Picking out a practical yet eye-catching promotional product to hand out at your next trade show is just one part of an effective strategy. But if you want the event to really shine, you'll need more than just something that catches the eye. A solid trade show strategy not only draws people to your booth but also boosts sales during follow-up calls.
Guaranteed Trade Show Success
For B2B marketers, face-to-face events like trade shows remain the most effective way to sell, with 69 percent of marketers finding this tactic highly successful.[i] However, creating an engaging experience at a trade show isn't always straightforward. Some booths draw massive crowds, while others struggle to attract even a handful of visitors. By following these steps, you can ensure your booth falls into the former category.
Plan Ahead
Good planning is key to building momentum for the trade show. Preparing well in advance allows you to do more than simply booking flights and hotel rooms for your team. Great planning goes beyond logistics. Think about what you’ll do before the show, how you’ll gather leads, what activities you’ll have during the show, and how you’ll follow up with leads afterward. From start to finish, your trade show needs a well-thought-out strategy for success—or it might fail.
Speak Up
While your booth serves as the central hub of the event, consider presenting at one of the main sessions or breakout sessions. Speaking at a trade show gives you a valuable marketing platform and greater exposure to attendees. It also adds credibility to your brand. Attendees often look for factors that differentiate vendors. If you want to speak, you’ll need to plan early and apply well ahead of time.
Set Clear Goals
Of course, you want to collect leads at the show, but that might not be the best use of your resources. If you're launching a new product, focus on creating awareness instead. A sales-focused approach could involve gathering high-quality leads to build an email list. Just make sure you know your ultimate goal for the trade show and tailor your strategy accordingly. Aligning your goals with the event will help you structure your event planning effectively.
Spread the Word
Long before the trade show, create buzz about your participation. Host webinars, post regularly on social media, and issue press releases so your target audience knows you’ll be there. You can also write blog posts about the event, helping attendees decide which sessions to attend and introducing them to your featured products, special offers, and the people from your company who will be present. Use these channels to personally invite customers and prospects to visit your booth. Offer incentives for them to connect with you, such as setting up demo appointments in advance.
Choose the Right Spot
Nothing is more crucial for trade shows than the location of your booth. Study the exhibition layout and find high-traffic areas where you can engage with attendees. Planning early is essential because prime booth spaces sell out quickly. Make securing your booth location a top priority task when preparing for the show.
Stand Out
To grab attention and attract prospects, your trade show booth needs to be inviting. Work with your team to design a welcoming space that makes a strong visual impact. Your message should be clear, so visitors instantly understand what you’re all about. Think of your booth as a tagline rather than a lengthy brochure. While brochures require time to read, taglines are instantly recognizable. Your booth should reflect this simplicity and clarity. Additionally, your promotional giveaway should stand out among the countless other products handed out by vendors. Choose something useful, memorable, and tied to your brand. Consider using trackable items like smart business cards to monitor the effectiveness of your campaign by tracking interactions with your marketing materials.
Engage Your Visitors
Having a flashy booth that attracts crowds isn’t enough to guarantee success. Your booth staff also need to know how to engage with potential customers. In the short amount of time you have to make an impression, your team should be ready to pull visitors in and start meaningful conversations about your brand. Demonstrations, motion graphics, hands-on activities, and videos can effectively communicate your product or service offerings. Train your team to identify leads and gather contact information for follow-up efforts after the show.
Follow Up
Often, the work that happens after the show ends is the most critical. Don’t let your team feel relieved once the event wraps up—this is when the real work begins. Following up on leads is what ultimately drives revenue and keeps your brand top-of-mind. During the planning phase, develop a follow-up strategy for reaching out to warm leads via email. Thank them for visiting your booth or inquiring about your products, and offer them a free download or resource to gauge their level of interest. Place these leads into a nurturing campaign to maintain momentum around your brand.
With proper planning, speaking opportunities, goal-setting, outreach, strategic booth placement, visitor engagement, and follow-ups, your business can achieve guaranteed success at trade shows. A comprehensive strategy ensures a solid return on your investment.
[i] B2B Contact Marketing | 2015 Benchmarks, Budgets, and Trends – North America
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