While preparing for a trade show may feel overwhelming, employing the right strategy can lead to a successful event. 64% of trade show attendees are not current customers of the business on display, which allows brands to target an entirely new market audience. Before diving into the details, it's important to identify your goals and determine if participating in a trade show aligns with those objectives. To learn more about trade show preparation and make your next event even more successful, continue reading our exhibitor's checklist and tips on how to stand out.
The key to trade show success: clear goals and pre-planning
Before even thinking about trade show logistics, it is essential to set clear goals and objectives for the trade show. These goals can include the number of attendees you want to attract to your booth, the number of leads you hope to generate, and the number of products you want to sell. By setting these goals, you can have a clear vision of what you want to achieve at the trade show.
After setting goals, pre-plan and write down your goals for the event. This helps to keep everyone on the same page and ensures that the right results are achieved. It is also crucial to read the trade show manual carefully and familiarize yourself with the rules, regulations, and deadlines.
Defining your target audience is another important aspect of pre-planning. Knowing who your brand is targeting and how you can meet their needs will help in designing your booth so you'll know what products, demonstrations, and promotional materials best fits your target audience.
Budget planning is also crucial, as there are many costs involved in exhibiting at a trade show (just renting a booth can be one third of your overall budget!). Don't forget to consider costs for travel, booth rental, equipment, and giveaways, among others.
Navigating registration and communication for upcoming trade shows
Prior to the event, make sure you have enough lead time to complete the necessary registration documents and communicate with the trade show organizers. This involves reaching out to the organizers to inquire about the available packages and the specifications of your booth. Additionally, you should discuss inclusions such as the trade show event's marketing efforts, freebies, security, registration fees, and required documents. It is also crucial to communicate with your company's finance team to discuss the fees and budget allocation for the trade show. By starting these conversations early, you can ensure that all the necessary paperwork is completed in a timely manner and that you have a clear understanding of the event's logistics and requirements.
The power duo: marketing and sales at consumer trade shows
The trade show marketing team plays a crucial role in creating buzz, driving traffic, and developing giveaways to promote trade show participation through both digital and traditional efforts. They should proactively reach out to expected attendees through emails or pre-show mailers, providing information about the brand, its products, and any perks of visiting their booth at the show (e.g. giveaways and raffles). Additionally, the marketing team can create ads, plan after-show parties, and develop giveaways and product samples. Meanwhile, the sale team should set goals for the event, strategize on how to convert attendees into prospects and prospects into buyers, and book meeting times with interested attendees in advance. The sales team should focus on building relationships, always collecting contact information before giving anything away.
Boosting your booth presence: effective trade show promotion strategies
Promoting your presence at a trade show is crucial to ensure that attendees are aware of your booth and are excited to visit. According to the Center for Exhibition Research (CEIR), a significant percentage of show attendees already have a list of booths they want to visit before the event. To generate anticipation and increase visibility, it is important to utilize various promotional channels.
One effective way to promote your presence is through social media. By spreading your message on platforms such as Facebook, Twitter, and Instagram, you can reach a wide audience and create buzz around your exhibit and don't forget to learn the event's hashtag and use it in your posts to increase visibility and engagement.
In addition to social media, email campaigns can be a powerful tool for promoting your trade show presence. By sending out targeted emails to your existing contacts and potential customers, you can inform them about your booth and any special offers or giveaways you may have. This can help generate excitement and encourage attendees to visit your booth.
Leveraging social media for trade show promotion and engagement
To engage with attendees and promote the trade show through social media, there are several strategies that can be implemented:
- Post photos from the event before, during, and after the event. This allows attendees to get a glimpse of what to expect and generates excitement.
- Offer incentives to visit your booth such as contests, giveaways, samples, or demos.
- Include your booth number and the official event hashtag in social media posts so it's easier for attendees to locate your booth.
- Schedule social media posts in advance to maintain a regular presence.
Leveraging social media to engage with attendees and promote the trade show can enhance the overall success of the event.
The non-negotiable: keeping your booth manned at all times
Having your booth manned at all times is crucial for a successful trade show experience - have someone present at your booth to greet visitors, engage them in conversation, and answer any questions they may have. If you are unable to be present at your booth for the entire duration of the trade show, have at least one other person to assist in manning the booth.
Having your booth manned at all times ensures that potential customers are not left unattended and have the opportunity to learn more about your products or services. It also allows for immediate engagement and interaction, which can help in building relationships and generating leads. Additionally, having someone present at your booth helps to create a professional and welcoming atmosphere, making visitors feel valued and more likely to engage with your brand.
The art of follow-up: maximizing sales post-trade show
Your follow-up strategy after a trade show is crucial for maximizing sales opportunities. Be sure to plan your follow-up strategy before the trade show begins so that you can promptly reach out to prospects while the event is still fresh in their minds. Research shows that 30-50% of sales made from trade shows go to the vendor that responds first (tpgliveevents.com). Therefore, it is essential to act quickly to convert leads into sales and increase your return on investment (ROI).
By promptly following up with leads and contacts, you can differentiate your business from competitors and increase your chances of closing sales. The faster you send out follow-up communications, the more your brands will stand out and be remembered by potential customers.
How Settle can help
Preparing for a trade show requires careful planning and execution across various aspects. From budgeting to executing marketing tactics, every step plays a key role in trade show success, leaving less time to be wasted on administrative tasks like paying your vendors and ensuring your brand has enough funding inventory and marketing. Settle can help with both by automating your AP so you spend less time paying vendor bills while ensuring your vendors get paid on time and how they want with flexible payment options like same-day ACH, fast 1-2 day ACH payments, domestic and international wires, and paper checks. If qualified, you can also get access to Settle Working Capital, short-term, non-dilutive financing with transparent, competitive rates and set payment schedules. Get started for free at Settle.com today and get fast access to your credit eligibility (1-3 business days) to start funding your inventory, marketing, and more.
