7 effective tips for a successful trade show

As for any event, the better prepared you are, the better outcome. 

The same goes for trade shows. 

Essentially, a trade show can be compared to a play.

Staff members are the actors. The trade show booth is the stage. 

And the director wouldn't send her actors on stage without rehearsing, right?

Right.

So, let's unfold how to plan for your next event with 7 tips for a more successful trade show.

Enjoy! 

✅ Tip #1: Define your purpose of the trade show

... Aka the big WHY. As in why are you attending? 

Because essentially, if you don’t know why you are attending, why go? 

Possible reasons to exhibit (feel free to fill in):

• Strengthen (or establish) your brand 
• Networking 
• Cultivate business relations 
• Learn about new business developments
• Sales and lead opportunities
  

When you have a clear purpose in place, it is easier to determine the design, activities and benefits of the stand. This leads directly to tip number two which is all about goals and objectives. 

✅ Tip #2: Set goals and objectives for the trade show

When you set goals and objectives for your trade show, it gives direction to your communication, staff and activities, why it has great importance for your outcome and success.

Furthermore, when formulating objectives internally as a team, your staff start working towards shared goals that secures better alignment and motivation.

Objectives should always be S.M.A.R.T - Specific, measurable, attainable, relevant and time-bound.

When you know what to measure, you can improve it and track the progress time after time. 

✅ Tip #3: Be short and concise in your brand messages

What story are you trying to convey? What memories do you want to create? 

In a nutshell, make it short and sweet. And ensure that your customers effortlessly can decode your messages. This also applies to your activities, hence competitions and giveaways.

✅ Tip #4: Incorporate the customer's journey

Think the process through from start to finish. 

From when your customers are searching for information, to they visit your trade show booth, and up until they've returned home. 

Consider mapping out the customer journey before, during and after the event including the customer journey for your specific trade show. Elements like weather, parking, placement and visibility of your trade show booth will all affect the customer experience.

✅ Tip #5: Choose your trade show staff and remember to train!

As mentioned earlier, a trade show can be compared to a play.

Here you need to know, how many are going and more importantly, who are going?

When you know this, you can start prepping your staff with what lines they have to say: greetings, goodbyes, product information and so forth. 

You should also prepare them for which area, or as we like to call it zone, they are responsible for.

Map it out. Rehearse it. That way everyone knows exactly which part they are playing. 

✅ Tip #6: Marketing, marketing, marketing

Do (potential) customers know you exhibit? 

Tell all your customers and potential customers why they should visit your booth.

Make it irresistible for them by giving them a memorable experience, they won't get by just Googling your company name. 

Show, don't tell. 

Add visual elements to your marketing strategy. Images and videos tend to evoke stronger emotions and will help you build trust while conveying brand messages.

Your website is your digital business card. Make sure all information about your upcoming trade show, event or exhibition is listed clearly, visibly and up-front. 

Same goes for your other channels. Focus on the channels, where your (potential) customers are.

If you wish to reach a broader audience, you can always add paid social to your marketing mix. 

✅ Tip #7: Follow up on your leads

Have a plan ready for who contacts whom, how and especially when.

Make sure to follow up with everyone, you spoke to at the trade show. Also the people you invited, who were unable to attend. Show them what they've been missing.

Always think in terms of next steps. Keep your agreements with your guests. Think long term. Strengthen and build relationships.

Most importantly, make sure you treat the planning and exhibition itself as a party! 

Thank you for your time. We hope you've enjoyed the read!