Trade shows can be an intimidating prospect if you’ve never exhibited at one before. There are a lot of unknowns and things to consider as you prepare. However, following some basic tips can help alleviate anxiety and ensure your first trade show experience is a successful one. Here are 10 quick tips any trade show novice should keep in mind:
- Choose the Right Shows
Don’t just sign up for every trade show happening in your industry. Take time to research which ones would be the best fit based on your target audience and goals.
Look at attendee demographics, industries represented, geographic draws, and topics covered. Pick 2-3 quality shows per year that directly align with your clientele rather than spreading yourself too thin at lower priority events.
- Design an Attractive Booth
While a basic pop-up booth is better than nothing, try to go above and beyond with your display for trade show. Use colorful graphics, lighting, and interactive displays to draw people in.
Have branded signage and make easy ways for visitors to identify your company. Think about flow too – where will people enter and exit? Make sure to leave open space for mingling. An attractive booth makes a great first impression and gets your brand noticed.
- Staff Appropriately
Staffing is crucial but can be a challenge if you’re a small company. Aim to have at least 2-3 people per trade show day to allow for breaks and handouts shifts. Make sure your reps are knowledgeable about your products/services and can confidently answer questions.
Provide them with training on objectives, booth activities, lead collection, etc. It’s also handy to have some giveaway items for them to distribute to boost interest in your brand. Proper staffing levels are key to maximizing custom trade show displays interactions.
- Prepare Promotional Materials
In addition to your 20×30 trade show displays, you’ll want promotional materials to leave a lasting impression on attendees. To highlight your unique value proposition have professionally printed brochures, catalogs, postcards, or leave-behinds available.
Make ways to get in touch with your sales team afterward. Don’t forget business cards for easy contact sharing. Make these materials easily scannable by including prominent QR codes linked to your website too.
- Develop an Engaging Presence
Greet people with a smile as they walk by and invite them into your booth to learn more. Pose open-ended questions to start conversations. If possible, offer interactive 40×40 exhibit booth, product demos, videos, or activities to actively engage visitors rather than just standing behind a table.
Have prizes or giveaways for leads collected to boost interest. The goal is to make your booth a destination people want to spend time at versus just a passive brochure rack.
- Focus on Lead Generation
While brand awareness is important, the main purpose of a trade show should be lead generation. Make it very clear and easy for contacts to provide their information in exchange for a promotional item or to enter a drawing.
Have a structured lead collection sheet or form to capture key details like name, title, company, address, email, and phone. Follow up promptly after the show to keep your brand top of mind and qualify leads into sales.
- Schedule Appointments
Try to pre-schedule some targeted one-on-one appointments with key prospects and clients during less busy show hours. Use this dedicated time to do a product demo, have an in-depth discussion, or close a sale if possible.
Appointments maximize your ROI by ensuring quality interactions with qualified decision-makers. Send calendar holds post-show to take the conversation further.
- Familiarize Yourself with the Floor
On set-up day get to your booth early and introduce yourself to neighboring exhibitors who may become future partners or referrals. Stroll the exhibition booth design company hall before it opens too to get a lay of the land.
This way, if attendees have related questions you can’t answer, you’ll know which direction to point them for follow-up. Consider joint promotions or giveaways with complementary companies to boost traffic to both booths.
Knowing the trade show floor makes you a more helpful resource.
- Capture Follow Up Contacts
Meet trade show exhibit rental san diego, sponsors, and key industry leaders by checking out networking events, conference sessions, or informal gatherings outside of your booth. Exchange contact info with potential partners, press, and influencers you’d like to stay in touch with post-event.
These less formal interactions are important relationship builders that can translate into future sales opportunities or brand exposure if nurtured correctly. Always follow up promptly after the show!
- Assess Your Results & Gather Feedback
At the end of each day, take inventory of leads captured, new connections made, and qualitative feedback from booth visitors. Note what worked well and any adjustments needed for future shows.
Send a short post-show survey to contacts to continue the conversation and gauge how your offerings could better serve them. Review analytics on collateral pieces to optimize for next time too.
Continuous improvement is key so lessons learned at one show can elevate your performance and results at the next one.
In Summary
Thorough planning, a focused presence, custom exhibition stand design, and continual follow-up are crucial for any trade show newbie. These factors help start building visibility and sales generation through participation.
Follow these quick tips for an effective first-time exhibiting experience. With the right strategic approach, you’ll be well on your way to getting quality leads, strengthening your brand, and boosting your bottom line through industry events.