It takes hard work and money to run as a successful exhibition during a trade show or expo. However, such displays are worth the effort if you plan well as they serve as great lead generations machine. You can leave the show with an extensive database full of useful data.
Some of the data you need to capture from your visitors include their home and e-mail addresses, age, and occupation. Using dedicated mobile apps for trade shows can help you obtain the information quickly. Here are some additional ways to get the most of such events.
Your time and resources are valuable, so you can’t afford to attend just any trade show that pops up. You need to save your efforts for the expos that are worth it. Therefore, you need to have a feel of what the trade shows have to offer before you sign up as an exhibitor. Typically, that entails making a long-term plan.
Have your top people from marketing and sales attend an expo that piques your interest. They need to study the exhibitors and attendees to garner insights into their demographics. You should also have them scope out the best locations and note the level of competition you’re likely to encounter.
Such information can help you decide whether the expo is worth your time and effort. If it makes the cut, then you can make plans to attend the following year. It also gives you ample time to map your plan of attack.
Understand your target audience
You have a limited window to grab the attention of the people attending a trade show. With many options open to them, people tend to be picky about the booths they visit. Therefore, you need to create a powerful message that will stop people in their tracks and have them troop to your booth.
Having great insights into the target audience lets you craft a message that resonates with them. It also helps you pick the most suitable form of communication. You might have to deploy your message across several channels for maximum effect. Visuals play a crucial role in trade expos; some make them eye-catching enough to be conversations starters.
Professionally designed communications paint your brand as credible when passing your message. They can also act as conversation starters with people coming to your booth.
Be generous with your giveaways
Everyone loves freebies or giveaways, and trade show attendees expect them. It’s vital that you live to these expectations as anything less might cause some of the prospects to have doubts about your company. Naturally, you want to supply them with durable branded promotional merchandise.
That could include T-shirts, umbrellas, keychains, or even carrier bags. The issue here is to provide them with items they are likely to use in their daily life. You want products that solve an everyday problem and turn them into instant brand ambassadors when they carry them in public. As long as the items are durable and remain in excellent condition, your prospects will continue to use them.
Many people fail to register great results after attending trade shows because they overlook crucial factors. You need to be sure the event is worth your effort and find creative ways to grab the attention of the attendees.