Trade show planning takes time; make sure you are well prepared before the convention starts.
Industry trade shows, conventions and events are good places to meet existing customers, connect with interested prospects, keep tabs on current industry trends, and see what your competition is working on, but they can be costly and require a good deal of planning and effort.
Make the most of your next trade show exhibit by reading the following 9 tips on trade show planning from InkHead.com.
9 Tips for Planning a Trade Show Exhibit
- Choose the right show. While marketers and sales teams would love to go to every industry event, they can be expensive. Will your customers attend? How many prospects are likely to attend? How much does a booth cost? If you are not aware of any industry events, your industry association or visit www.tsnn.com to find one.
- Ask yourself why are you attending. Are you launching a new product? Looking to grow the business? Want to learn about new industry trends? The answers to these questions will dictate what sort of booth or exhibit you have built and how many people you send to the event.
- Select a team of skilled salespeople and marketers to send to the event. Make sure individuals you send to the event will make a favorable impression with potential customers and prospects. The members of the team should be friendly, outgoing and organized—not to mention capable of selling.
- Book your hotels and make travel arrangements. Many of the larger trade shows can attract visitors in the tens of thousands. As soon as you have chosen your convention and team, take care of the logistics.
- Decide on content and creative for the booth exhibit. Keep messaging clear, concise and as direct as possible. If possible, trade show visitors need to know who you are and what you sell without having to speak to anyone at the booth.
A custom table cloth and banner from InkHead will get your booth noticed!
If needed, hire an exhibit house to build your display. The show you’re attending will dictate how large of a display you have, but if you want to attract visitors to your booth, you will need something eye-catching. If you can’t afford a custom-built exhibit, something as simple as a customized tablecloth and custom banner for the booth will work.
- Design useful sales packets or product sheets. Remember that visitors will be stopping by several booths in a single day. Make sure you can give visitors something that will fully inform them about your company in the event they can’t return to your booth. Employ bold colors, graphics, and heavier card stock to enhance your handouts.
- Order promotional items to give to visitors. A tradeshow giveaway item will entice visitors to stop by your booth and improve their recall of your brand and product. Give a higher-value item for qualified leads and preferred customers to entice them to make a purchase decision at the event.
- Outfit your trade show sales team with custom apparel. Not only will a custom t-shirt or polo make members of your team appear more approachable, it will also turn individuals into ambassadors for the brand wherever they are on the show floor, even if they are not in the booth.
The Bottom Line
These 9 tips should help you start planning your next trade show exhibit, but they only scratch the surface. To be sure, trade show planning is a length process and could require several months’ worth of preparation.