Trade shows are a great way to build your brand and draw in new clients. But with hundreds (or even thousands) of companies attending the same show, how do you attract people to your booth and stand out amongst the competitors?
Here are the 10 best ways to stand out at your next trade show.
1. Plan ahead
You can never start planning too early for your next trade show. Whether it’s building hype or perfecting your booth design, good preparation can help you stand out from the crowd and make your time at the show a success.
If it’s your first time ever attending a show, start by talking to fellow business owners and colleagues who’ve participated in the past. Learning from their experiences can make it easier to know what to expect, and help you avoid any surprises that may pop up. Looking at images from past shows will also give you a better idea of which booth designs stand out, and which ones don’t. And if you’ve already attended trade shows before, you can use your past experiences to ensure your next show is successful.
2. Hype up your brand
Creating buzz around your company is another great way to prepare long before the actual event, and doesn’t take much extra time or effort. To make visitors excited to visit your booth (as well as want to seek you out amongst the throngs of other companies), put your brand’s social media to good use. Are you introducing a new product? Tease your followers with hints about what it could be. Planning on handing out great swag? Let people know, so they’ll want to stop by your booth.
3. Know your goals
Depending on the stage of your business, your goals for the outcome of a trade show may differ. For smaller brands that aren’t well known, maybe your goal is to create new leads or build your brand awareness. For larger companies that already have an established presence, perhaps you’re looking to introduce a new product or enter a new market.
Whatever your goals are, identifying them ahead of time makes it easier to come up with a solid strategy and prepare your booth. You will also be able to much more easily measure how well you achieved your goal, and figure out whether or not the show was a success.
4. Be different
Trade shows are held in packed rooms with booths right next to each other, which makes your booth design incredibly essential to standing out. Having clear, easy to identify branding on your booth won’t leave visitors in the dark about who you are. And utilizing your space effectively will help you from having a booth that feels crowded and unwelcoming.
Incorporating unique materials into your booth design is a great way to make an impression and tie into your brand. Is sustainability a big part of your company? Using recycled materials such as reclaimed wood helps to bring your values to the forefront make a visual impact without lengthy explanation. Aiming for more of a pop-up store feel? Make sure you use high walls to separate yourself from your neighbors and create a more intimate experience for visitors. But whatever way you design your booth, make sure your products are on full display!
5. Be prepared to spend some money
Think of trade shows as an investment. Although you may be putting quite a bit of money in upfront, the leads and prospective business you may gain will help the show pay for itself. Whether you’re purchasing pre-fabricated materials or creating the design yourself, the look of your booth is the first impression visitors will get of your brand. And while a plain, low-cost booth may be more budget-friendly, just a little extra work can make a world of difference.
Investing in marketing materials, such as unique swag and educational materials, is another excellent way to increase brand awareness and create leads that will pay off in the future.
6. Give out swag
People like free gifts and trade shows visitors aren’t any different. Passing out branded swag at your booth provides attendees with an easy way to remember your brand long after the show is over. But instead of going with the same generic goodies everyone else does (pens, mugs, etc.), switch it up with unique, branded products people can actually use, and won’t throw out as soon as they get home.
Things like PopSockets, Moleskine notebooks, and reusable water bottles can easily be customized with your brand name and logo, and are sure to be useful gifts for attendees. And even though they may be a little more costly than generic products, just think of them as a marketing investment (and remember, you don’t have to give the good stuff to everyone that walks past, just your prospective leads!)
7. Bring plenty of samples
Especially if you’re an exhibitor at a food expo, don’t forget to hand out free samples! Not only are they perfect for hungry visitors walking around at large conventions, but they are also the easiest way to introduce people to your product. With so many other brands attending, a good first impression (or first taste!) can be the easiest way to snag the interest of prospective leads. And most important of all, don’t forget to bring enough food for everyone!
While some products lend themselves more readily to being made into samples, others may be a little trickier. Things like energy/protein bars, chocolates, or chips are easy to pass out since they’re come already individually packaged. Beverages and less sample friendly foods, such as pasta or dairy products, can be portioned out onto plates, cups, or bowls to make it easier for people to eat.
8. The bigger the bag, the better (seriously)
Reusable bags are the perfect thing to hand out to trade show attendees. With tons of companies passing out free goodies, visitors will need an easy way to carry everything. But the best way to make sure your bag stands out (and helps to promote your brand)? Make it bigger. Even if other companies pass out bags as well, if you provide bigger ones, everyone will use yours instead. And since they’re reusable, they can be used long after the show is over.
9. Be Personable
Trade shows of any kind have a lot of attendees, but going out of your way to greet people passing by can help form connections that will last long after the show has ended. Your interactions don’t have to be in-depth (in fact it’s hard to get into deep conversations when you’re in the middle of a busy show), but even basic greetings can help you stand out. People will also be drawn to your booth if they see your friendly attitude, as opposed to just walking on by.
10. Contact your connections before you arrive
Before you even get to the show, make sure to let your connections know that you’ll be there. A quick email to your current buyers, prospects, and other leads will make them keep an eye out for your booth and stop by. For buyers and stores that already stock your products, let them know if you’re offering new products they might be interested in.
Offering show-specials and discounts is a great way to motivate new leads and existing customers into placing an order. Whether it’s a percentage discount or a buy one get one free offer, promotions can help you secure orders during the show.
