Marketing your business comes in many forms, from the marketing and advertising to holding and attending network events. And trade show marketing is one of the most important events when it comes to getting interest from potential clients, and it is one of the most popular methods to getting your business recognized. Running a trade show or expo is much like running an ad campaign, your business is what needs to be advertised rather than the product. And the skills needed are, in some ways, just fundamental questions you need to be asking of yourself and the business, so what skills do you need?
Trade show marketing: tactics to highlight your brand
Know what you want from trade show marketing
Do you want to generate leads, market leadership, or are you hoping for more awareness fro trade show marketing? Before any expo, ask yourself and your team about what you are trying to accomplish. Having an established end goal will gather more focus instead of a general, unfocused outcome.
Get up, stand up!
Have you been to a trade show where the staff is just sat down behind the table, not interacting with anyone? There are many who do that, and not only does it look unprofessional and lazy, but you are doing the business a disservice! The company is paying a lot of money for you to be there, so get up! Rest when it’s over.
Utilize your personality in trade show marketing
The most successful by-product of trade show marketing is being able to speak to people face to face, not by email or by phone. Use your personality, and after introducing yourself, using the most assertive modes of media to follow up with customers or potential clients. After they’ve put a face to the name or company, then you can go down the phone route, then the high impact mailers, followed by LinkedIn connections.
Pick a good location
Trying to stand out is the name of the game in trade show marketing, whether you use color schemes that are unique or banners, the location is the first part of the game that you need to nail. When it comes to looking unique, you can get help from companies such as selbys that make banners, or pop up marquees. If you stand out for the right reasons, you are more likely to gather interest.
Who do you want to meet?
Who are you going to establish a relationship with in trade show marketing? Identify who you wish to meet by title and function.
Plan ahead
Inviting people to the event at least 3 weeks in advance is a good idea, and be sure to set appointment times during every minute you have spare. A trick to being memorable in trade show marketing is to set an appointment at a weird time, 2.35 p.m. is a lot more memorable than being on the hour or half past the hour. Corner a meeting room if people are unable to get into the exhibit area.
Be specific
Clarity is the best feature of a person in this kind of environment. There is no time to waffle on, just be specific and to the point. You don’t want to waste their time, and yours!
Search for information about the audience
It is a fundamental point in trade show marketing. Study the data provided by the organizers, such as the number of participants in previous editions, consumption habits, interests, average time at the event, average ticket, demographic origin and anything that can facilitate the dissemination and acceptance of your products or services.
Take the opportunity to do field research
How many times have you wanted to know your audience’s opinion about certain products or services? Take the opportunity to ask in person. This is a valuable opportunity to get your audience’s opinion, including about possible launches of your company or, who knows, to test a new market positioning.
Benchmark
Visit other stands, to find out what your main competitors are up to. Realize the type of trade show marketing to the audience, market opportunities that your company may not have noticed, and the general public’s interest in what is being presented.
What are the main trade show marketing strategies?
A trade show marketing strategy does not necessarily mean just a fancy booth, but combinations of communication, approach and positioning that add value to your company’s presence at the event. Choices such as the format and colors of the booth, the uniform of the representatives, the types of experiences offered and the products or services displayed, must be carefully made.
Disclosure before the event
Don’t wait for your audience to come to the event to find out your company will be there. Inform beforehand via social networks, website, email marketing, sending press releases and invitations to journalists and other professionals specialized in your brand’s segment.
Create experiences
Sensory trade show marketing is one of the most amazing tools for engaging your audience in situations related to your brand. Aromas, colors, tastings, lighting and even gamification (experiences through games such as virtual reality and interactive panels) will mark the memory of participants and create a direct positive relationship whenever your brand is remembered.
Launch an exclusive product or service
If there is a possibility of launching a new product or service in the market, choose to participate during an event to do this. The presence of the public will bring greater real impact, as well as feedback on the acceptance of this new thing. If possible, invite expert journalists and influencers to test and create releases about your experience.
Promote activities
Workshops, conversation circles, lectures and other discussion formats are great for enriching the stand’s content and attracting public attention in trade show marketing. Define relevant guests within the context of the event and reinforce the dissemination of these actions.
Employ social media
Take advantage of the trade show marketing facilities on social media platforms to publicize the event itself. Lives, posts, sponsorships from influencers and even exclusive promotions through these channels are great ways to promote your booth at the event.
Giveaways should always be considered
This sounds like an old-fashioned trade show marketing strategy, but it should always be considered. The distribution of gifts creates a visual memory with the brand and has a very low cost. The important thing is to define gifts that, in fact, create good experiences. Notebooks, headphones, smartphone covers , among others that are contextualized with what is being offered.
Accommodate visitors
For the public, participating in a business fair is as interesting as it is tiring. Therefore, the opportunity to offer accommodation is always a good idea. Chairs, ottomans, water, coffee, cookies, plugs to recharge smartphones and notebooks , are among the possibilities to physically comfort visitors.
Collect data
Your company can provide panels for the dissemination of business cards, but mainly, it must collect contact information to get in touch with people potentially interested in your products or services. This is a great trade show marketing chance to convert leads and create partnerships in the market.
Conclusion
Running a trade show or expo is much like running an ad campaign, your business is what needs to be advertised rather than the product. Your trade show marketing should all be geared to highlighting the brand first!
