Don’t Forget to Do These 5 Things at Your Next Trade Show
If there was one takeaway from our exploration on whether or not trade shows were still worth it, it was that while there are some downsides, survey says: they’re necessary. In fact, the vast majority of exhibitors are optimistic about the effectiveness of trade shows.
This week, we asked a few of our users to give us their personal tips and tricks for killing it at trade shows but ironically enough – they were all too busy killing it at trade shows! So we came up with a list of our top 5 tips for engaging your visitors and making the absolute best of the trade show experience.
Whether you target audience is made up of retailers, distributors, Influencers or other brands you’d like to notice you, you want to keep them in mind when designing your display materials. You should be putting together your display materials with one thought in mind: gaining (and keeping) your audience’s interest.
Speaking of materials, make sure that you have all the right ones. Be on the lookout for new and improved tools that may be at your disposal that may make your life a little easier. Yes, trade shows are tried and true but that doesn’t mean that all of the same old tools are necessarily the right ones. Look for new technology that might drive your business a little better, might save you a buck or two, or maybe just helps you communicate your message a bit better.
You should always have a call to action in your materials. Whether it’s your booth space, your display, brochure or free samples, those things should all point to the same call to action. Really think about what you’re hoping to gain, here. If you’re a brand with a somewhat complicated product, maybe the call to action is simply, “Ask me about my product,” or “why my product is important to you.” If your product is something really simple such as a pen that you really want people to buy, then your call to action should be, “Here’s why you should buy this pen,” or “Here’s how many of my pens you should buy.” Either way, everything should always lead to the same call to action. Trade shows are very expensive and busy work so you want to make sure that your message is as simple as possible.
Location is something that many people don’t think about until it’s too late. For example, did you know that corner booths are always better because they allow you to be seen from two different vantage points? A lot of people don’t do this, but it is perfectly acceptable to request that the trade show organizers are not placing you right next to a competitor. After all, it’s in their best interest to make sure that you’re happy. Trade shows also usually have a set way of organizing and breaking attendees off into sections (i.e. one area may be pet accessories while the other is pet food, etc). Be sure to ask about what those sections are because that information may just help you organize yourself a little better as well as pick the best spot in the best section for you.
Whatever you do, find a way to make it memorable. If your main call to action is that they visitors should buy your product, then you should be handing out something to them so that when the show is over, they remember that. It’s always nice to be unique but unique isn’t enough to stand out at the average trade show which has about one thousand booths. Give visitors a takeaway that they’re going to keep, remember and know to action on. Find a takeaway that allows you to connect with them after. If you give them something exceptionally cool and eye-catching, when you call them later they’re going to remember you as the attendee who gave them something really cool and eye-catching.