Your Next Trade Show Checklist
In an age of digital inundation, where communication is a virtual matrix comprising social media posts and countless emails, the trade show is still an effective form of promotion — yet on a grand, hands-on scale. What other time can you look people in the eye to talk about your brand and its story? Real life interaction for the win.
Trade shows are the real deal, but just like keeping people’s shrinking attention span on the internet is tantamount to marketing success, so is keeping people engaged when in a face-to-face interaction. When trade show attendees are bombarded with countless booths and brands all vying for the same enthusiasm and eventual brand loyalty, you must have the proper tools for trade show success in order for others to take notice.
Fear not, we’ve got you covered.
Once you’ve purveyed the venue (perhaps as an attendee at another show in order to get a feel for the layout and some insight into competition); set up an inviting, clutter and chair free booth (don’t overstock on inventory or let potential customers see you sitting — neither are welcoming); and outline a clear call to action (are you aiming to have people buy your product or service on site?).
Be sure to have the following for the optimal trade show experience:
A Method For Gathering Contact Information: Whether it’s a simple sign-in sheet or fancy badge scanner, make sure you get the customer’s information. They say they’ll get in touch, but better to have the power of following up in your database’s hands.
Giveaways: Swag is always a good idea. Especially if it’s something your booth attendees will use again, feel a personal connection to, and remind them of your brand. For instance, custom USB drives (with a custom designed graphic, not just your logo slapped on a vanilla USB stick) make for innovative and individualized trade show gifts with a lasting brand impression. And snacks. Snacks are good to have at your booth too.
Presentation Media: In addition to a stellar booth design after research and previous trial runs, including multiple signs for clear direction and visibility, be sure to have eye catching media. Whether it’s an informative slideshow or video clips, visuals can go a long way in keeping your visitors engaged (re: That whole digital obsession thing we have).
The Givens: There are a few things you must have at an exhibit that are self explanatory, yet somehow they still fall through the planning cracks. Don’t forget essential items like business cards (presumably archaic, they will actually help you stand out later when visitors are sifting through all those tote bags they collect). An organized table so that business cards and brochures are properly presented; a power cord; mints; and refreshments.
The Not So Obvious: Beyond having predictable supplies on hand, there are new trends emerging in the trade show sphere — for both your visitors and perhaps the most important participant…you. For instance, you probably wouldn’t think to bring something like talcum powder for keeping cool during long hours, or what about sanitary wipes, bandages, aspirin, energy bars and even aromatherapy products? These incidentals could be the differentiating factor between you and another booth. You could be the company with the lovely smelling display that saved someone from a headache and low blood sugar attack.
With so much time, energy and company dollars put into trade shows; it’s critical to make the most of the experience. So make a checklist for your next trade show and start setting ambitious goals.
