TRADE-SHOW

HOW TO PLAN FOR A SUCCESSFUL TRADE SHOW FOR YOUR BRAND

BySudarsan Chakraborty

Doing exhibitions in a trade show is one of your business’s most powerful marketing strategies. A trade show allows you to meet prospects searching for different solutions under one roof. According to research, many companies have rated trade shows as valuable as they drive purchases and leads within only a day. In fact, more than 90% of consumers are more likely to purchase a product or service after attending a face-to-face exhibition, most of which happens in a trade show.

However, your trade show could turn out to be a waste of your good time without careful planning. So adequate planning is necessary to ensure that your trade show is successful. Here are some valuable tips on planning for a successful trade show.

Define your goals

First and foremost, define the goals you want to achieve with the tradeshow beforehand. That also includes your objectives. Your top goals for holding an exhibition in a trade show even should be:

  • To create more brand awareness.
  • Generate more leads.
  • Build relationships with existing and prospective customers.

Your goals are the long-term achievements, and objectives are the short-term achievements you long for as you exhibit. It becomes easy to tailor your exhibition around them when you define them.

Pick the right show

Although you may have the option of hundreds of trade shows to choose from, you have to be cautious when making your decision. A smart way to start is to research all the big and small trade shows in your industry and find out the shows your target audience will be attending. You should also register early to take advantage of a booth location exposed to high traffic.

Establish a budget

Your marketing costs can quickly go out of control without a budget, and you still need to save more on your brand. Find out the costs associated with the trade show, such as the cost of the space rental, shipping,  promotional expenses, staffing, trade show structure, etc. Ensure you budget for all the variables beforehand.

Design the exhibit with your goals in mind

Your exhibition booth should be designed around your hard thought objectives and goals. For instance, if your top goal is to create brand awareness, you can plan for an in-booth presentation. You should also take your time evaluating trade show display manufacturers to ensure you partner with the right one that can showcase your brand in the best way possible.

If planning a presentation, your booth should accommodate a stage and a seating space. If relationship building is your top goal, you should create a seating area or a comfortable lounge with enough meeting space. An experienced trade show display designer can ensure your booth design reflects your goals.

Train your staff well

Your elegant booth design, fancy graphics, and lovely lounge will be a waste of time if you don’t choose the right staff and train them well. Your exhibit staff should be welcoming as they influence the visitors more than anything else. So dedicate some time teaching them how to handle visitors during the trade show.

Attract visitors and engage

You don’t want to spend money planning an exhibition only to put up with an empty booth during the trade show. You should seek to provide visitors with immersive trade show exhibitions through:

  • Interactive media.
  • In booth tours.
  • Product demos.
  • A game or contest.
  • A refreshment lounge.
  • A charging station etc.

The principle behind this is to give people a reason to enter your booth.

Have a follow-up strategy

Lastly, have a follow-up strategy t determine if you met your goals during the trade show. Also, reach out to prospects as soon as possible before they forget about your brand.

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