Strategic approach on how to use your business trade show booth and trade show display to stand apart from the competition.
Trade show exhibits are a proven promotional technique that stand
alone under the umbrella of traditional marketing tactics that
consistently deliver mass advertorial appeal to a concentrated
demographic of interested consumers, or warm leads. In short, most of
the attendees perusing your organization's wares and services are doing
so because they are genuinely interested in what your business does.
This solid return on investment has established the relevance and
longevity of the trade show booth as a worthy marketing medium able to
compete with more conventional advertorial innovations and should be
worked steadily into any promotional mix.
For many organizations
looking to make an entrance into the realm of trade show displays,
participation is merely the first step. Once a company decides to move
forward with trade show exhibits, the real work begins. The ultimate
goal? To not only maintain a presence at these events, but, in a sea of
competitive displays, actually stand out from the crowd in a compelling,
appealing and informative way. If you are new to the trade show exhibit
circuit, fret not. With just a few tips and plan-ahead tactics, getting
your marketing presentations noticed is an easily obtained objective.
Get Your Trade Show Display Noticed: Before, During & After
Pre-Event
Planning: When strategizing a flawless expo execution, it is imperative
to coordinate a few pre-event details to ensure you stack the
attention-garnering odds in your business' favor. First and foremost,
get the word out. While the event is sure to be full of potential
clients, you know your potential pool of clientele better than anyone.
Make a list of would-be buyers that you just haven't been able to work
with yet. Gather up your marketing staff and brainstorm a creative way
to announce your participation and invite these potential clients to the
event as your guests. Whether it's a customer you're about to close a
deal with or an elusive executive you haven't been able to set up a
meeting with yet, a promotional event is a great way to engage with your
list of "would be's" and get them to see you in your professional
element.
During The Event: While at the actual event, remember
these techniques to ensure you're leveraging and optimizing every moment
of possible consumer interaction, and setting yourself apart from the
competition.
• Have current marketing materials and handouts readily available • Only use staff members who are well-versed and prepared to speak about your business • Incorporate a functional and unique giveaway item that can create buzz • Update your promotional displays with eye-catching and compelling information • Brainstorm creative ways to harvest leads and gather business cards for future contact
Post-Event
Routine: Devise a post-expo plan to ensure every name and lead gathered
gets followed-up with in a meaningful and relevant way. Ensure the
contact is personal and references some of the information from the
initial meeting. Proving that you were listening is an excellent way to
help your business stand apart from the endless masses at any trade show
exhibit.
