You need to have a good marketing head on your shoulders if you expect to succeed in business at all. It’s one of the most effective tools in bringing leads to you, it adds legitimacy to the business, and it helps you stand out amongst competitors. The expos, events and trade shows of the business year are your opportunity to do that in style. However, if you want to stand out, you have to be willing to earn that visibility.
Find the right space
For a lot of businesses that haven’t done it before, the impact of choosing the right physical space at a trade show can be a surprisingly important choice. It’s vital you learn that now as opposed to later. The closer you can get to entrances and the beginning of a route through booths, the better. It might cost more and it might require booking as early as possible, but it pays off for the amount of attention you get by sheer virtue of foot traffic alone.
Wear that brand
It’s inconceivable to some, but there are businesses who just aren’t used to wearing their brand loud and proud. If that’s the case for you, it may very well be because you haven’t put a lot of thought into the visual brand of your business. Now is the time to change that. This is your opportunity to leave a lasting impression of the business and having a unified style, alongside a logo, is a big part of that. Unbranded booths in a trade show just look confused and unfocused. They’ll be ignored more often than not.
Branding isn’t the only thing you need to be concerned about it, either. It’s important for leaving that impression but you need to put serious thought as to how you gain attention in the first place. Embracing the full spectrum of visual and audial display is what ‘wins’ a trade show. If you could use AV hire to set up a specific mood around the booth, then set it. If you have good multimedia such as videos or presentations to dot the booth with, do it. Be bold in setting an impression.
Have something to say
Of course, there’s a phase between ‘catching their attention’ and ‘getting remembered’. That phase is the meat of it, winning over your potential leads. The wrong way to go about it is to expect them to have all the questions and just be loaded with the answers. Talking to the specifics of needs and circumstances they mention is a great way to personalize your approach. However, you still need to work on the core of the presentation beforehand. Know what you’re offering, know the emotional values of it, know the audience. Don’t read directly from cue cards and don’t rote memorize entire paragraphs, but have an aim and have the talking points to take the discussion there.
Showing up to a trade show with nothing to show, say, or offer isn’t just going to be a benign failure for your business. It’s a marketing disaster that can cast real doubt onto the professionalism of your operation. Don’t let it happen to you.