Team@AlexGPR.com +1 816-945-2477

Marketing Essentials For Trade Show Exhibitions

By Alex Greenwood

Trade shows are an incredible opportunity to get in front of people who are already interested in what you sell. But trade shows are not cheap. There are entry fees, loss of productive business time, and transport and equipment costs to consider.  

So, it follows that getting your marketing right at these events is critical – nothing less. Whether you are a custom home builder or an accounting firm, there are some universal truths that will help you succeed. I’ve put together a few marketing essentials for you so read on to find out more before you start planning your next trade event.

5500527284_2c2ba0d0e9_o

flickr

The Right Event

I would suggest you go to every trade event your industry has to offer, assuming you can afford it. However, whether you should apply for a stall at these events is another matter entirely. The truth is that the bigger, most popular events will be full of big names, with huge exhibition budgets. As a small business, it is highly likely you will get drowned out by the noise. Instead, think about setting up a stall at a more minor event – especially if you are a younger company. It will help you get seen by a lot more people; which brings us to my next point.

11168951054_9d9c7ff4b0_o

flickr

The Critical Impact of Your Stall

It is crucial that your stall is impactful and attracts people to come and see what you are doing. However, you also need to realize that it can be incredibly expensive. It’s not just the cost of your stand, it’s the setting up, the lighting, and the sign hanging that can hit you in the pocket. It’s especially true if your show is on at the weekend – and worse on a Sunday. You can cut some of these costs by setting up yourself, of course. But there is a fine balance to strike between looking credible and professional or saving money. Your best bet might be to hire exhibitor appointed contractors – at least you know they will be worth the money.

Finding Your Leads

The ultimate aim of being a trade show exhibitor is to find as many leads as possible. And this is where things get difficult. You won’t get anywhere if you just turn up and wait by your stand. You and your team will need to get out there and sell your promotions to people that are overwhelmed with choice. Bring lots of branded items to give away, and try and come up with a good reason for people to visit your stall. Don’t forget to bring something like a mobile credit card reader for your team, too. If you get the chance of making a sale, you need to do it quickly and move onto the next prospect.

Spending Time at the REAL Afterparty

A lot of trade shows have afterparties where workers and company owners can mingle and relax. But the real afterparty begins when you return to your office with a bulging book of contacts. You’ll need to refine them into lead type, and set up a campaign to get in touch. The likelihood is that attendees will forget 90% of the businesses they come across. It is in your interests to ensure that you are in the other 10% by contacting them again.

Good luck at your next show – let me know how you get on!

Need help marketing your business? Get in touch with us using the contact form below. We will respond in one business day.

[contact-form][contact-field label=’Name’ type=’name’ required=’1’/][contact-field label=’Email’ type=’email’ required=’1’/][contact-field label=’Website’ type=’url’ required=’1’/][contact-field label=’Company’ type=’text’ required=’1’/][contact-field label=’Title’ type=’text’/][contact-field label=’Comment’ type=’textarea’ required=’1’/][/contact-form]
Please follow and like us:
LinkedIn
Share
Instagram
Twitter
Follow by Email
RSS
YouTube
Pinterest
Mastodon
error

Enjoy this blog? Please spread the word :)