Tradeshow Marketing – Making a Success of Your Company’s Tradeshow Opportunities
CMO or marketing manager may benefit from tradeshow marketing.
Tradeshow marketing may be a great fit for your marketing and sales activities.
Are you trying to jump-start your growth engine by creating new demand, rebuilding opportunity pipelines, and re-engaging with customers?
The Ultimate tradeshow guide will walk you through planning a tradeshow from start to finish.
Definition of tradeshow
Tradeshow: a large exposition to promote awareness and sales of especially new products within an industry.
I’ve spent millions on tradeshows over the years. And if you don’t do it right, it can cost you money and creditability with your sales team quickly.
Good execution is even more critical in tradeshows than with other marketing strategies in your marketing plan. But there is no time slippage allowed.
All of the activities associated with orchestrating a successful tradeshow appearance for your company include:
Production of your company’s booth, printed materials, pre-show promotion, and the logic of the trade show must be planned, executed, and coordinated. So they all come together in time for the first day of the show.
The article will cover trade show planning template, trade show planning checklist, trade show checklist template with trade show assignment, and exhibition plan sample.
A day’s delay on any one of these items can be a major embarrassment. A week late, the value of most trade how deliverables fall to zero.
What is tradeshow marketing?
Tradeshow marketing refers to an exhibition (or trade fair) where companies in a specific industry showcase and demonstrate their new products and services. Trade shows are usually only open to those who register, company representatives, or media members.
Why is tradeshow marketing important?
Tradeshows are important because they offer you a venue to market to your target customers and then sell your product to those same target customers. However, these initial leads and sales will take time to nurture. The sales cycle is dependent on industry, business cycles, and sales complexity.
What are the benefits of tradeshows?
Here are some of the top benefits of attending tradeshows:
- Raise brand awareness.
- Forge business relationships.
- Highly targeted leads.
- Competitor analysis.
Tradeshows: Where Markets Come Alive
For a few days every year, an industry’s major tradeshow is a place where its markets come to life.
At a tradeshow, companies, products, competitors, prospects, and customers visit your booth. They aren’t names scribed on a whiteboard or words and pictures in a brochure.
They’re living, breathing people working their booths and walking the aisles. Walk around any tradeshow floor in any industry, and you’ll see markets at work. Sales reps and executives at hundreds of companies vying for the attention of thousands of potential buyers attending the tradeshow.
Tradeshows provide opportunities to present and sell products in ways that can’t be duplicated by advertising, email campaigns, direct mail, or other forms of marketing. A successful tradeshow appearance has launched many successful young companies.
And for certain types of businesses in certain industries, such as wholesale suppliers to retail markets, a company gets its major sales orders for most of its annual business in a few days. So tradeshows are a make-or-break sales opportunity for some companies.
Trade shows can be an essential part of any marketing campaign. They are a great opportunity to generate buzz with the trade show attendees, generate brand awareness, build relationships, and get qualified leads.
Tradeshows keep marketing managers sharp.
As a marketing manager, tradeshows are an invaluable experience because they put you face to face with your prospects and customers.
The very people who will see the ads, email campaigns, mailings, and other deliverables in your marketing program. A trade show is the one marketing event where your prospects see you and hear what your company says about its products.
The marketing manager should work a tradeshow booth just as their company sales reps do. They should be speaking to interested prospects and presenting your company’s product or service.
There’s no better way for you to learn the features and attributes of your company’s product or service that are the most (or at least) compelling. And how best to present these attributes, then by talking to prospects at your company’s next tradeshow.
As you present your company’s product to many different prospects during the show. You find that your sales presentation gets better and better as you refine it. Bases this on how your prospects respond.
Giving sales presentations directly to prospects at a trade show can greatly improve how you develop your company’s marketing programs and deliverables.
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You learn the best sales approach to use in your online advertising in direct sales copy. By interacting with real prospects and assessing the response to each product sales benefits and features you present. And how your products sales copy and product featured descriptions should be presented and positioned in your company’s marketing deliverables.
Performers always say there’s nothing like a live audience, and for marketing managers, there’s nothing like talking to real prospects to help you keep your product’s marketing message on target.
There’s no mystery to tradeshows like other marketing activities, just good planning, effective presentation, and solid execution. In my next few posts, I’ll cover all the aspects you’ll need to know to execute any tradeshow project for your company successfully.
Locating the best tradeshows in your market
In every industry, there’s always seems to be more tradeshows than a company could ever afford to attend in a year. There’s also a great tendency for sales and marketing types in your company, who enjoy the travel and excitement associated with tradeshows, to push you to exhibit at every show.
The experienced chief marketing officer (CMO) knows that most of the sales potential in any market comes from the top one or two tradeshows in an industry. And they will only focus their tradeshow activities on these top industry events.
The CMO is paid to determine if, what and when a tradeshow might pay off.
Tradeshows seem to follow the same pattern as trade publications. There are usually no more than two major trade publications that offer the best advertising coverage in each industry. The same goes for tradeshow marketing. There are usually just one or two major tradeshows representing your company’s best sales opportunities each year.
And, because of their busy work schedules and the added travel expense, most potential customers in your industry will also limit their attendance to the one or two major trade shows in your field.
If you’ve worked in your industry a while, you already know which trade shows are the best sales and marketing opportunities for your company. However, suppose you recently hired a chief marketing officer who’s new to the industry, or you’re launching a new product in a new market. In that case, you can locate the best trade show opportunities by checking the following sources:
- Your company’s sales reps talk to prospects and customers every day, so they know the top one or two shows the prospects and customers attend each year.
- Trade association contacts, such as member directors, are usually well-connected in their industries, and we’ll point you to the industry’s best tradeshow in their fields.
- Major trade publications in your industry feature advertising and editorial announcements about coming trade shows in your company’s marketplace. Flipping through a Year’s Worth of industry-leading trade publications will help you build the list of top trade show opportunities.
- Using the internet, search keywords like the industry, regional areas you may want to attend in, etc.
- Your competitors in any new market have usually sniffed out the best trade shows and will be in attendance.
Tradeshow timing and planning
When scheduling a tradeshow project for your company, it’s important to realize that most shows require a very long lead-time. Sometimes at least six months (and usually 12 months) to plan the show date. This means that any trade show producers require you to reserve a booth at least 6 to 12 months in advance.
Start all trade show production at least 60 days in advance because you must reserve a trade show booth months before the show. The production of many of the associated marketing deliverables required for your show has long-lead times.
This includes your trade show display backdrop, signage, collateral, and other marketing materials. These often get pushed to the back burner in the intervening months when you sign your company up for the trade show and your trade show date.
What usually happens next is that execution of important trade show projects, such as the design and production of your booth backdrop, becomes a mad scramble just a few weeks before the show.
Avoid this by starting your tradeshow execution activities at least 60 days before the show date. This allows plenty of time for you and your digital marketing agency or marketing consultant to put some quality work into all the marketing deliverables associated with a show without turning it into an unnecessary fire drill.
Evaluating tradeshow opportunities
Once you identify the top tradeshows in your field, contact the shows’ producers and ask for their exhibitor sales kits. These are often found on their company websites in PDF format, so they’re easy to download. You can get a lot of the basic information you need, such as rates, last year’s attendees, etc. Valuable data.
Here are the questions you need to ask your tradeshows sales rep:
- The number of the mix of attendees. How many people attended last year’s trade show? How does attendance look for the current show? What types of individuals, by title, attend the trade show? If you asked for it, many show sponsors would send you, free of charge, a printout or electronic file of their last year’s attendee list, showing only the job titles and company names for all attendees. This gives you a good idea of the mix of attendees. Whether or not attendees at the show match the types of prospects you’re trying to reach with your company’s marketing program.
- Other exhibitors. Who else is exhibiting at the trade show? You can get a list of last year’s exhibitors from the show’s producers’ website. And your sales rep can tell you these exhibitors who’ve already signed up for the upcoming trade show. ?If the major corporate players in your industry will be exhibiting at the show, this usually indicates that a show is worthwhile. And if your competitors are going to be at the show, then your company should probably be there too.
- Conference program content. Review the show’s conference show guide, which outlines the content being covered at the show conference. Now is a good time to ask your trade show sales rep for the name of the person at his company who handles speaker selection of their conference sessions. Do this since there may be opportunities to get your company’s key executives as conference speakers at the trade show.
- Rates and availability. Of course, you need to determine how much it costs to rent booth space at the show and what booth space is available. Trade shows produced by trade associations often have higher booth space rents for non-members versus members. So you’ll have to consider whether or not it’s cheaper, or more advantageous, for your company to join the association to attend the show as an exhibitor.
Once you’ve nailed down the essential information on your company’s best show opportunities and you made a decision to exhibit at the show, you can now move on to the next steps: producing your booth. I’ll cover this and more in my next posts.
Whether you are a new startup, entering a new market segment, or an enterprise seeking to connect with prospects and customers.
Attending a trade show will connect you with industry analysts and media. Help you generate sales leads, and generate brand positioning. If you want any of these, then trade show marketing is a must for you.
Moreover, tradeshow marketing requires a significant amount of resources to pull it off right. I’ve spoken to hundreds of companies that have gone to tradeshows and just given up.
Most of the time, the tradeshows were perfect opportunities to generate sales opportunities and brand awareness. But it wasn’t because of the tradeshow or the attendees. It was because of poor planning and execution.
Pre-Tradeshow Marketing Ideas for a Successful Show
Before the tradeshow, use these pre-trade show marketing ideas to ensure quality booth traffic for more sales leads.
Tradeshow marketing ideas can help any small business owner or marketer. The promotional activities you execute before the show date are almost as important as marketing activities are done during the show.
These pre-trade show marketing ideas and the marketing plan must be started well before the show (about 8 to 12 weeks).
They are often lost in the stampede of the marketing manager’s other day-to-day marketing campaigns and projects. Nonetheless, experienced marketing managers know the importance of pre-show promotion, and we’ll take the time to get it done.
You spent time and money on the best tradeshow booth. Now your goal shifts.
The goal of pre-show promotion is simple. You want to let show visitors know about your product and your company, by giving them just enough information about both, so they remember your company when they’re at the show.
As a show exhibitor, you can obtain a mailing list of registered show attendees from the tradeshows professional management to send out mailing (both hard copy and email) time to arrive approximately one and a half weeks before the tradeshow date.
A pre-show mailing is the most effective way to get the word out on your company and its product before the tradeshow by reaching attendees in the relative quiet of their own offices.
By printing your company sales message in the mind of your prospects ahead of the show, you give your company a better chance of cutting through the noise and confusion created by the hundreds of other companies who will be competing for attention once the show is on their way.
With pre-show promotion, all you need to accomplish is to make the show attendees mildly aware of your company and your product, so when they see your booth at the show, you will know a little more about you than they do about the other companies around you.
Pre-trade show marketing ideas: Tradeshow postcard mailings
The best-printed marketing deliverable to use for a pre-show mailing is a 5 1/2 by 8 1/2 wide color glossy postcard, mailed to the shows mailing list by first class mail, so it arrives approximately one and a half weeks before the first day of the tradeshow.
This allows just enough time for your prospect to see your postcard before the show, without arriving so early that they will forget about it by the time they arrived at the tradeshow.
Key postcard elements
The sales copy benefits and features used in your pre-show promotion postcard give prospects just enough information about your company’s product in bulleted form so that some key benefits or features will stick in your prospect’s mind when he’s walking down your aisle at the show.
Your postcard should contain these elements:
- Show name and date. Let the prospect know that your postcard retains his upcoming attendance at the show, which is already important to him because it’s on his travel schedule.
- Your booth number. This is important and obvious, but it’s surprising how many marketers forget to print their company’s booth number on pre-show promotion deliverables. How your prospects where your company will be at the show, so they’ll know where to find you
- Sales headline on the front of the card. As with any direct mail piece, leave the front of your card with your product’s main sales benefit.
- Bulleted sales benefits and product features. Put enough of your product’s key sales benefits and product features on the reverse side of the card to tease the reader by briefly describing your company, its product, and its benefits to the prospect. Set the key benefits in boldface type so they stand out from the rest of the text and are skim-readable.
- Contact info, website, and booth number. Put your company’s phone number, web address, and email address on the back of the card, so prospects who are very interested in your product can check out your company in advance of the show. Repeat the name of the show and your company’s booth number on this address block
- Free premium. Optionally, you can offer the postcard recipient a free sample of your company’s product or some other gift or premium when they visit your booth at the show.
When specifying a tradeshow postcard to your digital marketing agency or marketing consultant, think of it as a quick reading, condensed version of your company’s larger, standard product sales brochure.
When writing the outline or spec for your agency, you can apply key benefits to another sales copy from your sales brochure and use it on the postcard.
Timing and execution for Your Tradeshow
With a generous allowance for scheduling, if you allow one week for printing, one week in your letter shop, and one week for arrival to attendees, your postcard artwork should be completed by your digital marketing agency or marketing consultant and ready for the printer 4 1/2 weeks before the date of the show.
This will ensure that your postcard will arrive approximately one and a half weeks before the tradeshow date.
Email campaigns: Emailing tradeshow announcements to existing sales prospects
Pre-trade show marketing ideas like email campaigns are perfect for tradeshow marketing.
Tradeshows are a unique opportunity for your sales reps with our existing sales prospects and close sales at the show.
It’s likely that many of your company’s existing prospects and customers, whose contact information is already stored in your sales and marketing database, will also be attending the show.
In addition to mail in your pre-show promotional postcard, you should also plan to send out an HTML format email announcement to this group of prospects and customers in your sales database.
The announcement should take the form of an invitation from your sales rep to the prospective customer to visit your company’s booth at the tradeshow. It requires extra programming on your web staff, but the email invitation should, if possible, personally address to the prospect in the body of the email message.
Like printed postcards, email promotional invitations should be sent to your current prospecting customer’s list, so they arrive approximately 1 1/2 weeks before the show date.
You may also be tempted to send these email messages to the attendee list you receive from the tradeshow management; it’s not a good idea since attendees are likely to view your messages as unsolicited spam emails. It’s not a good pre-tradeshow marketing idea.
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Advertising and tradeshow dailies
Some of the largest tradeshows, such as CES, publish dailies, newspaper format publications distributed to attendees once during the show.
Although this is an added promotional opportunity for your company, show dailies aren’t read by many attendees at the show. They probably aren’t worth the extra expense compared to postcard mailings or other targeted show marketing activities.
Sometimes trade show exhibitors are given a free ad placement in the show daily or show guide, which is included in the booth space rental for the show.
If this is the case for you, or if you’ve decided to pay the extra cost to advertise in the show daily, spec out a basic tombstone ad for this placement opportunity.
Because they are being handed out to readers who are more preoccupied with attending the show than reading your ad, ads for show dailies and other printed show guides contain many sales copy text. Just print your company name, logo, 4-5 sales bullet points, company contact info, and booth number.
Printed marketing collateral for tradeshows
As you prepare for your tradeshow, your pre-trade show marketing ideas should include the print marketing deliverables for your company sales reps to hand out at the tradeshow.
If your company is exhibiting at a major tradeshow with thousands of attendees, handing out thousands of copies of your company’s high-end four-color 11 by 17 sales brochure could become a big expense.
I recommend that the sales reps take a business card or use a scanner and send an email guiding them to their website or landing page to download any sales kits after the show. It’s another touchpoint that will help you build a relationship with that potential lead.
Single sheet flyers
A lower-cost alternative is a single sheet flyer highlighting your company’s product or a series of flyers, each covering a specific product or group of products. These one-sided flyers can be printed in 4 colors on gloss stock for a relatively low price, with quantities of at least 5,000 copies.
These flyers are inexpensive enough, so you can place a stack of them out on your tradeshow booth table for show attendees to pick up as a pass by your booth. You can then reserve a stash of your company’s higher quality sales brochures for sales reps to give to the more qualified prospects they speak to at the show.
You can also produce other types of single-sheet flyers to address certain aspects of your product sales benefits, functionality, or applications.
For example, you could produce a Q&A flyer to answer the most asked questions for your company’s product or series of single sheet application profile flyers to highlight the most common ways a prospect would use your product.
Here, the idea is to have an inexpensive printed piece that a sales rep can hand out in your booth on the spot when the prospect asks the question answered by the flyer.
Prospect inquiry coupon
Produce printed coupons for show attendees to fill in to receive additional information on your company’s products.
One type of card layout that works here is a perforated card representing your company’s basic promotional information in half and the feeling portion of the prospect’s contact info on the other half.
Your prospects fill in the card, dropped it off at your booth, and keeps a promotional half of the card.
These cards can also be combined with other marketing tactics like encouraging people to sign up for a contest drawing, attending a show event, providing an extra incentive to fill out their information, and creating an opportunity to meet.
Tradeshow premiums and drawings
When making pre-trade show marketing ideas and preparations, consider what, if any, tradeshow incentives to provide to attendees who visit your booth at the show.
These generally fall into two categories:
- Show premiums are giveaways imprinted with your company’s logo. Hand it out to anyone who visits the booth—t-shirts, coffee mugs, pens, etc.
- Show drawings are for more expensive items that a lucky attendee wins if they fill out and drop off one of your prospect inquiry cards or dropped their business card into a fishbowl at your booth. If they win the drawing, either at the end of each show day or the end of the entire show, they win the prize.
Many marketers feel obligated to hand out freebies and other premiums to anyone who visits their booth. These giveaways do nothing to help you collect mailing list information from interested prospects and attract the kind of show visitor who goes from booth to booth, trolling for free stuff, and who aren’t interested in your product.
If you’d like to hand out some premium giveaway items, by all means, do so—but only for attendees who provided contact info for your drawing.
A tradeshow drawing is a much better marketing incentive, in that there’s an equal exchange between your company in the prospect.
You get the prospect’s contact info, and the prospect gets a chance to win the item. You may end up with contacts who aren’t currently prospects for your company’s products, but some of them may become prospects after receiving one of your standards follow-up mail things in the future.
Items used for tradeshow drawings needn’t be expensive. Generally, any hot, high-tech gadget or sporting item that can be purchased under $500 that motivates your prospects to fill out an inquiry coupon, or drop their business card in a fishbowl at the booth, will do.
Drawing table sign
If you’re having a drawing, you’ll also need an easel-backed table sign, the place next to the fishbowl for the table in your booth.
Wrap-Up about tradeshow marketing ideas
The pre-show promotion goal is simple: You want to let show visitors know about your products and your company by giving them just enough information about both so that they remember your company when you’re at the tradeshow.
The promotional activities you do before the tradeshow date are as important as the marketing tasks done well at the trade show.
Since tradeshow activities must often be started about 8 to 12 weeks, they can off and get lost in the marketing manager’s other day-to-day marketing tasks.
Tradeshow Booth Design – How to Attract Qualified Visitors
Your tradeshow booth design is the marketing element that performs the first, most important job of attracting the attention of show visitors.
Your tradeshow booth design is part of your image, your brand. It’s like your website.
Like the headline of a print ad, or an outer envelope of a direct mail piece, it uses text or text in combination with a visual element to hook the viewer and draw him closer to your booth space. It’s an essential part of your tradeshow marketing plan.
The purpose of your backdrop is to telegraph the name of your company and a brief sales description of your product or service to the casual, uninterested viewer—Your Potential Prospect—walking down the aisle along with your booth space.
To meet this goal, this text and visual elements must be placed high enough on your backdrop so they can be seen clearly from 30 feet and above the heads of the people standing in your tradeshow booth design.
The key to specifying your tradeshow booth design to your digital marketing agency or marketing consultant is to keep it simple. If you are working in a standard 10×10 booth space, the only visual element that should be featured on your backdrop are your company logo, a sales tagline describing your product or service, and some visual imagery, such as a photo of your product.
Your company logo and sales tagline should be set in the top third of your tradeshow display design. So they can be seen over the head of someone who is standing in your booth.
When working in the standard 10×10 booth space, don’t place any other sales copy, like bulleted product benefits or features, on your backdrop, since any copy placed below the top third of your backdrop will be blocked from view by the people standing in the booth.
Instead, put these sales copy points on one or two smaller easels mounted signs to be displayed close to the aisle at the front of your booth.
However, if you are working on a tradeshow exhibit design for a 10×20 or larger booth space, the extra booth space gives you flexibility in your design options to place bulleted sales copy directly on your backdrop panels.
Backdrop sales tagline copy
Give some careful thought to the sales tagline you use on your backdrop. Your sales tagline should concisely answer any two of the following questions, in 12 words or fewer:
- What is your product or service?
- Who is it for?
- What does it do for them?
The backdrop sales tagline is a brief, simple statement that mostly describes what your company sells. If you can, try to incorporate a few benefit words into your tagline. If you can include your product’s main benefit, that’s even better, but not necessary.
Here are a few sample booth backdrop sales taglines:
- One-stop environmental mapping services for engineering professionals
- Intelligent Vision systems for robotic assembly operations
- Helping SaaS companies grow through performance marketing
The only purpose of the sales tag line on your backdrop is to cut through the noise and confusion of the show by sparking your prospect’s attention as they walk down the aisle. The main selling job of your tradeshow booth design is handled by the other booth elements—the smaller signs at the front of your booth and your sales video.
Small booth aisle signs
To communicate your product’s most important benefits and features to show visitors who approached your tradeshow booth design at close range, place one or two easels mounted sign by the aisle at the front of your tradeshow booth design.
These signs give show visitors clear, telegraphic sales information on your product. Since they are mounted on free-standing easels, they can be put anywhere and angled in any direction to catch the eye of his many show visitors as possible walked by your booth.
Compared to other show deliverables, booth aisle signs are quick and inexpensive to produce.
This is a big advantage because it allows you to change the bulleted sales copy on these signs to target your company’s product breach audience at each new tradeshow your company at ends.
These signs can also be produced at any sign shop, which means you can even rework them during a show if necessary to produce new signs that represent new, more effective sales benefit points as you discover them by listening to prospects at the show.
Depending on your booth size and layout, you can use two signs, each measuring 16 in wide by 20 in high, or a single, higher sign, 22 in wide by 30 in high.
Sales copy for aisle signs.
Set about 3 to 6 bulleted copy points to each sign. Copy for this bullet text can be adapted from the bulleted copy you use in your brochures and other printed material.
Determine the best features and benefits of using this copy by performing the sales copywriting exercise covered in the laundry list writing exercise post. If your company’s product or service is an interesting visual presentation, you can also include it on your aisle sign in the form of a large, arresting photo or graphic.
Here are some examples of sales benefits that would work well on aisle signs:
- Reduce product defects before they reach QA
- Highest resolution imaging in fastest image processing in its class
- Increase leads for all of your marketing programs
Here are some examples of product features, written as aisle sales bullet points:
- Full color, 12-megapixel imaging display
- Ruggedized, mil-spec, control unit for perimeter security
If you already have bullet point sales copy from your sales brochure and other printed marketing collateral, your digital marketing agency or marketing consultant can readily adapt this copy for use on these aisle signs.
Signed copy layout
If you are using two smaller signs, you can make one sign the benefits sign, with four to six of the product’s top bullet sales benefits, and the other sign the features, sign, with four to six bullets listing your product stop features.
If you’re using a single, larger sign, you can combine benefits and features on the same sign, starting with 3 to 6 benefits at the top of the sign and 3 to 6 features below.
Tradeshow Marketing: Making a Success of Your Tradeshow Opportunities.
As a CMO, you’ll often be involved in selecting, organizing, and executing your company’s tradeshow marketing activities, with an emphasis on execution.
Clear visibility and impact are the key goals for booth aisle signs. Make sure the copy of these signs is readable from a distance of 8 feet—the average centerline distance from where most show visitors walking down the center aisle of the show will see your trade show booth design.
To accomplish this, the text used on the sign should be set at about 90 points. Sans serif typefaces such as Helvetica or Franklin Gothic provide the best readability for all signage applications.
Sign design and production
Signs can be black type on a plain white background or in reverse white type on dark color background. For signage applications, your digital marketing agency or marketing consultant will have these signs output by a sign production shop or an ink-jet printer and mounted on a 1/4 inch or thicker foam core mounting board.
Arrange your mounted signs so they can be seen by most people walking by your booth at the show.
The most common placement of these signs is about 6 inches away from the front edge of your booth, facing out from your booth. If you’re using two signs and space in your 10×10 booth is tight, then, facing the front of your booth, you can place the right sign about 35 degrees clockwise and the left sign about 35 degrees counterclockwise.
To get the best visibility for signs in your booth, experiment with sign placement during the show. For example, if the flow of the show attendees seems to be moving in more than one direction than the other, angle your signs to face the flow of the foot traffic.
Easel mounting options
You can select from a variety of standing easels or mounted signs in your booth. Booths are supplied with a 2×6 folding table, so you can use the table mount easel to mount one of your booth signs on the table, to save floor space in your booth.
Sign options for larger booth spaces
If you’re using a 10×20’ or larger booth space, this larger space gives visitors a clear view of your entire backdrop and allows them to see sales copy printed lower down on the backdrop.
Because of this, you can incorporate bulleted text sales copy directly on the lower portion of your booth backdrop, either as part of the original backdrop design or on separate, detachable signs mounted on Velcro on your backdrop.
So that sales copy can be changed with each show or for shows in new markets. Small, free-standing, text bullet signs give your company sales message an added boost even for a larger booth space.
Tradeshow sales video on a flat panel display
A continuously running sales video, shown on a 42-inch flat panel display in your booth, is a powerful trade show marketing tool.
This one or two-minute video presentation, incorporating a professionally narrated audio voice-over to give a sales perfect sales presentation on your company’s product or service, draws visitors to your trade show booth design and shows them there while they listen to watch.
There isn’t a more effective tool for driving qualified prospects to your booth and holding their attention. The booth video gives your sales reps the perfect opportunity to engage show visitors who are watching it and frequently prompt show visitors to approach your sales reps on their own after seeing and hearing a small portion of the video presentation.
Trade show video production
A video is, in reality, an audio medium. People don’t watch TV, so much as listen to it. The most important part of your booth sales video is its voice-over narration, which should be adapted from your company’s standard sales presentation. It should use all the key sales benefits, and product features your sales reps use in their own sales presentations.
Since the audio portion of the video carries most of the load on presenting and selling your product, the video portion of this product needn’t be elaborate video production. Often, all that is needed is video clips of your product in use, mixed with some PowerPoint-style text slides synchronized over the audio to reinforce your company’s key benefits.
Animation, visual effects and other eye candy always adds a wow factor, but don’t let these hold up your project or get in the way of delivering your sales message. Any visual imagery, no matter how spectacular, we’ll never be as effective as the content presented in your project’s spoken audio.
Keep it simple and put most of your effort into ensuring that the voice-over track presents and sells your product.
Your digital marketing agency or marketing consultant should be able to adapt your company sales presentation into a suitable trade show video.
Trade show video should be mastered on DVD to run as a continuous loop. Make four copies of your DVD—one for your booth and three copies are backups, in case of glitch develops on any are DVDs during the show. You may not think you need any backups, but DVDs will sometimes break down after many hours of continuous playback in your booth. This can happen at the worst moment possible, so be prepared. If they have a T1 line or high-speed internet hookup, an alternative is to run your video from your servers.
Video production cost
A one to two-minute trade show booth video cost starts from $3,500 to produce, depending on how much original video needs to be shot for your project and how much time is spent producing and tweaking the special effects used on it. When you consider no more effective marketing tool for drawing traffic to your booth and holding it there, a sales video more than justifies its production costs.
And once produced, your sales video has an additional use beyond your trade show. For example, with slight formatting changes, it can be placed on your company’s website to give your site visitors a quick view of your product’s key sales benefits and features, and your company sales reps can also use it as they are selling aid when they make field sales presentations.
Wrap-Up for trade show booth design
Your goal at a trade show is to attract and capture sales leads. Your trade show booth design is a critical factor in driving traffic to your booth.
Follow these key points in this post will be sure to generate booth traffic and capture sales leads.
Give us your best tip for a better trade show booth design
Tradeshow Giveaways and Your Tradeshow Booth
Tradeshow giveaways and selecting your tradeshow booth location and size matter.
In my last post, I nailed down the essential information on your company’s best tradeshow opportunities, and maybe by now, you’ve made your decision to exhibit at a trade show. You can now move on to the next two steps in your trade show booth marketing tasks: selecting a booth location and producing your booth.
What are trade show giveaways?
Think beyond pens; we’ve compiled all of our best trade show giveaways to leave a lasting impression at your next show.
What are the best giveaways for trade shows?
7 Inspiring Trade Show Giveaways: Updated 2020
- Cell Phone Metal Ring Holder.
- Metal Ring Phone Stand.
- Custom Pantone Matched Socks.
- Microfiber Cloth with Full-Color Booklet.
- Screen cleaning spray and microfiber cloth.
- Reusable Metal Straw with Case.
- PopSocket (our good friends in Boulder, CO)
How to select a tradeshow booth
Your booth size and location choice are a critical part of your tradeshow marketing plan. Of the two, your booth location is more important than its size because booth location plays a major role in the quality and amount of visitor traffic your company receives at the show.
Choosing the best booth location
Ask your show sales rep for a booth diagram showing the booth space available for the show. Your show sales rep can also send you an updated version of this diagram, showing the companies that I’ve already reserved booth space for at the show. Many times, this information is right on their website.
From this diagram, you want to know where the major exhibitors are located and your competitors. Major exhibitors are generally your industry’s biggest movers and shakers, and they usually take the biggest booth space and best locations at the show.
If there’s a major strategic advantage for your company to be position near one of these big companies—if, for example, one of them is a major joint venture partner—this should play a role in your booth location decision. If possible, you’ll also want to locate your booth far enough away from any of your company’s direct competitors.
Your sales staff should spend their time staying focused on talking to prospects in your booth and being worried about who’s visiting your competitor’s booth across the aisle.
The best booth space locations in a trade show are:
- In the front row facing the show entrance. This is the best space for your booth. When show visitors walk onto the show floor, your booth is one of the first they will see. Out in front, you’ll have the opportunity to pull these visitors in before any other trade show exhibits. The biggest exhibitors often take all these positions. Try to reserve a booth space here, if possible.
- At the end of the aisle, the front half of the exhibit floor. The next best position is space at the end of the aisle, preferably as close to the entrance of the exhibit floor as possible, or at least within the front half of the entire show floor. Booth space at the end of the aisles places your booth at the intersection of two aisles, and this location makes your booth visible from at least two sides (or all three sides of your booth bills the entire corner)
- Center interior row, the front half of the exhibit floor. The third best position and the best option if your company is selecting a standard 10×10 minimum booth size is any space in the interior row in the front half of the show floor. These spaces are usually the ones most available to exhibitors taking the minimum size booth space, and they are the default choice if you can’t get a space in the other two positions. If you cannot reserve a space toward the front half of the floor closest to the main entrance shows, any other booth space in any interior row will do.
- Outer perimeter locations. The least desirable booth space positions are those along the outer perimeter of the show floor. These locations attract much less traffic than other locations. Since they are the least popular spaces, they are usually the last to sell out; it may be your only option if you try to get into a show on short notice. If this is your only space option, avoid Booth spaces at the end of a row or by fire exits, these are the loneliest booth spaces of them all.
As you make your final booth choice, pay close attention to who your neighbors will be, on either side of, and directly across from, your booth, to avoid getting a booth space next to a competitor or any other exhibitors whose presence is close to your booth may reflect poorly on your company.
Selecting your booth size
A bigger booth space rarely translates to better sales results at a trade show. Since location is far more important than both sides and doubling your booth size roughly doubles your booth cost, there’s a little downside risk to keeping your booth space to a minimum.
Trade show producers usually offer booth space in 10×10 sizes, the minimum booth space available for exhibitors. This size is adequate for most small to medium-sized companies and can comfortably accommodate three to four of your company’s sales reps and prospects who visit your booth.
You can go for larger booth spaces by joining two or more of these 10×10 spaces together or renting larger boost sizes, which often get you a better location on the show floor, such as near the main entrance or on the end of an aisle.
While a company can always spend too much by renting more booth space than it needs, chief marketing officers rarely regret having rented a booth space that was too small. There’s no justification for a large booth space unless your company size, the size of your product line, or the number of sales reps in your company requires it.
Getting your company into the trade show
Once you’ve selected and reserved your company’s booth space and location, your next step is to handle the other important show planning steps required for your trade show project.
Reserving your trade show booth and related services
Trade show producers require you to make a formal reservation for your booth space location and often require depositing a part of the booth space fee before the show. The show producer can provide the exhibitor’s list; you’ll also find a series of forms to fill out to obtain various additional, important services.
The prices for these additional show services usually seem rather expensive. Some services, like electrical hookups, are costly because of the monopoly, and other services, such as audio/visual equipment.
Here are the services you’ll need for your booth:
- Electricity, phone, internet hookups. If you need electrical hookups for demonstrating computers or other equipment, Now’s the time to secure the outlets and voltage you need. The same goes for phone and internet hookups. This service is only available from the contractor hired by the show producers or the exhibit hall, so you’ll have to pay their fees for what you need.
- Booth carpeting, furniture, and cleaning. Some shows won’t include carpeting for the booth space in the booth rental price, and others charged extra, but you need a carpet for your booth in either case. Since carpet is very heavy to ship, you usually end up having to pay what they’re asking to rent a carpet for your booth. However, booth cleaning can cost your company up to $150 a day extra. Bring along a small vacuum and an extension cord and do the job yourself when no one’s looking. You’ll save your company several hundred dollars.
- Audio/visual equipment (A/V). Rental of PCs, TV monitors, DVD players, etc. It is another overpriced exhibitor service, but you can always find a less expensive AV rental vendor if you look for one yourself in the city where the show is being held.
- Booth setup/breakdown, and shipping. Added boost setup and breakdown fees are common, and the union controls the exhibit halls. You can avoid these unnecessary costs by making your shipping arrangements and getting a modular booth backdrop that you and your team can listen to the exhibit hall by yourself.
Plan for these important show preparations because it’s always much more expensive at the services that have to be arranged on a rush basis just before the show. Also, make sure to keep copies of all the paperwork used to set up the services and take them with you to the show in case there’s a problem. You may need to document your order for any one of these services with the trade show vendor.
The biggest marketing-related project you’ll undertake for any trade show appearance is producing and executing your company’s exhibit display or backdrop. Your booth backdrop is a kind of wall that stands at the rear of your booth space, displaying your company’s logo, sales copy, and other visual imagery.
Your backdrop is the packaging for your company and its product at the show. It’s the first impression your company gives to show attendees who ever heard of your company, and you should put as much care into its design as you would any of your company’s product packaging, printed materials, or any other marketing deliverable.
There are many possible variations in booth layouts for large areas (e.g., island exhibits), but since all your companies trade show projects will likely use either standard 10×10 or the larger 10×20 booth spaces, your booth layout would likely consist of your backdrop, some additional smaller signs, and, ideally, a larger flat panel video display unit. Additionally, you can incorporate some counter units or display pedestals into your booth layout if your company has a product line to display at the show.
Trade show booth backdrop
Next to the design appeal in affordability, the most important features for any trade show booth backdrop are lightweight and compact designs. For most trade show applications, the ideal unit does not cost a lot to ship and can be taken along with your marketing and sales team by plane or car to any show location.
Fortunately, this is one marketing deliverable where there’s a single, easy answer. The best backdrop we’re both 10×10 or 10×20 booth space sizes is modular pop-up backdrop units, such as an exhibit designer that offers custom modular booths like Skyline Exhibits and several other companies.
Pop-up displays use lightweight, custom printed, four-color panels fastened to an aluminum frame unit designed to fold down to a very compact size. These aluminum frames are a show all by themselves.
The graphic panels of your backdrop are printed in full color on a matte or glossy vinyl-like material called Lexan. You can print different panels, each with different graphics or sales copy, to use for different shows or to highlight certain products or sales benefits targeted to your market served by each trade show. The panels are sturdy enough to be rolled up and packed into a plastic shipping case for the unit.
The graphics for these compounds can be produced from artwork created by any desktop publishing program and offer you unlimited creative options for your backdrop design. Art for these front panels can be output as a single, continuous design, which means you can think of your backdrop as a single large canvas for displaying your company’s logo, tagline, sales headline, imagery, photos, and background colors, in full color in high resolution.
The entire backdrop—frame, front panels, and associated hardware, stores neatly in one or two sturdy, specially designed, wheeled shipping cases, small enough to be checked as airline baggage, put into a car trunk or backseat, or shipped by any standard shipping method.
These exhibit solutions and trade show display products provide marketers with customized exhibits, retractable banner stands, portable trade show displays with modular displays.
This gives you the logistical options of shipping your booth by regular UPS or FedEx to your hotel at a relatively affordable price. Or, if you’re running into a tight schedule, taking your booth with you when you travel to the show by air or by car.
With either option, you get a higher degree of confidence that your booth will be waiting for you at the hotel or traveling along with you as checked baggage. But in either case, you avoid the potential nightmare of shipping show materials directly to bulk receiving areas in the exhibit hall, where they’re further out of your control, and where you won’t know whether they arrived or not until the day you arrived at the show location.
Custom delivery. A pop-up backdrop display for a 10×10 booth size cost about $5,000 and up, including an output of front panel graphics, plus your digital marketing agency design and production cost for the backdrops graphic panels.
How trade show attendees wander a trade show— and how to get them to your booth
Be objective for any trade shows to draw as many qualified prospects to your company’s booth as possible. Many marketers who think about traffic volumes alone measures of success of a trade show and use gimmicks, like giveaways, contests, or other distractions to draw as many visitors to their booth as possible.
Trade show giveaways ideas should be created a month before the trade show. Try to keep your trade show giveaways unique. The best giveaways for trade shows are generally unique ones that remain with the booth visits long after the trade show.
Marketers who use these tactics will draw more traffic to their booth, and their salespeople will be very busy trying to qualify them. However, they won’t draw as many quality prospects as they would have if they had done a better job of rapidly familiarizing them with their products so that these prospects could qualify themselves.
Here’s how a casual, disinterested show visitor walks down the aisle at the show, sees your booth for the first time— and the booth elements required to draw show visitors to your booth are:
- Booth backdrop. The first thing most trade show visitors notice about your booth is the backdrop. If it has a single layout that communicates your company name and a brief tagline that describes your product, both signs big enough, so they’re easy to see from 30 feet away, the initial message communicated by your booth backdrop will register in the prospects mine. Once this happens, the prospect makes a very subtle mental calculation as to whether or not they can use your company’s product or service. If the prospect is immediately interested, he’ll draw closer to your booth right away. If he’s undecided, he’ll start to walk directly past your booth space, his eyes now shifting to the smaller signs along the front of your booth.
- Smaller signs. As your prospect walks alongside your booth, his eyes briefly wander across the bulleted sales benefit copy points you printed on the smaller and mounted signs you’ve placed in front of your booth, right along the aisle. The signs are critical because they must show the prospect down long enough, so they’re read more of them and shift his attention to your video display.
- Video display. This is a continuous running, one to two-minute, professionally narrated video sales presentation on your product, shown on a 42-inch flat-screen panel at the front of your boot. For about 2 – 3 minutes, your prospect here’s a letter-perfect sales presentation about your product in the voice-over of the video as he watches it on screen. Once a prospect sees the video, your company sales reps can then engage the prospect by introducing themselves by talking about their needs.
Each of the three critical elements of your booth—backdrop, small signs, and video display—works at a distance appropriate to them, doing what each does best to draw qualified prospects to your booth.
As your prospects see your backdrop and they’re getting closer to your booth, they get a better look at your smaller signs. Then, they see your video presentation and overhear your sales reps talking about your product to other booth visitors.
This is how prospects are drawn to your booth. In a few seconds, they build an impression in their mind of your company and your product. As more time passes, they become more interested in your product to the point where, by their eye contact or proximity, they initiate contact with one may your sales reps working the boot—that is, if your sales reps haven’t already made contact.
If any of these three elements are missing or aren’t strong enough to draw your viewer’s attention as well as they should, you run the risk of losing trade show visitors who could be prospects.
Good booth elements help show visitors qualify themselves. If all of your booth elements work well, the visitor sees your booth backdrop, skim your smaller signs, listens to your video, but then walks away from your booth has, by his action, told you he’s not a qualified prospect. I’m doing this; he allows your sales reps to focus on interesting prospects who remain in your booth.
This is not to say that your company sales rep shouldn’t try to call her potential prospects as he walked by or that you shouldn’t have a contest or giveaway to drive visitors to your booth.
The important point is that when you and your team are working on a tradeshow project, you should always focus on developing persuasive content and presentations that respect your potential customers as intelligent, reasoning human beings, instead of relying on the usual show gimmicks that treat show attendees, freeloaders, on the lookout for another booth giveaway to stash in their tote bags.
Unique tradeshow giveaways and the best giveaways for trade shows will drive awareness and mindshare. There are top trade show giveaways, cool trade show giveaways, funny trade show giveaways, and don’t let your trade show giveaways be cheap. There are inexpensive trade show giveaways that work great.
In my next post, I’ll cover the execution of the critical trade show elements, and I’ll describe the presentation techniques you can use to drive qualified prospects to your booth.
What are trade show giveaways?
Trade shows are a terrific opportunity to explore new ideas, network with other professionals, and promote your business, products, and services. Branded giveaways that are useful for attendees are a smart way to stand out on the crowded trade show floor and attract foot traffic to your booth.
How many giveaways to order for a trade show?
To determine how many giveaways to order for a trade show, many marketers look at the size of the show. For big shows of 2,000 or more expected attendees, plan for 25% of attendees to stop by and get a giveaway. For smaller shows, prepare for 75% to get a giveaway.
What is a trade show booth?
A trade show is an event held to bring together members of a particular industry to display, demonstrate, and discuss their latest products and services.
How do you show a product at a tradeshow?
Make Your Trade Show Product Display the Best with These 7 Tips
1. Use the display to build your brand.
2. Use lighting to showcase flagship products.
3. Keep the display in proportion to the product.
4. Leave plenty of room for movement.
5. Highlight what makes you unique.
6. Use the perimeter of the space.
7. Include a demonstration.
Tradeshow Logistics: Learn How to Reduce the Headaches
Tradeshow logistics include shipping, booth utilities, booth setup and breakdown, and other important details called tradeshow execution.
Once you’ve developed and produced your trade show booth, and all the other associated materials needed for the trade show, your job is only half-finished.
Likely, you’ll also be handling all the important event logistics-related details involved with your company’s trade show project.
This includes shipping, utilities, booth setup and breakdown, and other tasks involved with the trade show program.
Getting your booth and materials to the show
Trade show producers usually work with private shipping companies to provide you with the additional shipping of your trade show booth, associated signage, and printed materials to the show.
Once these materials arrived, they ended up in the staging area somewhere in the loading dock of the exhibition hall and rolled over to your booth space on the show setup day.
These services work for most exhibitors, most of the time. However, when compared to using first-rate commercial logistics services like FedEx or UPS.
There’s a greater chance your booth and other marketing materials might become lost in the show shipper’s distribution system, may not arrive on time, or they may not get to the show at all.
Either situation could be a marketing disaster and a far greater cost than if you’d exercise greater control over shipping your company show materials on your own and spent the extra money to send your materials by FedEx or UPS.
Take personal responsibility for shipping your booth materials.
If your company will be exhibiting in a standard 10 x10 booth space ad is using a collapsible, modular pop-up booth backdrop, you can avoid using the standard show shipping service.
Instead, ship the unit yourself by FedEx, UPS, or another courier service with real-time airbill tracking or carry the unit aboard with you when you fly to the show.
It’s worth the few hundred dollars extra in shipping for trade show transportation. You also keep control of your booth and avoid the possibility of your booth and marketing materials being lost somewhere in the show shipper’s distribution pipeline the day before the show.
Tired of being overwhelmed and worried you’ll never scale your business?
Cut the guesswork from marketing planning by setting an objective behind every dollar.
Ship your booth and marketing materials to the hotel
Since a hotel manager has a greater incentive to guard your property than some Teamster at an exhibition hall, the best and easiest route is to ship your booth and printed marketing materials to the front desk of the hotel where you’ll be staying.
You can use a 3-day shipping option with either FedEx or UPS in time to deliver these materials, so they arrived two days before you arrived at the show. This way, you’ll have some extra time to track the shipment or send replacement materials in case any part of your shipment gets lost.
A modular booth exhibit, plus enough brochures and sales materials for a show, can be shipped anywhere in the US at the cost of a few hundred dollars.
Once it arrives at your hotel, the whole shipment fits compactly in the corner of the hotel shipping room or behind the front desk, awaiting your arrival.
Bring a small, folding hand truck with you to the show, so you and your co-workers can have these materials to the show exhibit hall.
If your booth requires computers, large product samples, or other large or heavy items, you might have no choice but to utilize the show’s shipping service or commercial freight service.
However, even if there is a mix-up and getting your computers or equipment to the show on time, if you take control of getting your booth backdrop and marketing materials to the show, at least your sales reps will have a booth to work from, and brochures to give to your prospects.
No one should care more about your company’s trade show marketing than you. Make trade show logistics your responsibility by taking personal control of your company’s critical show-related marketing materials, and you’ll avoid a show disaster
Tradeshow booth setup day
The booth setup usually occurs the day before the opening day of the show. Here is where all the hard work, planning, and coordination for your show pays off if your booth and all other marketing materials arrived when and where they’re supposed to.
Set-up day usually gives you ample time to get your booth set up and ready for business by the show opening day.
Your trade show kit
You’ll need to assemble a marketing manager trade show kit to help with your trade show logistics, containing all the items you’ll need to set up your booth and handle the minor emergencies that always crop up during the show.
A trade show kit helps you deal with the little things that can go wrong at the show. For example, booth panels that need to be patched, protruding electrical wires that need to be tied down, or any other item must be taped, cut, shortened, join, or otherwise forced into compliance.
Your kit should also contain a small handheld vacuum cleaner, so you and your co-workers can avoid the $150 per day fee show exhibition services charge to quickly run a vacuum across the carpet in your booth each night by having you or your co-worker do the job.
Your trade show kit should contain the following:
- Instructions and diagram for setting up and arranging booth elements
- Small, folding hand truck
- Clear shipping tape
- Duct tape
- Box cutter
- Steel wire
- Fishing line
- Nylon tie-down straps
- Inline electrical power strips
- Extension cords
- Magic markers
- Paper towels and glass cleaner
- Small handheld vacuum cleaner
- Rubber bands
- Multi-tool with needle-nose pliers and pocket knife
- Small first aid kit
- A digital camera with SD cards
Your kit can be shipped ahead with your trade show display, brochures, and the rest of your trade show exhibit marketing materials, or you can take it with you when you fly or drive to the show.
Trade show logistics: Major trade show emergencies
Despite your best planning and execution, major trade show emergencies happen, usually without warning, and at the worst possible times.
Your trade show booth can be lost by the airline, shipper, or hotel during the first day of the show, the box of your importance sales brochures is lost, or arrives damaged beyond use, or all of the booth signs arrived with 2 inches of daylight punch through the panel.
Suppose they can be solved with minimal disruption, any of these glitches, and up as a funny story when you return to your office. But they are not very funny at the time when they happen, and they will always force you to go to plan B. You just have to know what your plan B is.
Here are some useful resources to keep in the back of your mind to address any major emergency threatening a trade show:
- Same-day emergency shipping. Most show emergencies involve loss of marketing materials, such as brochures, sales flyers, or signage, for which replacements are available. Suppose they can get to your show on time. Airline counter-to-counter services such as those provided by any major airline can get your parcel on a scheduled passenger flight to the airport of your show city.
- Local printing services. Kinko’s has over 1,000 locations across the US and is an excellent resource for emergency color copying and color digital printing brochures, flyers, and small signs. Your digital marketing agency or marketing consultant can transmit electronic files for your company’s sales and marketing deliverables by email to any OfficeMax near your trade show location, where they can be printed and picked up. Also, it’s a good idea to bring Adobe PDF files of all your company’s marketing materials with you on your laptop computer if you need to have these printed at a Kinko’s in your trade show city.
- Local sign production. Your digital marketing agency or marketing consultant can transmit electronic files to a local sign producer if you need additional signage right away. One of them is Fastsigns, a nationwide sign printing chain specializing in printing new or replacement show signs.
Trade show logistics costs must be watched. The end shipping and production cost of trade show emergencies are expensive. Still, they are always a fraction of the downside cost of lost sales and marketing opportunities your company would otherwise experience.
Your digital marketing agency or marketing consultant can be a great help to you during these emergencies, so let them know they should be on call to assist you in case of a trade show emergency.
Tradeshow Logistics Summary
Tradeshow logistics is where the rubber meets the road. You must coordinate the shipping of all of your trade show materials, be able to set up the booth, and tear the booth down.
As with most projects with many tasks and dependencies on other people, things may potentially go wrong. So follow these trade show logistics ideas with your next trade show or event. Let us know if it helped.
You’ve spent much time planning your tradeshow. Think about pre and post-website activities. You should have individual landing pages by-product and buyer personas. Your conversion rates will go up, and sales acquisition costs will go down.
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What is tradeshow marketing?
Tradeshow marketing refers to an exhibition (or trade fair) where companies in a specific industry showcase and demonstrate their new products and services. Trade shows usually are only open to those people who register, company representatives, or members of the media.
What are tradeshows for?
A trade show, also called a trade fair, is a significant, industry-specific event used by businesses to promote and demonstrate new products and services. The goal of exhibiting at a trade show is to generate leads, make contacts and connections, and grow distribution channels.
What are the benefits of trade shows?
Here are some of the top benefits of attending trade shows:
– Raise brand awareness.
– Forge business relationships.
– Highly targeted leads.
– Competitor analysis.
Are tradeshows effective?
Yes — if it’s a good fit for your business. The trick to real success is to find the right tradeshow, to begin with. As with most marketing and PR strategies, defining your target market is the most important preliminary step to getting the most out of your tradeshow experience.
What is a tradeshow?
A trade show (Aka: trade show, event, expo, conference, or conventation) is an event held to bring together members of a particular industry to display, demonstrate, and discuss their latest products and services.