There’s a huge difference between attending a trade show and being a trade
show exhibitor. If you’ve never stood on the other side of the booth, there are
some things you probably don’t know about the experience.
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The Lowdown on Being a Trade Show
If you’ve never attended a trade show as a trade show exhibitor, you aren’t
fully aware of how catalytic trade shows can be for businesses that are
pursuing exposure, growth, and sales. Some of the key benefits of trade shows include:
For one, a trade show can enhance your brand’s exposure. Even if people don’t stop by your booth, they’ll still see your brand name or logo. And this is something that could influence a decision down the road.
There’s a powerful networking component to trade shows that brands can
benefit from. Whether it’s a one-day event or a week-long show, rubbing
shoulders with others in the industry gives you a more powerful network.
There’s nothing like being able to communicate and engage with your target
customers in a face-to-face manner. In terms of lead generation, this is like
tossing gasoline onto a simmering fire: It accelerates the process and improves
your chances of generating significant results.
Every business will have its own trade show experience, but it’s hard to
overlook these three benefits.
However, if you want to increase your chances of having a successful
experience, you need to be aware of what you’re getting yourself into.
Tips and Tricks for Being a Successful Trade Show
Here are some tips and tricks that have been curated with the first-time
trade show exhibitor in mind:
1. Register Early
Try to register for a trade show as early as possible. Not only is there
limited space at most events, but you’ll also find early-bird pricing.
Moreover, this can be as much as 15 to 25 percent cheaper than standard
pricing. Furthermore, you’ll give yourself more time to plan and invest in
pre-trade-show marketing and promotion.
2. Choose a Good Location
The location of your booth at a trade show will have a direct effect on your
ability to engage people. At some trade shows, most booth spaces will be
created equal. However, at other shows, there’s a significant disparity between
the best and worst booths. Good booths are located near restrooms, concessions,
or points of entry. Bad booths are tucked away from the main avenues.
3. Design a Compelling Booth
Booth design is important for a number of reasons. First off, it helps you generate attention and bring people into your booth. Secondly, it allows you to articulate your branding and develop a specific emotional response. Be sure to invest
in quality trade show displays so that you’re able to use them over and
4. Staff the Right People
A compelling booth located in a conspicuous area will bring people into your booth. But once they’ve shown up, you need the right reps to interact with them and start the process of qualifying and converting leads. Choose people who are gregarious, experienced, and familiar with the ins and outs of your brand.
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5. Collect Information
You never want someone to visit your booth, interact with your reps, and walk away without leaving you their information. Moreover, it’s impossible to generate warm leads without having a system in place for collecting data. Even if it’s as simple as a name and email address on a note card, every trade show exhibitor needs a system.
6. Get Out and Network
Don’t spend all of your time sitting at your booth. Even if you’re
interacting with prospective customers, every trade show exhibitor has
additional responsibilities. So while your brand reps stay behind, go out and
network with other business leaders. This is a perfect opportunity to grow your
professional network and get a pulse on your industry as a whole.
Sign Up for Your First Experience as a
Trade Show Exhibitor
Trade shows may or may not be extremely effective for your business. It all
depends on the industry you’re in, what your main focus is, and how your
customers move through the purchase process. However, you won’t know until you
try. Sign up
for a trade show this year and give it your best shot. There’s a lot to
like about being a trade show exhibitor!