When you spend money, time, and effort to exhibit at a trade show, it is imperative to make the most of it, especially since each show is a one-shot deal. Planning for a successful trade show takes a great deal of research and planning. And learning from your past mistakes will hopefully ensure that your next show will be an even greater success than the last.

Take some time to think about the best way to attract people to your exhibit, how to best engage potential customers, and find some innovative and memorable giveaways that really bring home your company’s message.

Be Innovative

Trade shows are where both buyers and sellers make connections. Buyers are in attendance to learn about products and companies that have the newest and most innovative products, and you will do well to make sure you get that message across from the start.

People are more likely to stop by to find out more about your company if you are featuring something new and innovative. If you are exhibiting the same old products or the same product as your competitors, you are missing out on the opportunity to grab attendees away from the surrounding exhibitors.

Look Your Best

An extraordinary exhibit space can be like a magnet to buyers. In general, people are attracted to design elements and technology that they just haven’t seen before. Using the same outdated booth year after year doesn’t always get the point across that your company has something new and different to offer this year as opposed to what you showed last year and the year before.

New, bright, and clearly worded exhibit signage will let buyers know who you are and what you’re promoting at a glance and will tempt them to come and find out more. If possible, be sure to display signage in a location that is clearly visible by attendees both near and far.

If you aren’t ready to buy a new custom booth this year, consider a trade show rental. This is a great opportunity to get the message across that your company is embracing all that is new, while spending only about one third of the cost.

Location, Location, Location!

As the old adage implies, location is key. You can have a great product, a great sales team, and a great exhibit booth, but if you are located in an obscure location on the floor, you may be missing out on foot traffic and sales.

Most trade shows offer prime location space for an additional cost, and depending on the price difference, it can be well worth the extra cash. Great visibility and additional traffic can make a huge difference between a successful show and an extraordinary show.

If you are interested in getting prime space at your next trade show, speak to the show coordinator early since most of these spots will sell out fast. If you plan to exhibit at the same show more than one or two years consecutively, inquire if you can negotiate a prime location into your multi-year contract with the show.

Approachability

It is viable to have an outstanding booth and a great product, but it is just as important to have an approachable staff. Buyers want to know that you are approachable and looking forward to speaking with them. If you have an interactive booth, make sure that there is someone on hand at all times to show attendees how to use the technology. People like to see a smiling face and a welcoming staff before approaching an exhibit. An overworked or tired sales staff is expected, as long as they don’t look like it. Nothing chases away potential customers like a salesperson who looks like they would rather be on break.

Have a variety of different display options to appeal to different people. Some people like flyers, pamphlets, and reading materials. Other attendees may prefer to watch a video demo on an HD screen or tablet.

Who’s Greeting Who?

If you expect your sales team to be consistently busy helping buyers and answering questions, you may want to consider hiring a booth host to greet new buyers approaching your exhibit. A booth host can be trained to answer general questions and can provide a more exact match between buyers and salespeople with different areas of expertise.

A host can also keep buyers engaged until a salesperson becomes free so that you don’t lose a potential sale just because your sales staff is finishing up with another buyer.

Offer Show Specials

Offering special promotions to buyers who place orders with you at the trade show can go a long way. Make sure special pricing and promotions are clearly displayed so that buyers are aware that they can save if they place orders without delay. Day-of-show promotions are another great way to gage your success and your ROI.

Run a Contest

Running a contest-like promotion is a fun and interactive way to engage your audience. And who doesn’t like to win a prize? Be sure to require attendees to leave a business card or complete a contact form in order to enter the drawing so that it is a win-win for all.

Offer Refreshments

Navigating a large trade show can be tiring, and attendees can easily lose attentiveness by midday. Having some light refreshments on hand can easily turn a thirsty or hungry buyer back into the interested customer you were hoping to engage. Offering branded chocolates or water bottles are generally appreciated and will give you the opportunity to leave a little reminder of your firm with each potential customer.

Don’t Forget Social Media

You most likely have multiple social media platforms already in place so make sure you use them to attract people to your booth both ahead of time and in real-time. Post articles about your upcoming exhibition and make sure you give the location of your booth and what new innovation you will be bringing to the show. If you will be holding a seminar at the trade show, share the times and sign-up information with your connections and followers beforehand so that you can get a head start on filling the room.

Platforms like Twitter are great for announcing real-time specials and contest drawings. Buyers at the show will be sure not to miss out on what you are doing or showing with a quick reminder Tweet.

Promotional Products

Promotional giveaways and branded take home products are a must, but as we all know, some are simply better than others.

Choose a product that is useful to attendees, and is relevant to your branding. Products that are industry related will help ensure that the item will be used in the workplace and that your company stays top of mind.

Trade shows are a great place to speak with buyers one-on-one and make a great first impression. Make sure you plan well and take advantage of all the opportunities at hand before it is time to move on to the next show.

Watson Productions designs and manufactures top-quality tradeshow displays, exhibits, and environments that enable clients to engage their customers in unique ways. If it can be imagined, we can build it! Call us at 516-334-9766 for more information or visit our site at www.WatsonProductions.com to find out how we can help you incorporate these tips into your next exhibit.