Trade shows can bring you in a tremendous amount of new leads. They present phenomenal exposure for your business, too. However, they’re all about results. To increase the chances of making a profit, you need visitors to fit your exhibition stand. Here are 7 marketing tips for making sure people visit your stand.
Think of your stand as the window in front of a store. This is why you need to be certain that your main goal for the trade show (whether it is to sell a product, market your brand, etc.) is reinforced by your stand. This means taking deliberate decisions about the type of sign, design, and posters. It is all about creating the right look and feel of the image you want to project to prospects.
I’m almost embarrassed to say this – it’s super easy. One of the best things you can do to get people to your exhibition stand… is to not be like every other stand! Be unique, maybe you can use a printed canopy tent with proper lighting and posters.
Be creative with your sounds. Think outside of the box of screens. Tune into your inner Andy Warhol when it comes to posters and signs. We’re human: we like to be entertained. Dare to have the guts to be different.
Making people familiar with who you are, and treating them like humans—opposed to just another statistic that thousands of other businesses do—will endear you to them. Far more than merely giving away a bunch of free stuff. People who frequent trade shows bent on getting everything free they can get their hands on… are not customers. Engage with people, like regular civilized humans do. You’re a business owner, not a faceless robot of a blank-slate corporation.
4. Pre-Show Promotion
How will anyone know about your exhibition stand if you don’t promote it months, days or weeks before the scheduled showing? Use official hashtags for the event on social media. Respond (in real time) to comments and posts. Send out newsletters or email reminders days before the event to people on your list who you know to live in the area.
5. Go Small
Size isn’t everything. For example, as big as the MGM Grand is, it would look pathetic if five people filled it. When it comes to your exhibition, your aspirations and ambitions mean more than your budgetary expenses. Get the audience you want at your stand by “thinking” on their level – not everyone in the world attributes business with mansions and festival-esque extravaganzas.
6. Trade Pubs
Do you know any editors or writers at trading publications (in your industry)? Contact them! As enthusiasts, we love nothing more than getting in touch with people who share a mutual love. What is it about your exhibition stand that will excite other people in your field? Contact writers to write about it. (You could also invest on column ad space in print pubs.)
7. Current Clients
Your existing clients won’t automatically visit your stand. This doesn’t mean you should forget about them, either. Offer discounts on your products or services to them – since they’ll probably have goodie bags already stuffed with free merchandise.
At the end of the day, some visitors may be overwhelmed by all the action that’s going on. That’s why you need to remember to provide plenty of drinks and seating for worn-out guests. Make your visitors feel warm, welcome and relaxed when they come to your stand. That is the best method of marketing of all.