It is decided. You are going to exhibit at your first trade show. Along with that feeling of excitement, you will be hopeful your business can capitalize on the advantages of demonstrating new products and services with an exhibit.
Those advantages, of course, are numerous. If you get it right with your display and overall presentation, you will not only generate a boatload of sales, but you could even reposition your business as an industry leader effectively overnight. Professional marketing consulting can provide you the direction and edge in this.
Yet before you can start envisioning the benefits, you must get your exhibit right. You might have attended previous trade shows and feel you have a firm grasp of what makes a display work, but plenty of work is required behind the scenes.
To help, here are four tips for exhibiting at your first trade show.
Have something worthwhile to promote
If you are going out of your way to advertise your business at a trade show, ensure you have something worthwhile to show. Simply promoting your company is acceptable, obviously, but you are going to have a more significant impact if the exhibit is used to reveal a brand-new product line or service.
Also, the effect of your exhibit will be influenced by the type of trade show you attend. Due to this, research the available shows and see which is best for your business. Ultimately, you do not want to splash the cash on a booth if you are going to be in front of the wrong audience.
Designing your display
An attractive, eye-catching booth can go a long way to a successful trade show appearance. Nobody will feel inclined to stop by your booth if the display is rushed and lacking any semblance of professionalism – plus, it will reflect poorly on your brand overall.
In actuality, trade show displays need to be an inviting space that allows visitors to explore and chat with ease. The booth design should also have the ability to grab the attention of people from the other end of the exhibition room.
Marketing is more than just your materials
Promotional materials are a necessity when running an exhibition stand. The likes of branded tote bags, stationery, and mugs will bring people to your booth. Business cards, flyers, and brochures will keep them informed about your company long after the event has finished.
However, the marketing of your business involves more than these materials. It starts with how you and your employees represent the booth. You need to display a friendly and personable attitude, the type that will draw passers-by in. Then it is a case of being informative and precise about what you are trying to sell.
Follow up
The trade show might have finished, but the work has only just begun. You must follow up with those that provided their information – otherwise, the exhibition could end up being a waste of money.
After all, people may have demonstrated interest in your business, but they may struggle to take the initiative and get in touch. As a result, you need to make the first move and keep your brand fresh in their minds. Send out a ‘Thank you’ email within the first week and go on from there.
