Trade shows are one of the best business development channels for small to medium-sized businesses. They offer an excellent opportunity to boost your brand recognition and give you exposure in the industry. Besides that, you will get a chance to know who your competitors are and gain insight into the new trends or products in your industry.
To make your exhibit or exhibition successful, you need to develop an effective marketing plan, and you would also need to ensure your stand’s design and messaging are appealing. It is essential to look for the best stands finder everywhere to get the best stand that will help you make an excellent impression.
Here are 5 best trade show marketing practices you should consider:
Define your marketing goals.
You cannot go to a trade show without goals. The goals should be not only achievable, but also measurable and specifically tailored to the trade show you plan to attend.
Most businesses attend trade shows to:
- Boost their sales
- Meet vendors
- Generate leads
- Hand out their business cards
- Collect email addresses for a mailing list
Trade shows also offer an excellent platform for direct selling and an opportunity to demonstrate and launch new products.
Before you develop any goals, ask yourself these three questions:
- WHY are you attending the trade show?
- HOW will you convince your target audience that your products are superior to those of your competitors?
- WHAT is your plan?
With these questions in mind, you will be able to put together your goals and hopefully generate the desired leads.
Find the right trade shows.
Trade shows are almost always industry specific. Some may focus entirely on the manufacturing sector, while others may focus on the building and construction industry, and so forth. Finding trade shows that focus on your specific industry is crucial for maximizing your return on investment. Finding the right trade shows helps you connect with the right audience.
Once you find the right trade show, sign up early to have the best chances of reserving a stand in a good spot.
Create a clear marketing plan and timeline.
Trade shows cannot be planned in a day or two. You will need several weeks to put things together for your event. For larger trade shows, you should start planning at least 12 months earlier.
You should also understand that a good trade show’s marketing plan starts way before the event and extends for several weeks after it’s over. You must, therefore, develop a multistep timeline to build enough hype for your event.
Design your stand.
Your stand should reflect brand values and be engaging to visitors. The main aim is for people to remember your brand over your competitors. Get your marketing team to design a custom stand with eye-catching signage and graphics. The stand should also have a compelling call-to-action.
Remember to follow up with your visitors.
The most important part of the trade show marketing process is follow-up. If you fail to follow up immediately after the trade show, chances are you will have potential leads and sales. The attention span for most people is short. Thus, they will need to be reminded about your brand, lest they forget all about you.
Trade shows offer an excellent opportunity to meet and connect with the right people. You will also be able to gather potential leads to boost your business. Ensure you encourage visitors to sign up for your email newsletter and exchange business cards for follow-up.
