Making the decision to not only attend, but display at a trade show is not an easy one. Aside from the initial impact it has on your cash flow there are many other things to take into consideration. These decisions range from deciding who is best suited to work on the stand, to what size stand space you need and what type of stand to create, to what you will market to your audience to get them on your stand and buying.
We understand all these stresses and also know, irrespective of how many trade shows you have attended, there will always be elements which cause you a little bit of consternation. In light of this, we have created a 10 point checklist of things you may want to consider when planning your trade show stand.
1 - Work out your trade show hook
When people attend a trade show, they are looking to gather more information quicker and easier than they could from other sources. In this day and age where the internet facilitates easier access to information, make sure that you have information and/or a special deal which potential clients can only access as a result of visiting you on your stand.
If you have a special offer, make sure you put a time frame on it - to entice them to act sooner rather than later.
2 - Clearly communicate via visual cues
There is no value in having the best trade show special if no one knows about it. You need to be (metaphorically) shouting it from the rooftops, letting everyone know that you have something that show visitors want to come and see you about.
The right display banners, stand design and furniture will highlight your graphics and help convey your marketing messages. Stay true to your brand, but ensure you are succinctly telling people what they can expect at your stand and make your communication vehicle really ‘pop’.
3 - Dress to mirror the personality of your brand
We’ve all been to trade shows where an exhibitor has hired gorgeous models to spruce up their stand. From a mile away you can hear the chatter as people bustle to get a look. However, it could be argued the brands employing them are not doing their brand any justice. After all, do you want leads that are actually going to convert to sales, or do you just want sheer volumes of people on your stand gawking?
When you attend your next show, dress everyone on your stand in clothing which represents your brand. Sure you can hire in models, but make sure they are true to your brand messaging.
4 - Reinforce your marketing message in take away items
You get more people than you thought possible to your stand – awesome. Question is, as they move about the hall looking at other vendors, will they remember you?
The use of take away items in this situation is pivotal. Many companies offer the obligatory pen, or stress ball, or lollies, but are these really going to help you stand out? The trick with a brand reminder item is to ensure it is relevant, affordable and useful. A printed item like a brochure may be a great way to convey your message, but it may not stand out later. Instead supply them with something a little different, perhaps a USB branded with your logo and pre-loaded with your company’s details. Be creative, your company will will reap the benefit.
5 - Have walk throughs
No matter how complex or straight forward your product is, a walk through, case study , or a step-by-step example of how to use your product can add immense value to your stand. Not only does it engage your visitors, but it provides some perspective to your features list and marketing claims.
6 - Utilise Social Media
Now is the time to engage new media in your marketing. If you have a social media presence, use it actively. If you don’t, get set up prior to the show. Utilize social media to advertise your presence and to create a buzz about your attendance at the show to those who may or may not know about your brand.
Use social media to monitor what show visitors are saying, run competitions, hype and share your promotion with others. You can also grow your brand awareness by riding the coattails of the promoters who will also be using social media to promote the event.
7 - Have Enough Business Cards
This may seem like a daft suggestion, but in the years we have been involved in this industry, you would be surprised at how many times we have seen staff, particularly at the more junior levels, fail to bring enough business cards with them to get through the whole event. Nothing looks worse than handing out someone else’s card.
8 - Create a special landing page
Not everyone who visits your stand will be ready to sign-up or transact with you instantly. They may want some time to walk away and consider the other options, or what you have said.
To help track the return on your show attendance, set up a special landing page on your website and direct all show attendees directly to to this page not your home page. This will give you an idea of how many people visit your website as a result of the show.
9 - Provide Refreshments
This cannot be done at every show, nor every stand as it may not be practical. However, consider offering guests refreshments. It may only be a glass of water, or a bite to eat, but this will stand out more than the bowls of hard lollies others are proffering to their guests.
10 - Consider still and moving visual cues
Utilise banners, or pull up stands, to convey key marketing messages. Then use a screen with different images, hooks, or case studies to showcase your brand and further engage your audience.
Ultimately, what you do for your next stand is down to your budget, timing, staff, goals and the type of event you are attending. Contact us for help and advice to create a display that will make your booth stand out from the rest.
