Tradeshow Display

Tradeshow Marketing

A solid strategy is required to make the most of your tradeshow marketing efforts.

While some companies seem to benefit from tradeshows, many come home wondering whether their time and money was worth it. With some proper strategizing and planning, your tradeshow efforts can get the buzz and results that you want. Here are 9 steps to revitalizing your tradeshow marketing strategy.

1. Plan far in advance
Many times companies either register far in advance for the tradeshow, and then forget about it; or they’re last minute and reactionary with picking the tradeshows they participate in. Either way, to do tradeshows right, you need to begin your planning long in advance. Planning for a tradeshow it isn’t just about booking flights and hotel rooms for your staff. It should be a very strategic process, where every aspect of your tradeshow—pre-show, during-show and post-show—are all meticulously thought through and tied back to a strategy and aligned with your business goals and objectives.

2. Be a speaker, don’t just exhibit
Having a booth is great, but the platform that being a speaker provides is tough to beat. Speaking on a topic of expertise to a targeted audience provides instant credibility. It also provides a great opportunity to cross promote your booth happenings as well as giving your booth staff something to talk to visitors about. The slide deck from your presentation can also be used as content to nurture leads and prospects after the tradeshow. Most tradeshows have a process for finding speakers, so you need to look into it and submit a proposal long in advance.

3. Determine tradeshow goals beforehand
What are you looking to accomplish at the tradeshow? What is your purpose for being there? For some companies, it may be simply about generating buzz and awareness for the company itself or perhaps a new product or service launch. For others, there might be specific sales-related objectives such as generating a certain number of leads and opportunities, or capturing as many target-rich contacts as possible for your email database. Or it may be a combination of all of these objectives.

The point is, determine in advance, long before the event, what it is you actually are looking to accomplish because EVERYTHING you do related to the tradeshow should be connected back to accomplishing your event objectives. Be sure to set specific, quantifiable metrics for measuring the success of your tradeshow.

4. Spread the word in advance of the event
Don’t wait until the tradeshow to start generating buzz, get buzzing before the event. Ways to do this are by hosting a webinar as a countdown for the show, post on social media, or emailing contacts about what your company will be featuring at the show.

In addition, take the opportunity to personally invite prospects and customers to meet you at the tradeshow. Based on what you’ve planned for the show (presentation, promotion, new product launch, demos, free consulting time, etc.), give them a good reason to show up to your booth or session. Also, work ahead to schedule appointments with qualified leads for consultations, presentations, demos or other meetings in advance of the event. Face-to-face meetings are a great way to nurture leads or even close a deal.

5. Select an ideal booth space and make it open and inviting
Booth location plays a critical role in the success of your tradeshow efforts. As part of your planning process, you should understand the layout of the exhibit hall and choose a location that will be best suited for high traffic and engagement opportunities. This will require registering for the conference far in advance, as last minute registrations will almost always lead to less-than-ideal booth locations. With most tradeshows, especially larger ones, you’ll pay a premium for larger spaces and larger spaces are typically located in ideal locations. You’ll also want to know your booth setup in advance: the dimensions of your space, ceiling height, access to lighting, internet access, electricity, etc. This will determine how you set up your space.

One way to immediately engage with potential customers at a tradeshow is by setting up a space that makes them feel welcome. Having a table across the front of the booth space can make it appear closed off and uninviting. Instead, create a space where people can enter without feeling trapped. You can create different stations in the space for people to learn about your company and products or services. This subtle practice in “feng shui” will decrease the chance of having people pass you by and increase the likelihood that they’ll step in and make a connection with one of your representatives.

6. Design your booth, messaging and giveaways to make an impact
In a sea of booths, often on either side of crowded aisles, you have mere seconds to attract a passerby to your booth. So creating a powerful visual impact with simple and clear messaging is very important to lure people in. Your booth is intended to be a backdrop, not a brochure. This can’t be overstated: people walking by should be able to instantly recognize who you are and what you do. It’s your booth staff’s job to take it from there. Also, be sure your brand is prominent and consistent with your other marketing materials.

And when it comes to SWAG, be sure to select giveaway items that stand out from the norm. Sure items like ink pens are a staple, but in addition to those, choose other items that attendees will actually want to keep for themselves, not just collect to give to their kids when they get home. Remember, even your giveaways are a reflection of your brand, so choose items that are both unique and desirable.

7. Develop an engagement plan
Your booth should be staffed with energetic and enthusiastic employees that connect with tradeshow attendees and are implementing the strategy you defined long before they arrived. Working on laptops or tablets, scanning emails on smartphones and sitting down in chairs is sure to send negative signals to a passerby. Your staff is there to work the booth, so that should be the primary focus.

In addition to having engaging conversations, consider something else to lure in and engage an audience. Motion graphics, videos and demonstrations can be powerful vehicles for drawing interest and succinctly (and entertainingly) conveying more about your services and/or products.

Contests, promotions, giveaways and other creative methods can also be used to help companies create some hype and achieve their tradeshow goals. But it’s more than just SWAG and iPad giveaways, you need to have a plan of action for generating conversations, identifying legitimate leads and capturing their contact information through a scanner or landing page. This will be helpful when beginning the lead nurturing process after the event.

8. Create a post-event follow-up strategy
Just because the tradeshow is over, doesn’t mean that your work is done. This is where many tradeshow efforts miss the mark. Follow up with the attendees that visited your booth and gave you their contact information. However, don’t mistake all these contacts as warm leads and try to immediately sell to them. Send them an email to thank them for stopping by, offer them a free download of your presentation and try to gauge their interest. By the number of unsubscribes you get from your initial email, you’ll pretty quickly know who was interested in your company and who just wanted that iPad you gave away.

For those contacts remaining, set up a lead nurturing campaign. This will help determine which prospects are worth pursuing and save your sales team a lot of time and energy. Keep the buzz going by generating post-tradeshow content on your blog and social media channels. And lastly, measure the results of your efforts according to the goals you set for the show and do so for several months after the show is over.

9. Set up a post-mortem debrief with the sales and marketing teams
After you return from a tradeshow, it’s critical to promptly set up a post-mortem debrief meeting with members of your sales and marketing teams. It’s important to get a 360-degree download of the show: successes, failures, shortcomings, the good, the bad and the mediocre. The reality is that sometimes your best ideas may fall flat when put into practice or your team is forced to improvise or adjust for one reason or another. Post-mortem debriefs are helpful to identity any lessons learned and action items that need to be taken to improve the success of the next tradeshow.

Any company on almost any budget can be successful at tradeshow marketing if they take the time to develop a solid strategy, execute it and follow through on post-event activities.


Your custom tradeshow design can say it all

A difference between custom and pre-designed tradeshow design is obviously clear- the latter is way more enticing and refreshing owing to have been designed thoughtfully after hours of pondering. You can give a nice presentation using custom tradeshow and this is how it’s more distinctive in the performance. You can catch on the gazes always with a bold-looking tradeshow display and talk silently with people by the way of colors and quality of booth even though you aren’t saying anything in words and expressing about your brand and product.


Offer free give-away at the tradeshow

How can sales be grown at the tradeshow with the least promotion? If this has been your question even since you have jumped into the marketing, the probable answer to the query is offering free give-away with the product. You are spending big money on purchasing printed cards with company’s name stipulated at the top; and to have a success in the exhibition you need to figure out ways that can double up the success. As you don’t only have to make sales, promote products, but also need to get return on your investment and for you should be offering something for free. This is the time when people can buy luxurious products easily; and it’s unwise to think that they are very comfortable with a gift that’s sold out there at every store for free pennies. Corporate gifts should be special, they can or cannot be relevant, and their being in the theme is good but not always necessary. You can for instance give free chocolates when you are promoting new juices and offer free apparel when designer’s dresses are at the tradeshow in the sale’s line-up. Relevant matters for the show; in some cases it does not. When you are selling pen set you can’t offer ink along, instead you can offer diaries. There is a need to opt for best give away rather than an item that fits and is acceptable by your customers.

It’s not a surprise to find offers at tradeshow exhibition where two items are given for free when the buyer purchases one with the money. This is also a terrific idea to make sales and sale all you have brought there. If you are wondering how additional items can be offered on the small budget then wholesale is the answer. Get plenty of pieces along to be given as the gift because people feel tempted to such offers and tend to buy more than they plan when they come to the counter. Giving two free gifts on the purchase of one as the bonus always works. And for it you can make proper arrangements because it’s not very costly provided that you have resources to buy prices from.  Souvenirs are always of great attractions whether it’s just a small cracker tin with very familiar company’s name on it, people would love to buy products from your booth. Research well and get to know the products that you can give for free and that can match your theme and actual product you are going to promote at the show.


Tradeshow and Design

Tradeshow is still one of the most powerful marketing tools even there are plenty of other effective strategies introduced within the same niche recently. The emergence of many brand advertising could not cave in the tradeshow as the best profitable marketing method. The show is organized at one major place for a certain time period of three to four days and it still does hold its importance thereby attracting thousand of visitors to the offers big companies have to offer. It is good to admit that tradeshows contribute as a profit maker strategy for any new or old organization that’s built with an aim to make profit in addition to have realistically long term contact with the potential customers. What most matters in the show is your presentation and it comes out in the crowd only when you have better plan to market your products with a unique booth design.  Displaying portable booth has become a common practice, but you can make it more effective by adding a personal touch in the style. Get advanced audio and video system with the design to impress every person pays a visit to your stall.

To make your tradeshow extraordinary and truly memorable you should need to work hard on everything, on displaying your message about the offers, and on choosing the design for the exhibition. The more irresistibly beautiful your booth is the more sales you will be successfully making without lifting the finger. This isn’t a case always; you still stand better chances of making good ROI using good booth design and graphic banner.  Pictures and snapshots are always worth it. What can be shared in writing can be expressed in expressions and this is what graphics would do for your promotion.

Investment on tradeshow design may look a huge burden in the start but you will find it very beneficial when returns would be started coming in your way. This does not take a lot of time- to make it successful and to have a return of what you have struggled for keep your presentation full of oomph and potential to achieve your goals. This looks pathetic but this is fun. You can make new contacts while offering and educating old customers with new offers. When you attend an international tradeshow your success becomes double than what it already was. So just have a plan to conquer the world, to make a real-time success, and to knock down your competitors.


Big pictures and figures for tradeshow display

You might have to think differently for the designing of your tradeshow display. By think differently I mean is pondering something beyond traditional design. You need to map it out, after all the aim of the show is gathering people around your own ideas and benefiting from them by cherishing people and making sales. Where the communication, broachers, stands, and small guides are important to integrate in the design, there is something more and that’s expressing style with huge fanatic looking pictures with little text. Now you may have one notion and that is using tiny pictures in an order to present your service. This won’t workout. A lot of visitors feel hassle in going near the banner or graphic and watching pictures like absurd. Think by putting your visitors in your shoe. Would you ever like standing by a graphic or tradeshow display for minutes even there are more to explore and time is limited. The answer is no.

Use huge pictures that can say something and scream in the show. For example in mobile phone promotion people use a couple having cells, smiling breading, and having their hands tied up together. A little message that you read would be short and concise.  Like say it all or connect without limitations. Now see the graphic has main subject, text, and everything but it makes a complete sense. This is what the motif of tradeshow promotion is. In your tradeshow display keep yourself expressed in few words; however have your graphics a tempting soul in terms of design and graphics.

Visitors and buyers like strange things and objects. Keep this into your mind you need to give a brand new life and blow to your tradeshow display. People shouldn’t walk away of it, instead upon seeing it first they should have an expression on their face, making them stand there for minutes, and connecting you. Graphics may give them a push or else a knock-out. When you are done with your tradeshow display, conduct a personal research by inviting people right there in the office and take their suggestions. Changes can be made from there because you would have time. In the show you need to get your final home work in its perfect form. This is a little secret of marketing.  Tradeshow display can be profitable provided that they are professional and able to convey your message to the public. The question is how to make them speak for you silently and scream on their own. Perhaps creative ideas and notions elaborate the theme.


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