If you fail to plan, you plan to fail. This is also true for your exhibition stand!
This is why you should always set measurable goals before a trade show. Your goals should be more specific than, “I want to increase my sales.”
There’s no need to make it complicated or expensive. It’s easy to do, but resist the urge to overthink your goals. Use simple tools like spreadsheets or free online tracking systems. Then share them with your organization so everyone is on the same page and working toward the same goal!
Your goals should take into account your target audience and answer the question: why do we exhibit?
Launch new products
More than 90% of people who come to trade shows expect to see demonstrations of new products.
You can launch a new product and give people the chance to try it “for the first time!”
When you promise customers something exclusive, it builds anticipation for your booth and makes the event more memorable. So instead of having to advertise on the day, people will be coming to you in anticipation of the big release!
If you’re doing a demo, make sure there’s an element of hands-on interaction. This can happen in a variety of ways, just make sure participants touch, talk to, or otherwise interact with the product or brand.
Sometimes having promotional items on your exhibition stand can feel It’s like they’re getting a new product, even if it’s just something that reminds them of your brand. Remember, if you decide to give away gifts, you need to use high-quality items. If visitors leave your booth with low-quality gifts, that’s what they’ll associate with your brand.
Make good advertising
Don’t forget to get the word out BEFORE the event! Advertise, write a press release and make sure to use it to illustrate why people should bother coming to your booth! Don’t use an outdated script. Think outside the box and make it unique to you and your brand. You can use your existing contacts or email lists and get the word out. Social media is a great way to get the word out quickly and effectively if you do it right.
You’ll earn extra points if you can get participants to mention you online. Make it easy and fun for them to do so! Creating a game-like incentive for social media shares can really increase engagement on your social media pages. Participants will want to see their name on the leaderboard and compete with their friends. It’s fun for them and free marketing for you!
This may seem obvious, but don’t underestimate the power of a clever photo booth or backdrop. They’re social media magnets. People just can’t resist them!
Another way to attract traffic is to have a larger trade show booth. Obviously, a larger space will attract more attention! Don’t waste this investment. If you pay for a large space, make sure you fill that space and use every square inch to your advantage. Consider the location and proximity to restaurants, restrooms, other competitors, etc.
Creating sensory experiences
We all know visuals are important, but don’t neglect the other senses with your trade show booth design!
Think about color, lighting, texture, vibration and sound.
Take inspiration from past shows and do something COMPLETELY DIFFERENT. If you bring a giant gummy bear, a larger-than-life Wordle game, or a karaoke room, people will line up to come and stay and play. Or better yet: line up to take a few pictures for the fun of posting on social media.
However, you may not have room for a giant gummy bear in the trailer if you’re traveling.
Another, more portable solution is to project images onto any white background. You can then create the images you want and change them from year to year without breaking the bank! If you want to go further and create a memorable impact, you can also experiment with holographic projects.
Decide whether you want to be a vibrant, bustling booth or whether you want to be an oasis of calm where people stop to catch their breath and relax before returning to the chaos. Will you offer snacks and water? Think about what your brand offers consumers and try to give them a taste of it at your booth.
Conclusion
If you start with the end in mind, you can flip your customer’s experience on its head. When you think about it that way, it makes sense. Things start to fall into place. What emotion do you want them to leave your booth with? Start there, then work backwards. With a little creativity, you can attract visitors no matter your budget. Don’t be afraid to be bold, stand out, and give them something to talk about!