Top Strategies To Get Ready For Upcoming Trade Show

Trade shows and expos are a great way to demonstrate your product to a relevant, engaged and live audience. These can be pricey exercises and are traditionally competitive. 

Therefore, to get a positive ROI you need to make sure you stand out with modular exhibition system and are well prepared to do so. 

We have been to a number of pitch nights and community events ourselves and have a few takeaways to share, and one thing we know is how to get your print collateral ready for your next expo.

There are more than 100 expos happening throughout the year and several may be relevant to you. Research what is out there and find the one that is suited to your industry, location and speaks to your target audience. 

It is wise and cost-effective to choose a show specific to your industry, product or service. However, if your budget allows, you can go broad into other categories.

The price to exhibit at an expo or trade show is too high to just show up and hope you get leads. 

Have a clear measurable objective for why you want to exhibit and structure everything you do around this objective and measurement. 

Also, choose your exhibition stand according to your objectives. If you are a regular exhibitor then choose a modular exhibition stand as it is durable and robust. 

A successful trade show will reward you handsomely in the form of new leads, contacts, networks and greater awareness of your product or service.

Identify and qualify the people you want to reach. This will help you to better plan your message, promotional materials, demonstration, and pitch. Also, choose a modular exhibition system as per your target audience.

 

You don’t have to hope that the right people will show up and visit your stand. You can send the word out before the event to ensure that your ideal target audience will attend and pay you a visit.

Your message needs to tell your target audience what they need to know so they can take the desired action. The message should be quick to read, understand, and easy to remember. 

This message must be clearly displayed on your signage, your promotional items and incorporated into your demo.

Firstly, book your stand or table well in advance to avoid being placed where no one might see you. The best spots fill up fast, so don’t wait until the last minute. 

Consider that being disorganized might cost you extra in terms of last-minute delivery costs. Hire stand builders and ask them for self-build exhibition stands in advance.

 

Lastly, prepare your demo and make sure it works. This is your opportunity to show how your product or service in action, so test internally and double-check that you have everything you need.

Incorporate signs that clearly display your message, business name, and logo. Remember the message should take only 15 seconds to read, attendees are moving from exhibit to exhibit so you only have a short moment to grab their attention and engage with them. 

Use fewer words and more imagery. Make use of flexible exhibition stands to attract more audience.

 

You are at the trade show, or expo, to display your product to a relevant audience. Therefore, focus your efforts on creating a memorable demonstration of your product that will encourage people to remember your brand when they’re ready to purchase. 

Pair this with free product samples, if feasible, and other takeaways such as pamphlets or brochures.

Brief your expo sales team on the objectives and how they will be measured. Also, ensure they have the necessary materials such as business cards and brochures to be able to execute on the objectives. 

Remember, approaching and engaging with people at trade shows and expos is different from pitching in meetings or handling customer service. Therefore, ensure that your colleagues have the necessary training beforehand.

As mentioned above, provide samples of your product with your demo. Think of it as a free trial that will lead to a purchase decision in the near future.

You can also include free giveaways such as keychains, stress balls, pens, notepads, stickers, calendars, and paper bags, branded with your company name and logo. 

Most attendees might approach your stand to get the gift, use this as an opportunity to start a conversation.

Actively measure against your objectives so you can review the success of the expo and determine whether this is a worthwhile exercise for your company.

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