Trade shows provide an alternative method of promoting your business and products. They also provide a captive audience and a physical means to entice potential new business. Creating a successful booth takes time and planning. For it to be truly effective a business must look beyond the standard conventions and think outside the box. Considering the below pointers will allow you to take advantage of trade shows and create a booth that increases your chances of generating new business.
Give customers follow-ups
An important aspect of creating an effective trade show booth is to arrange regular follow-ups with customers that have shown an interest in your business and products. You have to remember that someone visiting a trade show may have been to 30 other booths all selling a similar product to your own – While they may be impressed with what you have to offer, you need to retain that initial impression and prompt the customer to take action and invest in your business. However, it’s just one point out of all the good habits you should take when attending a trade show.
Evaluate a shows effectiveness
Many businesses may create a fantastic trade show booth but have no idea of its success. To truly make the most of a trade show, you must evaluate your performance. How many people showed an interest in your booth? How many people took further action after the trade show? How many sales leads did you generate from the show? How much new custom did it bring in? All of these are important considerations; ensure you evaluate them properly to decide how truly effective the trade show was.
Be restrained and controlled
There is nothing worse than an over-enthusiastic and “in-your-face” trade booth. Generally, people do not want to be assaulted and have something forced on them. Try to let your booth, products, and business speak for itself. If you take a reserved approach and be more passive; if people are genuinely interested in what you have to offer they will be more likely to seek more information and enjoy a positive experience with your company.
Portray a simple and focused message
Trade booths that try and cram too much information in and try to portray too many messages will be less effective. The more you show to a customer, and the more you try to push on them, the less detail they are likely to remember. Maintaining a simple and clear message will allow your potential customers to focus on that single point; they will be more likely to digest what you are showing them.
Build your booth using sales and marketing combined
A successful trade show booth will ensure that a business’s sales and marketing team cooperate to create a coordinated and relevant message. Some companies will simply send their sales team to a trade show and expect them to convey the correct marketing message – In reality, this rarely happens. Ensuring that your marketing team has input and that your sales team understands the marketing strategies, will mean your trade booth gives the right message to potential customers.
As you can see, trade shows can be extremely effective for your business when done correctly. It is advisable to always make the most of a show but carefully plan your booth beforehand to maximize its effectiveness.