How successful companies make the most of trade fairs!

Exhibiting at trade shows is a great way to showcase your latest product on the market and introduce your brand to your competitors in the industry.

Whether you’re a veteran or new to a trade show, we’ve created this guide to help you get the most out of every trade show you attend.

Get a list of participants

One of the most common mistakes new marketers make is not securing an attendee list before the event. Despite the fact that trade shows take place in an open ballroom with many potential attendees coming and going, it’s still better to invite in person and secure appointments with a few people. This means that your stand at the trade fair will not remain empty, even if there is only a small participation in the overall program, and it will always have visitors.

You also have to consider that despite the large number of visitors to the fair, it doesn’t matter if your stand is not frequented. So to reach a much wider audience and properly showcase your latest products, you should at least secure slots for meetings and one-on-one product launch calls with a few people.

Maximize your space

Trade fairs are often a gathering of different companies from the same or a related industry. However, you also have many competitors from the same industry exhibiting or hosting their own stands. So, to stand out, you need to find the optimal location for your stand.

The ideal location varies depending on the program and the type of event. For example, if the headline for the program is a really famous person, then it might be beneficial to position your booth close to the stage for the program. If the main highlight of the show is the Food Expo, then you have a better chance of attracting more visitors if you position your booth close to the Food Expo.

These first-class seats often sell out quickly. In return, you should always be on the lookout for early bird offers or pre-sale spots for exhibitors.

Novelty corner or gimmicks

Another way to differentiate yourself from your competitors is to be different, even if that means resorting to gimmicky strategies. Examples of these gimmick strategies include a ball pit, charging station, massage area, chocolate fountain, DIY corner, and more in your booth.

While these activities or novelty corners are completely unrelated to your brand, they are powerful enough to grab the audience’s attention and drive traffic to your booth.

Remember that you have many competitors vying for everyone’s attention. So by simply bringing something new to the table, you stand a better chance of getting more leads at the show than your competitors.

That being said, attendees are more likely to remember you or your brand even after the event because they experience something different while touring your booth.

Do you have a successful team

No attendee wants to visit your stand if your event team seems unapproachable. To ensure you have a successful team on the actual day of the event, you should carefully select and train your team days or weeks before the event.

This would help ensure everyone on your team is aware of their responsibilities. Moreover, you would easily know who to contact in case you encounter any problem along the way.

If you have the resources, you can even enlist the help of a brand ambassador agency. This way, you and your team don’t have to take all the responsibility and can simply focus on your stand’s promotion and marketing campaign. That would make the whole planning a lot easier.

Get more leads

It’s no secret that leads are one of the biggest gains you can make from exhibiting at a trade show. Since visitors to a trade show can be unpredictable and come from different walks of life, you might attract a few leads outside of your target audience.

Therefore, try to get as many leads as possible. For example, many brands often offer incentives to potential customers in exchange for their contact number, email address, a short demo of their product, and others. This way, they can easily introduce their brands to these new potential customers and even let them know when they have new products on the market.

All in all, exhibiting or attending a trade show can be a lot of work. But if you get it right, you may get more than you bargained for and even conquer new markets you haven’t reached before.

Fair article and permission to publish here provided by Larizza de Vera. Originally written for Supply Chain Game Changer and published on January 26th, 2022.

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