5 Steps for Trade Show Success

Getting your business name out there is one of the hardest, but most crucial tasks that you can undertake. While digital marketing is the preferred route for many businesses these days, that doesn’t mean that traditional methods should go out of the window altogether. And the one that we are going to be focusing on in this article is trade shows. Providing a unique opportunity for promotion and face to face interaction, these tend to be fairly costly events, so you need to make sure you get everything spot on. Here are a few steps that you can follow to ensure this.

Get Their Attention

The first thing that you need to be doing is getting people to come over to your booth in the first place. You can do this with a combination of banners, giveaways, interactive displays, marketing materials and product demonstrations. Ensure that everything is branded using your logo, colour scheme etc, and decide on what your unique selling point is going to be. Make sure everyone on the booth is approachable – it can help to wear name badges. Ask yourself how you are going to stand out from the booths around you.

Do Your Research

Different trade shows will attract different people, so it is important that you have done your research from previous events. How many businesses will be exhibiting? What is the average footfall of the event? Will you have any direct competitors that you are going up against there? If you can speak to companies who have exhibited in the past to get more information, it is a good idea to do so.

Set Your Objectives

It is always a wise choice to set yourself some clear objectives before exhibiting at an event like this one. You may want to generate a certain number of sales leads. You may be looking to launch your new product and are generating a buzz. You may be looking for business outsourcers and suppliers. When you set yourself goals, you give yourself a sense of purpose and direction.

Publicise Your Appearance

Once you have confirmed your appearance at a particular trade show, you should then start advertising your attendance as widely as possible. A few possible ways of doing this include announcing it on your website, through email campaigns and on social media. Let everyone know where the event is taking place and where your booth will be located.

Make Your Preparations

You need to ensure that you are organised by bringing enough business cards, brochures and other marketing materials along with you. Decide of which members of staff will be accompanying you to the event and ensure that they are fully briefed on their roles and responsibilities. Create a plan of action throughout the entire event that also builds in some time for you to get away from the booth for a while to see what else is going on at the event. It always helps to scout out the competition and maybe even find some new business partners.


Michael Foote

Quote Goat's founder and money-saving enthusiast.

5 Steps for Trade Show Success

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