Tips for Exhibitors During the Trade Show Season
For many trade show participants, it can be quite the difficult and daunting task to get everything they can out of a show. There are many pieces to consider that must all work in harmony together, including a branded display, an intriguing message, and a quality product or service. For those who have mastered the art of trade show presence, they would likely say that the key to being fully successful at a show is a well thought out and organized marketing strategy. This strategic marketing, or tactical plan of action, is imperative to maximize success while spending the time, money, and effort to be able to attend.
In formulating this plan, a critical starting point for many exhibitors is figuring out what their business hopes to achieve my participating. You should also pinpoint what your main focus will be while you have the consumer’s attention. Are you going to advertise new products or services into new markets, introduce these new products or services to new markets, or boost market share with existing customers? Having detailed goals will help direct the flow and give the representatives something to work towards.
As soon as you decide on these main points, next is developing a promotional plan. First and foremost, you must invest in a professional display; it may include things like retractable banners, poster stands, and other various features used to attract customers and promote your message. Many exhibitors fail to put the necessary time and resources into their trade show presentation and thusly look inferior to their more prepared competitors.
Now, that’s not to say you have to spend an arm and a leg to stand out amongst the crowd at a show. Budget does play a large role in determining how much and what can be done, but doing some basic research on companies in your area that produce displays and other promotional tools will help to find a price that works for you.
Exhibitors should also consider developing a meaningful theme that binds into their strategic marketing plan, as this will help to make solid promotional choices. It is important to know your target audience, while at the same time focusing on developing promotional programs aimed at different consumer groups of interest. Some important aspects that should be included are advertising, press releases, broadcast faxes, direct mails, sponsorships, and internet marketing because these effectively reach their audience.
Lastly, exhibitors should give their visitors a reason to visit their booth at trade shows. With plenty of appealing products and services for sale, as well as small items such as branded pencils or notepads, the incentive to visit will be high. Even better, create something new or unique that attendees will never forget. If you need inspiration, or just don’t know where to start, give Signsational Graphics a call at 651 633-2233. We have worked with several companies, both large and small, on their displays and would love to get yours started!