The trade show/exhibition industry is nearing a value of 50 billion dollars annually. Why are trade shows so valuable? Because they allow businesses the opportunity to connect with customers and contacts, typically in the B2B space.
If you’re a business owner that wouldn’t mind having a few more commercial leads and you’ve never done a trade show, keep reading this post. In it, our team breaks down several trade show ideas that are targeted at small companies that want to get the most out of their exhibition experience.
Our hope is that by the time you’re done reading this article, you’ll feel confident knowing exactly what you need to turn your trade show investment into a profitable venture.
Know Your Goals
Why is it that you’re entering a trade show? Is it to find clients? Are you trying to sell directly on your trade show floor? Are you looking for quality vendors?
Whatever your goals are, note them so you can develop your trade show strategy around achieving that end.
We’ve seen a great many businesses go into trade shows not knowing what they want and then leave without an understanding of if they were successful.
Pick Your Show Correctly
If you’re a toy manufacturer, going to an aquatics trade show isn’t likely to net you any leads. Of course, if you’re creative, then you may be able to make any type of trade show work to your advantage (a toy manufacturer may be able to sell their wares as fish tank decorations at an aquatics expo, for example).
What’s important is to have a long think about whether or not your clients, vendors, etc. are likely to be attending the expo you’re considering.
Make Your Booth Shine
Nobody likes a boring booth. Not even people in the B2B space.
If your booth looks boring and unprofessional, believe us when we say that the people that are on the show floor are going to make the same assumptions about your business.
So, talk to a booth builder like Rockway Exhibits to help you craft a great set-up. Integrate multimedia into your booth!
The more fun details you add to your exhibit, the higher your chances will be of drawing eyeballs.
Give Things Away
Who doesn’t like to take home swag at a trade show? Nobody we’ve ever met, that’s for sure.
You might think giving out lanyards, key chains, etc. with your business’ name on it would be a waste of money. Believe us when we say though that if you’re the only exhibitor that’s not letting people take home a keepsake, you’re going to be the first booth people forget.
Don’t break the bank when you’re investing in swag. Just craft something interesting that people can easily carry and that prominently features your branding/contact information.
Provide a Call to Action
Every person you talk to at your trade show booth is a potential lead. To give yourself the best chance of converting that lead you need to give your lead some basic direction.
For example, a vendor you like should be scheduled for a formal pitch. Give them the number they can set that up at or get them scheduled on the spot. A potential buyer should be given a website they can go to place an order and perhaps even a time-sensitive discount code they’ll feel motivated to use.
Bottom line, don’t leave anything ambiguous when you speak with people and you’ll get more out of your relationship.
Be Comfortable Selling
People are not going to sell themselves to you on a trade show floor. You’re going to have to stand up, know your 60-second pitch, and give it to a whole lot of people.
The more pitching and comfort you have with selling, the more interest you’ll drum up at a trade show. For many, that interest will convert into valuable relationships.
Share Your Experience
Any fans that can’t be at your trade show should still get the lowdown on what your business is doing. Keep fans in the loop by sharing pictures of your booth on social media, posting videos of pitches you do, and more!
Your presence at a trade show can do a lot to legitimize the look of your business. Don’t miss that opportunity to market yourself.
Get Out on the Show Floor
In a perfect world, you could have a partner co-running your booth so either you or them can step away from your display to network around the show floor. There are plenty of interesting leads to be had that you can find by going to other’s booths.
Don’t miss out on that opportunity by spending your whole trade show experience waiting for other people to come to you.
Can’t find someone to cover your booth while you network on the floor? Bring along a “Be Right Back” sign you can put up every couple of hours so you can slip away without confusing people who walk by.
A Successful Trade Show Provides Ample Value to Small Businesses
A trade show that goes successfully for a business owner does several things for said business. It provides the opportunity to create branding collateral that can be shared through other mediums. It provides opportunities to make sales. It even generates chances to forge lasting partnerships with other businesses.
If you’re interested in mining some of that value, we recommend hitting the show floor ASAP. You’ll be glad you did.
For more information on trade shows, we welcome you to explore additional content on our blog.
