How to Set Up for Success at a Trade show

| February 25, 2016

How to Set Up for Success at a Trade show

Trade shows are a great way to connect with new audience, spread awareness for your brand, and market new products. Most people are under the assumption that the competition is too high and they won’t be able to retain the attention of the customers for long. That’s not really the case. Yes, the competition is high and you might have to struggle to get customers to your booth, but trade shows allow your customers to experience the product in person. That can boost sales.

If you want to find success at trade shows, you need to handle it correctly. If you plan your booth well, you’ll be able to get the visibility you need and increase your brand awareness. Here’s what you need to do:

1. Find the Right Tradeshow

The first thing you need to do is find the right trade show. You need something that would draw your target audience and is a part of your industry. For example, if you’re a company that conducts tours to nearby destinations like Malaysia, Indonesia, South Korea, etc, you need set up a booth at a trade show that is organized by the tourism industry.

2. Research the Trade show

After you’ve selected a trade show to attend, research it. You can read newspaper articles, contact your business associates, and visit the show’s website. The idea is to understand just how successful the show is and what kind of crowd it draws. That would help you decide if the trade show is worth the effort. Trade shows can be very exhausting and time consuming, it’s important to know whether you’ll see the right kind of results.

3. Contact the Manager

The floor manager of the trade show would be able to guide you and help you choose the right booth. You can ask them who has already booked and what the general map of the floor looks like. That would give you some idea about where you want your booth to be placed. You don’t want to be too close to your main competitors, after all. If you have the budget for it, it’s a good idea to book a corner booth. That booth has the highest visibility and would offer better returns on your investment.

4. Consider Cross-Promotion

You should consider companies that are attending the trade show for cross-promotion opportunities. For example, if you’re a company that produces office supplies, you can strike a cross promotion deal with a company that provides office IT solutions. You’re not competitors, but your clients would be similar.

5. Booth Design

At a trade show, every booth is trying to grab the attention of prospective customers. Because of this, booth design is very important. You need to make sure that your booth stands out and represents your brand clearly. Make sure that you have banners and posters announcing offers and sales. Your booth should also have a clear brand presence, with your logo displayed prominently. You should also keep your booth neat and organized.

It’s a good idea to bring some helpers along with you to the trade show. Sometimes, these shows become packed and you have several clients demanding your attention. Having some assistance would help.