How To Connect With Your Biggest Fans: Maximizing The Impact Of Your Trade Show Displays
Trade show displays have long been recognized as one of the best ways to identify and connect with key marketing influencers. These tips will help you maximize and maintain that contact after the convention is over.
Trade Show Displays Are Key To Finding Influencers
Trade show displays have always been recognized as one of the best places to discover and communicate with these highly beneficial hubs. It is almost impossible for a marketer to spot one simply from market data, as there are few constant characteristics across the field. Hubs tend to naturally identify themselves at trade show displays because they are hungry for more information about your product or industry. Hubs will tend to visit conventions much more frequently than the average user precisely because they always want to know more about their chosen topic. In general, a hub will usually be interested in your broader industry rather than in promoting your company individually, although that is not always the case.
Giving Hubs What They Want
As mentioned above, influencers are generally not promoting your company blindly. The reason for this is simple: they want to be seen as a qualified source of information in the eyes of their audience, and that's undermined if they are seen as bought out or biased toward one particular supplier. For this reason, their primary motivation that drives them to visit booths is information, and they want lots of it.
A typical attendee will be content with a push method of marketing, one which emphasizes all the benefits of your company and products without delving too deeply into specific mechanisms or product construction. To an influencer, this isn't enough. They want to know facts about your product that they can communicate to their audience. They want brochures and booklets packed with facts and figures. They are excited by insider information, like a scoop or an exclusive. While trade show displays are not necessarily the best venues for the kind of exclusives that these powerful people crave, they are the best way to convince them that your company is superior.
What This Means For Your Exhibit
If you are working with previously designed trade show displays, you won't need to fundamentally change them or start from scratch. The key to engaging hubs is to have plenty of knowledgeable staff available and plenty of information to give away. They'll be impressed if you can show them tangible statistics that they can share. They do prefer to take things home, because that makes it easier to share later on. One of the most important things to remember when dealing with influencers is that you can never give them too much information: extra leaflets and such are very likely to be passed on to other people.
Making the most of contact with hubs can be a significant benefit of trade show displays. If you ensure that you have plenty of concrete information about your company and your product, then you're already appealing to the influencers - and you'll see an increased benefit from other visitors as well.
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ABOUT THE AUTHOR
Chris Harmen writes about trade show displays in Dallas for Skyline DFW. Skyline helps companies of every size create Dallas trade show booths for any budget and any marketing goal.