If you’re looking to increase your business exposure and get in front of more potential customers, trade shows are a great way to do it! However, if you want to get the most out of your trade show marketing strategy, there are a few things you need to keep in mind. In this article, we will discuss how to maximize your trade show marketing strategy and make the most out of this valuable opportunity!

Define your Goals

As with any marketing strategy, the first step is to define your goals. What do you hope to accomplish by exhibiting at a trade show? Are you looking to generate new leads? Increase brand awareness? Sell products or services on-site? Once you know what your goals are, you can develop a plan to achieve them.

Lead Generation

Lead generation is one of the most common goals for trade show exhibitors. If you’re looking to generate new leads, there are a few things you can do to maximize your success. 

• First, make sure your booth is designed to attract attention and draw in foot traffic. Catch people’s attention with a combination of bright colors, eye-catching graphics, and engaging, easy-to-read displays. 

• Set up an “Easy In” type of activity. This could be a giveaway, contest, game (or even unique candy and promotional items). Depending on your industry, this activity doesn’t have to be specific to your company – it could be a wine basket giveaway or a pinball machine. This is simply a tool you are using to draw people to your booth. 

• Make the lead capture process EASY! People’s attention spans are short, you need to be able to collect their information quickly and smoothly. If you are at a tradeshow where attendees have badges and QR codes, be ready to scan those badges (and then confirm the information with the lead before they leave the booth). If your activity involves collecting business cards, have blank cards available for people to enter in case they don’t have a business card. Or, have a tablet handy to quickly input pertinent information. Basically, at all costs, try to avoid a scenario where you, or your lead, is physically writing down contact information. 

• Finally, be sure to staff your booth with friendly, knowledgeable team members who can answer questions and capture contact information from potential leads.

On-Site Sales

If your goal is to make sales on-site, there are a few things you can do to increase your chances of success. First, make sure your prices are competitive and that you’re offering discounts or promotions specifically for trade show attendees. You should also have a staff of salespeople who are trained to close deals on the spot. And don’t forget to follow up! Send thank-you notes or emails to everyone who makes a purchase, and include information about your company’s other products or services that they might be interested in.

Increase Brand Awareness

If your goal is to increase brand awareness, you’ll want to focus on creating a strong presence at the show. This starts with your booth design, but it also includes things like having branded giveaways, sponsoring events, and hosting speaking engagements. You should also make sure you’re taking advantage of social media to share photos and updates from the show. And don’t forget to follow up with everyone you meet! Send a post-show email or direct mail piece to thank them for their time and remind them of your products or services.

IPS Trade Show Booth

IPS participates in many industry trade shows. They wanted to make a strong impression and needed a display that was engaging and attractive. We created an internally lit Makitso Casonara wall display and corner towers. In addition, we provided branded apparel for employees to wear and branded promotional items for giveaways during the trade show.

Choosing the Right Trade Show

There are hundreds of trade shows, in all shapes and sizes, held every year, so it’s important to select the ones that are most relevant to your industry and target market. For example, if you run a local B2C company, you’ll most likely want to look for localized, community-based events. But, if you run a larger, B2B company, then your ideal trade show is one with a more global reach.

There are many types of trade shows and events:

• Speaker sessions (a guest speaker presentation, panel discussion, etc.)
• Networking sessions
• Conferences
• A seminar or half-day event
• Workshops and classes
• VIP experiences
• Sponsorships
• Trade shows and expos
• Community based events (often put on by the local chambers of commerce)

Read more on our list of TOP Trade Shows in the Houston area! 

Conquest Completion Services

As a newer company, Conquest Completion Services needed to make a great impression at a major trade show. To support them, we sourced a large booth display, and designed the graphics. We also created marketing pieces – a large pocket folder brochure, and a companion abridged tri-fold brochure, with coordinating business cards. We sourced numerous promo products to help get their name out, including vacuum seal bottles, leather coasters, power-banks, and many more items. Branded apparel made them stand out in a crowd. They finished with a corporate video, photography, and complete website design to have additional visual and electronic marketing opportunities.

Once you’ve found a few trade shows that fit the bill, take a look at each one’s exhibitor list and floor plan to get a better idea of what the show will be like. Consider what support and assets they provide. Start planning early to ensure you have time to put your booth together. 

How to Budget for a Trade Show

It’s important to consider your budget when selecting a trade show. Trade shows can be expensive, so you need to make sure you’re getting a good return on investment. Consider the cost of exhibiting, travel, and marketing materials, as well as any other costs that may be associated with the show. Make sure to leave plenty of time for pre-show marketing, as this is crucial to ensuring a successful trade show experience.

Pre-show marketing includes activities like creating a landing page on your website, sending email blasts to your list, and running social media ads. These activities will help generate interest in your booth and ensure that people are aware of your presence at the show.

When is the Time to Start Planning your Trade Show Booth? 

NOW. Your booth is your company’s chance to make a great first impression, so you want to make sure it’s well-designed and eye-catching. Having all the elements and details prepared well in advance will save time, money, and headaches in the long run. Getting your booth planned and prepared early will help ensure it is functional and inviting, with plenty of space for visitors to interact save with your staff.

A few tips for designing an effective and eye-catching trade show booth:

• Make sure your booth is big enough to accommodate all of your visitors. You don’t want people to feel cramped and uncomfortable.
• Use bright, bold colors to attract attention.
• Include plenty of signage with your company’s name and logo.
• Make sure your staff is friendly and knowledgeable about your products or services.
• Offer freebies or giveaways to attract visitors to your booth.
• Have a contest or game at your booth to add excitement and interest.

OTG FANZONE Trade Show Booth

When Super Bowl LI was in Houston, OTG hired Empire Creative to manage a special event campaign within the United airport terminal of IAH to engage traveling passengers and employees. First, we developed a concept for the event called Touch Down Fan Zone. To promote the event, we designed and printed many items including scratch-off games, coupon booklets, autograph cards, stickers, branded prizes, and signage. Next, we created a 30-foot-long Fan Zone. This included the design and production of backdrop walls, a “grassy” area, and branded games – a prize wheel, football toss, and trivia game. In addition, we provided staffing, apparel, emcee, entertainment, and a sports celebrity for an autograph session. During the event, our team was on-site collecting photo and video content for the marketing and communication campaign.

Promote your Event

Finally, don’t forget to promote your trade show participation in the weeks leading up to the event. Send out e-blasts to your customers and prospects, post about it on social media, and include it in your offline marketing materials. By promoting your trade show booth ahead of time, you’ll be sure to attract a crowd when the show finally arrives!

Need help putting together a winning trade show marketing plan? Our event specialists are here to assist you! Contact Empire Creative today to set up a consultation.