If you want to promote a product or a service, expos, and conventions are the way to go. These gatherings are a great way to draw additional attention and to create a noteworthy buzz.
Alas, exhibition stands present a significant investment. Depending on an expo, they can cost your company quite a bit. So, you need to make sure this type of advertisement is a smashing success.
A lot of it comes down to the exhibition stand and its overall appearance. You need to know how to set it up properly, how it should look, whether or not it makes sense when considering your global marketing, etc.
In this article, we will discuss some basic tips that will help you get noticed during trade shows and other events.
Let’s jump right in!
- Do it early
One of the biggest mistakes is taking your time. It is vital to plan things in advance and start promoting your brand as soon as possible. If people are not aware of the fact that you'll attend the show, this will affect your overall exposure. Bigger companies attend trade shows and events all year long. As soon as one show ends, they will start preparing and promoting their next appearance. You will have to keep your channels of communication open and make sure that all shareholders are aware of your plans. Experts recommend that you start preparing eight months in advance!
- Work with the press
Most event and trade show organizers are willing to give you an extra "boost." They are willing to put your exhibition stand on a prominent spot to attract a crowd. In most cases, you will have to pay some extra for this. There is also an opportunity to be showcased along with other big names. No matter what, you will have to ask around about these opportunities in advance. It is also good to notify the press in advance. You might want to give a sneak preview of the products and services you will promote during the event.
- Create a list of appointments
While exhibitions are often focused on casual clients, these are good opportunities to connect with qualified leads. You should create a program and a list of appointments. That way, if some big companies are interested in your products, you can put them on the list and reserve some 1-on-1 time with them. These appointments are great as they allow you to pitch big company representatives directly. They will feel more appreciated, and you will be able to create a customized offer for them. Of course, this will also increase the conversion.
- Be engaged at all times
The main reason why you would have an exhibition stand is so you can sell a product or a service. Some exhibitors tend to forget. No matter what, this is a sales pitch first and foremost. In other words, trade visitors are not the ones who should engage with you. Instead, you're the one that needs to engage them. Make sure to be proactive and aggressive. Ask people whether they would like to check your products and services. If you're idling in your booth, most people will not even approach you seeing your product as something boring. So, make sure to bring you're A-game to the next exhibition. The same goes for the overall design of your stand - it needs to stand out and want to make visitors walk over to it. You can check out these eye-catching trade show booth design ideas if you feel your booth could do with a makeover.
- Hands-on approach
It is very important for potential leads to connect with your product. The best way to do it is by letting them test it. The hands-on approach always helps in these situations. Let them try your product and touch it. They need to make some sort of connection and see whether or not this is the right thing for them. This might cost you some money, but it will also increase the conversion rate. Some companies are focusing on gamification as a way of promoting their products and services. It is very important to retain clients' attention. That way, they will remember your exhibition stand and will more likely to do business with your company in the future.
Conclusion
Promoting your exhibition stand and business can be rather easy. In fact, it is very similar to selling any other type of product. Approach people with a smile, keep an open mind, and you will do a great thing for your company!
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