Tips for Exhibitors: Planning to Make a Good Impression at a Trade Show
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- June 17, 2021
- By Michael Williams
- in Trade Show
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Trade shows are a great way for business owners to let the world know about their offerings. A trade show is an exhibition arranged so that businesses in a particular industry can highlight and display their latest innovations and products, meet customers and potential clients, explore new market trends and possibilities, and study current market trends and opportunities. They are also used by marketing agencies as a means to promote a company before it launches its product or service. A successful trade show experience requires planning, strategy, and a healthy investment of funds.
There are several elements of a successful trade show. First, the number of participants and media coverage drawn is important. Many trade shows only attract a small audience of qualified representatives. The event may draw a large number of attendees interested in your product or service, but there will always be a portion of the audience that is not interested or already looking at your offerings. These people should be targeted by your company representatives.
Secondly, the location and space available for the booth and exhibit are important. Trade fairs and exhibitions are usually crowded spaces with many other companies trying to present their offerings. booth space is limited and you need to attract and retain interest from the majority of attendees. Also, the exhibit floor space must be designed for the duration of the event. You do not want to draw so much attention to yourself that it distracts your potential customers.
Thirdly, the type of exhibits and promotional giveaways chosen should be appropriate to the theme of the trade shows. Many companies have chosen to use standard exhibits at fairs and expositions which have resulted in some visitors being turned away. It’s best to create a unique mix of promotional items and exhibit booth pieces that are appealing, informative, and intriguing. The design of your booth should be visually appealing and easy for guests to navigate. Your promotional items should be something that your attendees can carry away with them after the event.
Fourthly, you will want to attract the attention of as many exhibitors and potential customers as possible. In a crowded convention centers and hotel ballrooms, you won’t get the attention of the biggest names in your industry if they’re sitting behind a smaller booth offering basic services or goods. To get the maximum exposure for your company, take advantage of the extra space available in the back of hotel conference rooms, convention centers, and hotel lobby lobbies and set up an attractive booth complete with promotional products, giveaway gifts, and displays.
Finally, you need to work on your follow-up efforts. Most trade shows are not immediately noticed after the event. You will want to continue to communicate with potential customers through email and telephone follow-ups until your booths make it to the main expo hall and the show floor. Successful exhibitors often remember to attend a few more trade fairs in the future and to give their business a chance at the national trade shows and fairs.
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