Trade show planning for 2018 is in full swing. With budgets and strategy considerations on the table, we’re offering our take on tips to maximize your trade show ROI for the upcoming year.
1. Technology is (still) king.
It goes without question that technology is a major player when it comes to trade show success. In 2018, trade show technology will continue to try to out-perform itself from years past, as attendees expect information to be displayed in innovative, interactive, and increasingly engaging ways.
Integrating social media into your trade show strategy can significantly boost engagement. Platforms like Instagram and Twitter are ideal for sharing live updates and driving interaction.
Promote your presence by encouraging attendees to participate in social media contests. Use event-specific hashtags and invite participants to post photos with your booth. This not only increases visibility during the event but also extends interaction beyond the show floor, fostering ongoing brand engagement.
Visitors want to be impressed and involved when they visit your display—and you’ll want to continue the engagement long after the event closes its doors. Consider incorporating touch screens, Bluetooth beacons, and artificial intelligence (AI)/machine learning Software as a Software (SaaS) to further enhance the customer experience while delivering your brand’s message both during and after the show.
2. Human interaction is critical to success.
While it is true that trade show tech is necessary for ultimate event success, human engagement is just as important, if not more so. There is no better way to reach your customers than through a good old-fashioned dialogue that allows them to communicate their pain points—to which you respond with your compelling solution. By properly staffing your exhibit with compassionate professionals who are well-versed in your brand story, you’ll facilitate the kinds of relationships that no amount of artificial intelligence can compete with.
The key here is to use technology to augment—not replace—you professional, human presence.
3. Incorporate the sentiment behind your unique selling proposition in your exhibit.
We all want to stand apart from the competition. Your customers have made the trek to the trade show and your exhibit likely because they are looking for a solution to a particular problem, or perhaps they’re looking for your business in particular. By focusing on consistency in your unique selling proposition (USP)—for example, creating a custom exhibit based on your brand’s unique voice and culture along with the environment you want to cultivate—you’ll have a chance to resonate with your customers at a level that increases their engagement, inspires brand loyalty, and encourages them to stay connected long after the event wraps up.
Emphasizing sustainability in your trade show exhibit aligns with shifting consumer values. Use eco-friendly materials for booth construction and engage visitors with environmentally conscious giveaways.
Highlighting your commitment to sustainability can enhance brand perception, positioning your company as a responsible and forward-thinking entity in the industry.
4. Keep your brand consistent across all business environments.
Building anticipation before the trade show can maximize your reach and attendance. Send personalized email invitations to key clients and prospects. Create teaser campaigns that highlight exclusive offerings or incentives.
These tactics not only increase booth traffic but also create a sense of pre-show excitement. This sets the stage for successful engagement.
Consumers these days are bombarded with product information nearly everywhere they turn—and much of that information is regarded by the embattled consumer as outright noise. By focusing on refining your brand messaging for consistency across all spaces, you’ll cultivate a rapport with your customer that allows them to feel comfortable and familiar with your solution. Think in terms of providing a cohesive brand experience by way of incorporating a recognizable color palette, familiar logos, and consistent graphics.
When your business—and thus your brand—is “on the road,” you’ll want to rely even more heavily on familiar visuals to reinforce your presence in an unfamiliar place. After all, a trade show exhibit is a mini-representation of your business as a whole—and you want your customers to feel at home regardless of the venue.
