In today’s online world, trade shows may sound a bit old-fashioned. However, they have moved with the times, and trade shows and conferences now typically use technology to attract online attendance from global audiences.
The exhibition or trade show industry benefits from AI-powered tools for enhanced attendee engagement and data analytics for improved event outcomes.
More eyeballs at trade shows are great for the organizers and the many businesses worldwide that rely on trade shows to attract customers.
Do you know trade shows generate billions in revenue and are the launch pads for new products?
The global trade show and exhibition industry generates significant annual revenue. Estimates indicate it surpassed $39.4 billion in 2023 and is projected to grow about 7% annually through 2032.
Trade shows and conferences occur mainly in Spring and Autumn (Autumn). It can be expensive for businesses to send staff to trade shows and conferences, especially interstate and offshore. Hence, maximizing ROI on any you attend is essential, whether buying or selling.
Today, we’ll focus on tips on how to showcase your product at a trade show.
1. Before The Tradeshow
You’ll rarely get a chance to be in the same building as so many people who can make a massive difference to your business, so don’t let a lack of preparation slip opportunities through your fingers.
Set SMART Goals
What do you want from the tradeshow? Identify what you want to achieve, whether it’s networking, generating leads, learning about industry trends, or finding suppliers. Create a list of target exhibitors or sessions.
Be Prepared
Get your marketing team to create the materials that provide the visuals, including a PowerPoint presentation that you can show in person on a tablet or laptop. Business cards can be left on tables and handed out in person. A sample giveaway is also a nice touch. Practice your speech or sales pitch and ensure your branding and content are precise, professional,
Schedule Appointments
To make the most of your time at the trade show, book meetings and attend workshops. This will ensure you maximize your time and meet the right people.
You want your target audience to know you will be at the event. Invite your prospects and find out who is attending in person or online. Consider past attendees, those who have signed up for the upcoming show, and any information on important people attending.
Tip: To meet relevant people you don’t know, follow influential people in your industry on social media. Follow the tradeshows and organizers, too. If you’re a sponsor or exhibitor, you may be able to get them to mention your attendance.
2. During – Attract attention
If you’ve attended a trade show previously as a delegate, you’ll realize you are overwhelmed by things to do and businesses vying for your attention. It becomes more of a challenge for businesses to stand out and get the attention their businesses need.
Delegates are looking for something meaningful, but using techniques to grab their attention and plant seeds is okay.
For example, use opportunities like breaks and lunchtime to wander around and hand out some branded coffee cups with fresh coffee. It can be a more natural way of starting a conversation or simply making them aware of your face and brand name so that they’ll be much more likely to interact with you the next time they wander past your stall.
And just because you’re at a face-to-face event, don’t be afraid to combine the day with social media to lure people over. A simple social media giveaway, such as “the first person to get to our stand in the next 30 seconds and shout wins a high-value prize,” like a super-useful laptop bag, is a great way to create a little buzz and get things moving.
3. After – Be remembered & follow up
If you followed our before-and-after advice, you should now have at least a handful of warm leads that, if not entirely read, must be nurtured.
A giveaway is one of the most common ways to keep delegates’ minds. That’s both a blessing and a curse because you’ll need to do something that makes you stand out.
Use a good chunk of your attendance budget for your freebies, and give prospects and businesses you can network with something they can use to recommend your company.
Outside of the giveaway, email or phone calls to follow up with your cold and warm leads are vital to maximizing your ROI from the event. And that doesn’t need to be pushy. A simple call or email to say it was great meeting them and that they have 5 minutes to discuss further is often enough to keep the ball rolling and keep them moving down the sales funnel.
Summing Up
Attending tradeshows, exhibitions, and conferences is vital for business-building. Be sure to have a healthy budget for attendance and marketing at trade shows, which are vital for networking and attracting attention to your company.
Adding trade shows to your marketing effort has many benefits, including industry knowledge and learning, networking, market research, and competitor analysis.
Preparation and post-event reviews are key to getting the most from trade shows.
