What are trade shows exactly? The history goes back to medieval Europe, however, it is still
recognized as an efficient way of showcasing, exhibiting and demonstrating a product or
services provided by a company, in-person.
A trade show might be just what you need to propel your business forward. The question is,
how do you do that? What marketing strategies do you use and how do you ensure that you
can pull off the entire event successfully?
Focusing on the Basics
The focus of any trade show is the hall where the exhibition takes place. Different companies
reserve a booth space to showcase their products or giveaways. During the event, these
booths represent the company headquarters, ensuring that leads are generated and there is a
return in investments.
These trade shows offer opportunities for everyone. It’s not just the provider but also the
customers that benefit from the exhibition. However, the dos and don’ts are really important
for someone who is beginning to enter the game. There will be specific guidelines and
regulations depending on the event, to help you align your exhibit with each show’s style.
Here are few things to help you begin your foray into trade shows.
Booth Basics – Depending on the spacing of your booth, you marketing and sales will be
affected to some extent. If you are provided with an option to choose a desirable area,
determine the configuration you need and then align it with that you are being given. Once
you know about the configuration the next thing to pay attention to would be the dimensions.
Meet and Greet – The first thing that attracts a customer is the manner in which you greet
them. A short greeting that lasts for more than a minute can get you a potential lead right
away. Placing a chair or two on the opposite side of your table allows you to make them
comfortable while explaining to them what your booth is all about.
Product Demonstration – Instead of having people demonstrate your product or services,
you could use TVs and decent Monitors to display videos, demonstrating new launches and
ideas. You can use one of your top employees, who is able to explain the product or service
in detail, so that it’s not just about showcasing what you have but also connecting with the
Brand Awareness–Your campaign’s visibility depends on the message you choose to put up
there. It is recommended to have your message visible, bold and memorable.
Money – Don’t forget, Trade shows are a costly affair. It’s not going to bring you profit if
you pour your marketing budget into one exhibition/event. There are plenty of trade show
rental booths available you can choose from, if you’re thinking that purchasing a display of
your own is not ideal. If you plan to exhibit more than 3 to 4 times in a year, you should look
into buying one.
Games – Involve the customers, that’s the mantra. A boring booth will not really attract many
people, even if the products are great. You’ll need interactive sessions and that quality time
with your prospects to understand them and convince them of the same. Including giveaways
as a part of a game will also work as branding.
Be Pro-Active – If you have customers coming to your booth with questions about your
services, there is nothing better, but don’t just keep waiting for them to appear. Keep your
sales agents available and ask them to move around the crowd, and make valuable and
impressive interactions, that can lead potential customers to the booth. Also, having the
company’s portfolio and presentation handy might serve those customers who would want to
know about the booth before hitting there.
Show Leads – When you are trying to get your leads, using paper to explain is a little more
personal than verbal. You can write down notes and give them out to interested parties with
your business card stapled. Be mindful of what questions you are including in the trade show
lead forms. You need to understand that a lead filling out a form is a sign of interest. Save
space and time for both of you and add relevant, meaningful and intelligent questions in the
Focus – Instead of using just one way of utilizing your time at the exhibition, you can try
different methods of getting involved with your leads. This is an excellent way to find out
their views about your company, and how other competitors are doing in the market. It is one
great learning experience as well as training ground for marketing and sales.
Trade shows gives exhibitors more than just a lead prospect. It helps them build and maintain
their industry profile, learn new expansions and a great exposure to real time sales and marketing.
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