No matter the year, you need to adapt the way you exhibit. Being a successful trade show event marketer takes time, resources, and knowledge. All of these factors combine to create: a connection with your audience. “Your audience is hungry for connections” – Travis Stanton, Editor-in-Chief of Exhibitor Magazine. We’ll show you how to make those connections, and more.
Understanding Your Audience’s Change
In 2023, we know that audience attendance is down 10-20% in a post-Covid world, but the quality of our audience is higher. When we say quality, we mean real conversions and connections, the real appeal of the exhibit. Trade shows provide an opportunity to create real engagement with customers and create a real connection with them through the experience. Better conversions and connections mean we can target the people who come with more consistency and precision than ever before.
So the opportunity is there, but how do we create these connections?
Recalibrate your goals
First, we want to assess your environment. What you’ve done over the past few years may not necessarily be bad, but it may also not be good. Your goals should be driven by your intent. You don’t want to host trade shows just to build brand awareness; we want to get ahead of the game. Trade shows are an opportunity to reach customers and close sales. Pre-show marketing helps narrow down your pool of options, and pre-scheduled meetings at the show increase your conversions and can be a final step in closing your pipeline. But they’re not the only way to win more customers.
Think big or go virtual
When looking at your trade show portfolio, take a hard look at what you’re participating in. Be honest about the programs you’re participating in and keep it to the essentials. If it can be done virtually, try it. (If you need help, we’ve written a guide .) If it can’t be done virtually, that’s where you need to focus your time and money in person. Create what you need wisely, explore trade show booth rentals, and have intention behind all your spending. Tracking and analytics are your best friends when it comes to your post-show activities. Figure out what worked and why, and replicate that in the future.
Train your salon staff
After careful planning, the success of your trade show depends largely on its proper execution. Be sure to equip your booth staff with the knowledge and skills to effectively interact with attendees. Monitor booth staff to ensure everyone is well-informed and prepared before the show begins. Hiring a booth staff trainer can help you get the best return on your investment. It may be helpful to hold a pre-show pep rally and a meet-and-greet afterward. This will help maintain morale before the show and allow you to be better prepared for future shows. Provide staff with clear messages and talking points to ensure everyone is on the same page.
Differentiate yourself from your competitors
Finally, you need to make sure you stand out. In the digital age, connecting with your audience isn’t just about having a strong trade show presence. It’s about creating an experience that will interest and excite them. Think beyond the basics of exhibiting: explore ways to increase customer engagement through their intent for your product. Give them the tools to visualize it in action: gamification, virtual reality, interactive demos, augmented reality experiences are all ways to get started.
Do your best!
The 2023 season will certainly bring its share of new challenges, but with the right playbook, you’ll be well-positioned for success. Now more than ever, it’s important to be intentional and ensure customer engagement is at the forefront of your efforts. Good luck, we know you’ll make the most of it!