Did you know that 90 percent of participants of a trade show attend to find new products and services? For companies looking to increase brand awareness and get more potential clients, trade shows provide the opportunity to reach thousands of people at one time.
Still, companies hesitate to take part in trade shows because of the planning it requires. If you are unsure of whether to participate or not, having a clear trade show planning strategy helps.
Read on to learn how to prepare for trade shows in 2022.
Trade Show Planning: Set Strategic Objectives
You need to know why you want to participate in a trade show before you begin planning. By knowing what your primary goals are, you will have a yardstick with which to measure your success.
Whether your goal is to increase sales inquiries, build your brand, or canvas your competition, you should set quantifiable objectives. If you want to generate sales inquiries, have a clear number of leads you expect from the show. You can then choose a show and create an exhibit that focuses on that goal.
Choose a Trade Show
Most companies focus on trade shows that attract the audience they want to target. If you want industry-specific trade shows, look to local organizations for events. You also want to look at the events your competitors attend.
Get trade show recommendations from strategic partners like marketing agencies, vendors, and suppliers. Before you decide on the trade show, you have to know what your target audience is and if that show will attract it.
Weigh a show’s audience by potential ROI based on show retention, audience size, reputation, and whether it fits with your strategic objectives.
Know who else is advertising at the trade show. If there are many exhibitors offering similar services to yours, you may not be able to stand out. The right show will be one where competition is minimal.
Set Your Budget
Perhaps the most challenging aspect of trade show planning is budgeting. You have to budget for the exhibit at least a year in advance.
Know what the cost of the booth rental is, as well as if there are added fees. Some venues charge more for the installation of carpeting, electrical setup, and WiFi.
In your budget, include marketing and promotional materials for before and after the trade show, as well as traveling costs for your staff, and shipping fees.
Select a Display Space
The show organizer will provide a floor plan for all exhibitors. When choosing your display space, consider how close you are to building entrances and exits, press areas, registration, and your competition. You want a location at a reasonable distance from restrooms and food service areas.
Avoid spaces obstructed by columns or ceiling pipes. At most shows you will have the choice of these types of spaces:
- Island, surrounded by aisles on all sides
- Peninsula, surrounded by aisles on three sides
- Aisle, one side facing the aisle and three sides connected to other displays
- Cross-aisle, two aisle spaces opposite each other
The best option is the island. It allows people to see your exhibit from all sides.
Create a Display
A trade show exhibit has to communicate a strong and clear message about your company and what it offers.
You have to get your message across without overwhelming the audience. Use short and catchy sentences that deliver information quickly to keep people engaged.
The signage you choose for the display should entice participants from a distance as well as up close. The size of the venue will affect the size of signage you need. For large venues, incorporate a sizable logo, a tagline, and try to get the sign as high as you can.
Critical copy on your display needs to be above waist height for maximum legibility. It is difficult to read below table height when there are people standing and walking by.
Consider giveaways. People who receive a giveaway are likelier to remember the name of the company and the products they offer. They will also interact with the exhibit for longer.
Ensure the giveaway products are connected to your company and display the name or logo.
If you have products to display, have multiple ones at different spots on your exhibit space.
Have an interactive feature in your display space. Short videos, demonstrations of products, or even video games that connect with what your company offers will keep people at your booth longer.
Plan Pre-Show Promotions
When you advertise your company, your products, or special-exhibit activities before the trade show, you increase visibility and offer people a chance to hear about you before they see your display.
Use social media to let your core-customer prospects know you will be at the trade show, and send out press releases. You can also set up an email marketing campaign.
Have a Post-Show Strategy
You need to follow up on the leads you generated at the trade show. Engage with potential customers immediately after the show to keep them interested in your services.
Provide your sales team with all promising leads and ensure they follow up on them.
Maximizing Your Trade Show ROI
Trade shows can allow people to interact with your brand and learn about the solutions you can offer to their problems or needs. Putting together an attention-catching display can boost interest and maximize your investment.
At Rockway Exhibits, we can help you with one of the most challenging aspects of trade show planning: creating a display. We are here to create memorable exhibits, no matter the industry or your targeted audience.
Call us right now to learn more.