3 Tips to Make Your Next Trade Show a Success
8/19/2021
| admin
Trade shows are returning to Tulsa! People want to get out and see what new assets are available in their industry. While timelines for hosting live events are still in flux, it’s time to prepare to get back out there!
Trade shows are a significant investment, and you want to see results that make the effort worthwhile. Part of what makes you successful is your ability to stand out from the crowd, make a powerful impression that resonates with your audience, and provide a meaningful follow-up. You have to create powerful marketing materials to deploy before, during, and after the show.
Follow these three tips to make the most of your business’s next trade show.
1. Prepare in Advance
Trade shows are often planned far in advance and it feels like there’s plenty of time to get ready...until there isn’t. Use upcoming shows to review and hone your communication strategy and collateral. Your message must be focused and memorable. It begins well before the doors open.
While the message may be the same, the tactics used to get people to your booth, engage them while they are there, and connect with them after the show are different. Focus on that journey and how each step supports the ultimate buying decision. Don’t look at them individually, but as part of a grand plan. Plan them together and in advance.
Each trade show has a focus and a target audience. You want to deliver a tight message to your intended market rather than throwing it all against the wall to see what sticks. Determine which products or services are most relevant to showcase and build your marketing messages off of those.
Plan how you are going to get people to look for your booth, not just stumble upon it. Direct mail and email are great, but also make sure you entice them with exclusive show deals, giveaways, or information they need to know. Create a “can’t miss” vibe and excitement that will make your booth a must-see.
2. Draw Attention to Your Booth
Unless there is an immediate need, all too often, many prospects just walk on by. With so many booths to see, how are you going to get people to stop and talk? It takes three things; a reason, engaging people, and traffic flow.
A Reason:
Your booth has to be eye-catching. Use a creative combination of graphics and signage. Retractable banners, backdrops, signs, and table displays are a must, but consider adding some more unique elements like floor graphics, branded tablecloths, and kiosks to catch attention from all angles. If the show is big enough, specially built booths with experiential graphics and displays can guide your prospects on a journey from interest to intent to purchase.
Every element of your booth should leverage design to capture attendees’ attention. Use vivid colors and imagery that are consistent with your branding, and make sure your logo and business name are front and center. Prominently incorporate short, easy-to-read text explaining your product or service, focusing on key differentiators.
Engaging People:
The team manning your booth is critical. They have to be engaging, knowledgeable, and non-threatening. I’ve seen statistics that say 85% of trade-show success comes from the folks manning the booth. Just because someone is great at sales doesn’t mean they are necessarily great in a booth. Pick your team carefully and think about what training they need. At the very least, have a plan and role for each person there. Provide them with a guide outlining what you expect and include tips and best practices.
Traffic Flow:
Plan the flow. Of course, you want people at your booth, but you don’t want that critical prospect walking on by because the booth is packed with people perusing your promotional swag. Have a place for swag, a place for interaction, and a place to spend more time with that VIP that wants to know more.
Think about the information you’re getting from your visitors. It’s the one time you can interact with people you are going to market to over the long term. Do you really want to settle for just a business card? Have a plan for the type of information you would like to gather. Have an approach to getting the information without your prospect feeling like they are playing 20 Questions. And by all means, have a consistent and easy way for your team to capture that information, whether it’s a simple form or a checklist on an iPad.
And what about that swag? What is its purpose? Is it to get people to your booth or stay on their minds after the show. If you’ve planned appropriately, the right people will come by; the key is staying relevant. Promotional items are great, but make sure you have brochures, flyers, lookbooks, and brochures that are attractive, quality, and informative. Don’t forget QR codes to direct them to a specific landing page, your website, or your contact information.
3. Follow Up After the Show
After all that planning, time, and expense, we’ve seen so many companies fall flat where it counts...the follow-up. It’s great to have a fishbowl full of cards, but they are not all the same. All need effective follow-up but you certainly don’t want the VIPs to get lost with the masses.
Have a plan for identifying, segmenting, and converting your best opportunities as well as your long-term prospects. Set goals and measure the results. Remember the old adage -- You get what you measure. It’s also the only way you can determine your success and plan for a better show next time.
Use mailing addresses or emails from the show’s attendee list to send a follow-up via email or direct mail. Because many members of this audience may not have been to your booth, make sure your messages are broader and provide a more general overview or introduction to your brand.
For those who visited your booth and were interested enough to leave a card, you should take a more straightforward approach. Plan a multi-step marketing effort, like an email drip campaign paired with direct mail pieces and telephone follow-up. Target the material as close as possible to their specific interest. As part of this campaign, earn trust by sharing valuable content like an eBook, how-to guide, or case study. Make sure to reiterate the main points you included on your display to remind them of your product’s value.
Start Preparing Your Trade Show Materials Today
Businesses experience the most success with trade shows when they plan their materials early on—from their booth displays down to their business cards. With AlphaGraphics Tulsa’s ability to provide cost-effective, short-run material, you can feel free to tailor your materials for a specific show. Show-specific business cards, brochures, and flyers help target the show’s attendees and allow for better measurement of the show’s effectiveness. Unique QR codes, landing pages, and email addresses are all ways you can see the results of your efforts while enhancing your prospect’s experience. If trade shows are part of your marketing strategy, don’t delay in working with AlphaGraphics Tulsa in planning, designing, and creating the ideal trade show experience.
Your AlphaGraphics Tulsa team has worked with companies at some of the nation’s largest trade shows, including the Specialty Equipment Manufacturing Association (SEMA) in Las Vegas and the Offshore Technology Conference (OTC) in Houston. We can help ensure that your trade show signage, print collateral, and marketing materials send a consistent message about your brand. Give us a call and let’s get started!