Most companies perceive joining trade shows as an unnecessary expense. What you may need to understand, though, is that you do not have to participate in every one of them. If you can attend at least one in a year that is aligned with your company’s goals, it could be a great venue to expose your brand and connect with industry leaders and potential clients.
Below are some tips that will help you maximise our participation:
1. Know your objectives and identify your indicators
Like what trade show coach Susan Friedmann says, it would be absurd to buy space and expect that you would immediately get your returns. He puts emphasis on the importance of setting objectives that are measurable. What do you want to get from the show? Another friendly reminder is that quality is often a much better indicator than quantity.
2. Make your booth interactive
Booth design is what will make people flock around you. However, a visually appealing booth will not make them stay. Keep their interests up by thinking of creative ways to make it interactive. Perhaps you can make use of technology and other creative techniques like fun games to invite people over.
3. Ensure that your booth is well-equipped
Aside from displays, which are important especially if you are marketing products, you should also prepare marketing collaterals, such as brochures, calling cards, and flyers. Do not forget sign-up sheets for the visitors as well since these would come in handy in the future. Giftfinder likewise recommends scouting for promotional merchandise suppliers and choose items that are useful yet unconventional for giveaways. Most importantly, there must always be at least one decision-maker present to make sure that you are not missing important business opportunities.
4. Attend conferences
While you are there, attend interesting conferences and forum. Organisers of trade fairs usually invite industry leaders as speakers. Aside from delivering talks on industry know-how, you will also find investments and industry forums, which can provide substantive insights for your company’s growth and expansion.
5. Do not forget to network
Perhaps you would fail at driving traffic to your booth. That does not mean that your participation is an ultimate failure. Consider the other facets of the event. Many important people in the industry will be there, so take every opportunity to network with them. Always have your business card and your business pitch ready. Who knows, you might come across somebody who would like your product or service so much that he would be willing to invest on it.
Sure, you want to put your money where ROI is guaranteed, but you must also find other means to promote your business. Joining in trade fairs may not be necessarily new or unconventional, but you also cannot deny the ways that it can contribute to your business. You simply have to be clear with your objectives and prepare enough for it.