Most companies use the same trade show tactics as each other, and attendees eventually forget who was who. But there are other, smarter ways to strategically approach trade shows that will make you stand out from other companies and competitors and stay on attendees' brains long after the event is over.
First step in the process is to determine:
What are your objectives
What % of the audience attending the event is in your target market
What type of things appeal to your target market based on their demographics
Who else is exhibiting - compare your website to the website of the show you are attending – comparing demographics.
Next you can put together a list of ways to promote your company - BEFORE the event:
Post your schedule on your website and have a sign up for appointments
Send an email blast to attendees
Put you booth number on everything you have with the show sponsor logo
Create a separate landing page about this event
Put a sticker on all communication (invoices) going out to people with the booth number and show
Have sales people set up meetings in advance
Post on all social media sites
Press release on any new products/solutions being presented at the show
Wine and Dine CLIENTS during off show hours – set up appointments
Create a direct mail piece - anything from a letter, postcard, to an expensive piece
Telephone - it still works. Have your sales people call your list
Order a give away and start promoting it
Offer some discounts for sales at the show
Submit a print ads in trade magazines
Send a postcard – with a free offer if they come to your booth
Add a link to your site on the show site
Direct mail pieces
Send out ½ the prize – other half gets picked up at the booth
And at the same time (consistency is key) determine what you are doing AT the event:
Candy – Food handout
Speak on the show agenda – submit call to paper
Give away something useful
Add interactivity – entertaining
Bring products and get clients to hold them
Big grand prize
Ad in showbook
Door drops to attendees
More substantial food/drinks
Get celebrities at your event
Bottom line – you need to PLAN AHEAD for your event and what you will be doing and then track your leads and follow through. Maybe there is not anything unique about your products but you can certainly be at the right place at the right time and really STAND ABOVE your competition and close that new opportunity!!
LOOKING FOR SOME EXHIBIT DESIGN IDEAS?
Download one of our Resource Guide Catalogs!
Our custom, modular, portable, and rental exhibits catalogs are a great resource for trade show information as well as exhibit designs.