Exhibiting at a trade show requires time, money and a decent amount of creativity. When you exhibit at a show there may be dozens, possibly thousands of vendors vying for the attention of attendees. Trade shows are an opportunity to not only have a face-to-face connection, but also allow a very valuable marketing opportunity that grants thousands of people to experience your product or service.
With the right planning, you can ensure that your investment in trade show space is a success.
Know Your Space and Location
Before you start on the design of the booth, it’s important to know how much space you have. This will allow you to order display items that will suitably fit within your space. Be sure to allow enough space for foot traffic to enter your booth. You don’t want to cram your booth so tight that attendees can’t comfortably enter and view your products. Backdrops, tables and banners can be bulky, so don’t overload your space.
Location is also key. The more central your booth to high traffic areas, the more opportunities you will have to connect. Registering early will allow you access to the best locations.
Choose your Display Items
At a minimum, your booth should include a table with a table cover and a banner. Other items to consider, based on your space are:
- Straight Wall
- Hanging Banner
- Tabletop Banner
- Pop Up Tent
- Signboards
- Power Station
- Podium
- Chairs
- Literature Displays
- Product Shelving
Create an Eye-Catching Design
When creating a booth display, hiring an experienced graphic designer is well worth the investment. With so many vendors to compete with, it’s important that the aesthetic of your booth stands out. Creating a visually alluring, clean and professional design will draw traffic to your booth.
Be Interactive
This should go without saying, but staffing your booth with the right people can make or break your show investment. Be sure that staff is standing in a visible location; not sitting in a chair or standing at the back of your booth. Incorporate fun, interactive activities to increase interest and traffic flow. Games, spin the wheel, and contests make the trade show floor experience fun!
How Will They Remember You After the Show?
Staying top of mind after a show is critical. Getting something in their hands that they can take home with them is a sure-fire way to make them remember you. Choose a promotional item that is useful, yet easy to carry around. (Nothing heavy or bulky). The promotional item will not only be an appreciated gift, it is also a way to include your contact info so that attendees know how to reach you with questions after the show.
Collect Contact Information
Although most shows provide you with a list of registrants and their contact info, you want to be sure you are connecting personally with the people you interacted with at your booth. Those are the people that are most likely to turn into customers. Collecting business cards, using a sign-up sheet or collecting information digitally is imperative to your trade show success.
Follow Up
To have the best results, prompt follow-up with your leads after the show is necessary. Send them an email thanking them for stopping by and include information on your company and any products or services they inquired about. Go one step further by connecting with them on LinkedIn as well. Be sure to provide a link to set up a consultation. Turn those leads into customers and make that trade show investment pays off!
With the proper amount of planning, strategy and design you can turn your trade show booth into a worthwhile investment and experience!