In the past, trade shows were loaded with deprived reputations. People perceived them as ceaseless booths occupied with foldable tables, substandard swag, desperate salespersons, and unpleasant promotions.
While that might have once been true, today’s trade shows are showy events, where organizations spend substantial resources to impress attendees. Some of the trade shows conducted today feature exclusive private parties, impressive multimedia booths, and performances from famous musicians.
As a leader in trade show displays and booth rentals, ExpoMarketingprovides excellent exhibit rentals that look like custom-built booths without ownership costs. With ExpoMarketing, you will have trade show success.
So, What Is Trade Show Marketing?
Trade show marketing is a strategic approach to engage attendees, generate leads, and create an industry presence at trade shows.
Normally, a trade show takes place in a large theatre or a convention center and features participants from every sector of an industry. For example, a trade show for the clothing industry will feature firms that sell fabric, others that deal with machinery, and also those who sell outfits directly to consumers.
With large numbers of potential customers congregated in the same place, trade shows can be a powerful marketing tool. They provide companies with an opportunity to connect with their target market. Because most of the trade show attendees will have an interest in the industry or else they wouldn’t have come.
Industry trade shows can also expand your own personal industry knowledge as many competitors will be there. Notably, every industry has more popular trade shows than others. For logistics companies, their Super Bowl is the ProMat that is held annually.
That is a brief overview of trade show marketing, now let’s talk strategy!
Trade Show Marketing Strategy
Effective trade show marketing requires a strategic approach that covers all marketing campaign elements before, during, and after the show. First, we will cover some general marketing ideas that will be beneficial.
A trade show is all about doing business. Organizations organize tradeshows to close deals, generate new sales leads, and connect directly with others in their niche. Your company’s marketing efforts should establish a trade show presence. With ExpoMarketing’s help, your competitors will be nervous you’re there!
Most companies set up booths that feature informed sales representatives, promotional materials, printed signs, and video displays to talk about the company. The representatives will hold contests, give demonstrations, deliver speeches, and other promotions to try and drive booth traffic up.
Industry trade shows are not that simple though. To be clear, all of those strategies are beneficial, but we want to stand out. A great way to do this is to tie your marketing efforts with valuable insights or industry trends.
If your marketing materials directly expand on emerging trends or other industry events, then people will be engaged. Remember to think about what your customer would want to learn from attending the event. That is a great step toward lead generation!
Pre-Trade Show Planning & Marketing
The trade show planning process is dense. Which is to say there is much to do. Spend months, not just weeks, developing a game plan. You must build brand awareness. Brand recognition will ensure success at the trade show. Remember, your brand’s identity is a part of every sale you get.
This critical phase involves setting clear goals, identifying your target audience, and preparing thoroughly for the event. A solid plan will keep your team focused and on track throughout the entire process.
To achieve successful pre-show marketing, start early, personalize your approach, and maintain consistent communication with your target audience. Involve your sales team right from the beginning of the pre-event marketing process. Leverage social media engagement to generate excitement about your participation. Use email marketing to connect with both existing clients and potential attendees, ensuring that your messaging resonates with each group.
On-Site Marketing Strategies
To effectively engage your audience, identify your target market and focus your efforts. Accurately describe your buyer personas. Understanding your audience will also help you choose the right trade shows to attend. Your target audience may include industry leaders, potential customers, and partners, all of whom play a crucial role in your business’s success.
Effective In Booth Trade Show Ideas:
- Make your trade show booth interactive to create an engaging experience that encourages attendees to spend more time at your booth
- Have trade show “materials” like company swag to hand out, but also informative marketing materials
- Post live social media updates throughout the trade show to create buzz and extend your reach
- Use CRM tools to make the lead-generation process more efficient
- Consider offering exclusive deals or promotions to create urgency and boost interest in your booth
Post-Trade Show Follow-Up Efforts
The follow-up phase plays a critical role in assessing the success of the trade show. With all the time we just suggested you put into this trade show, you’ll want to see some validating metrics. This is also a time to convert leads into customers.
Some metrics to start with are total lead generation and some kind of attendee feedback. These are relatively simple metrics to calculate. Then, you can explore tracking metrics like brand exposure.
Another great metric to track would be competitor analysis. While you’re at the trade show there will be time to look at your competitors and see how you stack up next to them.
Contact your leads within a day or two after the event to leave a lasting impression while your presence is fresh in their minds. Develop a follow-up plan for your leads over the next few weeks, incorporating content marketing and nurturing strategies to maximize conversions.
Reasons For An Engaging Trade Show Booth
- An eye-catching trade show booth design isn’t just aesthetic; it drives attendance
- A visually appealing booth can increase memory retention and make brands unforgettable to attendees
- Your booth is your brand’s physical embodiment at the event, so design it to be inviting, informative, and interactive
- Consider using high-quality visuals, cohesive branding, and interactive exhibits to create an immersive experience
Who can use trade show marketing?
Everyone could benefit from trade show marketing. There are events for every industry. Participation in trade shows can yield substantial rewards for your business if strategized and executed properly. This is an opportunity for companies to compete head-on with industry giants.
For example, a small beverage company cannot outspend Coca-Cola through TV marketing, but they could design an enticing booth for the trade show floor.
Your company should consider participating in a trade show. By following these best practices and strategies, you can create a successful trade show marketing strategy that drives business success and increases brand visibility.
Once you decide which show to attend, ExpoMarketing will help you execute your strategy effectively and come home with a list of leads.