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How can a business make the most of a Trade Show?
Home » Advertising & Marketing » Trade Show Booths & Trade Show Graphics » How can a business make the most of a Trade Show?Posted by Your Guide on December 2, 2005 12:33 PM
As with any project, start with clear, measurable goals for each trade show. Once you have chosen the show or shows you will attend, choose what the focus of each trade show will be. Will a new product or service be available? Will you be offering a special promotion? Is your company switching gears to go in a different direction? Your corporate goals will, in large measure, direct the focus of the show.
Your budget for the show will also direct many decisions about the goals of the show. How much money is available will direct how much is available for booth space rental, development of trade show graphics, and travel expenses.
The open space that will be your trade show booth must be eye-catching, yet affordable, and dripping with visual intensity. You can accomplish this by hiring an advertising company to assist you. If hiring an ad agency is too expensive, perhaps hiring a graphic artist who may be able to sketch out an idea that your staff can then develop in-house is the way to go. A talented IT staffer may be able to develop a computerized graphic that will draw people in. Be creative with both booth space and the visuals that will surround the space.
Printed materials are necessary, but should not answer every question. In fact, printed materials, beyond business cards, should bring questions to mind that the consumer will feel compelled to ask. Creating an atmosphere of curiosity will draw crowds in large numbers. Special drawings and prizes are one way to gather information about those who visit your booth. Since these are the potential customers of tomorrow, it is important to get them to leave their name and contact information with you.
The final step is to follow up on each contact. Not every person who leaves their name and number will result in a sale, but some will. The key is to make enough contacts that will, in time become long-time and loyal customers.
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