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    Bring Your A Game When You Exhibit

    Maximizing Your Impact: Elevate Your Trade Show Performance

    Many companies who exhibit at trade shows spend thousands of dollars—some spend millions—in an effort to attract new customers and show off new and improved products. Even though trade show costs continue to increase, attendance is still one of the main ways to meet new customers, making it a worthwhile investment—when done well. Remember: 67% of all attendees represent a new prospect and a potential customer for exhibiting companies (and 81% of these attendees have buying authority.)

    Trade shows demand substantial investment but offer a chance to meet potential customers.

    Here are a few ideas to consider during the show to help raise awareness and create memorable experiences.

    Be Social

    Leverage your trade show presence by using your social media channels to connect with mobile-enabled attendees who are inseparable from their tablets and smartphones.

    trade show
    Showcasing new products creatively with interactive experiences captures attendees’ interest.

    Most tradeshows now even offer their own mobile apps and encourage attendees to promote their events and connect with one another; take advantage of these opportunities and have an assigned social media team in place to manage the proper social media channels: Facebook, LinkedIn, Instagram, Twitter, others as necessary. Finally, use the show hashtag on all of your posts (especially Twitter) so people can find you.

    Product Launches and Re-launches

    The number one reason people attend trade shows (if they are not exhibiting) is to see and learn about new products.(3) But it’s not enough to simply show the features and benefits of your products. Tell a story about your products with graphics and interactive experiences that will keep you in the forefront of their mind.

    The “Smell of Cookies

    This is a trick that has always worked in the real estate industry. How many of us have walked into an open house to the smell of chocolate chip cookies? The Lowes exhibit at the 2014 International Builder Show was packed simply because they were giving away freshly-baked chocolate chip cookies. Booth staffers asked questions as attendees stood in line, using the opportunity to direct attendees to product demos within the booth.

    RELATED: 4 Ways to Attract Trade Show Attendees to Your Booth

    This created an opportunity for the sales team to engage in conversation and find the correct prospect to bring further into the exhibit. While this tactic might not be an exact fit for your business, it’s important to think of what your company’s version of the “freshly-baked cookies” tactic is. Come up with a relevant way to make your booth fun, exciting, and interesting to prospects.

    Engage With Games

    Stop giving away your swag and start getting more attendees to enter their information in order to play a game. One example of an easy and successful booth game is a beanbag toss through five holes, decorated with a graphic of various giveaways. If your attendee gets the bag through the hole, then give away your swag.

    trade show therma tru
    Incorporate interactive games to attract attendees and collect valuable data.

    Engaging attendees with interactive games not only draws them to your booth but also provides a unique opportunity to collect valuable information for future outreach. Consider incorporating digital elements into your game, such as a QR code that participants can scan to register or enter their details. This not only streamlines the data collection process but also allows you to follow up with personalized offers or updates after the event. By striking a balance between entertainment and data capture, you can enhance attendee engagement while building a more robust and receptive audience for your brand.

    Training and Staffing

    Staffing your exhibit with the right team is key. This should include trained and knowledgeable salespeople, product managers and engineers. They should be trained to talk to people. This is not the place to bring your new marketing coordinator who doesn’t know the difference between a gusset or grout; likewise, you shouldn’t bring that brilliant engineer who would rather be cooped up in the office than out talking to strangers.

    RELATED: The Ideal Trade Show Timeline

    Additionally, make sure the booth staff members understand the goals of the trade show, know all the products and how to operate key booth technology like screens and badge scanners.

    Exhibiting at trade shows requires a lot of work and a major financial commitment. Done correctly, trade show exhibits can reap rewards that contribute directly to your bottom line. Consider these five tips when putting together your trade show marketing strategy as trade show season approaches.


    Why do companies invest so much in trade shows?

    Many companies invest significant funds to attract new customers and showcase products at trade shows, as they offer opportunities to meet potential customers and generate business growth.

    How effective is attending trade shows for meeting new customers?

    Attending trade shows remains a primary way to connect with new prospects, with about 67% of attendees being potential customers for exhibiting companies.

    How can social media be used to enhance trade show presence?

    Utilize social media channels like Facebook, LinkedIn, Instagram, and Twitter to connect with mobile-enabled attendees, leverage event apps, and create a designated social media team to engage with visitors.

    What’s the importance of presenting products at trade shows?

    Trade show attendees are primarily interested in new products; therefore, it’s essential to showcase products creatively with interactive experiences that tell a compelling story.

    What’s the significance of staffing at trade show exhibits?

    Proper staffing is crucial for successful trade show exhibits. It’s important to have knowledgeable salespeople, product managers, and engineers who can effectively engage with visitors and represent the company well.

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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