If this is your first trade show appearance, you bet the feeling is kind of…overwhelming.
You consider a lot of things from financial to logistics besides the significant amount of works and attention that you devote to on making strategies for the upcoming trade show. You know the early preparation for the show is often a challenging task that consumes a major fraction of your time and attention.
Follow these secret marketing techniques to make your first trade show appearance counts and notable.
Secret marketing technique # 01 – Early registration
It will be helpful on two counts – save you on the cost, cut down on the stress.
Early registration for the trade show is great as you will avail the early bird discount. You know its helpfulness? Well, it will help you cut down on the show’s expenses. Now, be informed about all the deadlines related to the show, such as the time of the show, the venue and more. If there is a chance you (inadvertently) forget the deadlines, keep the calendar reminders. Consult your exhibition organizer and get an exhibitor checklist detailing the time of the tasks to be done at the show.
Secret marketing technique # 02 – Ideal customers
Trade show conglomerates a large number of visitors, including marketers, purchasing managers, journalists, freelancers, founders, vendors, executives and more. All of them are not your ideal customers, and therefore, you need to know or develop a target customer profile in advance of your trade show. It will help you figure out the target audience. Moreover, you will be able to find great leads facilitated through the interaction with your sales team.
Secret marketing technique # 03 – Be friendly with the attendees
To succeed at a trade show, you need to get familiar with your attendees rather than occupying yourself with gadgets like computer, cell phone, or getting engrossed in conversation with your teammates. If the attendees find you busy and you are not paying attention to them walking to your stand, they will assume you to be standoffish.
Don’t project your impression so negatively in the eyes of visitors. Rather, keep the visitors on top priority, make an eye contact with them and introduce yourself cordially to them.
For the first time exhibitors, it may sound like a task non-achievable because of fear of being disregarded by the visitors. However, when you approach a few people, you get to know they are very cordial and open to conversation with you. Don’t feel lost on words during first interaction with the new attendees. A monosyllabic opening gambit like “Hi, how are you?” is enough to spice up the conversation.
Keep these in mind:
• Don’t discriminate your prospects by age, gender, appearance or financial standing.
• Converse with people even if you don’t know who is the right one to talk to first.
• Be respectful of the time granted to you by your attendees, they will hear you out willingly.
• Treat everyone with respect, and listen to the attendees.
Secret marketing technique # 04 – Show them the uniqueness of your offer
Those attendees at the trade show, they want to see how special your offers are. That said, they want to see the sample of your service/product.
You know how it will benefit your trade shows?
Let’s see how product sampling matters for customers’ engagement at the trade show.
• Product sampling through video demo using a large flat TV screen is an effective direct marketing to allow customers to try your product before buying it. It is said most brands lead by SAMPLES.
• The demo of product samples creates excitement, thus allowing the attendees to believe your offer.
• Product samples make a direct impact on consumers, drive them to buy the products after the demo.
• Seeing is believing. For most attendees, the purpose of visiting your stand is to trust the messages you emailed them before launching your show. Product sampling through video is useful to let the attendees try your brand with trust.
Secret marketing technique # 05 – pre-show marketing
It may be surprising but there are lots of attendees who handpick exhibitors in their list of “Going to visit”. They decide which exhibitors to visit much before the launch of the show. It is why you need to set pre-show marketing objectives.
How to do pre-event marketing:
• Let people know through some announcements that you are exhibiting at a particular trade show. Prospective attendees will add your event to their “to be attending” agenda.
• Your pre-event marketing strategy should involve diverse-channel way. It will help you understand the preferences of different attendees and you will be able to make a plan for your next show, accordingly.
• Indulge into content distribution and email campaigns to let your target audiences know of your next trade show.
The marketing techniques mentioned above will hopefully serve your exhibiting objective well. Though it is not the ultimate guideline to succeed at the trade show, the inputs will surely help you get the better part of how to prepare for your next trade show. Meanwhile, the best exhibition booth design is considered to be crucial in relation to helping you represent your brand better in front of the attendees at the trade show.