When it comes to getting consumer attention, trade shows are a highly effective marketing tool. If you do it right, you should be able to achieve your marketing goals while keeping the costs low. Participating in a trade show that’s relevant and draws media and consumer attention is expensive. Going in unprepared can easily leave your team overwhelmed and prevent you from justifying the cost. The following are 7 tips to ensure your trade show participation remains in sync with your marketing objectives.
Choose the Right Trade Show
You need to pick a trade show that’s not only relevant to the product you are trying to promote but also that attracts your target audience. If either one of these targets is not met, it’s best to find a different show. Also, do a bit of research and scan the competition. This can give you valuable insights on what you need to do to stand out.
Remain Focused by Renting the Trade Show Exhibits
A lot of companies invest a lot of time and effort in creating trade show booths themselves. However, there are good reasons to opt for trade show rentals instead of getting into the complex technicalities of booth design. By renting your trade show exhibits you offload a major portion of your work. This leaves you with enough time for training your team and managing the logistics. Renting your trade show exhibit also ensures you get a professional booth that draws in the crowd.
Start Planning Well in Advance
If you are a trade show veteran, you already know the importance of starting early. A lot goes behind the scenes and the key to saving money and effort is to give yourself and the organizing team enough time. Starting early also gives you enough time to prepare a plan B if things do go wrong.
Make Sure the Entire Team is on the Same Page
Communicate with the sales and marketing team to make sure they are well aware of the goals you are trying to achieve. Set expectations, objectives, and incentives for each executive and manager manning the island. Also, ensure every person involved knows the meeting points, venue, timings, and contact information.
Set Measurable and Realistic Goals
You should have measurable targets for the team on the floor. This can be the number of organic social media shares, people who are willing to sign up, or a target sales figure (if you plan on selling products). Whatever your goals and objectives, make sure they are transparent, realistic, and easily measurable.
Spread the Word on Social Media
Your social media promotion should ideally start months before the trade show dates. Increase promotion leading up to the show and then share photos of your exhibit, customers, and team members during the show. Promote your booth number so that people can find you on the floor.
Keep Your Sales Team Motivated
The sales and marketing team who are responsible for representing the brand are the backbone of any trade show success. Make sure they remain motivated by giving them incentives and offering them transport facilities. Perform fun team building activities to ensure they work cohesively to achieve the common goal.
