Georgea March 25, 2024

First Timers Roadmap to Trade Show Success

We see you, Fabian in accounting, Janet the intern, or even Miguel the seasoned marketer...Your company signed up for a tradeshow or event sponsorship opportunity and now it's your responsibility to ensure it's successful.

Where do you start? I've got you, grasshopper. Below are some basic tips of the trade that if followed, will keep you on the straight and narrow. 

Even if you majored in marketing, you probably learned muy poco (that means very little in Spanish😉) about trade show marketing. This is bad news since trial and error is very, very expensive at a trade show or event.

There are professional agencies that can support your efforts. We are one of them! Yes, it adds additional cost, but sometimes adding on professional expertise can actually help save money in the long run. When it comes down to nitty gritty details, tiny mistakes and oversights can be massively costly. Even when you work with professionals, mistakes can still happen. (How to pick a great pro team is the topic of another blog post.) If you can't afford to pay experts just yet, absolutely consult friends or peers who have experience. Experience is the invaluable key here that saves time and money. 

Behold, the four steps to trade show success are below. We often see clients give too little attention to steps 1 and 3. These are critical parts of the process that help you get the most out of your event.

Pre-Event Planning and Promotion:

Objective Setting: This is a marketing DUH, but you'd be surprised how often this is not considered.

Define clear goals for what you want to achieve at the trade show and how those goals will be measured. Are you there to get leads, for brand awareness, to network, for customer engagement, or to improve your recruitment marketing?

Know your goals and know your success measures.

Pre-Show Marketing: Trade shows require prep, well beyond just the booth!

• Create some some pre-show hype with email broadcasts, social media, personal outreach, and any other tool in your fancy marketer's tool box. 

Today's trade show crowd isn’t just showing up; they’re on a mission, scoping out who’s who before even stepping foot in the hall. Wandering aimlessly? That’s a thing of the past. Visitors have their hit list and they’re sticking to it, making surprise discoveries a rare gem. This means your pre-show buzz is key. Blast your attendance news through emails, social media, and your website. Entice them to swing by your booth with sneak peeks or cool freebies. Make your booth the place to be!

Appointment Scheduling: Pre-schedule meetings with key clients, prospects, and media to ensure you have a steady flow of valuable interactions throughout the event.

Booth Design and Engagement:

INSPIRE | ENTERTAIN | ENGAGE

Just like all other things marketing, your primary objective is engagement. Below are some of the basics to consider, but I invite you to think outside the box. It's easy to get wrapped up in fancy games, video walls, or hospitality experiences -- in the end those are included with a purpose, to engage visitors. You can have all the tech in the world, or the fanciest booth, but if your booth staff are glued to their phones or unengaging, you'll be missing opportunities.

Attention-Grabbing Design: Your booth should stand out visually to attract attendees from afar. Use vibrant colors, engaging visuals, and clear branding to make a strong first impression.

Interactive Elements: Incorporate interactive components such as product demonstrations, interactive displays, or games to engage visitors. This not only makes your booth memorable but also facilitates deeper conversations about your products or services.

Trained Staff: Ensure your staff is well-trained, approachable, and knowledgeable about your products and services. They should be skilled in initiating conversations, answering questions, and capturing leads.

Booth Scalability: Even if you're starting with a small budget, talk to your exhibit house about your future plans and booth scalability. This conversation will save you a lot of money in the future.

Networking and Relationship Building:

Active Engagement: Take advantage of the opportunity to network with other exhibitors, attendees, and speakers. Trade shows are not just about selling but also about building lasting industry relationships.

Social Events: Attend trade show related social events, workshops, and seminars. These can be excellent opportunities to meet industry peers and potential customers in a more relaxed setting.

Post-Show Follow-Up:

Prompt Lead Follow-Up: Organize the leads you've gathered and follow up promptly after the event. Personalize your follow-up messages to reflect the conversations you had with each prospect.

THIS IS SO IMPORTANT. We are all instant gratification machines, and follow ups that come through 3-days post-show are a great way to lose impact and reduce your ROI.

Measure Success: Throwback to numero uno on this list. Review your objective and your success measures. How'd you do? This will help you understand the ROI of your participation and identify areas for improvement for future shows.

Success at trade shows don't just happen; it requires strategic planning, creative execution, and diligent follow-up. By applying these tips, you can get more out of your trade show investment and create meaningful interactions with your audience.

Georgea

Georgena