By Lisa Major
Trade show marketing is an incredible way to get a product or service in front of thousands of people on any given day. But if you look around at any trade show, you’ll discover a sea of other companies vying for attention. To ensure that your trade show marketing efforts don’t fall flat, consider these trade show tips that are guaranteed to draw in a crowd, help you reach your goals, and allow you to get the maximum return on your investment.
You only have a few seconds to capture an attendee’s attention, so it is crucial that you capture their attention, and do so quickly. You want to wow them from the get-go and give them a reason to visit your space. From lighting to displays to seating and even your staff’s uniforms, make sure the design of your trade show space is visually appealing and functional, consistent with your brand’s image, and speaks to your target consumer. Logos should be consistent and prominent but also displayed naturally, you don’t want to crowd the space with too many words, but you want people to know who you are.
If you are handing out any type of brochures or literature, keep it simple (and eco-friendly). The smaller and the less wordy the material, the better. No trade show attendee wants to carry around a bunch of brochures (or flyers) that offer little to no value. If you feel like literature is a must, come up with an offer to include such as a free eBook or whitepaper, a digital coupon, or some type of exclusive offer. In doing this, attendees will be more apt to hang on to what you give them.
You want to engage your booth guests in an unforgettable way. Give them something to do that allows them to engage with your brand. This can range from the simplest of elements like a prize wheel to something more elaborate like a hashtag mosaic or virtual reality experience.
Your employees may be great at what they do, and they may know everything about your company, but that doesn’t necessarily mean they will know how to work the trade show crowd. Event staffing companies can provide you with confident, experienced and professional trade show staff who know the ins and outs of engaging trade show attendees while subtly relaying brand messaging. They will be able to assist with engagement and bring in leads as long as you provide them with the necessary tools and training that will set them up for success. Train them on the history of your brand, your goals, brand messaging, FAQs, and who you are targeting to ensure that interactions come off as authentic and sincere.
While the main event will be inside, the opportunities are endless outside of the exhibit hall. Consider using a street team outside of the convention center to catch attendees before they enter the building and give them a reason to visit your booth before they are bombarded with the “noise” inside. An exclusive offer, a contest, or an upgraded swag item are a few ways to drive people to your booth.
Once you attract someone to your booth, you’ll want to offer them an incentive to hang around your space. The longer they are there, the more opportunity you have to make a lasting brand impression. Not to mention, if other people see a crowd at your booth, they will be intrigued by the offering. Here are a few ideas to keep people lingering:
Promotional items and swag are great offers, but if the swag is no-so-great itself, it’s most likely going to wind up in the trash can or left behind in a hotel room. Get creative when you are thinking about your swag items and offer items that attendees will actually use.
What’s hot: mobile device chargers with a variety of connectors, umbrellas, and stainless-steel water bottles.
What’s not: pens, keychains, and bulky items.
If you take away anything from this article, remember simplicity, functionality, and engagement are the three key areas that you will want to focus on when planning your next trade show marketing campaign.
For over 15 years, ATN has delivered exceptional staff for our trade show marketing clients. We provide experienced teams who will generate booth traffic, engage attendees, and elevate brand presence at any type of trade show, conference, or convention. To learn more about our staffing solutions, click below to contact a member of our client-services team.