10 Tips for Making the Most of Trade Shows

Do you want to share your company’s latest innovations, attract new clients, and forge long-lasting business partnerships?

Trade shows help you do all these things. At a trade show, you have the opportunity to showcase your brand to a variety of people interested in your field. But, just like in the rest of the marketing world, making a solid first impression matters. How do you get your booth to stand out?

Below, we’ll go into ten tips for making your trade show presence a success. Keep reading to learn more!

1. Know Your Best Options

It might be tempting to sign up for all the biggest conferences, but is it in your best interest?

Not every trade show will be the best fit for your company. If you sign up for some of the biggest ones (SXSW, for example), you’ll be competing with a wide variety of businesses. As such, it will be harder for you to stand out.

Before you sign up for trade shows, do your research. See which shows work best for people in your field, and then determine whether they’d be a good fit for you.

2. Decide What to Showcase

When you’re at a trade show, you will have a limited amount of time to catch a potential client’s eye. Because of this, your showcase meetings should center around what you’re going to show and how you’ll do it.

Some companies choose to bring boards highlighting a specific product or service. If you have a bigger budget, you might also want to invest in a screen and compose a slideshow of your best work.

What if you want to share more information? Most companies hand out brochures at trade shows. You can include more information on your products and services in these.

Make sure you include information on how to contact your company so people can call or e-mail you after the trade show ends!

3. Remember Your Brand

A well-executed trade show tells people who you are as a company. As such, you want your booth to reflect your brand and your other marketing endeavors.

But how do you translate something as intangible as a brand into something you can present at a trade show? Start with your colors. Most businesses have a set of shades that they use in logos and other marketing materials. Make sure you make a table design that matches your regular pallette. Keep all items at your table within the same range of colors.

Next, work on your language. Any brochures or presentational information should be carefully crafted and proofread. If your brand has a certain personality, ensure the written text maintains the right tone.

You also might want to design on-brand t-shirts for your employees to wear. That way, whether they’re at the booth or networking, they can represent your company and increase brand awareness.

4. Send Your Friendliest Employees

Research demonstrates that people make purchases based on emotional connections. Your trade show booth might be someone’s first impression of your company, so you need to make those initial connections.

To accomplish this, send your most knowledgeable, friendly employees. If someone is naturally skilled at talking to people, they stand a better chance of making a positive impression.

You can also rehearse interacting with clients before they go out to conventions. Run through some common questions they might get asked and make sure they know the answers.

That way, you’ll have well-equipped, outgoing people working your booth!

5. Include Your E-mail List

Trade shows constitute excellent opportunities to expand your e-mail list. Even if a client doesn’t make a purchase at your show, they might be interested in learning more.

As such, you should include a form that people can fill out with their e-mail addresses. Afterward, add them to your company mailing list.

6. Bring Business Cards

Trade shows include a lot of networking, and you don’t want to be caught without your contact information.

Have all your employees bring their business cards. That way, you can exchange them with people at other companies. Once the convention has ended, write a personalized e-mail to each of your contacts. Remind them of your conversation and reiterate your interest in partnering in the future.

7. Socialize

Don’t just sit at your booth waiting for someone to show up! Have enough employees that you can keep the booth running while others go and socialize.

These interactions help you build connections with other companies.

8. Schedule Meetings

Do you know who else is attending your trade shows?

If not, do your research. You might find your favorite companies will be at the same conventions. Reach out to them beforehand and ask if you can speak to some company representatives at the convention. Come prepared to talk about key opportunities for partnership.

9. Know Your Objectives

Do you know why you’re attending your trade shows? If you do, it will be easier to measure how successful your trade show presence was.

Develop a couple of key objectives and share them with your employees. That way, everyone is on the same page and can work together toward your goals!

10. Share on Social Media

As soon as you can, start sharing about your trade shows on social media.

First, announce that you’ll be attending and encourage your followers to come and visit your booth. Give them teasers of what to expect.

Once the trade show starts, keep sharing. This generates interest in your company and keeps your followers engaged.

You should also invite convention-goers to follow you on your social media platforms.

Want more help with your trade show presence? Visit Rockway Exhibits.

Ready to Attend Trade Shows?

Trade shows are the perfect opportunity to showcase your company and grow your business in a fun and interactive way.

By following the advice above, you’ll stand a better chance of outshining your competition. This, in turn, will give you successful company connections and new business.

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