We’ve been saying it for years and now some heavyweights in the small business world have weighed to confirm that trade shows are invaluable to small businesses. If you haven’t joined the trade show circuit yet, don’t worry. There’s still time. The key is to make sure you take the time to understand trade show marketing in the first place.
With decades of planning and design experience successful trade shows For Florida businesses, we’ve learned a thing or two about what works and what doesn’t. Now we’re here to share that information with you.
Read on to discover the do’s and don’ts of trade show marketing to dominate your next trade show.
Identify your goals and objectives
What is your goal at your next trade show? You want to represent your business and expand your customer base, right? Sure, but these types of goals are too vague to accomplish much.
We recommend that you set SMART goals, which are:
- Specific
- Measurable
- Feasible
- Relevant
- Time based
The more specific you can be, the better you can learn from your trade show experience and come back stronger next time. SMART goals can include things like getting a certain number of leads for your email list, making a certain number of sales, and getting a certain number of attendee interactions. The goals you set for your trade show experience should reflect your overall business goals for the year.
Launch a pre-show marketing campaign
Trade show marketing doesn’t start when the venue opens its doors. In fact, you can generate a lot more excitement for your booth by talking about it before the big day.
Use all your usual marketing channels to inform your existing customers of your participation and give them a sneak peek of what to expect. Additionally, contact the show director and ask for a list of press representatives attending. Write a concise press release and send it to each representative on the list so they can also use their channels to promote your participation at the show.
Work with experts to design a beautiful exhibit
Whether you’ve never attended a trade show before or you’re just looking to take your trade show to the next level, it’s time to turn to the professionals. At Rockway Exhibits, we offer full or partial services to any business preparing for their next trade show. Whether you need to rent a few pieces of booth equipment or need help developing a trade show marketing plan from scratch, we can get the job done.
The success of your trade show marketing largely depends on the interest your booth can generate. Your booth should be eye-catching, entertaining, and well-organized. With our help, you can attract interested attendees, direct the flow of your booth, and walk away with tons of new loyal customers.
Create an experience for participants
Nowadays, consumers are looking for something called experiential marketingThey don’t just want you to tell them about your products or services. They want your brand to provide them with an unforgettable experience.
Games, visitor-led demos, and interactive technology stations are all useful elements of a trade show marketing strategy. The goal is to draw them into the booth, get them excited about the experience you have to offer, and use that time to gain their trust (or, at least, their contact information).
Don’t show up without a brand image
Some trade show directors provide each attendee with a few essential pieces of equipment, such as folding tables and tents, to use in their exhibit. However, this alone is not enough to create an interesting and eye-catching exhibit. If you show up without branded materials, attendees won’t know who you are, what you offer, or why they should consider stopping by to learn more.
Make sure to bring not only plenty of branded materials, but also materials that can be spotted from afar. This includes banners and flags, branded tablecloths, etc. As soon as a passerby looks at you, they should know your company name, logo design, and the purpose of your business.
Don’t neglect your social media day
Make sure someone on your trade show team is designated as a social media coordinator. Have them take photos and videos and run live videos on platforms like Instagram. Live videos, in particular, increase the accessibility of your booth by making it virtually available to anyone who couldn’t make it to the show.
When developing your marketing strategy before a trade show, we recommend creating an appropriate hashtag to commemorate the event. You can then use it in all your trade show-related posts and ask visitors to do the same.
Don’t forget to follow up
Among the top five reasons why marketing campaigns fail, premature end of the campaign is one of them. Even if the show only lasts a few days, your trade show marketing should continue for at least a few more weeks. Why?
You haven’t managed to attract all of these new customers yet. Shortly after the show ends, be sure to send follow-up emails and reminders about the show-specific offers these customers have access to.
Master Trade Show Marketing With This Guide
Trade shows are a great way for small businesses to increase their visibility and customer base. However, attending without a plan won’t cut it. Use this guide to master the art of trade show marketing.
While you’re at it, go ahead and Contact us to see how we can help you. From trade show space rentals to trade show strategies, we’re here to help.