One of the most popular ways to publicize a product or service is to attend a trade show. There, vendors of all kinds can interact with potential customers, swap ideas with colleagues and competitors, identify suppliers, and much more—as long as the exhibitor properly manages the trade show experience. Following are four ways they can make the most of the experience.
Using Strong Branding
Trade shows are busy events where would-be clients and customers are on the go at all times. Each exhibitor is making every effort to be the display that draws visitors, compelling them to pass other displays and gravitate toward theirs. The best exhibits, then, are those with the greatest ability to capture attention, with the use of tall, distinctive visuals such as canopies and flags, all branded consistently with the exhibitor’s identity.
Organizing the Exhibit
With so many contacts being made every hour, it can be very easy for brochures and product literature to turn into a disheveled mess. Visitors who cannot quickly locate the information they need will bog down the movement of visitors or, worse yet, they will leave empty-handed. It takes more than just table space to have these items out for display. An effective exhibitor organizes these items with a perspex brochure holder so that they are visible and organized for potential clients.
Appropriate Staffing
Because trade shows seem fairly straightforward, many companies think it is sufficient to staff them with less-experienced personnel. While the energetic new hire may bring a beneficial level of enthusiasm to customer interaction, there may not be enough experience present to answer questions adequately. Many trade show visitors are on the verge of making purchasing decisions, so it is critical to have high-level personnel available for consultation. Often a team with one person of each type can be very effective.
Exhibits that Stand Alone
While it is helpful to have the right people in a booth, it is not always possible to have anyone there at all. There may be presentations to watch or to make, or there could simply be lunch breaks. During the times that a display is unattended, it should passively provide as much information as possible to visitors. This again captures the importance of good displays of literature, but it also highlights the branding power mentioned earlier. The more a potential customer can tell when happening by an unattended booth, the better the chances for a return trip when someone is back at the table.
Trade shows are very powerful tools for building businesses, but many companies fail to make the most of them. Turning the event into an opportunity to interact with customers and suppliers can make it a great success.
