You’ve just returned from a trade show and called a major client, only to hear, “Oh, you were there? How did I miss you?” It’s a sinking feeling and likely not the first time it’s happened. Don’t let your exhibit become a hidden picture. A pre-show plan is essential to guarantee attendance.
Start with pre-show marketing. Invite your clients and potential clients, making your exhibit must-see. Many attendees pre-plan which exhibits to visit (50% to 75%). Time is valuable, so get in front of them long before they set foot on the show floor and drive them to your exhibit.
Dare to be different with your exhibit. A well-designed trade show booth and engaging graphic presentation can increase traffic. Add an interactive presentation about your company using computers, TVs, or projector screens to create excitement and buzz. Avoid using tables and counters as barriers; get out to the front aisle to engage with attendees.
At the show, you’re competing for attention not just with other businesses in your industry but also with neighboring exhibits. Use exaggerated colors and ample lighting to stand out. Backlit images and movement, such as rotators or working models, help draw attention.
Exhibitors who neglect to invite customers and fail to excite attendees on the show floor are wasting their marketing dollars. Industry trade shows offer the greatest potential to attract new clients quickly. According to the Center for Exhibition Industry Research (CEIR), exhibition leads are 38% less expensive to close, require only 1.6 calls to close, and are 31% less expensive to contact. Plan and maximize your trade show success.
