Tradeshows and exhibitions can be a really effective way to meet new prospects, connect with existing clients and increase your brand awareness.
Lots of clients and businesses ask our advice on how to get the most out of exhibitions and trade shows and we hope you too find this simple advice useful.
However, it’s not just a case of booking a stand space and turning up on the day. Oh no, there is much more to it than that if you want to maximise the connections made and productively increase brand awareness.
Get the basics right
Stay focused and have clear objectives as to why you’ve decided to exhibit, what you want to promote and the message you want to get across.
This all starts at the initial planning stage and you need to have a clear objective of why you are doing this and keep referring back to it at every decision stage leading up to the exhibition and at the event itself.
Trade shows generally have important players from your industry, as well as press, use this opportunity to make a big splash for a product launch.
You only get out what you put it – so make the most of it.
Promote
Announce to your existing clients and prospects that you’ll be attending and if they are going to come and see you. Get the exhibitors and attendees list in advance and get in touch with them – give them a reason why they should come – eg launching a new and existing product that may interest them.
Use social media, your existing marketing efforts and website to build interest and hype.
Stand Design… and the marketing offer
Stand design plays a big part in the marketing mix of trade shows and exhibitions. You need to portray the right image, make it clear who you are and what you are promoting. You only have a very short amount of time to attract and engage with potential customers and impact is vital. Getting the design of your stand right is a very fine balance between corporate image, product offer and enticing attendees to visit your stand over and above your competitors stands. There is a fine line between what is too little information or too much as well as the use of the graphic space, the quality and size of the information and images.
At the show
Make the most of every opportunity, visit the other exhibitors and mingle with visitors and organisers. Remember to always be active, draw people to your stand and engage with them – you are your brand.
Collect data during the trade show – you’ll need to have a good and effective way of gathering and recording this as it is essential that you follow-up once you’re back in the office.
Follow-up
Always follow up every contact you make – nurture them as new leads/prospects.
And don’t forget, as with all marketing – measure, measure, measure.
If you have a forthcoming exhibition you are considering exhibiting at or have already booked stand space and would like our involvement, then drop us a line on 023 9226 9137 or email [email protected]
Here’s a selection of bespoke exhibitions stands, pop-up and pull-up stands we’ve designed…
