Trade shows are an excellent way to demonstrate the value of your product or service. It’s a big investment in terms of time and cost so careful consideration must be taken when deciding whether you want to actually exhibit. But, once you have decided to go ahead, that’s when you need to come up with an effective strategy.
Pre-Trade show
Finding the Right Show
Beware – a trade show can be oversaturated. Maybe a show that is not specific to your product or service but where your brand is still relevant could work. For example, if you trade in the gift market then consider exhibiting at a literary trade show. Bookshops thrive on till-point add ons which may work perfectly with what you have to offer.
Stand Design
Like everything else, it is important to get organised as early as possible to allow for any last-minute changes so any contractors that you have hired are not forced to cut corners at the eleventh hour.
Promotion and Appointments
Make sure you are promoting your attendance well in advance. Brands often begin promoting for the following year straight after the current trade show has wrapped up. At the same time – to ensure that you make the most of the event – schedule all of your appointments. Not only does this help make your stand look in demand, it also ensures that you have the relevant visitors at your booth. Passersby notice these things!
The Stand
Finishing Touches
Exhibition halls can be vast and somewhat sterile. Why don’t you bring a bit of the outside in by adding artificial plants? They can be ordered in advance, unlike real flowers that would need to be ordered last minute to ensure freshness. Once you are finished, you can then place them in storage to be reused for the next show.
Organise Seating
Consider how long attendees have spent walking the trade show halls. When designing your stand, consider various seating options. This would be useful for meetings, to view the products and to encourage potential buyers to spend more time at your stand.
Banners
Brochures and leaflets can often make a space look cluttered and in this day and age of recycling don’t appear sustainable. A banner can promote your core message whilst also hiding any unsightly items from view.
Giveaways
Gratis promotional items will always draw attention, especially if you use bold colours. Think smart with your designs and use them to your advantage – these items will double as advertising for your brand.
Trade show
Hands-on
When it comes to your stand, try and have some interactive elements for any potential buyers. This encourages conversation and will lead to the lockdown of any potential new clients.
Engage
As well as having your pre-booked visitors, it’s always important to engage with new business. No need for the hard sell, something as simple as a greeting and an innovative demonstration will suffice. Don’t waste valuable time chatting with fellow stand members as you never know, you could miss that vital sale or important new lead.
Data Collection
Following on from any interaction you’ll need to tie-up any data collection. So ensure you have allocated a space on your stand for a card bowl, laptop or clipboard so you can gather that all-important information.
Post Trade show
Follow-up After the Show
Ensure you immediately follow up with any new leads. Collate further details and fulfil orders etc. Time is key, so don’t leave it so long to allow new contacts the opportunity to change their mind. Some businesses send blanket emails, but whatever you do the more personalised your approach the better.
The trade show experience that you choose to offer is a perfect moment to bring the creativity of your own brand to any potential customer.
Don’t just turn up with a table and chair and hope for the best!
Even if budgets are tight, do your research. There are a multitude of effective ways that you can promote your company without a hefty price tag attached. But if you don’t have the time and want a slick finish, hire an expert to take the pressure off your hands.
Our technicians at Floresy will provide you with all the assistance you need to install and implement our designs into your booth. They can show you the best methods for assembly, disassembly and reassembly, and will provide any further technical assistance you require.
If you have any questions or would like to discuss your project in further details please contact us.
