Depending on the way you go about things, trade shows can be either an incredible opportunity for expanding and furthering your business, or an unmitigated disaster. Suffice to say, it is the latter that every business will strive to avoid at all costs though many will experience time and time again. As far as the experts are concerned, it technically isn’t all that difficult to be successful at any trade show… It is simply a case of standing out above and beyond the competition. And while that might sound easier said than done, there are a few very basic rules and guidelines to follow in order to make it happen.
Pick a Prime Plot
First of all, they often say that location is everything and in this instance they were indeed right. Where you position your stand at any given trade show will play a huge role in your success or otherwise. It isn’t to say that location alone is enough to guarantee your success, though it will certainly influence it. What is important to remember here is that the most obvious plots are not always the best plots and vice versa. For example, it’s unlikely that too many businesses will be fighting over the plot right next to the bathroom, though this happens to be a place which every single attendee will pass once or twice during the day. The same also goes for spots near refreshment stands and entrances or exits. Think strategically as opposed to just going for what is obvious.
Acknowledge the Power of Display Signs
Never forget that pretty much the only thing standing between you and success with your target audience is your banners and display signs. These are the materials and assets that will advertise your brand, convey your message and ideally bring the punters your way. High-quality display signs created with a real panache have the potential to work wonders and bring strong interest your way. By contrast, if your display signs are lacklustre or generally low quality in any way, you will inherently offer a less than ideal first impression about your business. So along with ensuring your display signs are designed flawlessly from the ground up, you also need to make sure that the materials and the printing quality are equally flawless.
Step Away From the Desk
One of the worst mistakes…and indeed the most common…anyone can make when attending a trade show is that of staying well and truly glued to the desk at all times. Take a look at any trade show and you will notice that most of those marketing their businesses rarely move more than a few yards. Common sense should dictate that this makes no sense at all as if you really want to reach out to your target audience you have to do it quite literally. Step away from the desk, take a walk and be proactive when it comes to reeling in the interest. Why wait for them to come to you when it is much faster and more effective to go to them?
Mix Up the Media
Back with the display signs and the actual trade show stand itself, a highly effective tip is that of mixing up the media you use. The perfect example of how not to do things would be to use a trade show stand and banners featuring nothing but unbroken text. At the other end of the scale, a trade show stand with plenty of graphics, images and ideally video screens or even some kind of interaction makes for a far more effective stand in general. After all, the last thing you want is for your target audience to get bored of you before they’ve even have any chance to be interested in you.
An Offer They Can’t Refuse
Last but not least, perhaps the single most important and effective tip of all is that of ensuring that you give your target audience some kind of offer they simply cannot refuse. The number-one rule in business is to find some kind of need or problem and find a way of fixing it. As such, you need to make it abundantly clear to your target audience that you have something they need. Of course this is easier said than done, so an equally effective way of achieving the same result is to literally offer them something that’s impossible to refuse…something like a free gift, discount coupon or special offer never fails to work a treat.
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